We all know the importance of creating original content, but the reality is, it’s hard.
Out of necessity many content marketers have developed their skills at “re-imagining” (h/t Ann Handley) their content to extend the life and value it can deliver.
Beyond the value extension of content through repurposing is the function of personalizing content for different markets and using a modular approach to segmenting useful information for specific audience targeting. Reusing content is efficient and it’s also effective when architected through a smart strategy that sees beyond simply publishing the same thing 3 ways.
At the B2B Content2Conversion conference in New York this week, my friend Pam Didner (Global Integrated Marketing Strategist at Intel) gave an excellent presentation on repurposing content.
As marketers accumulate information about customers, it is also important to identify common characteristics and patterns to help guide messaging, engagement and offers.
