A lot of businesses have a wealth of information sitting unused. Unfortunately, it’s often in formats that aren’t digestible from their prospect or client perspective. With today’s short attention spans, most of this valuable content simply won’t get consumed by modern audiences.
So what’s the solution? Take that existing information and break it into digestible chunks or snippets that can be repurposed as new content. You’re not creating from scratch, just reformatting what you already have to fit the shorter timeframes and narrower windows for grabbing attention from visitors.
Transform Your Existing Content
I’ve seen two approaches work particularly well for repurposing content. First, take long-form content and turn it into video shorts. Outline the key concepts from that content and create something that doesn’t even require reading. It just requires consuming. Second, transform information into infographics or other visual representations that convey ideas at a glance, making it easy to identify the topic without spending time deciphering it.
For distribution of these updated assets, social media and paid advertising are most appropriate. These repurposed pieces often serve as hooks for further conversations, which is where their real value emerges.
When creating infographics, focus on impactful metrics. A metric might be impressive but if it doesn’t impact the bottom line, its value is limited. Select information that’s hard-hitting and demonstrates that your idea is actually worth implementing and produces results.
Create a Consistent Cross-Channel Experience
The key to integrating your various media touchpoints is consistency. Make sure the digital experience equals the offline experience. There should be one message and one branding look and feel across all channels. Additionally, there should be intercommunication between platforms. If someone takes an action on your website and then visits a branch or speaks with a representative, that activity should be visible so the conversation can be guided accordingly.
This co-mingling between channels ensures you can service customers with the same degree of comprehensiveness and precision regardless of which channel they use to interact with you.
Build Your Data Foundation
Within financial services, certain data points cannot be easily shared due to regulations. Always be mindful of these limitations. The goal is to base everything on one database that’s easily accessible between different applications.
When a single database isn’t feasible, establish key integration points so each system can see what other channels are doing, at least at a summary level. This gives operators the big picture while also enabling the platform to create actionable insights. Rather than forcing someone to analyze 200+ different data fields, the system can highlight what’s happening and where to focus effort for maximum impact.
Democratized Automation
The beauty of today’s technology is that enterprise-grade capabilities are now available to smaller institutions. Automation can be easily implemented within smaller organizations because affordable tools exist that can manage these processes. You don’t need Salesforce to have powerful automation capabilities. Many competitive tools offer similar functionality at much lower price points that small companies can easily manage.
By implementing these tools, smaller institutions can compete effectively with larger companies, ensuring their clients and prospects receive the same quality treatment and opportunities.
The Implementation Framework
Auditing assets is probably the most difficult part of this process. It takes time to catalog all your existing content and align it with pain points and value propositions. Once cataloged, determine who your audience is and what messages will resonate with them.
Next, repurpose that content and create automation sequences based on the channels you’ll use. Every channel needs to become part of this initiative. Then it’s time to experiment, running different test scenarios and variations to determine which approaches are most efficient and effective for your target audiences.
There’s considerable testing and learning involved, but as you refine what you’ve created, you’ll start seeing improvements in campaign performance and response rates.
The Results Worth Working For
Organizations that implement these strategies see tremendous increases in engagement levels. More importantly, they increase the velocity at which prospects move through the buyer’s journey, ultimately becoming revenue-generating clients.
While the initial effort may seem high, remember these changes can be implemented incrementally. Start by making content more digestible, then gradually create an environment where interactions and campaigns lead buyers toward transactions.
It’s a worthwhile investment and one of the most effective ways to create an ecosystem that uncovers positive revenue opportunities without requiring massive marketing budgets.
