Content Marketing Strategy: How to Create Lasting Value in 2016 and Beyond

Content Marketing Strategy

We live in an information-driven economy. Creating content – the right content, on a regular basis – is essential. Doing so can also get expensive, but you can’t afford to be left behind, so how do you keep up and still stay on budget?

Here’s how you can maximize your content marketing strategy so you can do more with less.

Create Evergreen Content

While there’s a place for content about the latest happenings, the content marketing strategy that will give you the most bang for your buck over time is content that remains useful over an extended period.

What best practices and advice can you share with your audience that won’t go out of style? What aspects of your business do customers need to know about that aren’t likely to change? What questions do people ask you again and again?

Mine Existing Materials for Hidden Gems

You may be sitting on a gold mine of content without even realizing it. Take an inventory of what content you have so far. Look across all platforms, at all your product content and sales and marketing materials. Identify copy, videos, images, handouts – anything that you use to help your customers understand who you are and what you do, and resources that help them out.


Repurpose and Reuse

Look at your most popular blog posts – why not turn them into an e-book? Sell the eBook and add a low-cost revenue stream. Or you can use the e-book as a free giveaway to incentivize people to join your mailing list so you can get them into your sales pipeline.

Or maybe you want to start speaking and teaching courses. Take that e-book (or series of blog posts, or newsletter articles…) and use them to create your course curriculum and handouts. Or go the opposite direction and turn your course handouts into an e-book.

Have a client success story? Use that to write a blog post on how to implement your product/service once people buy. Send it out to your email list and offer to provide a similar service for new clients. Use the story to train your team on how to help other clients achieve the same kind of success.

Did you recently hire a professional to re-write your website copy? Make the most of that investment by copying key sentences into your email campaigns, your sales collateral, and your phone scripts. Update your 30-second commercial for greater impact at networking events.

In a value-driven content marketing strategy, you use content in multiple ways to market your products and services, or to create new products and services, or simply to build stronger relationships with clients. Write once, sell again and again.

Start simple – identify one piece of content right now that you could use in multiple ways.

Sara KornSara Korn is a marketing copywriter who specializes in crystal-clear messaging that gets the attention of the people who need you most. Connect with her at

Speak Your Mind