How do you reuse your content for multiple campaigns?

Creating creative and effective content is expensive! This is true and it is not possible for a company, especially if it is small, to spend once in a while to design a creative scenario. For this reason, he should think about producing content that can be developed. Snickers is a good example of the implementation of this thinking. Creating a strong slogan has made them create attractive advertisements with the slogan "you are not you when you are hungry" and the audience at the global level has welcomed these advertisements and of course these advertisements have received good feedback. So we have to create content that can be developed in different times and places.

In the maritime industry, evergreen content often involves solving technical problems. In one campaign, our video guides addressing engine issues consistently attracted interest, with a 32% view rate per LinkedIn insights. Seeing spikes in engagement during key visual demonstrations, we adapted by creating shorter, focused videos on these sections. We also conducted SEO keyword research using tools like SEMrush, targeting high-demand, low-competition terms to optimize our content. This strategy led to an 18% increase in engagement and a 25% rise in LinkedIn shares, confirming the efficacy of data-informed content optimization.

I recommend building a good content library instead of using the same content in multiple campaigns. The content library may contain written texts, links and images. If these assets are updated regularly, it will be very practical to use in campaigns.

I agree that some of your content can be evergreen. These could be a story about the brand or it's inception. This can come in many forms and can reporposed and floated on social media many times. Identifying and ensuring it used with enough time gap so does not seem repetitive on your is important.

The basic is to have a brand framework. The framework that is created based on deep research and insights. This will solve for long term content curating for the brand that can remain relevant for years. Most of the successful brand content are formed out of the framework and hence you will find same tone and look for years.

In the maritime industry, where digital adoption is slower, repurposing content is vital. I leveraged our evergreen video content, which addressed common maritime challenges, and converted it into a podcast series. We invited a respected thought leader to participate, enhancing credibility. This strategy targeted senior management and decision-makers, who increasingly consume podcast content. This move not only catered to their preferred format but also led to a 27% increase in website traffic. Repurposing video into a podcast became a key strategy, enabling us to engage a broader, senior audience and reinforce our message effectively.

Simple things such as re-editing videos to new sounds or creating a new video from two old evergreens are ways that has worked well for some of our clients.That way less content productions are needed.

If you organise small events like expert webinars, you might have noticed how engaged their audience is, and quite often the attendees ask tricky questions. The expert's answer might be really insightful, so why not re-work and re-purpose it for your social media expert posts? Because the topic comes from customers and touches upon their needs and pains, such posts cause lots of interactions when shared.

With AI entering the marketing space. This is one of the most effective way to get the best out of a content. For example one blog post can be easily converted into one full video, 3-5 reels or shorts, A twitter thread, 3-5 LinkedIn post and a LinkedIn carousal as well. A simple search can provide you with some effective AI tools which can easily help you repurpose your existing content into different formats.

When COVID-19 changed the GMAT exam pattern, our key campaign for GMAT aspirants, a major traffic driver to our website, faced obsolescence. Swiftly, we updated our content to align with the new exam structure, based on insights from Google Analytics, SEMrush, and user feedback. This wasn't just a quick fix; it was a thorough revamp, adding new, relevant information that our audience urgently sought. By closely tracking user needs and rapidly updating our content, we maintained our campaign's relevance and credibility. Remarkably, this agile strategy led to a 74% increase in traffic share for targeted keywords, exemplifying the power of timely, user-centric updates.

Updates might address the external challenges that your customers face. For example, there is a change in legislation that restricts the industry's regulation. So creating your new campaigns you can focus on how your products address these new issues and help your customers to deal with them.

In the global maritime industry, curating content based on geography is paramount. For a campaign promoting sustainable shipping, I needed to engage ship owners in both Greece and Japan. Aware of cultural differences, I tailored the content for each segment. For Japanese owners, I integrated cultural elements into our messaging, adding a layer of respect and understanding. Using LinkedIn Ads, I ensured this content reached the right people at the right time, geographically targeting our distribution. This personalized approach resonated deeply; we received queries from 37 ship owners across Japan and Greece interested in sustainable vessel recycling. This campaign underscored the effectiveness of meticulously curated and targeted content.

You also want to ensure you're meeting and exceeding the expectations of segments where they are 'highly valuable' and also 'advocates' sometimes the style of content and or frequency might need to be adjusted as they're already highly engaged and you don't want to risk annoying them. Similarly where someone falls in the booking flow or booking funnel will also impact the Comms strategy.

To efficiently distribute content, we implemented a comprehensive content calendar, addressing user pain points without repetitive messaging. We utilized AI tools to aid in content ideation and planning, which complemented the creativity of our team. For example, using AI prompts tailored to our niche, we developed engaging video and podcast content. We also employed automation tools to schedule and monitor campaigns, significantly enhancing our ability to repurpose content. This approach allowed us to launch synchronized campaigns across platforms, leading to consistent month-on-month lead generation growth. AI's integration has not only streamlined repurposing but also accelerated multi-platform deployment.

In a campaign offering IHM services to ship owners, initial results were below expectations. Our content was technically rich but not resonating with decision-makers. Recognizing this, I initiated A/B testing: one set retained the technical depth, while another was simplified, targeting non-technical decision-makers. Data from impressions, clicks, CTR, and leads informed us where adjustments were needed. For example, if impressions waned, our reach strategy was reevaluated. Remarkably, the simplified content yielded 45% more qualified leads than its technical counterpart. This experience reinforced the necessity of continuous, data-driven refinement in campaign strategy to align content with the audience’s understanding and preferences.

One thing I find helpful is understanding how different segments behave. By doing that you begin to understand that one size isn't quite right for everyone but elements will be drivers of engagement for some and not others. Thus allowing you to build a view of your base and their preferences based on their campaign engagement. Correctly tagging content and building a scorecard of engagement would allow for clear post campaign analysis and give you more actionable insight to tweak the strategy.

With a smaller team and budget, resourcefulness becomes key. I recall a campaign where we were constrained by both time and funding. Instead of creating new material, we inventoried our existing content and identified pieces that could be updated and reutilized. We then used AI tools to quickly reformat these into infographics, short videos, and social media snippets. This strategy not only saved costs but also significantly extended our reach, transforming our constraints into a creative advantage. These tools have become essential, empowering marketers to operate efficiently and extend reach, regardless of team size or budget.