For every piece of copy, there is an underlying idea. It follows that the more ideas you have prepared, the more landing pages, Facebook ads and emails you can write.
Preparation is not a sexy word in marketing - it usually takes up extra time and energy in the short-run. However, skipping this process is like missing out on an investment that is guaranteed to generate immense returns.
Nevertheless, you might just have enough information to create one of four guides to help lay out or expand your campaign. They greatly help with connecting your ideas for new content.
After all, as Steve Jobs famously said:
"Creativity is just connecting things. When you ask creative people how they did something, they feel a little guilty because they didn’t really do it, they just saw something."
Why make something from nothing when you can just leverage the data you already have and connect them?
By using any of them as reference, you have a massive, organized collection of concepts you can use. You can then expound on or create new ideas and hooks out of them.
According to HubSpot, a creative brief overviews a project’s mission, goals, challenges, demographics, messaging and other key details. A professional marketing team would always have this in handy to show them how to cater their messages to the target audience.
Briefs tend to adopt a more customer-centric angle. It requires a meticulous understanding of your ideal customer, and how your offers should be framed accordingly.
Well-written creative briefs have two additional components. For one, they give an overview of the competitive landscape. For another, they reveal data that isn’t easily accessible to marketers. As such, they have information that can generate very insightful content.
You can easily repurpose concepts, content and copy with a detailed brief. For example, you can simply pull the a piece of data in your brief and talk about:
A common struggle your target audience is facing (and suggest a solution)
A market competitor (and sling mud on alternatives to your product)
An interesting fact very few people are aware of (you can expound this for future blogs and whitepapers - see below)
In sum, this tool assists copywriters in speaking the audience’s language and can even help in standing out from your competition.
A whitepaper is an authoritative, in-depth report on a specific topic presenting an issue and a solution. On the surface, whitepapers educate your audience on a given issue. However, on a deeper level, they are also an opportunity to establish your authority in your niche. (For our purposes here, we can also include ebooks and other info-based lead magnets because they have the same function.)
Unlike the creative brief, this tool is more solution-centric, because it addresses a problem. This then is a great source of educational content which can be repurposed multiple times.
Once you’ve finished your whitepaper, you can start repurposing information in different ways. One way is to summarize the entire whitepaper and use it as a lead for your sales page (see below). This establishes authority in your niche and educates colder audiences before pitching the offer.
Another method is to focus on a more specific problem discussed in your whitepaper, then expound on it elsewhere. This leads to newer content for blogs, lead magnets and emails. Moreover, once you create a new lead magnet (say, another “report”), you have another opportunity to create more ads and landing pages.
You can discuss other solutions that are not discussed in the document. This is great for emails, which can serve as a form of “continuation” of your whitepaper. In this email sequence, you can provide various solutions to the issue, then eventually show why your product is the best one to tackle it.
There are many other ways of repurposing educational content just by using your whitepaper. But whichever method you use, you usually start with its underlying problem and solution - and eventually transition towards your offer with the help of emails and retargeting ads.
Your personal story is perhaps the best way to do this - so long as it is framed towards the benefit of your ideal customer. The backstory of your product or company would also do well to create a sense of relatability.
Personal stories are not limited to official websites and YouTube videos. By simply repurposing or taking bits from them, you can apply them in multiple areas.
For example, you can reword your product’s backstory and use it as a great lead for your sales page or Facebook ad. You can also summarize your personal story in an introductory email. Or chop a long story into smaller “episodes” in your email sequence to keep your email list engaged and wanting for more.
Stories do not have to be personal to be effective, either. They can come in the form of current events, celebrity gossip, fiction - or a tale you’ve made up entirely. So long as your readers can feel a connection, you already have their attention.
Stories are indeed a great source for future content - especially emails and Facebook ads. When framed towards your target audience (you can use your creative brief for this - see above), they attract the most qualified customers who can best relate with your brand.
One way or another, you’ll have to write your offer’s sales page. So why not craft it immediately and use it as a guide to craft future content?
Your sales page is a great starting point for future content in that it serves more like a product-centric guide.
The key here is to work backwards. For instance, if you want to create an email you can simply refer to your sales page and pull out:
One objection (and solve it)
A product feature or benefit (and expound on it)
Its unique selling point
You can also produce a whitepaper (see above) to further justify the solution your product provides. This path potentially helps you create more Facebook ads and landing pages - which will direct traffic to your email list and your sales page.
By taking a tiny segment of your sales page and expounding on it elsewhere, you are able to create so much future content from it.
Unfortunately, many dread the fundamental process of preparing these huge pieces of content probably because it takes up more time and energy.
However, this doesn’t have to be an overwhelming process of brainstorming. Chances are, you might already have some data you’ve created or collected in the past. Simply use them to craft at least one of the four guides above. If you don’t have enough data yet - there’s no better time to do your market research than now.
But once you finish writing just one of these guides - you’ll be able to save much more time and effort in your future campaigns (and your marketing team will thank you for it).
To save even more time, you can also hire a professional copywriter who can edit or write those landing pages, Facebook ads and emails based on the data you have just created.
Adrian is a copywriter, closer and an aspiring consultant. He's also an international poet and an essayist, his writing background is very diverse, having both a creative and an analytical edge. He is now honing his copywriting skills while traveling around the world.Hire Adrian