Lesson #3 - There’s always something new to do, content marketing never stops
Philippe & Maaike
Throughout our joint journey, we moved from a white paper that talked about the need to digitize marketing further, to a series of e-books, which were turned into tablet-friendly reads, resulting in a series of new booklets (with a vertical veneer), with a string of high-profile customer events and a collection of blog and social media programs for a wide variety of execs.
And we’ve definitely stuck to that! Also, everything you do can then again be turned into smaller bits and pieces of content, which you can distribute further.
This means that, even though creating a new content marketing asset from scratch can take some work and investment, you can recycle and upcycle it in so many different ways that it continues to live for quite a while. Chop it up into pieces and distribute it again (we call this “saucissoneren”). And don’t forget to revisit it after a while and check where it needs updating. After that, you can distribute it once again.