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Four Scrappy Content Marketing Hacks

by Nick Westergaard  |  
May 3, 2016
  |  4,065 views

Content marketing isn't going anywhere: 76% of B2B marketers say they are planning to produce more content in the year ahead; moreover, the top concerns of B2B marketers are the creation of enough content and the lack of budget, according to the latest data from Content Marketing Institute and MarketingProfs.

The struggle is real for marketers everywhere: "We could all use a few people and a few dollars more," Schwinn's Samantha Hersil told me.

Instead of getting frustrated, however, content marketers need to get scrappy and embrace how they can do more with less.

The following four content creation hacks belong in every marketer's toolbox. These tips and tricks epitomize the scrappy mindset we need, and help us bring it to life in our content marketing.

1. Relentlessly Repurposing Content


In Content Rules, Ann Handley and CC Chapman invite brands to be "content chop-shops" by getting one more use out of each piece of content. You can go further by relentlessly repurposing your content. How can you go about doing this? Let's start small.

For many of us, creating longer-form content such as e-books or whitepapers can be daunting. A little mindful repurposing can provide you with a plan and a scrappy way to build internal confidence among your team.

Start by planning your e-book or whitepaper's table of contents. Based on that outline, write each chapter or section as an individual blog post. With that content mapped out on your editorial calendar, you'll have an e-book in no time and lots of blog content along the way. Not to mention invaluable feedback that can only enhance each chapter.


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Nick Westergaard is chief brand strategist and founder of Brand Driven Digital and the author of Get Scrappy: Smarter Digital Marketing for Businesses Big and Small.

Twitter: @NickWestergaard

LinkedIn: Nick Wesergaard

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  • by Isaul Carballar Tue May 3, 2016 via web

    Good ideas, already using them. But the actual problem here would be to come up with a strategy and tactics able to streamline content production in large amounts and promptly. All while keeping it controlled.

  • by Hannah Tecott Wed May 11, 2016 via web

    Hey Nick, great article. And thanks for mentioning Scoop.it as a content curation tool! We've actually built our solution into a comprehensive content marketing platform that allows you to not only discover content to curate but also to link with your blog for a complete view of your content, automates content distribution across your social channels, and provides robust analytics so that you can monitor the performance of each piece of content you create to ensure you're on track to positive ROI. Cheers!

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