Every business owner has a limited amount of time to devote to required tasks related to operating and growing a business. It’s imperative that time isn’t wasted and rework is avoided. That’s why it’s so important every business (and non-profit) take a serious look at their hidden or under-utilized assets.
As the term “repurposing content” continues to grow in marketing importance in 2017, you can rest assured it’s not a brand new concept. Repurposing content is simply something that goes hand-in-hand with using what you already have at your disposal to put into your marketing plan so that you maximize time, money, and resources. So what does this look like?
How you can identify your hidden and under-utilized assets
Under-utilized assets come in many forms and are often hidden in unlikely places. Here are some of the under-utilized assets and content we’ve helped our clients rediscover and repurpose in new ways this past year:
- Think outside the job description. You may have writers, photographers, product innovators, social media lovers, connectors on staff you don’t realize are there. Have you asked?
- If you’re collecting Google analytics data or customer feedback surveys, are you doing anything with the information to help your business?
- Is the person answering the phone asking “how did you hear about us”? It’s simple to implement, and quite an asset to find out where your referral sources are coming from.
- Are you answering questions from clients, staff, or prospects via email? Those FAQ’s can be used in many other ways and places.
- Do you or your staff take images that are used internally, but could be used in many other ways externally
- Have you created product brochures or PDF’s that could be repurposed elsewhere?
- Everyone has a smartphone with video and photo capabilities that isn’t being used. Start!
- Videos can be transcribed so they can be read without sound or by assistive devices.
- Do you create press releases when you could? If you do, are you doing more than sending to the newspaper? Can they be put on your blog, enewsletter, local publications, etc.
- Are you collecting testimonials from clients? If yes, what are you doing with them? Turn them into longer customer stories in written and/or video form, use short excerpts in current and future content, post on Instagram with pull quotes.
- Do you send out Warranty cards or other items you ask to get sent back? Ask open ended questions and put the request for feedback on the correspondence that can be made into testimonials when it comes back.
- Look back through your old ads/marketing materials, photos, and do some retro marketing, utilize throw back Thursday
- Are you asking and/or collecting information from vendors on products you sell/offer? Use the information for meaningful change.
- Do you have Powerpoint presentations used in sales that can be re-purposed?
- Take and use photos from traveling to events/sales calls
- Company history can be updated and re-purposed
- Do you have graphics/posters posted in-store that would be fun to have online and use elsewhere?
- Can you compare old products to new to help people better understand?
- Who are your vendors? Is there someone local who does business with you that you can switch? Building this relationship-based buying power is under-utilized by many businesses who don’t take the time to stop, research, and switch.
- Review and refer others. It’s worth a little time if you want them to review and refer your business.
- Who on your staff loves to volunteer and plan? Get them involved with internal company events, as well as customer focused event planning.
- If you are still mailing invoices, can you better utilize your email asset? If not, make sure you are adding your website or asking for a referral on your invoices.
- Have you customized your Email footer? Is everyone at your business utilizing email footer space?
- If you are Emailing invoices, add a link to a special place on your website to refer someone to your business.
- Where else can you use your customer list? There are more opportunities everyday, such as creating a lookalike audience on Facebook.
There is no doubt each and every business or organization has a plethora of hidden or under-utilized assets. As you hear more about repurposing content as a marketing trend in 2017, think about what you already have that can be better utilized.