Get More Done With Byproduct Marketing

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Good marketing, fun as it is, can be a time suck. Keywords don’t research themselves and links don’t magically pour in to every blog post.

So when you come across a few time-saving ways to do more with less, you have to take advantage of it. Marketing automation, IFTTT, VAs and smart email management have all been helpful in freeing up my SEO schedule.

The most impacting time-saving maneuver marketers make is a lot easier than hiring a VA or setting up dozens of email rules — all you have to do is open up your eyes to what you are already doing.

Use byproduct marketing – the ultimate way to do more with less.

Every business creates byproducts. We build processes, tools, systems, documentation, content…these are all building blocks needed to run a company. Most marketers view these as ends rather than means but they are in fact both.

Here’s an example: a copywriter spends 6 hours writing up a blog post. The common practice is to hit publish, do a little promo and call it a day. That’s viewing blog posts as an end.

Once a blog post is written, however, the legwork is already done for tons of other marketing opportunities. The copy for the post can be recycled as an email blast, part of an ebook, the script for a video or the basis of a webinar. You’re not going to get that much juice out of every blog post but letting a post sit there and collect digital dust is foolish.

Ever wonder how small agencies are able to be content powerhouses online? They’ve figured out how to use byproduct marketing to do more with less.

When it comes to content marketing especially, 99% of marketing endeavors are rooted in information. The information used to conduct a webinar isn’t that much different from the info needed to write a blog post or host a meetup.

Here are some strategic and real-world inspirations for you to get started supercharging your marketing efforts by making better use of what you’re already creating!

Turn blog posts into ebook (or a real book)

Instead of simply hitting publish and forgetting about your old posts, compile them every few years and turn them into an ebook. Some of the information may need edited and updated as time moves on, but the research and legwork is already complete. You can turn a few dozen posts into an ebook with only a few clicks.

Example: Inbound Marketing and SEO: Insights from the Moz Blog

Turn internal tools into public tools

If you are lucky enough to have a talented developer on staff, you know how powerful a well-built tool can be in marketing efforts. Oftentimes, the temptation is to save your best tools for internal use only. That’s a mistake. Public tools can add rocket fuel to your campaigns and have proven to be great at driving leads and growing brands. Publishing your tools or software can even radically change your business. Basecamp started out as an internal project management tool for 37signals before becoming both their namesake and featured product.

Keep in mind that maintaining public tools can be a longer term time investment. Be sure to pick a tool that will drive the right kind of traffic to your site to make it worth your while over the long term.

Example: Raven’s Google Analytics Configuration Tool

Turn lunch and learns into meetups

Much like tools, moving your discussion into the public eye can be a simple way to accomplish more in your marketing. Some department meetings are of course best behind closed doors but invite fellow marketers or business professionals to drop by for a seminar or meetup. Getting more opinions and experience in a room can lead to better discussion.

Example: Check out the SEO groups on

Turn mistakes into transparent sharing

Mistakes are one thing that we all have in common. I’ve written some tips before on how to make the most out of a crappy marketing situation. Living through a horrible quarter or losing several top clients is much more painful than writing about it later on (which can be very cathartic). Writing blog posts based on real life experience is a subtle time-save — you aren’t spending hours trying to come up with what to write about and the words are likely to flow quickly. Plus, these types of honest blog posts typically resonate well since we all make mistakes.

Example: Ben Horowitz’s blog has a number of good examples (and a great book created from his blog)

Turn presentations into slideshares and webinars

This is a simple one that takes 30 seconds yet so many people neglect to do it. If you spend hours and hours crafting a presentation for a conference or webinar, do yourself a favor and upload it to Slideshare or YouTube with a relevant title and description. Those sites are powerhouses in the SERPs and you can get mind-boggling reach from them. You can also share internal stuff that has viral potential. Netflix’s company culture presentation has earned over 11 million views since Reed Hastings uploaded it in 2009.

Example: Upworthy’s Editorial Vision Presentation

Launching a couple dozen pieces of marketing content each month seems like a daunting task. But with byproduct marketing, all you need is a few good foundational ideas and a bit of creativity to do more with what you’ve already created. Spend some time thinking about the possibilities of using research you’ve put together to make an impact on multiple marketing channels.

You’ll increase your output, grow your reach and – best of all – not feel like you are doing any more work.