The heart of good marketing for business-to-business (B2B) companies is content, which is also sometimes called "Thought Leadership." Good examples of content include case studies, white papers, blogs, webinars, videos, presentations and articles.
But as every B2B marketer knows, generating new high-quality content is time-consuming! As a result, content re-purposing has become a hallmark of good marketers.
Repurposing content is about packaging the same message in a variety of different ways and media, adjusting it to distinct audiences and posting it through different channels with different keywords to expose it to as wide an audience as possible.
7 Great Ways To Re-Use Your Content
1. Turn PowerPoint decks into video presentations
According to Dr. James McQuivey, one minute of video is equivalent to 1.8 million words (check out this video interview with Dr. McQuivey regarding the way that digital media – including video – can help small businesses connect with their consumers). Video engages multiple senses from the audience, making them better absorb and remember information while stimulating conversion. Use a screen capturing software, PowerPoint, GoToWebinar or WebEx to record your presentations and share them online in a video format.
2. Break up a long white paper or article into a series of blogs
Depending on your arrangement with individual publications, there are many ways to take key concepts from a long article and turn them into several blog posts. It is also easy to customize this content for a different industry with new examples, but the same core message.
3. Use your old PR and blogs to lead nurturing campaigns
To develop relationships with prospects you need to introduce multi-touch communications. Keeping the conversation continuously valuable and interesting for prospects is an art and any quality content can be helpful.
4. Turn your new product web pages into press releases
New product releases are always exciting to share with your market. As soon as you develop a web page to describe your new product and its value, don't be shy to use this content to announce the new product and get your target market excited about it.
5. Repurpose offline content for online use
For example, you can convert your trade show materials and presentations into press releases or blogs.
6. Transform your sales and customer service conversations into FAQ web pages or blogs on product maintenance tips
Don't forget about your technical and customer support teams. They are an endless source of useful information on technology and processes, useful tips and troubleshooting that your prospects will appreciate.
7. Revise old blog posts
After a few years of your blogging and PR program, there is a substantial amount of content that continues to offer value, but is forgotten in the mountain of marketing communication. The internet has a short attention span and refreshing one- or two-year old blogs is an easy way to keep communications going.
The Bottom Line
There is plenty of room for leveraging the value of your marketing content. The only caveat: repurposing content only works if the new materials offer value and are sufficiently updated so as not to be considered duplications.
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