Reuse, recycle, repurpose is not solely a mantra for doing right for the planet; it’s also a mantra for doing right for your business. How? Through a strategic approach to your marketing and messaging that ensures consistency of your brand message across all marketing communications channels – think marketing, advertising, public relations, even your company’s newsletter and sales collateral.
This strategy, called Integrated Marketing, leverages your time and financial resources by repurposing the content you create for a single purpose across multiple marketing channels. No need to continually reinvent the wheel.
How can you take advantage of this approach? Take a look at this example:
Newsletter Article
Write a ‘how to’ or educational article in your area of expertise for your company newsletter.
Audience: clients, friends of the business and existing (warm) prospects
Blog Post
Social Media Content
Lead Magnet
Public Relations
This simple example illustrates just a few of the ways you can repurpose your original content. There are dozens of opportunities to reuse, repurpose and recycle!
Beware of the Cut and Paste
Integrating your marketing communications means more than just cutting and pasting content from one channel to another. You need to keep the target audience, tone and format of the individual channels in mind when repurposing you work. Be sure to make the minor edits and modifications necessary to adapt the content to fit the channel you’ve chosen to repurpose the content for.
In the end, you’ll find integrated marketing to be an efficient and cost-effective use of your time, resulting in improved communications and brand consistency.
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