The era of information and technology changed the world in many ways. Today, the virtual and mobile segments of the economy are booming. This is largely due to the acceleration into the digital era that was caused by the COVID-19 pandemic, but has resulted in a dynamic shift in the marketplace. Leading up to this major shift in the way that businesses operate and the influence consumers have, content marketing was already becoming a popular trend. In the past few years, this trend is now regarded as a best-practice among marketing professionals far and wide. Content marketing is popular for a wide variety of reasons and is well-positioned to resonate with digital natives. This adds to its popularity in marketing communities as digital natives are making up a larger share of the consumer market each and every year. While there are many facets to content marketing, one reason it’s so highly valued is because of the power of reusable content.
Reusable content can be utilized in a variety of methods and tactics, and is a great way to add value into your business or organization across a spectrum of channels.
Understanding Recyclable Content
Reusable content is an explosive strategy in the marketing space these days and is highly regarded as a valuable component of content marketing. The first type of reusable content we will cover here is in the context of a larger CCM software. CCM softwares comes with a suite of features and tools that allow customer communication professionals to design customer journeys, optimize communications, and improve the overall customer experience at every customer touchpoint. One of the flagship tools in a sophisticated CCM software is a reusable content library.
In this context, a reusable content library is an internal library of documents and templates created by the communications staff. These templates address a variety of customer communications across a spectrum of customer journeys. Not only that, but these messages, templates, and documents, are often full of missing information. This information is populated by the AI and business logic that help power the program and in turn, create personalized messaging that speaks to the consumer and retains that human touch.
Having the ability to automatically schedule and deliver these various documents and messages to any individual consumer, knowing that the copy will be customized, makes it easier than ever for businesses to manage a scaling book of clients.
The other powerful and impactful way in which reusable content can be incorporated as a marketing strategy is through the use of derivative content. This goes hand-in-hand with establishing a comprehensive virtual brand and competing in the digital economy. In this instance, the concept behind reusable content is using a flagship piece of content to create a multitude of derivatives. For example, an accounting firm might create a guidebook for the sole-proprietor who wants to file their own taxes, then they might create blog posts using material from that guidebook, and then use Tweets to promote the article, and so on. The idea is to make as many pieces of content from one piece of source material.
This is an effective strategy when aiming at connecting with a more virtual-minded consumer base that is perceptive to content marketing. Using reusable content methods promotes consumer engagement, establishes a comprehensive virtual brand presence, and can significantly impact consumer-to-customer conversion rates.
Bringing it Back to the Consumer
At the end of the day, the current economy is focused on the consumer. This is evident in multiple places, but one of the most telling is the emphasis on which brands and organizations are putting on the customer experience. This is because most companies understand how saturated the marketplace truly is. As such, delivering a top-tier customer experience is something that can set competitors apart from one another.
This is what reusable content is really aimed at; creating a higher quality, more engaging, and more impactful customer experience. Internal libraries of reusable content are designed to create an efficient flow of communication between brands and consumers that uses resonant and compelling language, and elevates the individual customer touch point. External content recycling and generating a multitude of pieces from one piece of source material is focused on creating additional layers of customer engagement, establishing brand identity, and directly driving consumer action. Understanding the consumer-centric-nature of the modern economy helps businesses and organizations make informed decisions when it comes to positioning.
A Recap on Reusable Content
Reusable content is valuable because it offers a path toward efficiency, it improves the customer experience, and it can add to the external brand perception as well. This is important as these are metrics that all directly impact the bottom line. Reusable content libraries internal to a company address optimizing the individual customer touch points through personalized communication and messaging. While external pieces of content serve to increase consumer engagement, establish brand authority and voice, and to boost the consumer-to-conversion rate.
A Few Final Words
Content marketing is a widely popular strategy that brands and organizations are turning to left and right in today's economy. There is really an unlimited number of ways that organizations can implement content marketing into their brand-strategy, and companies are becoming more and more creative with how they do this every single year. There is a place for content in every industry, making the most out of it is what truly matters, and how brands can differentiate themselves.
A sophisticated CCM, like that offered by Topdown Systems, will give you and your staff the tools you need to optimize your communications strategy with features aimed at boosting levels of customer engagement and bolstering the customer experience overall. With shifting communication trends, having a flexible CCM software that offers a reusable content library and a suite of other communication centered features powered by AI, business logic, and automation, is essential to elevate your entire communication strategy.
For more information on document generation software, communication best practices, or anything else on CCM software, keep browsing Topdown System’s content library.
