Content Marketing: The Value of Reruns

The holiday season is fast approaching. With it brings holiday parades, Christmas shopping and gatherings with family and friends.

However, even though there are many additional things that demand your attention, the work still needs to get done.

In fact, chances are that your business has year-end goals that need to be met. This could very well mean many long days (and nights) at the office.

When you combine the daily work responsibilities with the increased activity in your employees’ personal lives, something will have to give.

It is very possible that your business’s content marketing efforts might be the first thing to get pushed aside because it does take time and the return on investment is not always immediately noticeable.

However, while the impact on your business’s bottom line might not be immediately noticeable or even trackable, most experts agree, content marketing often works.

And, now is definitely not the time to let up, particularly if your business can benefit from consumers’ holiday gift-giving traditions. Furthermore, if your business is a B-to-B, now might be the time of year that your customers are making plans for the next fiscal year, particularly if it coincides with the calendar year.

It Pays to Plan Ahead

If your business had the foresight to plan ahead, you might have created a few extra blog posts, white papers or informational videos when your employees had a little extra time on their hands. If so, now would be a great time to add them to your editorial calendar.

However, even if you didn’t think ahead, it doesn’t mean that all is lost.

There is still time to pull in a guest blogger to create some non-branded content that your customers might find useful this time of year. You might even be able to ask employees who aren’t normally involved in your content marketing efforts to submit a blog post. You never know, you might find out that some of your employees have hidden talents that you were unaware of.

Content Marketing Reruns

Another thing to remember is that most people don’t have the time to consume everything that you produce throughout the year.

Therefore, just as television shows air reruns from time-to-time, posting old blog posts or other content on social networking sites might be a great way to keep your customers engaged and informed, with little or no extra effort required. (This is particularly useful if the content isn’t time-sensitive and therefore has a longer shelf life.)

Also keep in mind, people love lists. Therefore, now might be a great time to write a few best-of blog posts that highlight some of your best posts from the past.

Final Thoughts

There are some things that your business can do to keep your customers engaged and informed online, while still accomplishing all the other things that need to get done this time of year.

With the right planning, you won’t have to play role of Ebenezer Scrooge and require employees to work so much that they don’t have time to enjoy the holidays.

This can include posting content that was created ahead of time or pulling in a guest blogger to create non-branded content that your customers might find useful.

Also, keep in mind, just because you posted something a few months ago, doesn’t mean that the information isn’t still valuable to your customers. In fact, your customers probably didn’t see all the content that you created throughout the year.

Therefore, now might be a great time to repost some of your old blog posts on social networking sites or create a few best-of blog posts.

As television shows have demonstrated for years, content that is created might be just as valuable to consumers the second time around.

Photo credit: J.Elliott on Flickr.

Chad Thiele

Marketing analyst and strategist, content curator, applied sociologist, proud UW-Madison alumnus, and an Auburn-trained mobile marketer. My goal is to help businesses identify trends that will help them achieve their marketing objectives and business goals. I'm currently looking for my next career challenge. Please feel free to contact me anytime at: chadjthiele@gmail.com.

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