marketing strategy

How to improve your conversion ratio using this content distribution method

Driving yourself crazy trying to improve your conversion ratio? See how smart content marketers are doing more with less using content repurposing.

How to improve your conversion ratio using this content distribution method

Content marketing, like any marketing, always comes down to basic ROI. You’ve got your basic equation where you input content and you get followers, brand development, conversions, etc. on the other end. Generally, marketers will look at how to improve one or the two sides of that equation.

But the middle gets neglected, the link between the content you create and the results you get. If you want to get ahead of the competition and see your content perform better, this is where you need to be focusing.

So let’s break down how you can use the “write less, promote more” to improve your conversion rates and much more.

Using content repurposing

First, you need to understand content repurposing. The basic idea is that instead of moving straight from putting out content to creating more content, you put that content through several stages of distribution and repurposing.

Let’s say you put out a 30 minute video (video is definitely the best medium for this strategy). First, you put the video out and promote it the way you normally would. But now, instead of starting on the next video, you take it and break it into many smaller videos, pull some quotes to make shareable images or memes, take the audio and turn it into a podcast, etc. This is all called microcontent.

Armed with this microcontent, you put all of it out some time after the original video. Behind this microcontent is a series of hypotheses you want to test about your audience, channels, etc. Once you’ve gathered some data on how it performs, you take those learnings and create a second round of microcontent to further hone in on your conclusions.

How this supercharges your distribution phase

Now, you’ve put out a ton of content for your audiences to share and engage with and gathered valuable data about your audiences. Plus, you didn’t have to spend all the resources needed to make another 30 minute video right away.

Even if each piece of content you put out is now shared a bit less often, increasing the amount of content you’re promoting from 1 to up to a few dozen means your content is getting seen, shared, and interacted with far more in the aggregate. But how does this impact your conversion ratio?

How all of this affects your conversion ratio

This strategy targets your conversion ratio in two ways. First, with the amount of content going in, even if your conversion ratio stays the same, you’ll still see more total conversions. But the real benefits go far beyond that. The real advantage lies in the learnings gained from running microcontent experiments.

After all, distribution channels are fickle. To get good results, you need to constantly tweak your strategy. Maybe shorter videos perform better on LinkedIn but meme images with pull quotes do excellent on Facebook. Maybe content on one specific subject gets plenty of shares but few conversions.

By building a content distribution system which allows you to constantly test ideas like this to hone in on what works, you’re taking your regular efforts to improve conversion rates and vastly increasing their speed.

Eventually, you should be able to specifically target smaller audiences on various social media networks with content tailored just for them. This kind of microtargeting is the holy grail of digital marketing, but usually requires too many resources to be practical for most. However, by basing all of this content on an original larger piece of content instead of creating each from scratch, it becomes feasible for nearly everyone.

How this technique worked for Hubspot

If you’re wondering whether this strategy works, look no further than Hubspot. Few organizations understand digital marketing and content better than Hubspot and when they were struggling with capturing user attention and getting conversions, they turned to this strategy.

The results?

• 40+ hours saved on manual content creation

• 16% + MoM growth contribution on Instagram community

• 38% of total tribetactics campaign new users generated in the first month

Or, as Jennifer Stefancik (Marketing Manager, Acquisition) put it:

“Working with tribetactics allowed us to get a lot more content out to our social audience in a lot less time, so that we could continue to delight our existing audience as well as attract new learners.”

Combine better conversion rates with a larger overall audience and you can start to see why repurposing content as a distribution method is so effective. You can improve quality and quantity simultaneously while turning your content production arm from a factory that just churns out content into a laboratory for testing marketing ideas.

Better content distribution begins with the right tools

All that said, content repurposing and distribution isn’t as simple as it sounds, turning large content into microcontent requires skill and time (less than that of creating new content, but still). Considering it’s a brand new process for most teams, we’re big believers in giving those teams the right tools to simplify everything.

That’s why we created Chopcast. Instead of training someone in video editing so they can manually go through all your initial content to find and edit smaller videos, our tool uses AI to automate the process. Considering one of the big advantages of content repurposing is the time savings, this tool takes that to the next level.

The result is team members who can put their focus where it will have the greatest impact instead of needing to learn new skills and spend time mindlessly cutting up videos.

Lastly, you still need to set up the processes to get this strategy up and running. Fortunately, we’ve got years of experiences helping businesses successfully implement these strategies. Feel free to book some time with us to share what questions you may have. We’re happy to help you unlock the power of content repurposing.

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