Creating high-quality content is essential for any B2B marketing strategy. However, consistently generating fresh, valuable content can be challenging and resource-intensive. This is where content repurposing comes into play. Content repurposing is the practice of modifying existing content to serve new purposes, extending its lifespan, and maximizing its reach.
Why should you consider using content repurposing?
1. Maximizes ROI
Creating high-quality content requires significant investment in terms of time, effort, and resources. Repurposing allows you to extract more value from your existing content, increasing the return on investment (ROI). Instead of constantly creating new content, repurposing helps you leverage what you already have to generate more leads and conversions.
2. Consistent messaging across channels
Maintaining a consistent message across different channels is necessary for building brand recognition and trust. Repurposing content guarantees that your core message remains consistent while being personalized to suit the format and audience of different platforms.
3. Reaches a broader audience
Different segments of your target audience consume content in various ways. Some prefer reading blog posts, while others engage more with videos or infographics. In this case, if you repurpose content into different formats, you can reach a broader audience and address different preferences, increasing your content’s overall impact.
4. Improves SEO
Repurposing content can significantly boost your search engine optimization efforts. Through multiple pieces of content around a single topic, you can target various keywords and increase your chances of ranking higher in search engine results. Additionally, cross-linking between different pieces of repurposed content can improve your site’s authority and visibility.
Strategies for effective content repurposing
1. Turn blog posts into Ebooks or whitepapers
Long-form blog posts can be an excellent foundation for creating comprehensive ebooks or whitepapers. This strategy provides valuable resources for your audience while also positioning your brand as an industry thought leader. For example, if you’ve written several blog posts on a particular topic, you can compile and expand them into a detailed ebook that offers in-depth insights and practical advice.
2. Convert webinars into video series or podcasts
Webinars are rich sources of content that can be repurposed into multiple formats. You can edit the recorded webinar into shorter video clips to share on social media or your website. Alternatively, you can extract the audio to create a podcast series. This approach allows you to reach audiences who prefer consuming content through videos or audio formats.
3. Convert case studies into infographics
Case studies are great tools for showcasing your success stories and demonstrating the value of your products or services. However, they can be text-heavy and may appeal to only some audience segments. On the other hand, if you convert case studies into visually appealing infographics, you can present the key points and data in a more engaging and easily digestible format.
4. Reuse social media content
Social media posts often have a short lifespan, but their content can be repurposed for other channels. For instance, a series of informative tweets can be compiled into a blog post, or a LinkedIn article can be broken down into individual posts. This not only saves time but also ensures that valuable insights are shared across different platforms.
5. Create slideshares from reports and surveys
If you’ve conducted research or surveys and created detailed reports, consider turning them into Slideshare presentations. This format is particularly effective for B2B audiences seeking quick insights and data summaries. Slideshares can be shared on LinkedIn and other professional networks, driving traffic back to your original report.
6. Develop FAQs from customer queries
Customer queries and support tickets can be a goldmine for content ideas. By compiling frequently asked questions and their answers into blog posts, videos, or downloadable guides, you can address common pain points and provide valuable resources to your audience. This will then improve customer satisfaction, your content’s relevance and usefulness.
Implementing Content Repurposing: Best Practices
1. Conduct a content audit
Before you start repurposing content, thoroughly audit your existing content assets. Identify high-performing pieces that can be repurposed and categorize them based on their potential new formats. This process will help you prioritize and plan your repurposing efforts effectively.
2. Align with your marketing goals
Ensure that your repurposing strategy aligns with your overall marketing goals. Whether you aim to generate leads, boost engagement, or improve brand awareness, customize your repurposed content to support these objectives. For example, if your goal is to generate leads, create gated content such as ebooks or whitepapers that require users to provide their contact information.
3. Maintain quality and consistency
While repurposing content can save time and resources, it’s essential to maintain the quality and consistency of your brand messaging. Avoid simply copying and pasting content into new formats. Instead, personalize and edit the content to suit the new format and audience while preserving its original value and insights.
4. Optimize for SEO
When repurposing content, optimize it for SEO by incorporating relevant keywords, meta descriptions, and internal links. This will help improve your content’s visibility in search engine results and drive more organic traffic to your site. Additionally, consider updating outdated information or statistics to ensure your content remains current and accurate.
5. Track and measure performance
As with any marketing strategy, tracking and measuring the performance of your repurposed content is essential. Use analytics tools to monitor key metrics such as engagement, traffic, and conversions. This data will help you identify the most effective formats and channels and inform future repurposing efforts.
Companies that use content repurposing
HubSpot
HubSpot, a leading marketing and sales platform, is a prime example of effective content repurposing. They regularly transform their blog posts into ebooks, webinars, and Slideshare presentations. By doing so, they provide value to their audience across different formats and platforms, extending their content’s reach and impact.
LinkedIn often repurposes its in-depth reports and research studies into shorter articles, infographics, and social media posts. This approach maximizes the value of the original content and ensures that the insights reach a wider audience.
Salesforce
Salesforce, a global leader in CRM solutions, frequently repurposes their case studies and customer success stories into videos, infographics, and blog posts. This strategy helps them showcase their expertise and success across different formats, catering to various audience preferences.
Conclusion
Any B2B marketer should consider content repurposing to reduce time and resources. This strategy allows you to address different audience preferences, maintain consistent messaging, and even improve SEO. If you commit to maintaining quality and consistency, content repurposing can become a tool that will help you achieve any marketing goal.
