7 creative ways to repurpose B2B tech content

Strong, beneficial content material creation takes time. After all it does. However in case you’re creating new content material for each marketing campaign or initiative from scratch, it turns into a time drain. You’re working tougher, not smarter. So we are saying: cease creating, begin recycling. Giving current belongings a second (third, fourth and fifth) life can assist you get the outcomes you’re after whereas nonetheless leaving further time for different duties.

However… content material recycling is extra than simply copying and pasting throughout completely different pages. So immediately we’re taking a look at all of the methods we recycle our content material at Envy, in an effort to do it too.

Maintain on, why do I’ve to recycle?

Right here’s the kicker that basically will get us each single time—when you hit publish, that content material is NEVER completed for you. It’ll at all times want extra work. The aim is to maximise the ROI in your efforts, and repurposing your content material is the key sauce to doing simply that. Why?

• Do extra with much less, apparent.
• Extra content material codecs = extra search engine optimisation juice. Google will love you for it, and so will your website site visitors. Simply be certain that particular person items don’t cannibalize one another for sure key phrases 😉 With AI impacting search rankings, you’ll need each alternative to rank greater and attract site visitors.
• Patrons want a number of touchpoints earlier than they take motion. Repurposing helps you hammer residence your message with out sounding repetitive. 
• Attain prospects of their format of alternative. Blogs are nice, however not everybody loves studying. Totally different codecs = extra attain. That is particularly helpful when writing content for PPC campaigns.

Does that imply I ought to repurpose all my content material now?

We hate to be the bearers of unhealthy information, however merely put–no. Not each content material piece deserves to be recycled. So right here’s the way you select the proper content material to repurpose:

• Prime performers first. Verify your analytics. What blogs or belongings are already driving site visitors and conversions? Begin there.
• Persist with evergreen. Repurpose content material that stays related over time—suppose how-tos or business insights, not final quarter’s traits.
• Fill funnel gaps. Lacking a killer middle-funnel piece? Combine a top-funnel weblog with a case examine or product one-pager to maneuver leads down the pipeline.
• Match it to your viewers. Know the place your prospects hang around. Busy execs love digestible movies and slide decks. LinkedIn crowd? Make it a carousel.

7 methods to recycle your B2B advertising and marketing content material

We’re gonna make it simpler and assume you have already got an current e-book, say it’s The massive guide of ideas for B2B entrepreneurs that performs effectively. These are normally filled with information and key phrases, and that’s at all times an excellent begin. We’ve 7 methods you possibly can reuse that e-book, however earlier than that–an excellent useful content material recycling desk you need to use for each single asset you create:

So right here’s 7 methods you possibly can recycle  that e-book:

1. Flip ebooks into weblog posts–and vice versa

Look, we’re advocates for ungated content. Making all of your content material items accessible and sharing free information with no strings hooked up helps construct model consciousness and belief.

However all of us want results in nurture–that’s why, in case you’ve written a number of weblog items on one topic, there’s no must reinvent the wheel and create a complete e-book from scratch. Mix these weblog posts, give them a strong construction, add any crucial updates, and design a easy, downloadable e-book.

The alternative can also be true. An e-book or whitepaper can simply be damaged down into 3 -4 standalone weblog posts (that we frequently use to advertise the unique e-book/whitepaper). Recycling cyclical factor.

2. Movies

Your movies don’t require skilled videographers! Additionally, you don’t want capturing days to file extra. In reality, genuine movies promote greatest–certain, you continue to must edit it properly, however don’t give it some thought an excessive amount of. Simply sit in entrance of the digital camera and say what you’ve acquired to say.

Report brief movies the place you spotlight the important thing takeaways from a weblog put up, add any new insights or ideas related to your viewers. Share these movies on LinkedIn, in your newsletters, and even use them in outbound gross sales emails. After which use them to put in writing new weblog posts 😉

3. Webinars & podcasts

This one works each methods.

Attended a webinar or spoken on a podcast? Write a weblog piece based mostly in your presentation.

Have been invited to attend a webinar or converse on a podcast? Use the subject you’ve already written about.

That’s what we do. See the dialog with Pe’period Feldman under? We turned it right into a weblog put up about why ABM doesn’t deserve the hype it gets.

4. Put up it on social

This one’s fairly apparent. You’ve got a brand new e-book, you put it on the market on social. That’s the way it works, proper?

True, however there are nonetheless methods that may get you higher visibility & greater engagement:

• Pick the perfect stats, insights, or quotes from the weblog put up and current them in a visible format. You realize what they are saying, people are visible creatures;
• Carousels! Construct a narrative that retains folks swipe till the final card. However right here’s the factor–don’t go away the perfect for final. Begin together with your strongest hook, and end with a CTA;
• Thought management. We simply can not get sufficient of this. Your C-level administration are folks that really drive engagement on platforms like LinkedIn, not your model profile.

