Marketing experts often emphasize how you need to post new content across various channels every now and then so that you get enough visitors, leading to higher conversion rates and SEO rankings.

The question remains, why is this focus on content marketing getting so intense?

1. Because content consumption has increased.
   A recent research states that almost 58% of marketers are using at least 9 channels (emails, web, social media, direct email, in-store/ in-person, online customer communities, events, and online videos) to interact with customers. In the last few years, content sharing has expanded beyond imagination and the increase in the number of social media sites has increased the available per capita content.
2. Where there’s content, there’s competition.
   With every brand acting as a publisher, consumers face an information overload. With a shelf life of a few hours to barely a few minutes for each post, you can imagine the number of posts your prospects view in a busy day.
3. Content quality matters
   More content =  more leads. This belief has led to the creation of a lot of videos, GIFs, infographics and slide decks on the internet. Though it is true that popular content catches your consumer’s attention, you do have to be mindful of the kind of content you provide them.

Do you find a lot of visitors commenting on your posts, sharing or re-tweeting your posts, yet see few conversions in return? What use is a lot of content when none of it ends in helping to close a sale? The value of your content marketing is questionable if your content has a lot of visitors but no conversions. A reason for this could be that your content isn’t up to the quality that your consumers expect from you. Perhaps it is of good quality but lacks the necessary relevance.

The best and most successful marketers will tell you that quality content is your ONLY source for a broad readership.

Consumers and prospects use the internet to gain knowledge or to get information. If your content doesn’t do either of this, something’s wrong.

Here are a few suggestions from Google for quality content-

• Content should be easy-to-read. Avoid using jargon and keywords solely for search rankings. Use them only when it makes sense within the context of your document.
• Create fresh content regularly. Creating new, but still useful content ensures a steady stream of visitors to your site
• Design content keeping your readers in mind, not search engines. This piece of advice, from the Search Giant’s mouth, is enough to stress how important “utility” is when creating a new post or content.

These are just a few points that re-emphasize Google’s focus on improving the kind of content that exists on the internet.

Repurposing content: Get the most from quality content
Repurposing content involves adapting a piece of content for use across different channels. You don’t want to repurpose every piece of content, just the most popular and relevant ones.

To do this effectively, you should

• Use a comprehensive asset tracking tool
• Track and measure how your content or digital assets are received by your audience
• Repurpose the most popular ones

Let’s say you have a whitepaper on Cyber Security tips. You can repurpose the points in this whitepaper to make a slide deck by using interesting images or graphics. Further, you can repurpose this slide deck and convert it into an infographic.

You don’t have to post every hour to get yourself noticed. Consistent, relevant content is the key.

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