Businesses that invest considerable time, effort and financial resources into their print marketing collateral want to see a return on that sizable investment. But one way to maximize that return is something they may be overlooking: Repurposing content to ensure the company’s message reaches the highest number of people possible, and thereby increases chances of seeing an increase in sales, leads and conversions.
Everyone knows that collateral provides in-depth information to potential customers in order to move them along the sales funnel. Hopefully it leads to a sale. But why not leverage that content you worked so diligently to create in additional ways that multiply your efforts, by transporting a repackaged presentation into the online world?
Here are some ideas on how you can take your print marketing material online effectively:
- Seek out your resources. You may have to hunt for it, but chances are that somewhere in your storage lies the raw materials you need to work with here. They could be bundled with trade show materials, stuffed inside filing cabinets, stored on thumb drives, or stashed on a desktop. Consult with people internally who have a knowledge of all the different materials that have been produced, and see if there’s anything you’re overlooking.
- Mix it up. Putting together different pieces of your print collateral can give both a fresh perspective and may spur some ideas on inventive ways of sharing this content with potential leads. Package smaller pieces together, or try distilling break-out pieces from your larger print pieces.
- No Control-C, Control-V. Copying and pasting directly from your print to the screen won’t be as effective as thinking carefully how you can re-present that printed material in a new way online. It’s not about slapping it online. It’s about taking the raw material you’ve created in the past and seeing how to translate that into a new message online that can take on a life of its own.
By repurposing print collateral for online use, you increase how many people will see your content, and you allow them to receive it in a different medium with different effects. You’re covering more ground. Plus, you’re also saving time and money in your content creation!
