Public Relations & Social Marketing Insight

Repurposing is a common best practice among the most effective content creators: you can be much more efficient and prolific if you take a single idea and turn it 15 different ways rather than trying to come up with 15 brand new ideas.

Ideas are super hard to come by, and when you get a great one you have to grab on with both hands and squeeze as much value out of it as you can.

If you’re not sure what I mean by “repurposing,” think of it as taking a great idea and building off it to create something completely new. Kind of like IKEA Hacking, but for marketers.

Repurposing comes in three different flavors:

-  atomization, which is breaking a single asset up into smaller pieces;

-  aggregation, which is pulling smaller pieces together into larger long-form assets; and

-  amplification, which is using the themes & messages of your core content to create related pieces that build the strength of your brand’s connection to the idea/topic overall.

We’ll dive into each option separately so you can think about which method or methods makes sense for your content mix and marketing team....

Have You Made the Business Case For Content Curation? If not, this data will help persuade your management to invest in content curation.

Despite this focus on content, 55% of businesses have trouble producing enough quality content and 39% of businesses have trouble getting sufficient budget for their content efforts.

Regardless of where the resources come from,  marketers must fill this content gap because B2B customers are more than 58% of the way through the purchase process before they contact you.

They’ve done their research and homework online, applying the same behavior they use as consumers. To remain competitive, your business must be visible and findable across owned, social media and third party platforms using a mix of content offerings....