Integrated Marketing Examples : Content Repurposing
Looking for integrated marketing examples to help you repurpose your amazing content? You’ve come to the right place!
- TIP: How to develop integrated marketing examples[Infographic Download]
- Episode Overview – Content Repurposing Guide (My 7 Year Old Method that Still Works Today
- Personal Note from Jenn Neal on Integrated Marketing Examples
- Episode audio [Podcast on Spotify]
- Blog Post – Integrated Marketing Examples : Content Repurposing
- Related Posts
TIP: How to develop integrated marketing examples
Time needed: 5 minutes
TIP: How to develop an integrated marketing plan
look at old content and select something that has had good engagement
- Journey Map
consider where on the customer journey this content can be used: branding, prospecting, sales, onboarding, retention, etc.
- Media Types
now match up for each stage of the journey different formats this content can live. Video, audio, ebook, printed flyer, swag, a speech, powerpoint, live presentation, etc.
- Offline to Online
don’t overlook offline techniques. Sometimes old school marketing with letters and signs work great, but have a way to bring them online into your follow up system
What’s In This Episode
Content repurposing – let’s take a look at how to repurpose your content on social media. I look back at traditional marketing vs digital marketing and compare some of the tactics – and how some of the advantages of traditional marketing can be used as effective digital marketing strategies today.
Most importantly – if you’re going to be producing great content make sure that you’re taking advantage of content repurposing and getting maximum exposure from your efforts. This is dusting off an old guide I had from 7 years ago, and repurposing to fit content marketing and digital marketing needs for today.
Jenn Neal on integrated marketing examples
“That guy stole my idea!” Ever feel like that?-Jenn Neal
That guy stole my idea!
Ever feel like that?
I totally do…
In fact, just this morning I saw an ad on my Facebook feed for something that I was like
He totally stole my idea!
But… truth be told.
- I believe that actual real “new ideas” are nearly nonexistent
- The fact is he marketed it better than me – so good for him
I used to get super mad when seeing someone advertising or on stage or whatever with – that should be me that it my idea.
However, the fact is that I just haven’t marketed as well as the competition there.
So – now I see these things as growth opportunities.
In fact, I think it’s fun to go back and look at other “great ideas” I had in the past and see what I can make from it.
A little updating here, a few tweaks there and – BOOM. A new something I can use to market or share or attract.
In fact, that’s exactly what I talk about on this episode.
Finding something from WAY WAY Back and realizing I was on the right track then, and can be again now.
Integrated Marketing Examples : Content Repurposing
We have been talking a lot about integrated marketing, which is taking all that really awesome content that you have created and making it relevant for the different aspects of your business. Regardless of whether we are talking about marketing, sales, delivery, retention, or referrals, it is all equally important. You put a lot of time and energy into creating the perfect content. You dig deep to express the right emotion, and tell the right story for your business. Integrated marketing makes sure that content gets maximum exposure so you get the maximum return on your investment of time and energy.
So, I want to dive into some epiphanies I had recently.
As many of you already know, I ran marketing departments for corporate America for 10 years, then I ran my own digital marketing agency for another 10 years after that. I decided to pivot into more of a niche market and take our digital marketing business from a boutique agency that provides customers with a complete ‘done-for-you’ marketing solution to a group coaching model that offers super fine-tuned niche down services, and here we are.
I was really nervous, honestly, about making that shift. If you factor in my corporate work, I had been earning a solid income with a business model where I was doing all the service, doing all the design, doing all the marketing, and actually building things for other people for more than 20 years.
I had never really done any of that for my own business. For 10 years, my entire business was built and run on a strictly referral basis. That model works fine for a high end boutique agency, but now we were shifting to a ‘one-to-many’ model. I was asking myself, “Is this the right path that I’m picking?” “Is this actually going to be successful?” You know, we all have that fear of failure every once in a while.
So, while I’ve got all that swirling around in my mind, I made a last minute decision to go to the Social Media Marketing World Conference. This was back in early 2020, and it was the last conference that I was able to go to before we all got locked down because of the pandemic.
I knew that I wanted to go and talk about content repurposing and integrating your content into different aspects of your business. All the presenters seemed to have the same thought. Everyone was talking about storytelling and conveying emotion in your content, repurposing that content, and making it relevant for different aspects of your business so that you’re getting maximum exposure and you’re making the best use of all that energy that you poured into crafting the perfect message. I felt so validated because we have already been doing all of that with The Social Content Machine, and I couldn’t shake this feeling that I had written about this topic before.
When I got home, I hit the archives and finally found it hidden in material from 2013. I had this idea seven years ago but never developed it. The lead magnet that I wrote years ago, “The Online Marketing Promotions, Planning Success Kit”, generated a lot of opt-ins for the same reason that it works right now. People want to know how to get the most value from the time and effort they put into creating a promotion, or tapping into the emotion to tell their story.
Traditional Marketing Vs Digital Marketing
When I talked about this seven years ago a lot of local service providers were just getting their business online. Because of the pandemic, once again, a lot of B2B business models are taking their local service businesses online. I wanted to share some of the things that were in that 2007 promotions kit, and talk about how I’m going to update it for today’s new norms.
The 2007 version walks the reader through a series of questions about their business. After identifying the main product or service they wanted to promote we moved to topic generation where I asked, “What are the top pain points associated with your product?” “What are the top benefits?”
Then we discussed how they could repurpose their main content into multiple different types of media to get maximum exposure.
Types Of Digital Marketing
A lot of those media types are still relevant today. We had videos, articles, white papers, case studies, press releases, infographics, blogs, podcasts, surveys, webinars, and more. I had checkboxes so they could select the types of media to repurpose their content into. A speech could become an article or a blog post, which is exactly what we are doing today. Now, where are we going to put all this repurposed content?
Seven years ago I had one page of channels to host content. If we were updating this for today’s norms, I would break that into two different sections. First would be digital channels, which could be social media, blog posts, a website, a newsletter, or an email nurturing campaign.
Traditional Marketing Tools
Next would be offline channels, which could be a presentation at a live event or conference, a local meet up, or snail mail. I think, especially with the new norms, that the pendulum swung too far, from offline to completely digital. Now it is swinging back, and that tactical connection is becoming very important, especially now that everything has moved online.
If you’ve been in business for awhile, there is probably something sitting in your archives that still has a lot of relevance today. It just needs a bit of fine-tuning. This inspired me. I am going to take this old opt-in that I found and convert it to use for today. If you are interested in getting a hold of this newly revised content after the seven year resurrection, go to thecontentschoolbox.com. You can opt in there to get into the Content Toolbox resource area. There is a ton of good stuff in there. Every single guest who has been on this podcast has given us a free resource or tool for you to use, and we put all of that into the resource area. There is a wealth of knowledge there.