When it comes to one of the most effective modern B2B methods of reaching and engaging prospective customers, it’s content marketing. This consists of creating and syndicating useful, tailored messages designed to help prospects, not “sell” to them.
Does it work? Absolutely.
According to a report from Content Marketing Institute and MarketingProfs entitled the 2018 Benchmarks, Budgets, and Trends-North America: B2B Content Marketing, over 60% of B2B marketers said their content marketing success has increased compared to a year before. That’s why it’s become a significant part of most companies’ marketing plans.
One of the challenges of a successful content strategy is to continuously produce new content. It’s a daunting task, especially if you’re like many companies and you’re faced with a limited team and budget.
But here’s one of the great things about content marketing: you can reuse the same content in several different formats. You can even update and reuse that older content collecting digital dust buried away in your hard drive.
Not only does repurposing increase your message’s impact by frequently exposing it to your target audience, but it also helps save time and money because you don’t have to create content from scratch.
Here are four ways to repurpose content that have been proven to work successfully time and again.
1. Whitepapers and E-Books
One of the main rules of marketing is to keep your messages short and easy to digest so people get the point quickly. But content marketing has changed that. Also, when your potential customers are B2B professionals seeking solutions through tech-related topics, they’re normally willing to spend more time reading in-depth forms of information if it has something that appeals to them.
That’s why whitepapers and e-books are so powerful. Take your existing content and expand it by adding more details. Do you have a series of blogs covering the same subject? Combine them into one paper or e-book. Then offer them as incentives on your website, through email campaigns, and at live events. Set them as gated content and they’ll help collect contact information for potential leads.
At the same time, if you already have a whitepaper or e-book, you can easily convert them into several shorter forms like the ones listed below.
We are a visual society, which is why videos are revolutionizing marketing. People would rather watch than read. Not only does the medium naturally grab and hold attention, but it also enables you to tell a story, which is the heart of content marketing.
It also gives you unlimited creative options to produce different versions of the same content customized for specific audiences. Plus, they’re very versatile. You can use them almost anywhere on and offline.
They also help increase web traffic and the length of time people spend on websites. Production company Mist Media stated that internet users tend to stay 88% longer on sites with videos.
Another visual medium is infographics. Hand your blogs and other written content to your designer and have them turn them into eye-catching, easy-to-read graphics. As they say, a picture is worth a thousand words.
Infographics will help your audience absorb information easier and retain it longer. They’re simple and inexpensive to produce. Plus, like videos, you can design them in a variety of ways aimed at different viewers.
People today are constantly on the move. Yet many still want access to useful information. That’s why podcasts are so popular. You can download them in your smartphone and listen to them anytime in your car, working out, on a walk, or pretty much anywhere else.
Take blogs, interviews, video scripts, webinars, articles, and other content, and then have someone record them. Host them on your website, and offer them through social media and newsletters. Like whitepapers and e-books, make them gated content so you can follow up with the people who listen to them.
Repurposing With A Purpose
Those are just a few of the many ways you can modify existing and older content. Just make sure that you adapt them specifically for each format and each audience. At the same time, be sure each maintains the core message and reflects your brand image so that your prospects understand exactly how your company can help them.
Need help creating, repurposing, and syndicating your content? B2B content is one of our core marketing solutions. Our development and syndication team will work with you to create the right content to connect with the people who want your products. So contact us today.