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In today’s digital world, creating and distributing content is crucial for the success of any IT company. However, not all content is created equal. Cross-purpose content, which can be used across multiple platforms and channels, has become an essential tool for companies looking to maximize their return on investment (ROI) and increase their brand awareness.

The Benefits of Cross-Purpose Content:

• Increased ROI: With cross-purpose content, IT companies can reach a wider audience and increase their brand awareness, leading to higher engagement rates and increased conversions. This means that the cost per customer acquired (CPA) is lower, resulting in a higher return on investment.

• Time and Resource Savings: By creating content once and repurposing it across multiple platforms and channels, IT companies can save time and resources. Instead of creating new content for each platform, they can simply optimize their existing content to fit the specific needs of each channel.

• Consistency and Branding: Cross-purpose content ensures consistency in messaging and branding across all platforms and channels. This helps IT companies establish a strong and consistent brand identity that resonates with their target audience.

• Improved Customer Engagement: By providing valuable and relevant content across multiple platforms, IT companies can improve customer engagement and build stronger relationships with their customers. This leads to increased loyalty and repeat business.

Real-Life Examples of Successful Cross-Purpose Content Campaigns:

1. HubSpot’s “Make Marketing Great Again” Campaign: In 2016, HubSpot launched a cross-purpose content campaign called “Make Marketing Great Again” to coincide with the U.S. presidential election. The campaign included blog posts, social media posts, email marketing campaigns, and even a physical billboard in Times Square. The campaign generated over 50,000 leads and resulted in a 28% increase in website traffic.

2. IBM’s “Watson for Oncology” Campaign: In 2017, IBM launched a cross-purpose content campaign called “Watson for Oncology” to showcase their AI technology in the healthcare industry. The campaign included blog posts, whitepapers, case studies, and even a physical exhibit at the annual SXSW conference. The campaign generated over 4,000 leads and resulted in a 25% increase in website traffic.

Best Practices for Creating and Distributing Cross-Purpose Content:

1. Identify Your Target Audience: Before creating any cross-purpose content, it’s essential to identify your target audience and their preferences. This will help you create content that resonates with them and increases engagement rates.

2. Optimize Your Existing Content: Once you have identified your target audience, optimize your existing content to fit the specific needs of each platform and channel. For example, a blog post may need to be shortened for social media or optimized for mobile devices.

3. Use Consistent Messaging and Branding: Ensure that your messaging and branding are consistent across all platforms and channels. This will help you establish a strong and consistent brand identity.

4. Measure Your Results: Track your results and analyze your metrics to determine which content is performing well and adjust your strategy accordingly. This will help you optimize your ROI and improve your overall marketing effectiveness.

Conclusion:

Cross-purpose content is an essential tool for any IT company looking to maximize their return on investment and increase their brand awareness. By creating content once and repurposing it across multiple platforms and channels, companies can save time and resources while improving customer engagement and building stronger relationships with their customers.