The saying for years has been “content is king.” But, not just any content will do.
Increasingly sophisticated search engine algorithms require business marketers to produce high-quality content to stay ahead of the pack. To draw and keep visitors, the information you publish on your website must be informative, relevant and engaging.
The right kind of content can put you at the top of the search engine rankings and convert leads into sales. But, that type of content isn’t easy or cheap to produce.
B2B marketers have to commit substantial time and resources to create the kind of B2B content that gains traffic and conversions.
So how can you make the most of your investment in high-quality content? Repurpose it.
What is Content Repurposing?
Content repurposing is what happens when you take a single piece of content, such as an article or blog and use it in a different way. As Niti Shah explains in The Purpose of Repurposing Content that repurposing isn’t the same as editing or updating the content.
When you repurpose a blog entry, it isn’t a blog entry anymore. It takes on a new form and a new purpose. It might become a script for an explainer video or a series of tweets.
Alternately, that blog entry might still be a blog entry. But, one that has been re-worded to reach a different audience.
For example, a 2,500-word blog article targeting B2B industry specialists might be shortened to a 1000-word blog aimed at a general audience. You can even alter your B2B content to reach buyer’s at different stages in the buying process.
Basically, when you repurpose the content, you take the research and information from it and use it again. At its most efficient, a single piece of content can be repurposed more than a dozen different ways. Here’s how.
Easy Ways to Repurpose B2B Content to Drive Traffic and Sales
Change the Wording and Word-Count
Let’s start with a high-quality, long-form blog post. Imagine that you’ve created a post that introduces a new product line and describes its specifications.
This blog post is aimed at the end-user, the guy who asks the purchasing agent to buy your product. It is well-researched and highly detailed. It makes the purchasing agent’s eyes glaze over.
But it doesn’t have to be that way.
Take that blog and reduce it. Leave out the technical data that only an engineer could love and replace it with bottom line ROI information.
Give the purchasing agent the information he or she needs to make a well-informed decision.
Of course, that’s not all you can do with that long-form blog. Social media is calling.
Select important facts or testimonials from your blog and use them as stand-alone social media postings. If you have a graphic or chart, post it as an image on Twitter or Facebook. In the post, link readers to the original blog or the product page.
Finally, information from the blog content can be used to craft press releases, emails, newsletters, and forum posts.
Call in the Audio and Visual Departments
In our example, your initial piece of content is a written work. It may include some diagrams, charts, or images but it is meant to be read as an article. Those words hold lots of additional potential when you add audio and visual elements to the mix.
You can start by simply converting the content into an infographic. Tools like Venngage make it easy to take existing data and turn it into a compelling visual story.
But that’s just the beginning.
Your B2B content can also be turned into an animated explainer video or a slide presentation. You can also share the details of the blog in a podcast or webinar. Use the blog’s outline as the framework to produce a live webcast introducing your product to the world. In a best case scenario, a snippet from one of your videos will be made into a GIF that goes viral marketing your product to the masses.
Don’t be afraid to think outside the box. In fact, don’t be afraid to put your content on a box. Amazon.com and McDonald’s do.
Going Bigger, Repurposing More
In our initial example, we started with a technical blog entry. But as a B2B marketer, your organization probably produces lots of other types of content ripe for repurposing.
White papers, case studies, and ebooks are deep wells from which to pull valuable content to reuse and repurpose. Getting the most from these resources involve many of the same techniques as that of mining a blog entry. The difference is more gems can be found in these bigger pieces.
If your business has produced an ebook, or a series of ebooks, these can be used to created several blogs based on different chapters of the book. Important tips from each chapter can be summarized on social media or republished in an infographic.
The key takeaways from the book can be crafted into a checklist. An interactive workbook can be created based on the information in each chapter.
An ebook is a great source of information for creating engaging podcasts, too. You can also use the content to create an audiobook or an animated video.
Don’t have an ebook? Take a look at your past blogs, podcasts or case studies. Can any of these be collected and curated to create an ebook?
If so, you’ve just seen repurposing go full circle.
Grow Traffic and Conversion with Exposure and Repetition
The human brain learns best when multiple senses are engaged. When you employ more than one channel and engage more than one of your audiences’ senses, you have a better chance of reaching them.
You also have a better chance at being remembered. Repurposing increases your B2B content’s reach and saves you money.
To get the most out of your B2B content, plan in advance. Use a content management system (CMS) to collect, categorize, and track your existing content. Then create a plan to repurpose and reuse content on a regular basis.
Need some help?
Ravenshoe has been helping businesses reach their markets for over a decade. From digital to design to packaging, we have the expertise to make your content stand out.
Our in-house teams can create print, digital, video, audio and packaging materials that get the most out of every piece of content you produce. Whether you need a tradeshow display or a YouTube Video, we have the skills to make it happen.
If you’re ready to start maximizing the potential of your content, get in touch. We’d love to help your business grow.