As digital marketing, sales, web development, and social media continue to evolve, and in some cases re-invent the way tasks are completed, one thing that doesn’t change is the need to generate content. For businesses to be productive and successful in these areas, content plays an important role.

Content produced by sales and marketing teams and shared via web sites and social media platforms provides information and knowledge that can be disseminated to a large audience. This large audience can be segmented into various groups such as early adopters, decision makers, influencers, partners, customers, competitors, educators and others. The segmented audience then interprets the content in various ways and in most cases they will take action. But they need the content first to be able to react.

The advice here is not to reinvent the wheel for each audience but rather develop a few key pieces of material and customize it based on your audience and market needs.  With this, you can still reach your key targets and not spend endless resources such as precious time to accomplish your content library.

For a company of any size, content introduces a new way to attract and engage with your audience. Content can also be customized for targeted markets and interest levels. For example, technical white papers will be of most interest to a technical or engineering audience interested in development or finding solutions to challenges. A business case about return on investment (ROI) savings will be of interest to business executives and potential customers. As for fact sheets and product collateral, they could be of interest to potential partners or distributors.

Meanwhile, sales or marketing materials could be repurposed on a company blog site or shared on partner sites. For promotional purposes and to have others share the content, links can be posted on social media platforms like Twitter and LinkedIn enabling others to share with their contacts.

But wait, there are still more ways to share that content! How about turning it into a “tips” piece and submit it to your favorite news site as a contributed article? This helps to build thought leadership for your executives as well as get the company name published with a reputable third-party website.

Let’s recap some of the great ways to take a few (up to 3-5) pieces of content and leverage it to other audiences and online web sites, including social media platforms. Content can be developed or repurposed for:

  • White papers
  • Business cases
  • Blog post
  • Fact sheet
  • Product or sales brochure
  • Speaking abstract
  • Webinar materials
  • Sales or corporate presentation
  • Newsletters
  • Direct e-mail blasts
  • Add videos or other visual elements to the content
  • Contributed article
    • A tips article i.e. “5 tips on how to increase web productivity”
    • How-to article
    • Opinion article
    • Controversial topic

Next time when a piece of content is written or perhaps you already have a library of content, consider how to best leverage the developed content to maximize its reach. And then, why stop at one idea when you can multiply the output and its readership? The more you create content and repurpose it into multiple pieces of content and then share it via social media, your web site and other online sources, the more reach your content will have. The content which started out as only one piece of informative material has now increased its value and mindshare ten-fold. That is content working for you and your business.