Re-purpose content to better perform through your sales cycle

Re-purposed content can better connect and accelerate new business

Re-purposing content probably isn’t a new concept to you. I’m guessing you’re doing it to some extent already, whether it’s a blog post, research, etc. After all, it can benefit your content marketing strategy in a number of important ways. Arnie Kuenn, president of Vertical Measures shares 5 in, “Creating Great Content? How to Get More from it Through Re-purposing.

  1. Increases your content – one idea becomes many
  2. Decreases your content creation time
  3. Expands your reach – connect with different audiences
  4. Enhances your promotion – cross-promoting
  5. Extends the life of your content

While I agree with all of the above, I propose adding:  Aligns with sales cycle’s multiple stages

I was reminded of this as I worked with a client recently to develop their accomplishment based content or client case studies. There’s no doubt that the right client success story(s), properly developed, is content that can connect with prospects in a very meaningful way. It helps them better infer your value and builds trust. Read more about this.

Sales-Cycle150-200Take a look at the general stages in the sales cycle and keep reading to see how to re-purpose your client case studies to better connect.

Stage: “Do I know you?”
When someone first knocks on your door, you simply might not have or see the need and you definitely don’t have time. They may have to first share something meaningful, yet bite sized, just to get your attention, right?

A great way to capture attention and stimulate interest during lead generation is by re-purposing your client case study into what I call a value proposition statement. It’s a 1-2 sentence version that simply communicates (1) the client’s business problem and (2) a key result achieved. Here’s an example:

“(Company) needed to grow sales of (product) that had historically underperformed. Our campaign not only helped spark a 30% sales increase, it did so during the worst selling season in years.”

Keep in mind that value propositions are simply designed to move them to say, “Tell me more.”They can be shared with prospects through a variety of channels, from conversations to correspondence to copy on your website and in collateral.

TIP: Rather than putting your case studies on the website for the world to see (including your competition), write a powerful value proposition for each and provide a link for the visitor to request more details.

TIP:  The next time you share your ‘elevator pitch’ with someone, watch their eyes go from glazed to engaged by following it with a relevant value proposition.

Stage: “Tell me more”
Once you pique their interest, you can again re-purpose the complete client case study into a 1-sheeter that provides a bit more detail to send to the prospect. This could be a PDF or a landing page.

TIP:  Because you won’t be present to tell the story, you’ll want to write and format it in a way that’s quick and easy to read and understand. Learn more

Stage: “I have a need”
All of your work begins to pay off when you have an opportunity to actually get in front of them. This provides you an opportunity to bring your client case study(s) to life in a much more thorough and engaging way. After all, you’re there to actually ‘show & tell’ the story.

TIP:  Again, think of the situation (the environment and their communication style) and re-purpose accordingly.

If you’re not thinking “re-purpose” when it comes to your client case studies, you’re missing opportunities to benefit your new business effort.

Thanks for your time and as always, good hunting (and re-purposing)!



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