How One Piece of Content Can Equal A Lot Of Material
The key to yielding high volumes of content
Oftentimes in meetings, we’re asked to generate worthwhile content on a product or new technology in order to generate a buzz around the industry. As content developers, that’s no problem. However, in most instances, the internal point of contact disappears never to be heard from again. For whatever reason — internal resources aren’t available to provide the information we need, people get busy, etc. Key resources disappear and content generation falls back down on the priority list leaving the company right where they were previously.
But what if I told you that one piece of content can literally yield TONS of material? Or earned media. If you’re willing to take the time to do one case study or catalog, a lot of collateral can be generated.
Here’s one example:
Client A had a successful installation of your company’s new product. They’re so happy with it, they’re willing to speak on camera to the success, but all the company spokesperson has time for is 15 minutes and nothing more. PERFECT!
Capture the interview on camera (go prepared with questions ready and make certain you gather a few angles of how they speak about the product features). The footage can now be utilized on your website, social media feeds and quotes can be taken and utilized in case studies. (with customer approval, of course) This material can be repurposed for trade shows, social media campaigns and editorial content.
Now that you’ve created a snowball effect, keep going. Gather the information from the interview on the specific installation and write. This information can now be used in a case study and a thought leader piece that can be pitched to publications, where the content can be repurposed and generate earned media value. Don’t forget to share any earned media on your social news fees to continue the positive momentum.
A few additional tips:
1. Technology can be considered ‘new’ for the first 10 years or so of its life, so there’s no reason you can’t build on the foundation you’ve created and generate updates or other case studies to be bundled with the original year after year. Additionally, applications from five years ago are still newsworthy. I’m sure your company has plenty to write about; it’s just getting one person to commit.
2. Just because a client says no to being on camera doesn’t mean you can’t generate content. Oftentimes, operators don’t identify themselves, but the content is still quality. Sometimes it helps to sweeten the pot too. Consider offering the video footage, photography or press coverage to them to help their marketing efforts or publicity.
3. Oftentimes it’s the smaller operators and independents that are more willing to speak publicly on behalf of your product. You don’t have to go to the biggest client; perhaps a smaller client would appreciate the additional exposure.
Food for thought: At Paige PR, we’ve generated more than $100,000 in earned media value from one case study. The credibility gained from the published case studies got our client in the door to new customers and helped grow market share for Company A’s product. So again, a little bit can go a long way.
For more ideas on content generation, email us.