Leverage your existing content to re-engage users

Whew! It is hotting up everywhere in more than one sense of the word. And for a lot of us, that
means a fierce burning need to squeeze more leads out of a parched content budget.

This is the time to relook at what we have. What can we re-use, re-cycle and recirculate? Who
can we re-engage with?

I have seen this happen at more than a few clients (especially with companies with long
purchase cycles and complex considerations): as they advance their expertise, they forget that
many of their leads are still just paddling around in the awareness phase, busy trying to keeping
afloat with all their other distractions.

Sometimes we need swim back and give them a hand. And yes, that article/video/infographic
that was so awesome last year might be just as awesome right now. Even to the same users!
Let’s face it, we don’t always give our full attention. And if we can’t use information right away, it
erodes. So, give your leads another opportunity to refresh their knowledge.

1. Create an audit of the content you have:

a. When and where it was published,
b. Topic – this is a great opportunity to do some segmentation of your audience
c. Level of engagement it delivered
d. Can it go behind a gateway form? (Always offer value in exchange for data)

2. Analyze the behavior of your users. Overlay your topic clusters onto your web analytics, CRM and campaign data, and then consider the following:

a. What content have your high LTV clients engaged in?
b. What content has received the most engagement overall (hint, it will probably be
very topical)
c. Looking at your segments of leads (MQL, SQL, cold Opportunities etc.), look at
WHEN they last accessed your content (by topic, by content type)

3. Now the time to be ruthless, but also pragmatic.

a. What cannot be reused? Can you up-cycle?
b. What content might have been accessed already but is still current? Think
checklists and diagrams.
c. Can you (and HubSpot CRM does this well) work out who accessed which piece of content when?

4. Now, start to map out your content plan.

The beauty of workflows in HubSpot is you can use your If/Then branches to decide if your lead should be offered a piece of content. You might base this on if they have viewed a specific page in a specific time frame, or, if they were on a particular list.

5. Put some (not all!) content behind a progressive gateway form.

Gather some more information, which you can use to refine your workflows.

Workflows - progressive gateway form

6. Don’t forget to implement tracking!

Use your Campaigns in HubSpot, consider adding a custom Contact Property field, double check your analytics tagging and events etc. so you can easily measure your uplift. 

Need some pithy persiflage, a passionate plea or some personalized prose? I can help. I do (English only) copywriting and Hubspot email configuration. Perhaps you need some help with HubSpot workflows? I have a lot of experience with these!

Or, if you have a more custom HubSpot request, then send me a brief and I'll get back to you.

Posted by Josie Hill on Jun 10, 2020 6:01:43 PM
Josie Hill

Josie Hill

Josie has more than 20 years of marketing experience, from running paid search campaigns to doing A/B testing. She worked with big brands all over the world. Josie's background in life coaching and counselling gives her a deep insight into human needs and emotions. She loves language: "I devour the written word. You are what you eat."
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Topics: HubSpot Tools, Content Strategy

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