What would MacGyver do?
Remember MacGyver? The super-resourceful secret agent escaped a constant barrage of sticky situations, using only the tools he could grab on the run (and his trusty Swiss Army knife). Just a few of the ingenious solutions he came up with included:
- Diffusing a missile timer with a bent paper clip
- Creating grenades out of pine cones
- Fixing a broken fuel line with a ballpoint pen
- Creating a dry ice substitute from vinegar and baking soda
- Plugging a sulfuric acid leak with chocolate
In fact, there seemed to be virtually no everyday item that MacGyver couldn’t be put to an alternative, life-saving use.
Really, MacGyver should have been a content marketer.
What’s MacGyver got to do with content marketing?
What on earth, you ask, could MacGyver have in common with content marketers? Most don’t have secret service backgrounds, rippling muscles or a subdued mullet (though there will always be exceptions).
Well, it’s the very resourcefulness that helps MacGyver consistently save the day, that makes an effective content marketer.
It’s onerous for small business owners to constantly churn out new, high quality educational content to ‘feed the Google monster’ – on top of all their other tasks. But there are ways to reuse existing information in their business, without reinventing the wheel.
How can you become the MacGyver of Content Marketing?
First, look around your business to see what content you have already written or created to explain your business offer and how it can answer questions that real customers and prospects have. This might be hidden in the guise of:
- Business proposals
- Email responses to questions
- Recordings of sales calls
- Or even…cunningly disguised as old blog posts
Take a good, hard look at where the valuable nuggets of information lie in this mix. These will form the core of your new content.
Upcycle don’t Recycle
The key to MacGyvering your content is to upcycle, not recycle. If you are taking interesting statistics from a whitepaper and creating ‘snackable’ Facebook posts, for instance, you need to change the language for the platform.
Any changes that you make should be adding value – if it’s obvious that you’re just reusing content without any additional value, it can backfire.
Get out your duct tape and take action
Ready to get started? The next step is to think about how you can repurpose this information. What you don’t want to do is simply repost unchanged content. Instead, have a look to see how you can ‘MacGyverise’ what you already have, to create new and valuable information.
- Create a FAQ list from common customer questions that you have answered in emails or face to face meetings.
- Tidy up those emailed explanations into a fact sheet or article.
- Review old blog posts and update them with new statistics, trends, economic and industry updates to make them relevant again.
- Package a series of blog posts into an ebook or rewrite into a White Paper
- Morph ‘how to’ instructional information in to a ‘getting it done’ checklist or worksheet
- Create a post that expands on a helpful discussion you have had in a Facebook group
- Break down long articles and blog posts into smaller, informative chunks for LinkedIn and Facebook updates.
- Have a webinar that you have done transcribed, then edit the content into blog posts, white papers or ebooks.
- Refresh the design of capability presentations and upload to Slideshare
- Review any notes you’ve taken at seminars or industry events and create a blog post or presentation about the key messages, giving your point of view. Reference the originator of the ideas.
Like MacGyver’s most creative inventions (fashioning a magnifying glass from a hairpin and white wine would have to be up there), upcycled content created with enough care and effort will become a new entity – not just a carbon copy of what went before.
Need a recap on content marketing and what it does for business?
Want a hand with your content marketing strategy?
Talk to the content and design specialists at Hook and Loop on 0404 086 140 or drop us a line
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