How to 10x Your "Old" Content Into Something Brand New w/ Ali Schwanke [Best Of]
Jul 30, 2024
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Ali Schwanke, an expert in content transformation and engagement strategies, joins to discuss revitalizing old content. Learn how to combat burnout by repurposing existing materials for better engagement. Ali emphasizes testing short-term content strategies without heavy commitments and building relationships for securing buy-in. Effective planning and scripting for webinars, along with consistent messaging, are highlighted as key to capturing audience attention and enhancing reach.
Repurposing older content in new formats can alleviate burnout and enhance audience engagement through more effective messaging.
Conducting short-term pilots allows marketers to test alternative content strategies while minimizing long-term commitments and resource allocation.
Building strong relationships with leadership helps marketers secure support for content initiatives by aligning strategies with organizational objectives.
Deep dives
Understanding Content Marketing Success
The definition of success in content marketing varies from company to company, and it often centers on aligning marketing efforts with business objectives. Marketers should evaluate how they are assessed within their roles and the metrics considered significant by the executive team. Frequently, marketers find themselves producing more content without considering engagement or conversion metrics, leading to feelings of burnout. To combat this, it’s crucial to focus on the effectiveness of content produced rather than simply the quantity, ensuring that the content is genuinely connecting with the target audience.
The Importance of Content Repurposing
Content marketers often overlook the value of repurposing existing content, which can be a more efficient way to manage workload and maintain audience engagement. By revisiting older content that may still hold relevance, marketers can refresh it and present it in new formats. For instance, blogs can be updated with current information, turned into infographics, or transformed into videos, making use of already established ideas. This creative innovation eliminates the need to constantly produce new content while maximizing the impact of what has already been created.
Navigating Internal Communication and Buy-in
Building effective communication channels within an organization is vital for content marketers to gain support for their initiatives. Marketers should seek to understand the concerns and goals of upper management and emphasize shared objectives. Establishing regular check-ins or meetings can foster collaboration and ensure alignment of marketing strategies with organizational needs. By demonstrating an understanding of executive pressures and decision-making processes, marketers can build rapport and better advocate for value-driven content strategies.
Leveraging Market Insights for Content Strategies
Content marketers can benefit from market listening as a key component of their strategy, which involves being attuned to audience interests and community discussions. Gathering insights from social media conversations or internal channels can inform content development and help validate ideas before execution. This proactive approach avoids wasting resources on content that fails to resonate with the audience. By making market insights a foundational part of the content strategy, marketers enhance relevance and engagement of their messaging.
Moving Beyond Audience Fatigue
The fear of audience fatigue often deters marketers from repeatedly addressing the same concepts, despite their importance in building awareness and trust. Evidence shows that even established figures in the industry, such as financial advisors, succeed by consistently reinforcing their core messages. Successful marketers understand that repetition is key to audience retention and comprehension. By iterating on topics rather than abandoning them, marketers can deepen audience engagement, ensuring their messages resonate over time without creating unnecessary pressure to innovate constantly.
In this episode of Distribution First, Justin Simon sits down with Ali Schwanke to reveal how you can transform your old content into something that can continue to work for you long after you hit publish. Learn practical methods to breathe new life into your existing assets and significantly boost engagement over the long haul.
In this episode, you'll learn:
1. How repurposing existing content can combat burnout and drive better engagement.
2. Why testing short-term pilots can validate alternative content strategies without a long-term commitment.
3. How building relationships and understanding leadership's priorities can secure buy-in for content initiatives.
4. Why planning and scripting are crucial for efficient webinars and easier content repurposing.
5. How consistent and repeated messaging can effectively capture and maintain audience attention.
