Reorganize, rewrite, and retire—those are the 3Rs. But before we get into them, let’s quickly define what content marketing is.
According to www.marketo.com, content marketing is “the creation and sharing of content for the purpose of promoting a product or service.” Remember, the spotlight of the content may not specifically be about your company or products or services, but it should include both problem-specific detail and show “thought leadership.”
Content can come in all shapes and forms—including articles, blogs, email, podcasts, news releases, and white papers. Use these 3Rs to optimize your content.
Reorganize: Take parts of existing content and “repurpose” it to be more user-friendly for your audience. A great example? Take your printed brochure and turn it into a great new video.
Rewrite: Whether the content is dated, used many times, or you need to make it your own, make your rewrite compelling—and make it “do more” than the original.
Retire: Yes, you guessed it. If you are unable to jump over the hurdles in rewrite, know when it is time to remove it from your library of content.
