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Content Marketing
Last month, we discussed the fact that Content marketing is hot. According to the 2014 State of Digital and Content Marketing Survey (http://bit.ly/1xb4B6o), 80% of law firm CMOs believe content marketing is an important marketing and business development strategy, and 84% expect to increase the amount of content they are producing over the prior year. With that in mind, we discussed the first four and a half of seven best practices. We conclude this discussion herein with a continuation of Point 5, Repurposing Content.
Reuse Content
There are lots of ways to repurpose content. If you have a longer piece, try to create “bite-sized chunks” of it ' i.e., tips, checklists, blog posts, slides, charts, infographics, etc. You can expand on shorter pieces or combine several ones on related topics into whitepapers, eBooks, webinars, and events. Articles can become videos and presentations, or vice versa. Update and revise older content by highlighting new developments or frequently asked questions. Repackaging your content not only helps relieve some of the burden of creating new content, but also creates different formats that may resonate better with different audiences.
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