In the summer of 1998, well before the birth of streaming services, NBC ran a promotional campaign called “It’s New To You”. The campaign encouraged viewers to watch the reruns of their favorite TV shows that they may have missed.
While that campaign wouldn’t work in the days of Netflix and binge-watching, the concept was simple and smart. They already produced high quality (and expensive) content like Frasier and Will and Grace (along with some dud’s like Veronica’s Closet), so they might as well remind viewers to watch it to increase their ratings.
Marketers need to think about their content the same way. If they have a good idea, re-use it and re-purpose it as much as possible. Over the years, I have seen many great campaigns produced - with great effort - only to be shown to a small audience in a limited period of time.
Here are a few handy things you can do to get more out of your existing content:
- Set frequency to >1. Don’t take a “one and done” approach to promoting a campaign. If you are using owned media (like your social channels or email list), then you should make sure you are promoting your campaign multiple times. It seems simple, but I’ve seen many examples of single-promotion campaigns. Not only will you get more raw conversion, but some campaigns will see an improvement in conversion rate the 2nd or 3rd time a user sees the message.
- Re-purpose the idea. If the idea worked in one medium, then it may work in another. If you started with a blog article that got a lot of traction, turn it into a webcast. Use a part of the webcast for a promotional video. Turn the blog post into an ebook, podcast, or event a physical event.
- Build the sequel. Hollywood has figured out that extending a franchise with a sequel is an effective way to extend the value of a good idea. Take that great campaign idea that worked and Ragnarok that thing.
- Re-boot. Another common Hollywood trick is the "re-boot" - producing a new version of an old favorite movie or TV show. Every marketer should look at those classic campaigns from their past and find a way to update it for their audience.
- Campaignify it. One of my favorite approaches is to take a tactical program and expand it into a full-blown campaign. When I worked as the CMO of voice technology provider Nuance, the healthcare-industry marketing team came up with a great concept called The Art of Medicine. It started as a simple message and blog post, and ended up as a theme they carried through the next couple years of marketing.
We would love to hear your ideas about re-using great marketing content.
What is Simply Smarter Marketing?
At Plannuh, we believe that some of the best and most effective ideas are the simplest ones. Smart, elegant solutions that solve problems and deliver better marketing performance.