Refresh Your Best Marketing Content

At the beginning of the year, your content marketing plans are likely focused on new, new, new: New white papers, sales brochures, Web articles, and customer case studies. But equally valuable marketing opportunities may await you in the old--through a relatively simple, fast, and inexpensive refresh of your best existing materials.

For example, look at white papers and ebooks where the core content is still relevant, but information such as market statistics, application examples, and messaging about your products needs updating.

Some years ago, I wrote a tutorial guide which my client used as the primary piece for attracting sales leads. This 36-page booklet became a perennial favorite among prospects and sales reps, prompting the client to make annual revisions for eight editions.

The yearly cost of my services for researching and writing the updates was negligible compared to the revenue attributable to this one promotional piece, especially over time. Has any piece of marketing content in your library had the same ROI?

If no, it's time to go looking for current materials that could continue to deliver value if only given the chance. And it's time to add "content refresh" as an essential task in your regular marcom planning.

What factors are you considering in your marcom plans for 2013?

2012 B2B Content Marketing Benchmarks, Budgets and Trends [Research Report]