This recommendation is true for a business of any size, but it’s particularly apt for large businesses where marketing content, brand storytelling and sales materials originate from multiple lines of business. Inventory the marketing content you have already created, and establish ways to communicate and collaborate across silos.
Sound daunting? Start with just one audience (say, your marketing materials to existing customers). Still too large to get a handle on? Narrow down again—for example, marketing to existing customers of a specific suite of products or services.
Revising and re-promoting strong marketing work is almost always less resource-intensive than creating new.
Oh, and don’t forget to look outside your organization for partner content. You likely already have partner content you should inventory. Could you do more? Forge partnerships for white paper collaborations, email list sharing, audience building in social, and more. And remember guidepost No. 1: If you can’t measure it, don’t do it. Make a plan with your partners to collaborate not just on creating and promoting, but also on measurement.