Content Cloning and ERP Lead Generation

Now this one here was harvested in Sydney. And this was harvested in Manila, six years ago. They have the same exact DNA, they’re clones. - Dr. Newton Geiszler, Pacific Rim

Obviously, I’m a huge fan of del Toro’s tribute to both monsters and mecha but I can’t help notice you can also say the same line regarding the use of cloned content in ERP lead generation.

To non-fans, let me elaborate a bit. In Pacific Rim, monsters known as kaiju have been at war with humanity for decades. And each one looks like something that wouldn’t look out of place fighting Ultraman, Voltron, or the Power Rangers. Despite that though, they all turn out to have the same DNA. They look so different but they’re all made of the same stuff.

The problem of content cloning isn’t that much different. You could even say it leaves plenty of content creators at a huge dilemma. Anum Hussain from Hubspot explains this problem quite well, reporting that most content marketers don’t so much create content but simply repackage the same DNA across different formats/channels.

On the other hand, this habit of cloning and reshaping is difficult to break when you’re more or less stuck on sharing one particular idea. There are only so many original concepts you can share. It wouldn’t be good if you just fired them all to you audience and you’ve got nothing left to show for the following day.

So, in the immortal words of Joey Tribbiani, if you’re going to do something wrong, then do it right.

• Copy-paste is just not the way to go – Perhaps the biggest reason why cloning offends is that there’s not much effort in setting one clone apart from another. At least the Precursors of Pacific Rim had the brains to make each monster different for different purposes.


• Focus on what grabs attention – A Huffington Post executive was cited to express great shame upon admitting to repackaging journalism from the New York Times and just simply generating more eye-catching headlines. What about you? When repackaging your content, are you doing your best to draw attention to where it’s most generated?


• Learn to expand certain points – Depending on your audience, you could even explore certain points of your idea depending on the channel. For instance, use videos that discuss pricing when you’re engaging sales-ready viewers but focus on practical advice when writing blog posts.

Finally, don’t forget to eventually start sharing a new idea once you’ve completely milked one dry in terms of repackaging. You may be saying the same thing all the time but at least put some effort into saying it very differently.

via Business 2 Community http://ift.tt/1nRNXU1