Brain Dump


A Lesson in Content Marketing Mastery from the New York Times

See the image above? It might possibly be the most masterful piece of content ever produced by the New York Times — and one we can all learn from.

Why? Three reasons:

First, it’s repurposed content.
None of the recipes featured in this pull-put section from the March 19 print edition are new.

I’m not exactly sure how the Times compensates its recipe writers, but I assume the publication owns the rights and can re-use them at will.

As we always say, it’s a sin to invest in creating content that will only see the light of day once. So this is a spot-on example of repurposing to make the most of your content investment.

But wait, there’s more…

Second, it incorporates a brilliant user-generated component.
The editors reached out to a specific segment of subscribers to its “Five Weeknight Dishes” newsletter — parents.

They asked which Times recipes their kids loved seeing on the menu, and sprinkled in quotes from the respondents paired with cute illustrations throughout the layout.

And you just know that digital-subscribing parents ran out to grab a newsstand copy of the edition in which the section appeared. The cover may or may not be hanging on the fridge — further reinforcing the Times brand.

Finally, it’s distributed via a fresh channel.
According to recent stats, digital subscribers make up roughly 76% of the New York Times’ total subscriber base. So it’s likely most readers originally discovered these recipes via one of the Times’ food-focused digital newsletters.

By repurposing the recipes in print, the paper gets its content in front of what’s likely to be a brand-new set of eyeballs.

Research reinforces the power of repurposing. Forty-six percent of marketers say it drives the best results; 65% also deem it cost-effective.

Granted, this New York Times example comes from an organization with significant resources to mix and match content, audiences and channels. But with a little creativity, smaller companies can see the same benefits.

So start digging through your current content library to see how you can increase your reach, save time and reduce the cost of creating brand-new content.

Authored by: Lisa FahouryA Lesson in Content Marketing Mastery from the New York Times
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