Let’s be honest — the development of marketing content isn’t exactly cheap. From the idea to the research to the execution, it’s an investment. And like any business investment, you need a level of return that makes sense based on the time, effort or dollars expended.
The biggest content no-no? The one and done
It’s the cardinal sin of content — having a great idea and using it just once. Imagine you invest in some first-party research that generates a bunch of interesting insights about your market. Do you issue a press release with the highlights and call it a day? Absolutely not.
The list of ways you can extend the value of that research is a mile long. A few that come to mind…
- Create a downloadable report with in-depth research findings. Illustrate with some cool charts and graphs, and wrap it up with some unique insights. Boom, thought leadership at its best.
- Grab 3-4 of the most interesting stats from the white paper and reinvent them as an infographic. Ideally, use your headline and intro to spin the data in a fresh-yet-complementary way to the research report. Your call to action? Download the full report.
- Turn individual stats into punchy graphics to share via social media or email as part of a nurturing campaign.
- Pitch the story behind the research results to a podcast host and guest on their broadcast to discuss.
- Turn the podcast interview into a downloadable transcript and post on your website.
Though learning styles may be a…