3 ways of repurposing content in B2B marketing
The intense belief of B2B marketers in the efficacy of ‘content’ has now reached to the never-ending peaks where 2 million blog posts are written every day (MarketingProfs). Content has become an imperative medium that lets you speak to your significant prospects more than any other marketing channel.

86% of B2B marketers are using content marketing in their marketing strategies (Content Marketing Institute), and over 60% of marketers create at least one piece of content each day (eMarketer).

But in the chaos of truckloads of content on almost every subject dumped on the web every day; you often find yourself running short with new ideas. Thus, you need to do more by doing less – to speak with a unique pitch and disrupted ideas.

Content Repurposing comes as a solution! It not only trims down the struggle to create something new every time but also saves you from spending an excess of time on content. Here I have summed-up 3 brilliant ways B2B marketers can do it the best:

1. Old case study into a new blog

 “A good piece of content never gets old if we know how to find the ‘new’ out of it, every time!”
– Robert Duke, Marketing Manager and Spokesperson of Blue Mail Media.

The sole purpose of content in B2B marketing is to reach the significant prospects by giving them something that suffices their need of knowing the relevant ‘new’. They look for value in the content they read.

With an abundance of B2B blogs cluttering on the web; you can reach them only if you bring something that is not everywhere and is more educative.

Case studies can help you out! If you have got an old case study that brought you good results, now is the time to catch it up again. Begin with summarizing the basics out from it. Contact your old customers who have downloaded it. Interview them to get a feedback. Ask them:

  • How did the case study work for you?
  • How did it not work for you?
  • Do you want to suggest anything new for the same?

Collect the information and new quotes about the case study, and you have got a new data with fresh information. Use this data in a new blog that will not only cater the needs of your readers but also will bring you more traffic.

2. Turn an eBook into an Infographic

B2B is all about being ‘core professional’. Marketers who deal directly with businesses are likely to read and follow content that is less time consuming and more informative.

Infographics are trusted by B2B buyers as 66% more effective in making purchasing decisions (Upwork). They are short, crisp, and educate the readers appealing most to their curiosity.

So, dig into your old eBook that you might have created months or years back. Pick out the most trending facts and stats and give them a new look of an infographic.

Tips:

  • Define the objective of creating the infographic.
  • Don’t just stuff it with the stats from eBook; go collaboratively.
  • Align repurposing with reader-thinking – aim at creating value for the customer.

3. Create SlideShares

SlideShare presentations are the practical and easiest ways of doing more by doing less through content marketing. It saves time, provides sufficient knowledge to the reader, and thus is known as one among the most shareable types of content available on the internet.

Moreover, the good thing with slides is that almost every type of content can be turned into slides. You just have to gather some knockout stats with reliable sources. Take any of your old blog, eBook, infographic or even a video; gather some statistics and turn into a Slide.

  • Cross-check accuracy of the statistics. Wrong or outdated data might bother your marketing goals.
  • Keep the information digestible – explained in a simple and short form.
  • Give a clear CTA at the end.

So, repurpose your old content and let it work like ‘new’!

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