I have a confession to make. I’m always telling our clients (based on their metrics, of course) that they need to produce more behind-the-scenes content to help sell the brand’s story. My confession is that I’m not sharing enough of my OWN behind-the-scenes content. Whoopsies. If people connect to other people, and not logos, then sharing this type of content can really help your audience connect with the WHO of your brand. Here are a few ideas to emulate and master your own “people content.”
Everyone talks. Some write. Digital marketing is a “writing” business – everything you do with digital marketing has to do with writing – from emails to blog posts to social updates. Given that it’s getting crowded on the web and harder than ever to grab the attention of the average web-lounging customer, “normal” writing (which passes off as “content marketing”) is gradually losing steam. Something else has to cover for the overall lack of chutzpah. But what gives? What can work? How do you make your readers sit up and take notice? Maybe entrepreneurial spirit – the same spirit you started your business with – can help. Jacquelyn Smith wrote about Entrepreneurial Spirit on Forbes.com, and called it a mindset. I concur. I only add that you can bring it to work for your content marketing. How exactly? Let’s see:
Without a doubt, content fuels your sales pipeline. At least, it should. Whether it’s snackable content for easy consumption or “heavy” content for persuading peeps to buy from you, your content marketing goals should align with the sales pipeline. Better said, your content should grow (from snackable to a full meal) as the prospect moves through the funnel.
In another life I worked at the Cystic Fibrosis Foundation (a non-profit). We used a Manual of Style to help each and every one of us write and speak the same way across multiple chapters. Here I am with some friends at a Coin Party (where you bring all of your loose change to donate to the cause) back in 2007 (that’s me in the middle): While I knew how to get my friends together for a rip, roaring good time (that benefitted CF, of course), the Manual of Style taught me how to stay on brand and consistently deliver the same messaging when writing copy or talking about the Foundation. It’s a critical piece of internal content for any well-respected brand.
There are hundreds of reasons you should recycle your content. Whether it’s blog content, website content, or content you use in your lead magnets (read: eBooks, cheat sheets, checklists, etc.), you should put a Remix & Reuse plan in place and then act on it at least once a year. Today I’m sharing 11 ideas for recycling your content.