Keeping an inventory of existing content allows marketers to effectively manage content production

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 05, 2019, 6:34 PM UTC

Brands should align their content with their business objectives to ensure contextual creation of content.

Despite content being essential for marketing campaigns, creating too much content could lead to wastage of time and resources. To maintain a balance between content creation and content utilisation, brands should create a central location where they can track when and how their content is utilised.

Creating content that is aligned with business goals like building new leads or increasing sales allows brands to craft relevant content and attract potential consumers. This article says that a content creation decision map can help marketers assess the needs of their content strategy.

The author contends that recycling content into different formats can further help brands appeal to audiences with different preferences. Marketers can also reuse content from larger pieces and repackage into smaller readable formats.

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[6 minute read]