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The biggest challenge B2B marketers face is producing engaging content (36%), a Content Marketing Institute survey of 1,100 marketers revealed. One way to address this challenge is to plan obsolescence in your content marketing strategy, a tactic recently explained by Joe Chernov from Eloqua. Today, I want to share another option with you: Leveraging your content.
Content leverage is using every piece of content in multiple ways to get the highest return on investment from each piece of content. Obviously, content is not valuable unless buyers are aware of it and are engaged with the material. This requires marketers to deliver the content in new, interactive ways and channels. Borrowing from Newton’s first law, content in motion will tend to stay in motion and be more effective as a result.
Let’s track the life of a single blog article to bring these practices to life and show how a marketer can leverage content to its best use.