I’m sure you’ve heard a lot about repurposing content. It really is the best way to get the most out of your content marketing budget.
The beauty of repurposing content
For example, many companies are realizing the benefits of original research and creating in-depth reports based on their industry or audience.
Some might stop after that massive undertaking. But not firms that are smart about how to get the most out of their content.
Content savvy marketing departments will use the data they collected to write short (1-2 page) “mini-reports.” These reports aren’t as long as the full report and they include narrative geared towards specific industries or potential buyers.
One report can produce many, many valuable mini-reports
Once you have an extensive report, you also have at least a dozen, industry-specific mini-reports to:
- Provide as tools the sales team can use.
- Offer to website visitors and newsletter subscribers.
- Share via industry groups on LinkedIn, or at trade shows, or in industry meetings.
Really, the possibilities are endless.
Don’t have proprietary research? Don’t let that stop you!
You may be thinking, “But, we don’t have access to a team of researchers!”
Of course, you can hire a firm to help you undertake a research project.
Or, you can partner with an organization that has already done the research. (Just be sure to give them credit!)
I recently heard from the folks at Clutch.co – they have survey data related to HR topics. And it’s free. I always want to be sure the data is reliable, so I asked how they obtain their data. Here’s what they said:
“All our survey data and research is original. We design the surveys and use a trusted third-party resource – Survata – to run them.”
The lesson here: don’t let a lack of data derail this opportunity to create content.
Apply your expertise and insights
To repurpose any research, the important thing to remember is: apply your expertise and insight to highlight how that research applies to specific industries.
If you’re a writer working with marketing teams, be sure to suggest this as an idea. They’ll be glad that you’re thinking of ways for them to make the most of their investments!
If repurposing your report content is something you’d like to discuss or try in the future, let me know.
By the way…whenever you’re ready, get your copy of the Complete Guide to Becoming a Professional HR Writer, my comprehensive guide on how to launch and grow your HR writing career. Click Here to Learn More.