If your traditional marketing material is open to a new look, you may want to hold off on tossing it into the scrap pile.
Whether your company is making the transition to digital marketing, or uses a blended marketing approach, your old school material can be tweaked for online platforms. The content in your possession can be edited and adapted to fit the new medium in a professional and relevant format.
The following examples outline a few ways to transform traditional marketing material into digital-friendly content.
Extracting the newsworthy and engaging messages from a press release and inserting them into a blog post can be a great way to relay company news and product information to your customers.
This type of blog post can provide value by educating consumers about new solutions to industry problems and keeping them up-to-date on new company offerings.
Certain types of print ads have the potential to be adapted to provide copy and a call-to-action for website landing pages.
You might have to resize or edit the graphics and the copy will likely need to be restructured and fleshed out to project the necessary tone.
Brochures that outline your company products and services can be a useful asset for creating or refreshing the pages on your website. The images and copy can be used as a starting point to build out different pages such as a company history or product page.
The copy and images will probably have to be adapted to conform to web user expectations but brochure content can provide a strong foundation.
Snippets of the concise and persuasive copy used to construct radio ads can be repurposed to accompany social media updates. Content from these radio spots can be especially potent for creating engaging twitter posts.
Once you chop down the pieces to the appropriate character count you can attach a link to relevant content to generate leads and traffic to your website.
While white papers can provide an in-depth resource for the eager consumer, the same information can be relayed much more quickly through an infographic. This visual medium offers a stimulating and easy-to-digest resource that has great sharing potential.
An infographic won’t contain the same level of detail as a white paper but it can be incorporated into a blog post and shared on social media channels for branding and lead generation purposes.
A good portion of the content used to create direct mail can be utilized for email marketing campaigns. Both are focused on quickly capturing a reader’s attention and contain strong visual components.
The content will probably need to be restructured to enhance readability and the subject line may also require additional work. However, the bulk of the content should be easily transferrable.
When you use the material you’ve crafted for traditional marketing purposes, the process of creating digital marketing content is simplified and enhanced. Repurposing your old school material can help you make the most of your current resources to produce exceptionally polished content for your website and online marketing campaigns.
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