During the Intelligent Content Conference, Founder and Content Strategist Urbina Consulting and Co-Author of Content Strategy Noz Urbina, shared how organizations have rethought their content to nurture leads with up-to-the-minute fresh content, while still making those same assets deliver longer term ROI.
The concept is what he calls ‘Content Karma’ - the more value you provide, the more content will swing your way. His main message was that marketers waste too much content. Dividing content between topical and evergreen deliverables, he explained that the first category relates to specific current events and is the type of content that gets stale fast, whereas evergreen content is of longer term interest and can be (re)used and repurposed several times.
Marketers are still too focused on our audiences picking up our whitepapers/leaflets/brochures (which makes sense, since that’s what we get measured on) and not so much focused on creating intelligent content. Intelligent content, Urbina says, is semantically categorised, format-agnostic, reusable, adaptable and automation ready.
This will allow you to reuse your content, which is for the same audience, using the same topic. Repurposing content however, is when you reuse content for a different audience, in a different campaign – serving a different purpose (this content should be evergreen of nature).
A couple of quick pointers to be able to reuse and repurpose content more easily. We should always write in re-usable components that answer a single question for the reader, ensuring that a component:
- Makes sense on its own without further context
- Has a specific purpose
- Be able to take a descriptive title
- Has a specific, expected user response
This enables you to ensure the context doesn’t get disrupted if you only take one chunk of the content. By creating copy divided by the following different (sub) blocks, it will be easier for you to reproduce content (semantic categorisation):
- Determining relevance – identify types of information
- Chunk – identify the optimal size of a unit and information
- Label – provide clear, useful labels
- Ensure consistency – check your terminology, structure and facts
Label, chunk and separate – these are your keys to reusing/repurposing content. If you keep this in mind while creating and scaling content, your content will live longer and you will be able to nurture your leads with more up-to-date and fresh content at all times!