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Driving business growth with a sustainable content strategy
Reduce, reuse, recycle.
There’s no doubt you will have heard this phrase before. It was popularized in the 1970s to encourage less waste and more recycling, at a time when every industry was obsessed with new. It has led to the rise of reusable shopping bags, eco-friendly travel mugs, and Veganuary.
And it makes perfect sense. When you reuse and repurpose what you own, you create less waste. You save time, money, and resources when you’re not always buying new. And you make the most of what you already have.
When the same logic and principles of sustainability are applied to your organization’s content strategy, there is much to be gained in terms of improved processes and cost savings.
Why experience is critical for driving change
There is intense competition to engage audiences and businesses are churning out more and more content every day to meet the needs of customers. Blogs, emails, social posts, long form articles. It’s an increasingly demanding job. Not to mention the fact that what customers want above all else, is hyper-personalized content. Content that is suited to their individual journey, their likes, and their dislikes.
And while trying to deliver the gold-standard of content, teams must overcome the challenges of legacy systems and siloed data. Not to mention poor content processes, routines, strategies, and capabilities.
It might seem like a battle that’s impossible to win. But the truth is, experience counts for everything. Delivering realistic results that fulfil CX aspirations is about maximizing value, not just overloading yourself with new and complex technology.
The three Rs of sustainable content
Preventing your team from getting stuck in the content quagmire isn’t a question of luck. It’s a question of experience, and ensuring you have the following at your disposal:
A bank of images at your fingertips.
Brand assets just one click away.
An abundance of past content stored in one central hub.
When everything is available, easy to locate, and accompanied by the stats you need to identify your best performing content, your job is a lot simpler. A single, streamlined content hub gives you a 360-degree view of your content, allowing you to take control of your content lifecycle. It’s the perfect foundation to implement your own plan for sustainable growth.
That’s why it’s time to look at the three Rs of content marketing, how they help, and how they can be achieved.
- Reduce the need for new content creation. Applying a sustainable approach to your content strategy will reduce your time spent creating new blog posts, articles, videos, and infographics as well as searching for existing assets, while streamlined processes and improved collaboration will also reduce the associated costs when you do need to create new content.
Often, the reason why it can be so hard to reduce the amount of content you create, is simply because you cannot locate existing assets. By centralizing everything into one hub and eliminating silos, you'll be amazed how easy it is to create less, but generate more high-value content.
Reuse content and assets. Jump off the constant cycle of simply creating content and start using what already exists.
Content modularization is a great method to enable the reuse of content. This is the process of creating smaller blocks of content that are pre-approved, stored, and reused across channels. It enables you to share your brand vision with consistency and speed. New assets can be swiftly built by mixing and matching pre-existing content blocks which have already been through the approval process, saving you valuable time and resources.
Repurpose your content. Find your best performing assets and put them back to work.
When you create new content, how long do you promote it for? A few days? A few months? It’s probably not long before there’s a brand new, shiny piece of content to take its place.
Amongst these discarded assets, lie hidden gems that once did great things. Perhaps it drives traffic but doesn’t convert. Or maybe it did convert, but now nobody is seeing it. These are the assets that just need a little bit of tweaking and optimization before they’re ready to go again.
Fueling business growth with sustainable content
A sustainable approach to content strategy is the best way to create lasting customer connections through personalized content. It will allow you to deliver the volume and quality of content you require, without overwhelming your marketing team, or bombarding your customers in the process.
When you consider that content marketing costs 62% less than traditional marketing, whilst generating three times as many leads, you can appreciate how a sustainable content strategy really drives business growth, resulting in cost savings unmatched by other marketing efforts.
Having the right tools and technology in place is essential to ensuring your strategy can deliver exactly as intended.
In fact, one of the most important findings from the study ‘Poor Content Execution is Sinking Marketers’ Grand CX and Brand Visions’ is the gap between CX strategy and delivery. Less than one third of marketing decision-makers surveyed believe their customers see content that is consistent with their companies’ CX vision.
A content hub that integrates easily with other platforms makes it simple to fuel and manage your end-to-end content lifecycle. It centralizes all assets, so they’re easy to locate and improves production speed, scale and quality to maximize the value of content. By collaborating across a more visible workflow to get your teams in sync, you hit the three Rs of content marketing, and achieve greater success.