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....

This is not another article about content marketing. It’s not intended to convince readers that content marketing can help differentiate them from their competitors, showcase thought leadership, drive traffic, or engage their customers. A quick Google search of the phrase “content marketing for small businesses” yields more than 200 million search results, meaning that there are already plenty of people out there talking about these things (and probably trying to sell small businesses something in the process).

So who is this article for? Anyone who’s convinced, but not sure how they can make it work for their business. It’s for anyone who’s ever wondered whether it’s possible to have a content marketing strategy without creating any content.

While the short answer to this is no, there is good news. The first is that the investment of time and money it takes to create great content doesn’t have to be a barrier to entry. Almost any small business that really wants to get into the game can do so by being smart about how they’re allocating their resources and maximizing the content they do have.

The second piece of good news is that the sheer amount of free content online makes activities like curation arguably more important than content creation itself.

That said, content creation still needs to play a role in your strategy. Original content--whether it’s in the form of a blog, case studies, videos, infographics, etc.-- will help you define the point of view you want to convey and should help set the tone for all of your content marketing efforts. The key is to maximize the ways in which you distribute and supplement it with other, lower touch tactics. Read on for five of the best....

...What made content marketing so successful was its ability to communicate with consumers without selling. It was a subliminal sales pitch that left potential customers with the desire to learn more about a product; a result of consuming relevant and moving content. Sites had to develop their message to appeal to consumers by creating a repository of interesting content.

With the amount of content growing rapidly, the ability to consume the content stays the same, despite technology having enable users to consume it at a higher rate than previously possible. Simply put: there aren’t enough hours in the day to consume the content available, requiring another great evolution to marketing theory in order to appease a group of consumers that have become oversaturated with different subject matter....

Even after you've exhausted the usual channels for promoting your content, there's still other ways! Discover how to use FlipBoard to showcase your awesome marketing content.

As you are probably aware, great (and useful) content is the fuel behind good Inbound Marketing. There are lots of ways to publish content such as yourcorporate blog, and other online resources.

As you publish content, you'll want to be sure it gets found in search via SEOand also on social media. However, what if you could publish your own online industry-specific magazine (that's optimized for tablets) to an audience with over 100 million people?

Well, it's easier than you might think. Just use Flipboard.

In addition to seemingly endless supply of freelance writers, there are also crowdsourcing websites that make the process a little more streamlined and smooth. The List.ly list below features several of the more prominent sites.

...Crowdsourcing content moves beyond simple creation or curation and opens a world of opportunities for freelance writers as well as business owners....