How To Steal Your Content Marketing Ideas From Last Year
Here’s the thing: you should steal from yourself more often.
You should write down that small tweak to that recipe you tried that made all the difference. And make that exact same dinner again.
You should take note when something you do for a friend makes them smile. And then do it for another friend next week.
And if you’re a busy person/parent/creative/business owner, you should definitely look back through your marketing in Fall 2019 and steal ideas for Fall 2020.
Stealing from yourself in your marketing will make your life much easier, believe me.
Impending election doom spirals, on-and-off remote schooling, work-from-home Zoom meeting fatigue and chilly outdoor gatherings with masks make Autumn 2020 feel a heck of a lot different than easy-breezy, if-only-we-knew-then-what-we-know-now Autumn 2019. BUT even if your services or clientele have pivoted to accommodate the chaos, we’ve already established that your working values have probably remained the same.
That means much of your existing content posted, published and shared in 2019 can still apply to or inspire similar content this year.
Why not save yourself some time, dig up the past and use it?
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Here’s what to scavenge from last year for this season’s content marketing:
What did you share on your medium of choice with your audience this time last year? Did you create a back-to-school series for working parents? A roundup of fall-themed recipes? A spooky-themed article with marketing advice? Can you re-share one or more of those pieces as-is? Can you add to or update and re-publish a new and revised version?
What did you send to your email list? Is there something you can re-send as written? Was there a special campaign you forgot you even ran? What subject lines had the best open rates? What kind of content had the highest click-through rates? Learn from last year’s emails and plan some of this season’s based on what you find.
Scroll all the way back. Back to last year, and the year before that. What images and videos caught the attention of your followers? Did your pumpkin patch photo spark the greatest engagement? Post it again but with a new caption. Did you enter a heated debate about your hatred for the pumpkin spice latte? Start the same fight this year! How have you started conversations in this season? Can you start them again with the same or similar ideas?
Ooooh. If you run paid ads, you can actually look at metrics for this one! What did you spend money on that helped you make money in return?! Would it make sense to run the same or similar ads this season? If so, what’s stopping you?! Duplicate the campaign, pick your budget and hit go!
This is a sneaky one. Look back at your calendar and inbox from last Fall and take a time machine to last year’s sales conversations. What new inquiries came your way during this season? What were people actively looking for that you can promote upfront this year as though you’re reading your audiences’ minds?? What were common objections in those conversations? Can you address those in this season’s content marketing? Which inquiries became paid projects, and what did they entail? Can you write a case study about one of them? Or tell a transformation story about that client’s journey with you? Can you interview that client and share their story in their words? What if you create a new and easy process and package based on last year’s best-selling projects? Do you think anyone who worked with you last fall might need your services again? Why don’t you check in on them?
You can save time and brainspace by looking at past season marketing.
This is my third semester teaching a social media marketing course in an online graduate program for arts professionals. I’ve made adjustments to the syllabus and the instructions for assignments. I’ve offered additional readings and restructured some full-class discussions into smaller groups for deeper dialogue.
But the overall learning objectives for the course remain the same. And the ideological framework for leading students to their final signature strategy assignment hasn’t changed either.
This means, I can go back in time to previous semesters and pull notes to inform my engagement with students this semester. It means I can reference existing rubrics for grading, and offer existing prompts for substantial discussion. I can apply constructive criticism from past papers to new papers, because oftentimes, students run into similar challenges when making their arguments.
Applying this same approach to your marketing just makes sense. You don’t need to keep reinventing new content, when what you used before really resonated with your audience! Just like the lessons I’ve created for the course I teach still incite thoughtful discussion and achieve learning objectives semester after semester, the content that really hit home with your audience before can continue to do so now if you try it out again.
FIND YOUR FOREVER FANS
If you don’t know who your ideal client, customer or audience member is, chances are you’re wasting every minute you spend on social media, emails and more.
That’s why we created a worksheet to help you better understand and locate your ideal audience for every service or product or event you have. Totally free to use again and again!
I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.
Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.