The importance of content recycle and content reuse is many fold. Take a look at these steps and evaluate your existing content strategy accordingly.

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How To Optimize Content For Conversions

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If the content you create to captivate your target audience is filled with deep insights
and captures attention with your expert grasp of the subject matter you will convert
your audience to clients who willingly advocate your brand or organization by sharing
your content – infographics, blogs, and social media posts. Follow the step-by-step
formula in this blog to optimize your content for conversions.
Step 1: Take a Tried and True Asset
Just 22% of US marketers have a specific process in place to reuse and repurpose
their content. More often than not, marketers are sitting on a gold mine of unused
content. A content inventory will help you get started. It gives you a clear picture of
where existing content can be found, how well it performs, and what gaps remain
unfilled.
For example: A 20 page whitepaper created three months ago, can be repurposed
into an infographic, PDF, a video with voice-over and a 10-slide PowerPoint (TWEET
THIS!)
P.S. This blog is a repurposed infographic.

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Step 2: Create Multiple Compelling and Cool Looking Formats
Great content can make a significant impact when repurposed across multiple
delivery methods. Relevant portions from an eBook or whitepaper can be used both
as blog and social media posts. Convert webinars into videos; create a blog post
from the slide show.
respond to visual information better than plain text. A picture is worth a thousand
words because everyone is naturally wired to remember images far longer than they
will ever recall a clever tag line.

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Step 3: Syndicate and Link Back to Your Website
Even though you have created stellar content that is relevant to the needs of your
audience, there’s so much competition and content it’s easy to get lost in the crowd.
So double down. Submit your content everywhere: social media, blog directories,
online PR websites, niche communities, forums and user groups for your products or
solutions.
Over a period of time you will see:
• Increase in website traffic
• Upward boost in sign-ups (newsletter, gated resources, contact us, etc.)

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Step 4: Build Lead Capturing Landing Pages
Kudos! You are just over the hump and you are seeing a significant rise in your
website traffic. But where is all this traffic going?
According to MarketingSherpa’s Landing Page Handbook (2nd edition), 44% of
clicks for B2B companies are directed to the business’ homepage, not a
special landing page. Furthermore, of the B2B companies that are using landing
pages, 62% have six or fewer total landing pages.
MarketingSherpa cites the number one reason for landing page failure is a
marketing department that doesn’t know how to set one up or a marketing
department that’s too overloaded to get the job done. (TWEET THIS!)

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Ideally, every offer should have its own landing page. The user who clicks a specific
post or link and gets to your landing page remains engaged with the same
messaging, and that leads him to your call to action (CTA). The advantages of
landing pages are multi-fold:
• Landing pages help generate more leads
• One offer = One Landing page: Gated offers are a crucial lead generation source
in your marketing efforts
• Capture information about your prospects and understand your audience better
• Thank You Pages and Email Responders will help you close the loop with your
leads in real-time
Our verdict: The More Landing Pages You Have, The Merrier Your Numbers
Shall Be!

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Step 5: Don’t Forget Your Tracking Codes
If you cannot measure content, you cannot manage content. Decide on your KPIs
and then measure all your content efforts against the baseline KPI numbers. Broad
KPI areas to track for different types of content are:
• Consumption metrics
• Sharing metrics
• Lead metrics
• Sales metrics
The process of content creation, distribution, tracking and analysis is an iterative
cycle. You learn each cycle what your audience likes, and improve the process. The
continual improvement results in enhanced lead quality, brand advocacy, happier
prospects and loyal customers.

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Bravo, if your numbers are off the charts! If not, continue reading…
Challenges Marketers Face
Marketers face serious challenges when creating and implementing in-house a
sustainable content marketing strategy. The 2015 B2B Content Marketing Trends—
North America highlights the major challenges that B2B Marketers face:
• Producing engaging content 54%
• Producing content consistently 50%
• Measuring content effectiveness 49%
• Producing a variety of content 42%
• Gaps in Knowledge and Skills of Internal Team, Lack of Integration Across
Marketing and Budget were a few other challenges
I Can’t Do It All – Outsource Content Marketing
Creating a culture of capturing expertise within the organization and converting it into
engaging content takes consistent time and effort. Bringing in an agency can help
you fill some or all of the gaps in content strategy, content creation and distribution –
right now.
An agency partnership provides:
• a different perspective
• variety and diversity in skills
• functional expertise
• industry specific expertise

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“Marketing has changed more in the last two years than in the previous
fifty.” – John Watton, EMEA Marketing Director, Adobe Marketing
Cloud.
Is your marketing organization equipped to take advantage of every opportunity and
overcome these challenges? Let us know your thoughts on content marketing, the
pain points, the best practices or how unicorns are awesome!