5. Gross sales Collateral

Gross sales groups don’t get sufficient love from advertising and marketing, it’s a story as previous as time. They create their very own content material, go utterly off model and make your blood boil. Increase your hand in case you’ve by no means edited a final minute PowerPoint presentation stuffed with inventory photos to ship to a prospect. Right here’s how we are able to change that:

For each business you goal, or product/service you provide, use your current content material to create downloadable belongings or instruments for gross sales enablement. We’re speaking BOFU prospects right here, individuals who want arduous proof of your work in an effort to transfer ahead, so give them belongings that ship. Take into consideration:

• Breaking down experiences into digestible factors

Lengthy experiences or case research will be intimidating. Do your prospects need to go over a full 30-page doc to find out about your organization? Would you? So break it down. Spotlight key knowledge factors, success metrics, or actionable insights that align together with your prospect’s particular ache factors. 

• Answering probably the most burning questions your target market is asking

Your SDRs are already fielding these questions. Make their lives (and your prospects’ decision-making) simpler by creating collateral that instantly addresses these recurring queries. Create FAQ one-pagers, cheat sheets, or infographics. Not solely does this arm your gross sales crew with ready-to-go solutions, however it additionally saves your prospects from digging by Google. And guess what? It helps search engine optimisation like your web page higher too.

• Turning case research into focused one-pagers

Everyone knows case research are gold, however a 7-page deep dive isn’t ultimate for a prospect (or anybody, actually). As a substitute, create punchy one-pagers for every business you goal, specializing in outcomes and key takeaways. This helps prospects get a greater image of their success with out having to dig by dense content material, AND helps your SDRs to simply stroll by telephone calls. Preserve it centered on the influence: downside > answer > outcomes, and ensure it’s visually interesting (aka don’t simply slap textual content on a web page).

• Providing ROI calculators, or easier-to-digest slide decks

Spreadsheets aren’t attractive, interval. As a substitute of sending a cumbersome report, construct an interactive ROI calculator that offers your prospects an prompt sense of how your answer impacts their backside line. Higher but, create slide decks that inform the ROI story in a means that’s visually partaking and simple to comply with. 

6. Add extra meat to your publication

You realize what occurs with newsletters that function firm updates, or lists of most up-to-date blogs? They get excessive bounce & unsubscribe charges.

And you realize what occurs with newsletters stuffed with hyperlinks and CTA buttons? First, mail suppliers put them to spam or that lengthy forgotten “Presents” folder nobody ever checks. Second, even when it does undergo to folks’s inboxes, they get overwhelmed and find yourself clicking… nothing. 

What you are able to do as an alternative is decide one topic you’ve lately spoken or written about and dive deeper into it. Select only one weblog piece you wanna hyperlink to and provide much more information than you already shared, add extra stats, or your C-level’s ideas on the matter.

As a substitute of utilizing your publication as updates on what’s been taking place (folks already know, they almost definitely comply with you on LinkedIn anyway), make readers enthusiastic about your emails.

Don’t neglect about nurture workflows

If newsletters are like that dependable good friend who retains checking in to see the way you’re doing—then nurture workflows maintain reminding you that your organization may be doing lots higher with the correct instruments or companies 😉

As a substitute of sending only one e mail each one in a thousand years, construct sequences that may flip lukewarm leads into flaming sizzling MQLs prepared handy over to gross sales. Every e mail can deal with one key level, main the reader additional down the rabbit gap till they’re hungry for extra—like your e-book, webinar, or the one factor we’re all after, product demo.

7. Optimize evergreen content material for search engine optimisation

Each few months, open Google Search Console, Semrush, dashboards on HubSpot, or no matter you employ to trace content material efficiency, and seek for older blogs that present regular site visitors (which means even quantity or views & clicks regardless of the time) – and replace them. Add contemporary hyperlinks from and to the piece, be certain that the stats and quotes are nonetheless related, or that the visuals are on model. This additionally provides your gross sales crew one thing contemporary to share with prospects. 

This tells engines like google these content material items are related and beneficial, however it additionally means that you can reshare it together with your viewers. Maintaining each search engine optimisation & precise readers completely satisfied is your aim.

And one thing further, as a result of we’re good like that, be certain that your content material by no means competes towards one another for particular key phrases. Two weblog items on the 2nd web page on Google are nice, however not as nice as one strong piece on the first web page. Mix them, redirect, or just edit to focus on completely different key phrases.

Recycling content material is likely one of the best methods to be sure you’re getting probably the most out of your B2B content material efforts. The subsequent step is correct content material distribution 😉 For those who need assistance to construct out a simpler technique, see how our inbound marketing services can assist you execute these concepts (and extra).