When it comes to maximizing the value of your marketing content, the term “repurpose” should figure prominently in your vocabulary. Too often, marketers take a “one and done” approach to the material they create, leaving much of its long-term value unclaimed. A piece of content is developed and actively promoted for a period of time, but then it is simply put on the shelf and left to gather digital dust.
A much more effective strategy—both in terms of cost and lead generation—is to find multiple ways to use your content. Not only does this stretch the investment you made in creating it, having prospects see the information again in a different form helps reinforce the message.