A while back, I blogged about the importance of cross-fertilizing your marketing efforts. I had always assumed that our blog readers were a subset of our enewsletters readers, but it turns out not be the case at all.
This common phenomenon presents another opportunity besides cross-promoting marketing vehicles. Namely, you should repurpose your most popular content and publish it in other venues.
For instance, not only do our newsletters include links to our most popular blog posts, but we take our most popular blog posts and turn them into newsletter articles. The format is different, the content is never identical – but addressing the same concept different ways makes for more efficient use of our time and the ability to reach more people with the same message.
Your website, newsletter, blog, Facebook page and Twitter feed all require content. Not every customer engages with every one equally. So meet them wherever they are, and communicate the same concept in a variety of ways.