Internet Marketing Digital_marketing_for_dummies | Page 98

stage of the funnel where groups of prospects are searching for and sharing content. These
channels include but are certainly not limited to the following:
A website or blog
Facebook
Twitter
LinkedIn
Pinterest
Instagram
YouTube
You can publish a single content asset across numerous channels to maximize exposure.
For instance, at DigitalMarketer, we turned a presentation about how to launch a podcast
into a webinar, and then into a podcast episode, and finally into a blog post. Because our
audience responded so enthusiastically to this content, we saw the value and the need to
repurpose it and distribute it throughout our channels.
Consider what content from your company has resonated with your audience. For
example, can that video demo of your product be republished on your YouTube channel?
Can you repurpose an article from your blog into a webinar, or a podcast episode into an
article for LinkedIn Pulse? The opportunities to repurpose content are virtually limitless.
Customizing your content
You produce perfect content marketing materials to satisfy the intent of your customer
avatars (also known as target audience or customer persona). But not all avatars are the
same; they, like their real-life counterparts, don’t all want or need the same solution. That’s
why customizing and then segmenting your content is essential. A particular piece of
content can satisfy the intent of multiple avatars, or you can use it to target a single avatar.
For example, we produced a blog article called “6 Trending Digital Marketing Skills to
Put on a Resume” to raise awareness (top of the funnel) for our marketing certification
programs. This post probably wouldn’t interest small business owners, but that was fine —
we weren’t targeting them. This article was specifically targeted to our “employee” avatar
whose intent is to acquire skills that will land her a better job. Included in the post are two
calls to action, which, as mentioned in Chapter 2, is an instruction to your audience
designed to convey urgency and provoke an immediate response. In the case of the
trending skills blog post, the calls to action are customized to appeal to the “employee”
avatar.