INSPIRATION✨ My take on the intersection of marketing + life
Hi 👋
Earlier this year, we lost two clients.
The cause?
Too much content.
Sounds funny, but it’s true.
Here’s how the scenario played out, not once, but twice:
“Budget cuts, coupled with months’ worth of content sitting in Google Docs means we don’t need any more blogs,” said the client.
She was right.
We created dozens of pieces of content with the ideas and expertise of their internal subject matter experts — and it was all sitting in a Google doc.
Some topics were seasonal or even newsworthy, but many more were evergreen and could be published anytime. Even worse, in both scenarios, there is either a lone, overworked marketing professional or no one in marketing to physically hit “PUBLISH” on the backend of their blog.
It was nearly impossible to make an argument for our monthly retainer when budgets got tight. I get it.
But do you want to know what our real mistake was? Not helping these clients repurpose, repackage, reshare and reshape what we created for them.
One of the joys of producing great content is seeing it in play again, and again and again. And it’s possible
when you start out with a great content strategy.
Today, our team loves to engage the five R’s — with a passion. Here’s how that looks for our clients this month:
A checklist PDF repurposed from the back page of an eBook
A 2-minute video teaser created from a blog post
A blog that was re-written twice — for a local and a national trade magazine
9 LinkedIn posts from a single PowerPoint presentation
An eBook repurposed as two risk service bulletins
Next week, we’re launching Zissman Media University, a monthly webinar, exclusively for our clients and you, the members of this newsletter.
You’ll never guess what our first session is called:
“I’ve got tons of content. Now what?” Join us Wednesday, August 31st at 12 noon CT for our Back to School webinar! I’m excited to introduce you all to Elizabeth Rago, our talented Lead Writer who will be presenting many of the above-mentioned examples — and more.
Join us for practical tips on how you can repurpose, repackage, reshare and reshape the content you’ve already got.
Open that Google doc and get ready to hit “PUBLISH.” See you there!
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