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CONTENT @ SCALE: HOW TO MAKE THE MOST OF YOUR MARKETING MATERIALS

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After marketing budget cuts in 2020, content scaling and repurposing has become a crucial part of marketing strategies around the world.

As the world has moved to working and connecting online, the phrase “content is king” has become more and more relevant. There is an ocean of content in almost any given topic, and unless your brand has thousands of writers, videographers and designers at hand, constantly producing and publishing, it is almost impossible to compete with the amount of new content that gets uploaded online everyday. On top of that, having a big content creator team is harder to achieve in 2021 after the worldwide budget cuts the marketing world had to face in 2020. Considering these circumstances, working with result-oriented production partners and agencies is more essential than ever. One of the best ways agencies work their way out of these limits is by focusing on repurposing and recycling your content. According to SEM Rush and Hubspot, giving a new life to a content you have already created can help you achieve better SEO results and reach more of your target audience.

Working with brands to understand what the underlying strategy is, not only for a campaign but for the whole year and beyond, is the key to produce content at scale in a smart way. At Nucco, we save and catalog content for future use based on the client’s mid to long-term needs, so that our content can be flexible and adaptable to any inner or outer changes, open to be repurposed. As a brand guardian, we work to spot opportunities for optimisation and propose creative ideas to reuse them. We build our content to be reusable across multiple formats and campaigns, so that our clients can pivot their strategies without having to be stuck without content to support the changes. Our work for Innovate UK and UBS and many others is produced with these principles in mind.


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Innovate UK

Because of the new increase in the usefulness of our technique in 2021, we decided to kick off this year’s first event by focusing on getting the most out of your marketing materials. On 27th of January, we invited a panel of content specialists to discuss different types of content repurposing and how to successfully recycle content. Joining us we’ve had Mary-Anne Baldwin a Content Consultant and previously Head of Content at B2B Marketing, Rahel Bailie founder of Content, Seriously; and Michela Simonelli who is the Localisation Lead at Babylon Health. In this event, we have focused on scalable content and how to create the most effective content strategy that would be flexible against the unexpected changes in the world, while making the content available to be reused later on.

Our panel of speakers first identified three of the most useful content repurposing categories: itemising, top performing content, and poor performing content.

  • Itemising is a large scale content format that is made into smaller pieces, which can be reworked in different ways and different media platforms;
  • Top performing content is where a content that has been successful before is reworked to “spin new ideas out of it” as Mary-Anne Baldwin explained;
  • Poor performing content is when a piece of work with low traffic is recreated with the methods that had been used in top performing contents.
Considering the vast amounts of content constantly being produced and published, Rahel Bailie discussed the automation of content repurposing systems, and gave insights on how the automation process needs detailed tagging and identification of the content creator as well as the target audience: “There is this assumption that you have Microsoft Word, Google Docs and you just work in that; and then you throw it over the wall to some technologist who is supposed to tag things up and be able to read your mind on what the intent is.”

Our panelists also focused on localised content and how to plan your strategy with the idea of reusing your work, especially when your plan includes reaching out to different parts of the world. “My advice is to include the globalisation strategy at the beginning,” suggested Michela Simonelli, “so when you are deciding on your campaign, start thinking about your audience.”

In order to reach different audiences with a similar messaging, our panelists expressed the importance of tagging and specifying the building blocks of your content from the start of your campaign. While it might sound very simple and not seem to create a notable difference on the front-end of your marketing strategy, both Rahel and Mary-Anne, experts on backend and frontend marketing respectively, discussed how knowing what type of building blocks you are working with would make it easier to repurpose and globalise your content. Michela echoed the same message from the perspective of localising, as most types of content are aimed at UK or US audiences by default— which is not always effective in every audience. From language differences to familiarity of the examples, it is important to take into account what your target audience looks for while building your recycled content.

Despite the challenging circumstances of the marketing world in 2021, flexible strategies and re-purposable content can give your brand the boost it needs by reaching wider audiences. To hear more about our experts’ suggestions and discussions on how to successfully integrate content repurposing into your marketing strategy, you can watch the recording of our event here!
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