If the extent of your content marketing strategy is to create a blog post, share it on one or two social media networks and then never look at it again, think again.I've talked about the importance of upcycling content before. By this I mean either making your content appear on a different platform (so for example Passling a longer blog post, or putting an extract of it on Facebook Notes), or making it work in different medium (infographic, video, podcast, slideshare, etc).
The advantages of doing this are that you are:
- Extending the shelf life of your content
- Presenting it to an audience that probably missed it in its original format
- Reducing waste
Below is a link to a recipe which is quite helpful.
Now that you have your repository of content available, it is time to understand its past performance. For example, a blog post with low reach, but it had the highest share; there might be something in there. Or an eBook that delivered strong marketing qualified leads for the business; definitely the kind of content that can be re-used. There will be different metrics that you can use to measure the effectiveness. In some scenarios, there will be content that was killing it on one metric, but completely bombed on another. Its past performance does not dictate its future performance. Be honest about how it performed. And use the infographic below to help you navigate through your content audit.
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