Reduce, Reuse, Recycle isn’t a phrase you hear often when it comes to your marketing. After all, “fresh and new” make more money for marketing firms. Just being honest.
So what do you do with that brilliant video, ad or brochure you created (and probably spent a lot of money making)? Here are three easy ways to repurpose marketing content to make your budget go further
1. Reuse existing content across marketing mediums.Think about all of the different ways you already have to promote your business: website, social media, ads, e-newsletter, presentations in the community. Once you’ve created something for one medium, it often works for others. For example, we organized a photo shoot for Oklahoma Contemporary Art Center to showcase the organization’s work for a capital campaign case statement. But you can see how this adorable picture of well-known artist Bert Seaborne painting with a young boy could be posted on the organization’s website to promote their youth classes and camps, or on social media to promote learning more about the organization. Get in the habit of thinking about adding your new marketing tool into all your different channels; it will soon be second nature.
2. Recycle customer comments. Customer feedback comes from many sources: in person, social media, through your website. Recycle these. For one client, Anglin PR captured specific comments during research, then used them to describe what makes the company unique in a sales brochure. The client also used these on their website for testimonials. Be sure you ask permission before you publish.
3. One of our favorite ways to repurpose is when you appear in the news. Send the link or even a hard copy of the article to employees, customers and prospective customers. For one client, we used the articles to give a grassroots campaign more momentum. You can also share the news link on social media and, with copyright permission, post the article on your website with a link back to the news organization.
These tactics don’t require more marketing dollars. They are good opportunities to use what you’ve already invested in and repurpose it to reach your audience in new and different ways.