The New York Times is an American daily newspaper published in New York City. Founded in 1851 and owned by The New York Times Company, the paper has won 117 Pulitzer Prize awards and has the second largest circulation in America, following the Wall Street Journal.
Ranked 39th in the world by circulation, this highly popular newspaper is read by millions of people daily. Despite being 164 years old, the paper has managed to maintain a positive reputation and can teach us a great deal about content marketing. Read on for some of our top lessons…
1. Repackage your content
The New York Times discovered that by repackaging original content into various formats, it was better able to appeal to a wider target audience, including millennials. Repackaging your content into various formats essentially means turning it into images, infographics, videos, audios and even presentations. This ensures that you can appeal to each and every member of your target market, who each has different media consumption preferences and habits.
2. Recycle old content
If you’ve written a particularly interesting piece of content and don’t want it to get buried underneath all your new content, why not recycle it? Recycling old content has been proven to be successful, attracting old and new traffic alike to an already written piece of work, and is a technique that is frequently adopted by The New York Times and other newspapers. If you don’t want to revamp the written content, why not create an infographic, audio or video out of it?
3. Push your Content
Just like The New York Times, you need to be pushing your content across every channel possible once it is published. There’s no use in writing a sterling piece of content if you don’t work hard to push that content and get it seen by as many people as possible. Publish it on all the social media platforms including Twitter, LinkedIn, Pinterest, Instagram and Facebook, and remember to avoid treating all platforms the same.
Also, send out your content in your next email marketing newsletter. The New York Times uses email to reach 6.5 million readers, as it is a fundamental tool that enables you to cut through all the noise of social media and directly reach readers.
4. Accept failures along the way
Failure is an inevitable part of business. Not every piece of content you create is going to be successful but through testing and experimentation you will learn a great deal along the way. As The New York Times quoted, failure is an important opportunity to learn, so openly acknowledging your mistakes and learning from them is a great way to quickly move onto something more successful and profitable.
5. Out with the old, in with the new
As previously mentioned, The New York Times is 164 years old and as such, it has had to learn many new lessons along the way. What used to work is no longer the norm and if you wish to succeed you need to unlearn old habits and adopt new ones, including how to properly use Skype for business (see here for our guide on which tech skills you need to thrive in any industry).
The New York Times can teach us a great deal about content marketing. If you’re seeking an innovative content marketing strategy, look no further. Contact 8 Ways Media today for more information about some of our many creative services. Alternatively, fill in our quotation form and a member of our team will get back to you with a no-obligation quotation.
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