This guide is part one of a four-part series on content reuse. It presents an approach to content reuse that will help create more consistent customer experiences, showcase products in more appealing ways to different customer segments and introduce a modular approach to publishing content faster and more efficient.

1. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
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Reuse Content to Reduce Costs &
Raise Efficiency
Part One in a Four-part Series on Content Reuse
The pressure to publish more content, faster, is challenging online marketing teams to keep the quality high. Content
reuse offers a strategic approach to answer the challenge. Reuse also reduces costs and raises efficiency for continuous
process improvement that creates more profitable online customer experiences.
This Business Solutions Guide presents an approach to content reuse that will help create more consistent customer
experiences, showcase products in more appealing ways to different customer segments and introduce a modular
approach to publishing content faster and more efficiently.

2. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
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CONTENT CREATES CHALLENGES FOR B2C MARKETERS
Content is the fuel for digital marketing and eCommerce interactions. It creates engaging
online experiences that result in customers doing business with our brand. While driving
Web traffic to increase direct sales remains a top goal for B2C marketers, the rise of more
channels, increasing customer demands and limited resources is raising the bar to difficult
heights. It’s time for marketers to take control of content and create the results they need
with a more efficient and cost-effective approach.
Content claims 28% of B2C marketing budgets and is climbing as more channels, formats
and demands for information grow. In fact, the average B2C marketer uses 12 tactics for
content execution. In a 2013 benchmark survey of B2C marketers, Content Marketing
Institute and MarketingProfs found that the
top challenges with content, after budget, are
the ability to produce enough content and the
need to create engaging content. The speed of
change, social media and the relative ease of
publishing have combined to push marketers
into a “quantity” mindset, often at the expense
of the quality content that their customers are
anxious to find.
When the need to produce more content
becomes the top priority, online marketers
are faced with increasing costs and struggle
to gain efficiencies in content development,
governance and management. With only 32%
of B2C marketers agreeing that they are
effective at using content, it’s time to take
control of the process to drive higher website
and eCommerce performance.
The first thing to consider is the role that
technology plays in easing the strain of using
The average B2C marketer uses 12 tactics for content execution, according to a 2013
content to create engaging customer experireport courtesy of the Content Marketing Institute and MarketingProfs.
ences. Creating more content to keep pace
is not the only answer. Content reuse is an
approach that cuts time, cost and pressure while capitalizing on the content investment
already made. High-quality content offers many more opportunities for reuse than mediocre
content pushed out to meet a publishing schedule. A Web content management (WCM)
platform is a necessity for companies that depend on eCommerce revenues to drive growth.
The right WCM will enable online marketers to effectively reuse content to:
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Reduce time-to-content to increase efficiency
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Benefit from a modular approach for content reuse
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Apply repetition and context to create higher levels of engagement
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Increase ROI from investments made in content
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3. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
Reduce Time-to-Content
Creating compelling content is expensive. Even if your company creates content internally,
there is considerable expense for the expertise and time committed to content creation.
In the race to keep up publishing schedules that are being accelerated by the real-time,
live-stream pressures of social media and consumerism, the quality of content developed
can suffer.
Because content is representative of your brand’s voice, tone, style and customers, it’s
imperative that online experiences are engaging and profitable. And this means that your
Web marketing team must be able to publish content quickly and in new ways to meet
constantly changing customer needs and preferences.
Consider the idea that, instead of creating one content asset, every project
should create at least five. As an example, consider that you’re selling dinnerware. Content could include pictures of each piece, description copy for the
set and for each piece. Pictures using the dinnerware in different settings
with copy describing the event and any additional, complementary products
used. Recipes for what to serve on the dinnerware can inspire engagement
by helping customers visualize using it. The history of the type of dinnerware
could be interesting. Perhaps you’d create a video with a chef preparing one of
the recipes and serving it on the dinnerware. A blog post about easy entertaining could be written using one of the setting pictures — or you could create a
series that uses all of them. The ideas and combinations possible for this set of
content are many.
The point is that efficiencies are gained when all of the research is done at
the same time. Additionally, the voice, tone and style will be similar ensuring
that the content will all work well together in different combinations. Where
it would take considerably longer to create each of these content assets at
different times, developing them at the same time comes easier because of
the focus applied. It’s easier to write about the same concept in different ways
than it is to switch to completely different topics during the same span of time.
With a WCM that is object based, rather than oriented to page templates, different content
assets can be combined quickly in different ways across different areas of the website —
or even used on both the main site and specialized microsites without need for content
duplication. Should updates to the copy or graphics be needed, the content is updated and
the changes roll out to wherever the content is published automatically. For example, once
the product has garnered reviews or comments, they can be incorporated into the blog
posts or feature displays. Create once, use many times should become the mantra for
online marketers.
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4. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
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Take a Modular Approach
Reusing content is something that’s been done in technical writing for years. This is because
the content is often standardized, such as “Turn off phone when replacing batteries.” That
sentence can be used time and again in device manuals or FAQs on Web pages because it’s
not specific enough to warrant rewriting for each context or use case. The problem with
marketing content is that much of it is not developed to this type of standard. If it was, your
content would be dry and boring, limiting the quality of the customer experience — unless
they’re trying to change the batteries on their phone.
