Which cHANNELs sHALL I use?

“You know it’s true, Everything I do, I do it for you.”

Where is your audience? (Where are you Doug?!)

There’s no point posting on Instagram, Facebook or Twitter if your audience isn’t there to read it.

Fancied dipping your toe in the world of PR? Great! But what publications are your audience reading?

What about your website? I bet you’ve spent a lot of time painstakingly pulling that together, juggling web design with development and content creation – you definitely want to make good use of your website. So, is it SEO optimised for the search terms your audience is actually using to try and find a company like yours?

Hopefully you’re starting to get the picture – you don’t choose the channel; your audience dictates it.

Your job is to be smart about how you create content to optimise your conversion rate for each channel. I’m a big advocate of re-spinning, re-purposing and re-forming existing content to give it a new lease of life because:

• It ensures you have regular content to publish, which builds momentum behind your sales and marketing efforts.
• It’s cost-effective as you’re not having to generate content from scratch every time.
• If you need the input of subject matter experts, a lot of their expertise can be found on the pages of your existing proposals.

And changing the perspective on your content is easier than you might think…

Choose your content wisely
You want to select a piece of content that gives you scope to explore different angles in more depth. For example, if you choose a case study, you could pull out the market trends that were causing the customer pain, which drove them to seek out a solution like yours, or a webinar recording would give you the opportunity to re- tell that story through a different medium.

Don’t forget your internal documentation
We might be focused on top of the funnel content, but that doesn’t mean you need to start with existing promotional material.

Some of the most valuable content in your organisation resides within the internal documents – the proposals, statements of works and project completion reports.
Yes, it’s all confidential and personal to each client, but written on those pages are your company’s IP and the knowledge of your subject matter experts.

There’s nothing to stop you re-purposing this into new content that can be used to promote your organisation. And if you can get the client’s permission, these are invaluable assets to help you create that wonderful case study.

Do it again
So, let’s imagine that we took a proposal and made it into a case study – why don’t we turn that case study into a series of blogs to elaborate on the market drivers?

And then why don’t we turn those blogs into a series of emails to send out to our customers?

And then why don’t we turn those emails into a series of social updates?

This idea of re-spinning, re-purposing and re-forming content goes on, and on, and on. And the beautiful thing is that because it all originated from a single document, the overall messaging is consistent, the positioning is consistent and the purpose is consistent, and it’s this consistency that will help you to grow a strong brand in your marketplace.