Repetition in Marketing: Don’t Stop Me If You’ve Heard This One Before
As a marketer, I’m conscious of the fact that I very often find myself repeating the same messages. This isn’t a problem, though, because it doesn’t matter how many times I share the same message — it will always appear fresh to someone who has never heard it before.
This is why I’m a big fan of recycling and reappropriating my content. My blog posts will often have their life extended as part of an email campaign, webinar, training event, white paper, podcast or YouTube video.
I’m also a huge fan of marketing automation technology — which essentially puts the right message in front of the right person at the right time. This essentially means that piece of content you wrote two years ago (as long as it is still relevant) can still be delivering a return on investment for you.
Content Marketing Is Difficult — Make It Easier
Creating marketing content is difficult enough — so you’d be foolish to just use a single piece of content once. It’s also important to remember that people like to consume content in different ways. If you don’t give them a choice of how they can consume your content, they may never hear your voice.
Repetition is also a powerful way to reinforce your message. Think how many times big brands put the same message in front of you via TV or radio commercials. These messages almost certainly wouldn’t work if they were onetime-only broadcasts.
Same Message, Different Subject Line
Sometimes just a different email subject line can make all the difference. If a campaign has not been opened by a specific subscriber, why not give them a second chance to view the content you worked so hard to create?
If you are promoting content via social media, it’s also important to remember that most of your followers will not see an individual post. The average useful lifespan of a tweet is only 18 minutes — that’s a tiny window of opportunity to engage an audience — so it’s almost certainly time to send out multiple tweets pointing toward the same message.
Note: The only time you should worry about repeating yourself is when a product or service is no longer fit for purpose. There is a huge difference between repeating yourself in the promotion of something useful and flogging a dead horse.
Instead of worrying about how many times I’ve pushed a particular message out there, I ask myself: Will the audience I’m targeting with this content find value in the message? If the answer is “yes,” I hit the send button.
Does the fear of repeating yourself get in the way of your marketing output? Forgive me if I’ve said this before — please share your comments below:
This abridged post first appeared on the iContact Email Marketing Blog.