Memorable Marketing Content is Original, Fresh, and Personal

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The practice of repurposing marketing content across multiple channels seems to be not only acceptable, but one that many online marketers encourage.

Is repurposing marketing content really a good idea on a web that is rewarding original work? 

Google Authorship in particular, as well as the periodic freshness updates by the search engine giant, all suggest otherwise. Indeed, this business trend is probably one of the easiest things for Google to check; after all, it is one web.

What’s interesting is that businesses, marketers, and content contributors that would otherwise take exception to their content being scraped by others, are in fact leading the dilution of their own original work.

Focus on Your Customers

Recently, I was asked to speak at an event, and then repeat the presentation 30 minutes later to a new audience. I dreaded the thought, but agreed nonetheless because that is what my client wanted.

While the presentation slides were identical, I discovered from the opening comments that the words and stories were completely different. This wasn’t so much intentional as it was a product of simply focusing on the audience.

When you focus intensely on the needs of your audience, which may be defined as your customers, prospective buyers, or even a larger community, the message will become more personal, and as a result, more memorable.

Getting into the zone only happens when you focus on what you came there to accomplish. If you think “prepared presentation” –  you are dead.

If you think about affecting change, you are more likely to accomplish what you showed up for – delivering a favorable result, something that happens to be memorable.

Keep Your Expertise Fresh

Keeping your expertise fresh is something that happens when you consistently practice it live, thereby regularly creating new solutions from it.

Repurposing the same tired message (or solutions) disengages your business from the process of helping those who depend on it.

How much effort does it take to go just a little bit further to freshen things up? It takes minutes to customize a solution, especially when you consider the particular audience, place, and relevant period of time.

This is what makes the new social media so powerful. Context is the magic for revitalizing content and collaborative efforts that have previously proved their worth –  by making them even better.

Be Your Memorable Self

There are a number of methods for being memorable, and one indeed is to focus on the audience.

As any skilled presenter knows, when you are thinking about yourself your ego takes over, and you then project what you think people want you to be. Instead, focus on them and your unique qualities will naturally come out to make a memorable, human connection.

The better marketers understand that most buying decisions are made on emotion, rather than logic.

Thus, whenever your messaging can be personalized, it stands a far better chance of being memorable.

If you want to make your content social marketing memorable, keep it original, fresh, and personal.

What are your thoughts?   Please share.

About the Author:  Jeff Korhan, MBA, helps mainstream small businesses create exceptional customer experiences that accelerate business growth. Get more from Jeff on LinkedInTwitter and Google+.

Jeff is also the author of Built-In Social: Essential Social Marketing Practices for Every Small Business – Released April 15, 2013 (Wiley)

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Comments

  1. As always, a thought provoking article Jeff.
    I would suggest there is a difference between replicating and repurposing content.
    If one is merely replicating the same content and propagating the same content – I agree with your observation that this is potentially counter-productive in an era that indeed merits originality.
    However, repurposing by changing, adapting, updating can reflect new thinking, insights and as you indicate with the example of giving the “same” speech but it was different the second time around one can personalize and adapt based on new inputs, people and circumstances.
    In fact I’m about to post a blog on logos that was originally written several years ago – my thinking has changed and evolved and am taking the original post and repurposing but definitely not replicating!

    • Great point Andrew – I suppose there is a continuum and so repurposing has a different meaning to everyone.

      I did an interview recently and was asked if I pulled content from my blog when I wrote my new book. I explained that I made it a point to not look at it until after the book was written.

      Obviously, what we have written previously is usually not forgotten, so how it is expressed in the moment is original and fresh.

      Thanks for your insights.

  2. Nice post sir

  3. Well put. I agree with putting the audience first. The point your make is great, tailoring to the audience changes the content but not the message. Thanks

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