Elevating Your Marketing Communications
Updated: Feb 16
Reuse, recycle, repurpose is not solely a mantra for doing right for the planet; it’s also a mantra for doing right for your business. How? Through a strategic approach to your marketing and messaging that ensures consistency of your brand message across all marketing communications channels – think marketing, advertising, public relations, even your company’s newsletter and sales collateral.
This strategy, called Integrated Marketing, leverages your time and financial resources by repurposing the content you create for a single purpose across multiple marketing channels. No need to continually reinvent the wheel.
How can you take advantage of this approach? Take a look at this example:
Write a ‘how to’ or educational article in your area of expertise for your company newsletter.
Audience: clients, friends of the business and existing (warm) prospects
Repurpose the newsletter article in full or in part as a blog post on your website. Audience: clients, prospects (warm) and potential new leads
Social Media Content
Break the newsletter article into several bite-size steps or tips to create content for your social media channels. For Instagram, create a reel or carousel post. For Facebook, simply summarize the topic with a compelling graphic and caption and link back to your blog. For LinkedIn, you can repurpose the newsletter article as an article on your company’s page. Audience: followers, friends of the business, clients, potential leads (use relevant #s to reach new audiences)
Create a PDF guide or worksheet from the newsletter content and include it as a free downloadable resource for individuals who join your email list via a pop-up on your website or a graphic and link on social media. Audience: potential leads
Pitch your subject matter and expertise to print and broadcast media as well as trade media in your field. Pull the key ideas or tips you can cover in a story or segment from the content in your newsletter and include them as bulleted items in your pitch (P.S. – be sure to share visuals that will help support your story and make it stand out.) Audience: public at-large
This simple example illustrates just a few of the ways you can repurpose your original content. There are dozens of opportunities to reuse, repurpose and recycle!
Beware of the Cut and Paste
Integrating your marketing communications means more than just cutting and pasting content from one channel to another. You need to keep the target audience, tone and format of the individual channels in mind when repurposing you work. Be sure to make the minor edits and modifications necessary to adapt the content to fit the channel you’ve chosen to repurpose the content for.
In the end, you’ll find integrated marketing to be an efficient and cost-effective use of your time, resulting in improved communications and brand consistency.