Looking at content marketing this week, we decided to focus on reusing content and shedding light on gating content. From a social media perspective, we found a good resource to get you started on social as a small business. We also covered how to build strong visual presence across your social channels. Finally, as with every issue, we added an infographic (this time one of our own) about crafting social posts that get noticed.
There is a constant push by large companies to create more content to populate their website and social media channels with fresh resources. This seems like a necessity in content marketing but it in many cases it isn't the best strategy, especially when it comes to B2B companies.
Most B2B content tends to be concentrated on professional advice and not on current events. Such advice has a long shelf life because industries don't change over night and there is little room for sensationalism. This means that B2B audiences care much less about content freshness and existing resources can be reused.
This is good news for SMEs who can't produce as much content as industry leaders. As long your piece of content offers value, you can continuously distribute, syndicate, re-purpose and republish existing resources to drive your content marketing engine. This HubSpot article provides 12 great examples of how content can be reused.
You don’t have to create content day in and day out. You just have to work on getting the content you already have in the hands of more people.
There is a lot of debate lately whether to gate your content and earn more leads or to leave it open and earn more engagement and links.
As with every debate, there are proponents who raise good points for and against gating content which leaves many companies confused as to which advice to follow.
We decided to pitch into this debate with this article by Julie McCoy. It has a measured advice which will help you to make your own mind about gating content and deciding if, how, when and why to it.
People who trade personal information for your content may find it more valuable.