Year after year, surveys of B2B marketers say that the #1 content marketing challenge is “Producing new content on a consistent basis.” Creating new content is difficult, and as a B2B marketing agency, we understand that challenge. So not only do we help our clients create new content, we help them repurpose it as much as possible.
Repurposing means taking that hard-to-create original content and producing it in different formats, and then using different channels for distribution—allowing you to leverage up the impact of every piece of content you create.
Consistently seeking the best marketing ROI possible, it’s in our nature to maximize the impact of every piece of content we create for our clients. With that goal in mind, we developed a cheat sheet for content marketing. It’s called the Content Matrix™, and it’s Pepper Group’s unique tool that helps us and our clients identify multiple combinations of content type, format and distribution method.
How does it work? For example, a content type could be a customer success story, education on a specific topic, a tip or a shortcut, or industry survey results. We identify the content types that we already have or can create. Then we consider various formats. Formats can include a brief article, a video, an infographic, or a slide deck. And finally, we look at various distribution methods, which might include organic social posts, email, a press release or sponsored ads.
For example, let’s say you have a customer success story. In addition to it living as a write up in the form of a blog post and posted on your website, that same content can also be repurposed into a short video, a PDF, an infographic and/or a slide deck. It can be distributed as an email, a sponsored post, a press release, a print out, or shared on multiple social platforms. In short, the impact of one blog post has now been amplified!
Our Content Matrix shows how one of 16 types of content we’ve identified can be repurposed into 16 formats and then distributed over 16 channels. That’s 4,096 possibilities. It’s helped us solve one of the biggest challenges companies face in a smart, effective and creative way.
The Content Matrix is part of our Revenue Tower® marketing framework, and if you’d like to learn more about the Revenue Tower, download our Revenue Tower eBook.
Ask yourself if you could be increasing your ROI by repurposing content. If yes, then send me an email or give me a call. We’ll review our Content Matrix together and no doubt identify some key opportunities to help you succeed.