Jan 28, 2020

Create six pieces of content from one presentation

Content marketing is an effective way to increase awareness about and engagement with your company, services, and products; drive clicks to your website and blog; capture new leads; and improve SEO so your company shows up higher in organic searches.

There’s no time like the present to take a look at your existing content and plot out how you’re going to use it in the year to come. The great news is that content you already have can be repurposed for many other uses. For example, here are six pieces of content you can create from one executive presentation.

eGuide
Create a guide with educational content. Make sure it’s not self-serving—but instead solves a problem or fulfills a need for potential customers. Gate the content on your website to capture information about who is downloading your guide. Be sure to have a strategy in place on how you will follow up with leads after they download the guide before you launch it.

Blog series
The length of your presentation will determine how many blogs you can create in a series. For example, we recently ghostwrote a series on behalf of our client—their 20-page presentation translated into a 4-blog series with each blog at 500-750 words. Feature executive quotes and solicit quotes from customers, vendors, and partners to validate your claims.
Don’t have a blog? Here’s why you should >

Native ad
According to a study from IHS on behalf of Facebook, by this year, the majority of mobile display ads will be native and represent $53 billion in advertiser spend. Native advertising is more engaging than traditional display advertising and it’s good for elevating your thought leadership position. Make sure to include a compelling CTA at the end of your native ad such as an offer for a free eGuide or trial.
Here are five reasons to take another look at native advertising >

Video
Animate the individual stats included in the presentation and ask the presenter to provide a voiceover for the presentation in full and share that as gated content on your website as a recorded webinar. Or create an explainer video that does a deep dive on one of the presentation’s topics or a series of videos with content similar to that in your blog series.

According to AdAge, “Video content and video marketing can help your brand boost conversions. For instance, you could create how-to videos, product comparisons, or product demonstrations. You can also reach out to influencers and YouTubers to help showcase your products.” What matters is that you’re incorporating video into your marketing efforts—since your competitors definitely are and since that’s how more and more consumers are making decisions about which brands to support.

Social media posts
Start by using each individual stat in the presentation as its own social media post, designed to encourage shares that reinforce your brand. Pick apart the topics in the presentation and develop individual posts on those, too. Relate them to current trends in the media and use hashtags wherever possible so they are seen in more feeds. Consider encouraging the executive who originally gave the presentation to publish a piece with similar information directly on LinkedIn.

Emails
Pull content from your existing presentation then focus your time and resources on making sure your email incorporates dynamic, personalized content—and pops on phones even in dark mode since more and more apps are offering it every day. According to USA Today, “Switching to a black background on your mobile device and apps can be easier on the eyes and sleep rhythms, keep glaringly white screens from disrupting your dozing companion and stop batteries from draining so quickly. Dark mode also benefits those with visual impairments or light sensitivity.”

Need help with your content strategy?

Content is our middle name (which is weird, but you can blame our parents).