Don’t shy away from telling stories if that’s what makes the most sense

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ESimilarly, some blog posts might be well-suited to an email blast, or a live webinar. However you choose to repurpose your content, be sure you’re getting your money’s worth from your content production investment.For more on how (and when) to repurpose your content, check out this blog post.10. Reuse Your Best Headlines in PPC AdsIf you’re running a PPC campaign and producing content, you should also consider repurposing your most strongly performing headlines into your ad copy. If a headline resonated strongly with your readers, a variation of it will likely resonate strongly with prospective buyers.If you think about it, PPC ad copy and content share a lot of the same “hooks,” such as an emotionally engaging angle, strong verbs, and easily understood benefits.

They’re also similar (or should be) in length – AdWords and Bing Ads have mandatory IT Numbers character limits in their ads that advertisers have no choice but to follow, while shorter headlines of around six words tend to perform strongly from a content perspective.If a recent blog post, webinar, or whitepaper exceeded your expectations, run an A/B test to see if it performs as strongly as an ad. Check out this blog post on how to think like a content marketer for PPC for more tips on how you can make your content go further.9. Accept That Not All Content HAS to Tell a StoryOne of my biggest pet peeves about the content marketing industry is the focus on storytelling.







Don’t get me wrong – I firmly believe that storytelling is a crucial skill for aspiring (and even experienced) content marketers to cultivate, and that brand storytelling is one of the most effective ways to reach prospective new customers with your message.However, that doesn’t mean that all content is storytelling, or that all content marketers are storytellers.You are not a storyteller – Stefan Sagmeister And FITC from FITC on Vimeo.Not all content has to tell a story. Sometimes, a straightforward blog post that serves a purpose and provides value for your readers is more than enough. Oftentimes, the people who talk the most (and loudest) about storytelling in content marketing are those who either don’t do it, or don’t understand it. Don’t listen to these people, and don’t worry if you’re not a natural-born storyteller – it’s far from a prerequisite for content marketing success.