You hear a lot about repurposing content these days, but nine times out of ten, it’s programmatic content. That’s great – we should always make the most of our limited marketing resources. And while we always think great Top-Funnel (TOFU) content is required in volume, fresh Bottom-Funnel (BOFU) stuff is also pretty darn important, especially for sales enablement. Here are a few ways our team is making more out of our product content:
- Sales Tidbits: Our sellers are always looking to add value and stay top-of-mind with their prospects and clients via social channels and email. Typically, your sellers’ networks know your company, so it’s a great channel for more product-level marketing. When we deliver a sales training or piece of BOFU content, we try to think through takeaways that might make good ready-made messages or “Tweetables” (images or takeaways for tweeting).
- Beyond the Written Case: Did you just collect a case study story? Fantastic. Don’t just put a PDF or landing page out there, though. Our best practice is “write up plus,” where the plus for us has been videos, SlideShares, etc. Write ups, whether they live on your site or elsewhere, are great, but if you have limited time to create cases, repurposing that labor intensive content in a new format can give you a lot more bang for your buck.
- Notable Quotables: Along the lines of the above point, we live in a soundbite world. When you’re training, think about pulling a single statistic or quote to use in other materials. Also true with case studies, launches, buyer interviews, etc. These can be used in email marketing, social media, on your site, or in just about any other product content you’re creating (as long as you get permission).
- Blog All About It: Keeping your blog fresh is a big deal. Product content and announcements aren’t always a great draw, but if positioned properly, they can absolutely make for interesting content — especially for your current clients and fans.
- Visualize! As product marketers, we spend a lot of time developing strategies and messages. Often our phrasings turn up in all kinds of content. Can some of those concepts be visualized too? If you’re able to illustrate a product concept, that makes it easier still to work into emails, data sheets, decks, videos, and other product pieces. Having a go-to visual is great for consistency and saving a little time.
Do you have any useful tips or tricks for applying product marketing content to the bottom of the funnel? We’d love to hear your insights in the comments below.