The document outlines strategies for maximizing content marketing budgets by creating a foundational piece of content, referred to as the 'big rock candy mountain,' from which smaller, multiple content pieces can be derived. It emphasizes repurposing existing content into various formats like infographics, blog posts, and ebooks to make the most of available resources. The overall message encourages creativity and planning to build a strong and effective content library without significant financial investment.

1. IdeastoStretchYourBudget
&IncreaseYourReturn
TipsforStretchingYourContentMarketingDollars

2. 5LinkedInTips.4Dosand1Don’t
Regardlessofyourmarketingbudget,youcanalwayslearn
newwaystostretchyourdollarsandincreaseyourreturn
oninvestment.Youcanquicklycreateacontentmarketing
empiretobereckonedwithbybeingsmartandthriftywith
yourcontent.
Allittakesabitofplanningandaheapofimagination
andcreativity.
TipsforStretchingYourContentMarketingDollars

3. TIP1FindthatBigRockCandyMountain
Youaregoingtocreateabig,giantfoundationalpieceof
content—thebigkahuna,the rethatignitesmanyofyour
leadgenerationcampaigns,thebigrockycandymountain
fromwhichyouwillchiselbuildingmaterialsforother
delicious,irresistible,consumablecontent.
TipsforStretchingYourContentMarketingDollars

4. WhatMakestheMountain?
Thisbigmountain—theprimarycontentpiece*—willcontaintherawmaterials
thatyouwillusetoconstructmultiple,moregranularcontentassets.
MountainProperties
Size:BIG(ideally20ormorepagesinlength–likeanebookoronechapter
fromalargerwork)
Dimensions:MULTIPLE
Purpose:TobeHELPFUL,ANSWERQUESTIONS,andOFFERSOLUTIONS
*ExhibitA:*ExhibitA:ThebigrockmountainforthisveryslidedeckisChapterSixofour
bookLeadGenerationForDummies,byDaynaRothman!
TipsforStretchingYourContentMarketingDollars

5. TIP2SliceandDiceYour
PrimaryContentPiece
Fromthatoneeffortofcreatingthe
large,primarycontentpieceto
populateyourcontentlibrary,you
cancreatemanysmallerpiecesfor
multipleuses.
TipsforStretchingYourContentMarketingDollars

6. TIP3RepurposeExistingContent
By“repurposing”wesimplymean:Takingsomethingyou
createdandputtinganewspinonit.
Thecontentyouneedalreadyexists.Justthinkcreatively
aboutwhereto ndit.
TipsforStretchingYourContentMarketingDollars

7. ContentLibraryDIY
ThinkofthepopularDIYshowsandwebsitesshowingcrafty
folksrepurposingoldfurniture:turninganoldpicnicbasketinto
asidetable,anantiquedresserintoawashroomcabinet,anold
traveltrunkortoolchestintoacoffeetable.
Keepthosecreativesolutionsinmindwhenapproachingyour
oldcontenttoreinventit.
TipsforStretchingYourContentMarketingDollars

8. RepurposeExistingContent:
Reports&Ebooks
Takeareportoranebookyoucreateandturnitintoan
infographicoravisualslidedeckusingthesamecontent.
•Reportslendthemselveswelltovisualcontentbecause
theytendtohavealotofgreatdatapoints.
•Ebooksshouldtellastory,sotakethatstoryandcraft
avisualslidedeck.
TipsforStretchingYourContentMarketingDollars

9. RepurposeExistingContent:
WebinarsandPresentations
Whenyouproduceawebinar,makesuretohaveawriteronhand
tocreateatranscriptofwhatthespeakersaysinhispresentation.
Fromthere,takethetranscript,reorganizeitifneeded,andcreate
anebookorreportfromit.
TipsforStretchingYourContentMarketingDollars

10. RepurposeExistingContent:Blogs
Takeablogpostyouwroteandcreateanebookoutofit.
Youmightbesurprisedtolearnyoucaneasilytakea500-word
blogpostandturnitintoa ve-tosix-pageebook!
TipsforStretchingYourContentMarketingDollars

11. Youhaveoldcontent,achunkofsolidmaterialthat
looksdatedbuttheinformationisstillstronganduseful.
SaveorToss?
Q:Whatcanyoudotobringituptodate?
A:Reimaginethevisuals.
Stretchthecontentbyhavingyourdesignteamprovide
engaengagingvisualstorefreshthatexistingcontent.
TIP4PerformanEasyContentMakeover
TipsforStretchingYourContentMarketingDollars

12. Ready,Set,ClimbThatMountain
Convincedthatyoudon’thavetobreakthebanktocreatea
strongcontentlibrary?
Readytorollupyoursleevesandworktorepurposeexisting
contentandteachyouroldcontentnewtricks?
Areyougeareduptogoclimbthatcontentmountain?
TipsforStretchingYourContentMarketingDollars

13. LearnMore
Formoredetailedstrategiesforbuilding
andreningyourcontentmarketinglibrary,
checkout:LeadGenerationForDummies
www.wiley.com/buy/9781118816172
TipsforStretchingYourContentMarketingDollars