Think of a great live interview you’ve done in the past few months. Typically, after you do the interview it goes up on the publication's website then your team shares the link via email then -- the end. There’s no text version of the interview, no follow-up, you just hope and pray people find a way to watch it and then head to your website.
The same goes for an excellent piece of coverage in a print publication like the Wall Street Journal. Your spokesperson nails the interview, gets quoted in a high profile article, and when a reader wants to engage with your brand further, they find nothing. Perhaps the reader finds your blog and sees a few old posts, or stumbles upon your social media accounts and sees limited information.
Imagine instead the reader found a blog post following up on the coverage that included relevant fund information and investment advice, that’s the new method.
The new method of content creation involves taking an existing piece of media coverage, and leveraging it into many more pieces. Turn the live interview into a blog post that summarizes the key points mentioned, shares a link to the full interview, and provides a little extra commentary that didn’t get included (which SunStar can help you with). Suddenly you have a new blog post that not only educates your advisors and shareholders, but also links them to a video interview, further increasing your reputation as a thought leader.
The other end of the spectrum could help your growth as well. If there’s an extremely popular blog post that month, create a follow-up video. Maybe sustainable investing has become a big news story and your commentary on the subject took off. That would be a good indicator that your audience wants more! You can then send them to your YouTube channel where you have an expert discussing the benefits of sustainable investing.
Don’t Get Left Behind
Too many organizations are failing to leverage their content and keep up with the current marketing trends. Methods of content creation are becoming easier and it seems there are multiple new ways to push new material out. Got a podcast? Consider creating "show notes" from the episode. The notes can summarize key points, share links to websites/products mentioned, and recommend other existing or upcoming podcast episodes that might be of interest.
The person consuming the content should have a flawless user experience. Never leave a potential customer wanting more from your brand. We live in a time where organizations don’t have to sit back and hope customers find their brand, we now understand the value of sales funnels.
The list of ways to leverage your content into more content is infinite; there are quick and effective ways to do it. Do an internal analysis or contact SunStar to conduct an audit of your marketing outreach and see where you can improve, then adjust your content strategy accordingly. If your YouTube channel has very few subscribers but you have an active blog, leverage your blog to lead users to your YouTube channel.
Use the tools available to you to create more content without the hassle of thinking of new original ideas, and reap the benefits.
To contact SunStar about auditing your marketing outreach, click here