However, retailers can benefit from modular content based on the different ways in which
they display content. Different presentations or grouping of products doesn’t diminish the
need to showcase each product displayed for purchase. Likewise, reviews, comments and
social sharing about products can also be repurposed for inclusion with product displays.
CoreMedia 7 enables metadata and tagging so content managers can search for, find and drag and drop content into new
page displays quickly and efficiently. The process can be also be automated (as illustrated) through content queries.
A WCM platform that enables metadata and tagging structures to allow content managers
the ability to search for, find and drag and drop related content into new page displays
improves efficiency in the creation of new customer experiences — without the need to
create new content. Even higher efficiencies can be gained when WCM platforms allow for
the automated display of content to known visitors on your website — based on browsing
or purchase history. This real-time responsiveness makes the modular approach very appealing for creating more engaging and relevant customer experiences that produce improved
revenue streams.
When content can be reused quickly and new pages or promos published in minutes —
rather than hours or days — retailers can capitalize on trends identified through social
media channels or purchasing behaviors. Sometimes, tomorrow is just too late.
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5. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
Repetition and Context Drive Engagement
The idea to buy something usually requires
repetition of the idea for it to take hold and
motivate action. This doesn’t mean pushing
the same content to the same visitor repeatedly;
it means that the idea must be presented often
for the subconscious mind to latch on. Depending
on the customer, there are different angles of an
idea that will inspire them to engage or buy.
Going back to the dinnerware example, the
customer could be entranced by the design
on the dinnerware, itself, or need to see it in
a setting with a context that appeals to them
to motivate the intent to purchase. Perhaps the
customer is younger and new to entertaining
and needs to gain an understanding of how to
host a particular type of event before she’ll be
confident in buying. Or, perhaps she wants the
perfect recipe and the video of the chef cooking
the meal and showing it off to perfection on the plate is what it takes. Finally, it can be the
combination of all of these things that results in the purchase for the hardest-to-convince
consumers. Repetition creates acceptance and confidence in our decisions.
Creating many content assets around one theme or topic provides the opportunity to
present ideas to customers to meet differing needs and preferences. Learning how people
come to your website — search terms used, for example — can help to develop content
to meet a variety of contexts for how your website visitors find your content. Context sets
expectations. Meeting them is made simpler and more consistent with a WCM platform
designed to enable personalized and contextual content presentation. It should go without
saying that when expectations are met, engagement increases because the experience is
providing value recognized by the visitor.
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6. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
Extracting Higher Payoffs from Content
Twenty-eight percent of your marketing budget is a lot to invest in content. It’s imperative
that the content deliver as much value as possible, but it’s also prudent to reduce the effort
it takes to manage, govern and use it to do the job it was designed for — to drive business.
To use content only once is to do it — and you — a disservice. Or, it means that the ideas
used to develop content are too shallow if possibilities for reuse aren’t readily apparent.
Instead of creating new content whenever a new idea for a promotion or product feature
occurs, developing a library of content assets that can be mixed and matched to generate
new displays can ease the pressure on your Web communications and marketing team. As
customer engagement is evaluated over time, the ability to update once and have changes
applied to the content in all its uses streamlines the opportunity for continuous improvement to the online customer experience.
CoreMedia Studio helps online teams work smarter, with a create once/publish anywhere approach that lets editorial staff
treat their content as a valuable corporate asset, working it hard and gaining maximum value by optimizing content reuse
and leveraging numerous presentation options.
Gaining an increase on the return on investment requires both a strategic approach and the
support of technology that enables the efficient management of content on a massive scale.
Content reuse not only reduces time-to-content, but enables the development of content
that provides consistency in brand messaging that both sets and meets customer expectations. Planning from the start will yield plenty of opportunities to reuse the ideas in original
content development, but WCM platforms that enable content managers to find content
easily and use it quickly will create new ideas for displays, promotions and content use that
occur in hindsight as new opportunities arise to drive revenues.
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7. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
About CoreMedia
CoreMedia is a leading provider of Web Content Management (WCM) software to
organizations demanding engaging, context-driven online experiences for their
customers regardless of channel or touchpoint.
The company’s WCM suite offers unique business value by seamlessly integrating digital
and social media assets, increasing editorial productivity and accelerating time to market
in complex environments. As a result, businesses can more effectively execute their online
strategies to engage users, build customer loyalty and ultimately drive greater revenue
and profitability.
Established in 1996, CoreMedia is headquartered in Hamburg, Germany, with offices
in San Francisco, London, and Singapore. CoreMedia’s clients include global brands,
such as the Association of American Medical Colleges (AAMC), Australian Broadcasting
Corporation (ABC), Bertelsmann, BILD, CLAAS, Continental, EPCOS, Deutsche Telekom,
Internet Broadcasting, JD Group, Tchibo, Telefónica Germany and ZDF.
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8. BUSINESS SOLUTIONS GUIDE: CONTENT REUSE 1
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