The three Rs for conserving content

Brands earn the favor of consumers for their values almost as much as they are for their actual products or services.

Companies spend millions creating a personality for their brands, spreading their messages to the masses and wooing consumers with clever copy. What most fail to do, even with this hefty investment, is identify the pieces of their campaigns that can, and should, be used a second time around.

In fact, only 43% of B2B marketers say they measure ROI. This is a missed opportunity because through measuring how well content performs, brands are able to better assess which pieces of content are worth using again, minimizing the pressure to constantly come up with new ideas, and ensuring the best ideas reach the largest possible audience.

That’s why the most successful content marketing plans follow the rules of sustainability: reduce, reuse, recycle.

Sometimes, less is more. While it’s important to maximize touchpoints, quantity isn’t everything in content marketing.