Repurpose, Recycle, Reuse
Do you have to create unique content for each member of a buying committee? Absolutely not. The key is to get each committee member the information that’s most pertinent to them in the format they need. Start with one solid piece that you can repurpose into a variety of formats, and make sure it has the specifics each decision-maker will want.
Start at the Top of the Funnel
You want prospects to know that you have what they need. The majority of pre-purchase research happens online, so SEO landing pages and downloadable fact sheets are a great place to start. The logical, linear thinking of Logical Learner tech buyers—especially those in IT, Finance, and Engineering—is ideally suited to SEO content.
And here’s the thing: if you write your initial web or fact sheet copy in a storytelling format you can easily repurpose it into infographic, podcast, and video formats, covering Logical, Aural, and Visual Learner content needs from the beginning. Starting with the long-form piece reduces the writing requirement with each format iteration.
Don’t restrict landing pages to speeds and feeds. Incorporate Kinesthetic Learning material—product demos, how-to videos, interactive web elements—based on that original script to reinforce the facts and figures.
Adapting content for different learning types is more manageable if you start with this one-to-many model, focus on a single topic per month, then generate supporting content. With this approach, you can produce up to 10 pieces of content in six different formats on a single topic. Building multiple pieces around a single topic also increases the likelihood of knowledge transfer and retention with consistency across delivery methods.