12 Creative Ways to Repurpose a Successful Marketing Campaign
Marketing campaigns require extensive preparation and guided execution. Not only does the process involve brainstorming and innovative content creation, but it also entails tailoring the idea to the specific audience and finding the best channels to reach them. After all that work, it would be a shame not to make the fullest use of the carefully crafted resources for the company’s best advantage—especially if the campaign was strong and well-received.
In fact, after a successful effort, agencies may be tempted to reuse the concept and/or content in other marketing outreaches—and why shouldn’t they? We asked 12 experts from Forbes Communications Council to share tips for breathing fresh life into a proven marketing campaign.
Members of Forbes Communications Council share methods for repurposing a marketing campaign that’s been successful in one venue for another.
- Take A Multi-Channel Approach
When you have a compelling piece of content that is showing signs of success, look to see if there are ways that you can repurpose that content across channels. What is successful via email could show additional value on social, display or even direct advertising channels. Understanding how to maximize your content across the channels can multiply success. - Alyssa Kleinman, CipherHealth
- Never Let The Sun Set On A Good Message
In today’s oversaturated world, effective marketing messages are hard to come by. We recommend taking a “create it once, use it many” approach for messages that speak to your core audience. With digital tools, elements can be mixed and matched into all types of multi-touch campaigns. The first thing to do when starting a new campaign is to pick a few elements from the previous top performers. - Ryan George, 1st Global
- Use Display as a Testing Ground
Display advertising is a great testing ground for different campaigns. Trying different messaging and offers is typically easy to do. Once you find a successful campaign in display, repurpose it to pay-per-click, Facebook or LinkedIn to target your ideal buyer. Since those are generally higher costs, you are limiting your exposure by going with an already vetted idea. - Jessica Hennessey, Resonate Online, LLC
- Increase ROI through ABM
In the business-to-business world, we take successful campaigns and package them into accounts-based marketing (ABM) opportunities. This allows us to tailor successful campaigns to a specific account and run engagement, such as a workshop or other mini-event, leveraging the campaign materials. We’ve seen great success with this strategy, and we’re not alone—85% of B2B marketers say they see increased return on investment from ABM. - Jennifer Kyriakakis, MATRIXX Software
- Apply Audience Insights Cross-Channel
Leverage insights from a successful campaign to inform efforts beyond that channel. We see clients leveraging offline insights from their digital campaigns to increase performance in search and social—from which times consumers were most receptive to the ads to how many exposures it took to convert, what days/times customers are visiting and what other brands they have an affinity for. - Valentina Marastoni-Bieser, Cuebiq
- Maximize Your Efforts, Expand Your Reach
Take a high-performing display ad to new channels within a similar context. If you have a message and creative that worked well on a big media website, look for similar websites that can provide opportunities to tap into new audiences. Maximize your efforts and expand your target audience’s awareness of your company and its offerings. - Dana Córdova
- Reuse Channel Combinations That Work
We’ve had success replicating campaigns with similar elements from year to year. For example, the past few years we’ve run a nurturing campaign on accounts that have a direct mail element along with automated emails with content assets and personal follow-up from sales reps. From year to year, we change the direct mail piece and offer new content, but the elements/channels are the same. - Amanda Sullivan, TEAM Software
- Design with Multiple Uses in Mind
The most effective way to use a marketing campaign in multiple venues—and via multiple channels—is to design it that way to begin with. The messages and themes you use at an event can appear in email, banner ads and social media. You can have more content on Web pages, with videos and written pieces to add to it. Even if you can’t implement everything at once, consider it all as you plan. - Erica Vener, RedSeal
- Go the Extra Mile via Video
One of your digital campaigns got a lot of engagement—that’s great! What is that telling you? Your audience wants more. Try taking the topic to the already existing audience and new audiences by creating a YouTube show, where you dive deeper into the topic that got great attention. Give the experts at your company some face time and consistently put out video content that can gain a following. - Ashton Belk, Agile For All, LLC
- Test Ideas on Social Media
Social media can be the engagement testing ground before you invest more money in a full marketing campaign. Social media can help you determine your clients' interests, attract them to engage more and teach you what doesn’t work with your audience. Once a solid social campaign has been established, carry over the messaging and design into your print or digital campaign for even greater success. - Kara Cowie, SkillPath
- Turn an Article into an Infographic
An effective way to repurpose a blog post that received a lot of engagement is to turn it into info graphic. This works best with listicle-style blogs (e.g., “Top 5 Ways to Increase Email Open Rates”). Condense the information into digestible points, and then design it into an info graphic that can be shared on your social channels. - Antoine Bonicalzi, Cyber impact
- Repurpose Your Video Content
Video is hot for marketing these days. Repurposing video is easy and often effective. Create a video that you love, and then post it on multiple social sites. Each site will get different results as they each have a different audience. You can also live stream, then upload it to YouTube. When repurposing it, add subtitles, because many people watch videos on silent mode while in public. - Ellicia Romo, Peoples Mortgage Company
Source: All the above opinions are personal perspective on the basis of information provided by Forbes and contributor Expert Panel, Forbes Communications Council.