As 2015 starts winding down, it’s time to start thinking about your content marketing strategy for next year. It’s also a good time to consider and test out new avenues, channels and approaches for your content.
This approach is especially useful if you find yourself at the end of your budget year with marketing funds to spare. Here are a few ways to use the last few months of the year to get a jump start on 2016.
Try Something New
If your year has gone well, this could be a great time to experiment a bit. I like to recommend that you dedicate about 10 percent of your overall marketing spend to trying new things.
Exactly what that looks like is going to depend on your business’s goals and current marketing efforts. For some organizations, that might mean hosting an event, online or in real life. For others, it might be a cool video. It might mean testing a new social channel to see if there’s any traction there.
Don’t feel like you have to go all in at first. Design a way to float the concept in a modest way. Measure the impact. Use the results you get from those experiments to make data-driven decisions about your broader 2016 plans.
Put it into action: Before you commit to doing a full survey and white paper on a topic in 2016, publish a couple of blog posts around the idea to see if they resonate. Create a simple series of infographics and share them on social.
Repurpose and Amplify
Even successful — and supposedly played-out — campaigns can get new life by extending the message through repurposing. The last quarter of the year is the perfect time to take a shot at an unexplored medium.
If a piece of content was successful throughout the year, take the core info in it and create a new asset in a new format. Find ways to wring a bit more life out of the great work you already did.
Put it into action: Turn your best blog post into an infographic. Create a SlideShare based on your most popular guide. Create a short video that illustrates your best-attended webinar.
Team Up with the Sales Crew
Spend some time reviewing the sales reports for the past year to see if you can spot opportunities to create content to help close the deal. Sharp, tailored content can be a very powerful sales enablement tool, so ask your sales people what assets would help them shepherd people through the pipeline.
Put it into action: Reach out to cooling prospects for interviews for your blog.