Your Marketing and Design Reading for The Weekend
Social media was named as the most important content, followed by articles, e-newsletters, white papers and blogs. Lower on the list were case studies, videos, in-person events, webinars, newsletters, online surveys and microsites. Ironically, despite the perceived importance of social media, interaction with this content was much lower on the list of criteria used to measure effectiveness, suggesting that B2B marketers are having trouble attributing sales to social media efforts. Gee, that's not a challenge at all for us at Affinity Express!
The most important part of the post to me was the reminder about the 3 Rs of content marketing: reuse, re-purpose and regenerate. I have personally experienced the terror of worrying about what we are going to publish (Actually, it happens about once a week on Monday mornings!). But there are materials in existence that can be re-purposed or reformatted for different media, including trade show flyers, sales presentations, annual reports, user manuals, customer service materials and more. It's all a matter of how you reinterpret what you have for a different audience or medium!