As an enterprise, you know you need content to stay relevant, attract new customers, and engage with your existing ones. However, your resources for creating new content are likely limited.
You might hear yourself saying things like:
- “Original content costs how much?!?!”
- “I’m not sure we have the budget for ALL of that new content this year.”
- “Well, we may have to do more with less this time.”
Remember the first rule in The Hitchhiker’s Guide to the Galaxy: Don’t panic.
Most enterprise clients have a trove of content that can be repurposed for far less than it costs to create new content from scratch.
For example, a manufacturer after organic rankings for aftermarket auto parts may have manuals for each of its models that can become hundreds of pages of keyword-rich content your customers are looking for on their domain. They may have answers to commonly asked support questions in a wiki for techs that can be repurposed to help DIY auto enthusiasts save time with content on the company blog.
Many enterprises have high-quality marketing material made for the print world. A print brochure that concisely explains the benefits of a service might be easily adaptable into a blog post.
In many cases, businesses may have several years of good blog content that can be refreshed with the latest information. If a business wrote a post a few years ago about the best apps for managers of apartment complexes, that post can be redone to reflect the new apps that have come out since.
In the publishing world, sometimes a modestly successful book becomes a bestseller after the publisher revamps its title or changes its cover. When we do information asset audits for enterprise clients, we often find underperforming content that works much harder once it is given a title that draws more organic traffic.Remember the first rule in The Hitchhiker’s Guide to the Galaxy: Don’t panic. #ContentMarketing #BFO Click To Tweet
Looking carefully at analytics can help uncover pieces of content that fall into this category. Sometimes, refreshing graphics and tweaking the story around a piece of content make a big difference in how visitors engage with that content.
In some cases, we have found information assets that are being very effectively used by salespeople to answer pain points for a particular kind of buyer that should be adapted and made part of the online sales funnel for the client.
Greater value often can be wrung out of existing content by allowing users to consume it in a different way. For example, an enterprise that has a popular podcast could transcribe episodes. A question that a subject matter expert answered on Quora could resurface as a blog post that gets shared on LinkedIn.
When you are making your content calendar, take your priority keyword list and look at the underused content assets you already have. Don’t be afraid to mine or to curate. You don’t have to create something wholly new each time you have a slot to fill.
Don’t be afraid to repurpose, refresh, retitle, and reformat some of your content greatest hits and to hunt through your analytics seeking those low-traffic high-conversion pieces of content that could turn to gold with a new title and a little paid-promotional love.