When SiriusDecisions reported in 2015 that content marketers were wasting “tens of millions of dollars a year” on the 60% to 70% of content created by B2B marketing teams that never gets used, the industry took notice. The news spread quickly, and the stat appeared in blog posts and infographics all over the place.
But what have we done about it since then?
We simply can’t keep up with the growing demand for content if we’re creating everything net-new, and there’s no reason to work that hard when strategically repurposing content can get you better results with less time and money. Repurposing is the strategy we need to rejigger our best content to appeal to a variety of audiences throughout the funnel.
Think about the resources you invested in your best white paper. You probably interviewed a few sources, you dug up some powerful research and you crafted every message to be sure it would resonate with your target buyer.
Sure, you could start that process all over again… or you could consider that your solid work on that white paper has already laid the groundwork for no fewer than 10 additional content types – everything from whiteboard videos, webinars and interactive assessment tools to blog posts, checklists, email and social media campaigns and infographics.
Let’s look at the key benefits of repurposing your existing content:
- Speed: As I just mentioned, you’ve already invested the necessary time to assemble the data that speaks to your buyers in a white paper, so your research is already done. Now if you identify the components of that white paper that you can repurpose to build a variety of short-form pieces, it will take you far less time than you would need to create each of those new pieces from scratch.
- Variety: Content4Demand’s 2019 Content Preferences Survey demonstrated that a large percentage of respondents are consuming and sharing content that they find visually appealing – things like videos and infographics. The majority of buyers (86%) want more interactive content they can access on demand. Create content in a variety of formats, and buyers can select what they want most.
- Repetition: By echoing your message in a variety of channels and formats, you’re reinforcing the buyer-focused themes that bear repeating for your potential customers. When you do so via different channels, you can do so effectively (and without sounding like a broken record).
- Buyer’s Journey Alignment: You know that early-stage buyers frequently rely on long-form content for the depth of information that helps them identify a business need. But you can also extract the pieces from that content that will resonate with late-stage buyers in a checklist, case study or other short-form asset that speaks to their needs.
- Improved SEO: Websites that are home to plenty of content in a variety of formats can earn higher search-engine rankings.
- Audience-Tailored Content: It often takes just a few changes to an asset written for a broader customer audience to tailor it for a very specific one. Changing a handful of key words, graphics and audience-specific data points can help you leverage an existing piece for a specific industry, persona or a successful ABM campaign.
- Timeliness: Just because an asset’s “use by” date has passed doesn’t mean it has no value. In many cases, your aging e-book might just need a facelift. Refresh aging data with the latest research, and swap out stale visuals with a fresh design treatment. Bonus points for adding the interactive components today’s B2B buyers say they want.
- Affordability: The speed with which you can develop an entire series of assets with repurposing means a pretty significant cost savings versus building every asset from scratch. Save those resources for the cornerstone assets that will inspire your next batch of repurposed content.
Don’t waste time getting started with your repurposing projects. If you need help launching an effective content repurposing program, dig into Do More With Less: 4 Ways to Maximize Content ROI Without Breaking the Bank (Or Driving Yourself Crazy).
Holly Celeste Fisk is an accomplished marketing pro with 20+ years of experience in B2B and B2C. She’s responsible for Content4Demand’s internal marketing efforts, managing everything from content creation and email marketing to events and sponsorships, blog publishing, website management and social media presence. When she’s not working, you’ll find her sliding into third at softball, buried in a book or practicing her Italian.