Repurposing content is one of the most basic practices for marketing teams. And no one in digital marketing can afford to be caught without a proper plan for how to do it.
Maddy Fein, a data insights consultant at Optimove, has got some quick and easy tips for you to implement right away.
From the video:
Two main steps to get going:
1. Utilize content that already exists on your site
Timely/New Blog Posts
If your company has a blog, many times customers don’t even know that it exists. Or even if they do, chances are they don’t go to your site to read the posts.
You can repurpose the content by directing your customers to “this week’s blog post.” Customers can receive this campaign frequently – on a weekly basis. While this is the same creative, it showcases different blog posts each time.
You can repurpose your existing evergreen content by turning it into a blog post and sending it out as a campaign. Better yet, try turning it into a video, or even just sending it to customers via new channels, such as social media. You can always wrap these types of content together for “5 best” or “our top XX posts.”
You can use your reviews, probably the top-rated ones, from your company’s reviews section – product reviews or testimonials – and turn them into blog posts, social media posts, or even case studies.
It’s a pretty easy way to take 5-star ratings that you may already have and just show them to your customers and put it right at their fingertips.
2. Cycling-through campaigns regularly
Customers are receiving campaigns from you most likely multiple times a week. And they’re receiving a lot of emails from many other companies, too.
Optimove data shows that customers don’t actually remember the campaign they receive a few weeks back.
Take a look at the graphic below for an example with three different recurring campaigns:
You can send one campaign a week, for example, where each customer would receive campaign #1 on the first week, campaign #2 on the second, and then campaign #3 on the third week.
Customers who receive campaign #1 after campaign #3 probably won’t remember that they’ve already received campaign #1 a few weeks earlier.
So not only will this save you time and resources – but it will also ensure that each customer is exposed to each campaign.
Many times, customers aren’t opening every single email either, so at some point, they will likely see these messages.
Obviously, if a customer did open an email with one of the campaigns, excluding them from getting it again is also a pretty basic tactic.
Maddy Fein is a Data Insights Consultant at Optimove. Before joining Optimove in April 2019, she worked as an analyst at Deloitte Consulting. Maddy holds a B.S. in Statistics from The George Washington University and an M.S. from Columbia University.
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