Tips for Stretching Your Content Marketing Dollars

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Ideas to stretch your budget and increase your return. Content from Lead Generation For Dummies by Dayna Rothman. For more detailed strategies: http://bit.ly/LeadGenForDummies

Marketing

TIP1FindthatBigRockCandyMountain
Youaregoingtocreateabig,giantfoundationalpieceof
content—thebigkahuna,the rethatignitesmanyofyour
leadgenerationcampaigns,thebigrockycandymountain
fromwhichyouwillchiselbuildingmaterialsforother
delicious,irresistible,consumablecontent.
TipsforStretchingYourContentMarketingDollars

WhatMakestheMountain?
Thisbigmountain—theprimarycontentpiece*—willcontaintherawmaterials
thatyouwillusetoconstructmultiple,moregranularcontentassets.
MountainProperties
Size:BIG(ideally20ormorepagesinlength–likeanebookoronechapter
fromalargerwork)
Dimensions:MULTIPLE
Purpose:TobeHELPFUL,ANSWERQUESTIONS,andOFFERSOLUTIONS
*ExhibitA:*ExhibitA:ThebigrockmountainforthisveryslidedeckisChapterSixofour
bookLeadGenerationForDummies,byDaynaRothman!
TipsforStretchingYourContentMarketingDollars

TIP2SliceandDiceYour
PrimaryContentPiece
Fromthatoneeﬀortofcreatingthe
large,primarycontentpieceto
populateyourcontentlibrary,you
cancreatemanysmallerpiecesfor
multipleuses.
TipsforStretchingYourContentMarketingDollars

TIP3RepurposeExistingContent
By“repurposing”wesimplymean:Takingsomethingyou
createdandputtinganewspinonit.
Thecontentyouneedalreadyexists.Justthinkcreatively
aboutwhereto ndit.
TipsforStretchingYourContentMarketingDollars

ContentLibraryDIY
ThinkofthepopularDIYshowsandwebsitesshowingcrafty
folksrepurposingoldfurniture:turninganoldpicnicbasketinto
asidetable,anantiquedresserintoawashroomcabinet,anold
traveltrunkortoolchestintoacoﬀeetable.
Keepthosecreativesolutionsinmindwhenapproachingyour
oldcontenttoreinventit.
TipsforStretchingYourContentMarketingDollars

RepurposeExistingContent:
Reports&Ebooks
Takeareportoranebookyoucreateandturnitintoan
infographicoravisualslidedeckusingthesamecontent.
•Reportslendthemselveswelltovisualcontentbecause
theytendtohavealotofgreatdatapoints.
•Ebooksshouldtellastory,sotakethatstoryandcraft
avisualslidedeck.
TipsforStretchingYourContentMarketingDollars

RepurposeExistingContent:
WebinarsandPresentations
Whenyouproduceawebinar,makesuretohaveawriteronhand
tocreateatranscriptofwhatthespeakersaysinhispresentation.
Fromthere,takethetranscript,reorganizeitifneeded,andcreate
anebookorreportfromit.
TipsforStretchingYourContentMarketingDollars

RepurposeExistingContent:Blogs
Takeablogpostyouwroteandcreateanebookoutofit.
Youmightbesurprisedtolearnyoucaneasilytakea500-word
blogpostandturnitintoa ve-tosix-pageebook!
TipsforStretchingYourContentMarketingDollars

Youhaveoldcontent,achunkofsolidmaterialthat
looksdatedbuttheinformationisstillstronganduseful.
SaveorToss?
Q:Whatcanyoudotobringituptodate?
A:Reimaginethevisuals.
Stretchthecontentbyhavingyourdesignteamprovide
engaengagingvisualstorefreshthatexistingcontent.
TIP4PerformanEasyContentMakeover
TipsforStretchingYourContentMarketingDollars

Ready,Set,ClimbThatMountain
Convincedthatyoudon’thavetobreakthebanktocreatea
strongcontentlibrary?
Readytorollupyoursleevesandworktorepurposeexisting
contentandteachyouroldcontentnewtricks?
Areyougeareduptogoclimbthatcontentmountain?
TipsforStretchingYourContentMarketingDollars

LearnMore
Formoredetailedstrategiesforbuilding
andreningyourcontentmarketinglibrary,
checkout:LeadGenerationForDummies
www.wiley.com/buy/9781118816172
TipsforStretchingYourContentMarketingDollars

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