By John Sonnhalter, Rainmaker Journeyman, Sonnhalter
One of the biggest challenges we all face is getting more out of our marketing budgets. Most of us, when thinking of developing content, think of it as a new task that we have to start with a clean sheet of paper.
Some overlook the fact that you may be sitting on a gold mine of existing content, but have you maximized your existing content (content curation)? Heidi Cohen, in a recent post, Internal Content Curation: What Most Marketers Miss, shows how to give new life to content you’ve already published.
By changing headlines, graphics or focusing it on a specific industry or application, you can get more mileage out of it. Or utilize the content in a different format, i.e. SlideShare or an infographic. It’s a great way to get more content out there to incremental audiences without spending lots of money.
Heidi lists 10 steps to maximize your internal content curation. Here are a few that caught my eye:
- Audit existing content – This is low hanging fruit. Look at the gems that get the most attention. Are there content sections missing or that are weak and need to be bolstered up?
- Gather content from across the organization – Look outside the marketing department for relative content. Don’t overlook customer service, tech service and engineering as good resources. Collect questions they get from customers on a regular basis and make sure you address them.
- Monitor content analytics – What kind of content attracts the most traffic? What keywords do best? Is one platform outperforming others?
What are you doing to maximize your ROI on content?