If you talk to anyone at Content4Demand or read this blog frequently, you’ve probably heard us talk about the importance of repurposing B2B content. I’m about to do it again. We work with so many clients with a common challenge: How can they create more content?
Many come running directly to us, and of course we agree with that choice. It may sound like a cliché, but we really do act as an extension of your team. We hear again and again how well we’re able to simplify even the most complicated content and speak to your buyers in your language. And we often incorporate repurposed content into our content proposals to help clients extend their campaigns and maximize the value of their investments.
But repurposing the content you already have in your library is a less expensive and less time-consuming option. One solid white paper, for example, can generate at least 10 other types of content. With a little handiwork, you can translate it into blog posts, videos, infographics, checklists, social media posts—whatever formats you think will resonate with your audience.
These are the top five benefits of repurposing B2B content:
1. Smart Use of Marketing Resources
Every piece of content you create can support a variety of formats, buyers and delivery channels without needing to go back to the strategy table every single time. You may not have the resources to create multiple E-books that target each member of the buying committee, but you can make adjustments in a single E-book that results in multiple versions that still speak to the individual needs of those personas.
2. Diversity of Content
Growing numbers of B2B buyers are turning to their favorite content formats to consume in different ways. The Content Preferences Survey Report this year found that 40% of respondents, for example, listened to audio content in the past year. Repurposing makes it easier to create content in all the formats most popular with your audiences.
3. Reinforcing Key Messaging
Repetition is a powerful tool in marketing. Repeating similar messages in a variety of formats and channels can help you communicate buyer-focused themes in ways that still feel fresh—not like you’re hitting them over the head.
4. Guiding the Buyer’s Journey
A white paper that helps buyers identify a business need might hold more valuable content for later stages of the buyer’s journey. Examine these larger assets, and you may find a case study or checklist that helps buyers with late-stage vendor evaluation.
5. Supporting your SEO
An array of content formats housed on your websites—a complete library with videos, blog posts and infographics, for example—sends a signal to search algorithms that your site is a valuable source of information on a particular topic or industry.
Explore four of the best ways to reuse and repurpose content in Do More With Less: 4 Ways to Maximize Content Without Breaking the Bank.
Holly Celeste Fisk
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.
