Day One Content Repurposing – A B2B Marketing Pro Guide – TopRank® Marketing

It occurs all too typically: a B2B advertising group works arduous on an excellent report, video or weblog submit, will get it launched to nice fanfare, shares it a few times, after which … it quietly disappears.

Nice content material takes actual effort — technique, time AND price range — so it ought to work tougher for you than simply that one second within the highlight. Repurposing is without doubt one of the handiest methods to benefit from what you’ve already constructed. And in a world the place each content material group is requested to do extra with much less, strategic repurposing of content material is without doubt one of the smartest strikes you can also make to make sure that your content material investments are paying off.

On this submit, we’ll share how our B2B advertising company approaches repurposing as a part of content material technique from day one to make your content material funding works tougher and is extra related for particular audiences. In fact this isn’t simply idea – we’ll additionally share sensible examples of how this philosophy performs out in the actual world.

Let’s dig in.

Why repurposing content material is smart

In lots of instances, advertising content material drives a wave of engagement and influence when it will get printed and initially promoted, then it disappears into the ether. That’s not as a result of it wasn’t helpful — it’s actually because there merely wasn’t a plan to hold it additional. Our CEO Lee Odden has referred to this advertising illness as “invisible content syndrome“.

While you put time, effort, and price range into a robust piece of content material, it deserves greater than a one-time push. Repurposing helps prolong its worth throughout platforms, codecs, and audiences, providing you with extra influence with out having to start out from scratch each time.

Advertising groups in all places are requested to do extra with much less. Repurposing flips that stress into alternative by:

• Multiplying ROI: In case your content material carried out nicely as soon as, there’s a very good probability it may well work once more in a brand new format. Repurposing provides you extra return on the funding you’ve already made.
• Lowering guesswork: While you construct on one thing that already works, you possibly can concentrate on refining, not reinventing.
  
• Widening attain: Not everybody needs to learn a 2,000-word article. However that very same perception may land completely as a LinkedIn carousel, a brief video, or a couple of slides in a gross sales deck. Repurposing helps you ship the identical perception within the format every viewers prefers.

This can be a technique for maximizing use and effectiveness of content material that we lean on day by day at TopRank Advertising, and it’s one of many first issues we convey up with shoppers. As a result of when repurposing is baked into the plan, what would have been a one-time deliverable turns into a long-term asset.

5 steps for day‑one content material repurposing technique

The true influence of repurposing comes when you consider it from the very starting. Built-in as a part of your content material technique, you possibly can construct items which are designed to stretch, adapt and keep related.

Right here’s a 5 step framework on find out how to make that occur:

1. Begin with a “Hero” Asset – Sturdy experiences, analysis or documentaries offer you sufficient depth to slice, cube and remix with out shedding substance.
2. Design Modular Content material Blocks – Write and movie in self‑contained sections—stat packing containers, quote pulls, mini‑tales—so that they elevate cleanly into different codecs.
3. Plan Format Cascades Early – Earlier than draft #1, map how the core asset will cascade into social clips, e mail nurture, gross sales decks, and many others.
4. Seize Extra Than You Want – Report behind‑the‑scenes, additional B‑roll, various quotes. These “offcuts” grow to be social gold later.
5. Tag Metrics to Every Baby Asset – Know what success appears to be like like for each spin‑off piece so you possibly can double‑down or retire, quick.

When shoppers interact us we’ll use a tenet just like the above framework to ship the utmost return on the funding. For this submit, I’ll stroll via how these steps come collectively together with some content material repurposing examples.

Hero First: Begin with a strong core asset

The most effective repurposing eforts begin with one thing substantial. That doesn’t imply it must be extraordinarily lengthy, however it ought to have depth, perspective, and sufficient meat to be reshaped into different codecs with out shedding its that means.

Suppose by way of high-value constructing blocks:

• A research report can gasoline weblog posts, infographics, social posts, slides and even webinars.
• Webinars or interviews can grow to be brief video clips, written recaps, quote graphics, or podcast content material.
• Case studies can flip into tip-based e mail sequences, social content material, or movies.

Actual world content material repurposing examples:

A video is price 1000’s of phrases: When we partnered with Sprinklr on the award-winning Socialverse campaign, the hero asset was a documentary-style video masterclass. However we didn’t cease there. That one asset spun out into weblog content material, short-form social clips, a blooper reel, and extra — every model tailor-made for various platforms and audiences.

Analysis Studies are a goldmine for repurposing: Proving the Power of Brand: A Guide to Maximizing the Full-Funnel Impact of LinkedIn. We partnered with Sprinklr and LinkedIn on this co-branded analysis report that unpacked how enterprise entrepreneurs are constructing sturdy, resilient manufacturers. However we didn’t cease on the PDF. That one report was spun out into localized variations, gross sales sheets for various personas, gated property for lead technology, webinar content, and a gentle drumbeat of social posts that stored the dialog going.

That single report was became a full marketing campaign with endurance — constructed to succeed in individuals in several roles, areas, and phases of the funnel.

Chances are high, you have already got content material that would do the identical. Possibly it’s a report that had a robust launch after which stalled. Possibly it’s an excellent webinar that’s been sitting within the archives. Or perhaps a dated e-book that may very well be revamped and up to date for renewed relevance. The secret’s recognizing what’s nonetheless helpful and reshaping it for at the moment’s wants.

Plan for modularity: Ideate and construct for repurposing from day one

Most shoppers don’t are available saying, “Let’s slice this up 100 methods” — however we do. That’s a part of the full-service worth: we make it easier to see the potential you didn’t know you had.

When repurposing is constructed into the content material plan from the beginning, each asset is created with flexibility in thoughts. Meaning considering past the preliminary format and asking: The place else can this stay? How else can this story be advised? What would make it simpler to adapt throughout channels in a while?

Right here’s how we method it:

• Map your codecs early. Earlier than the primary draft even begins, define a couple of key locations the place the content material may go subsequent. A weblog submit that would result in a brief video? A report that naturally breaks right into a three-part e mail marketing campaign? Doc these from the beginning.
• Seize property alongside the best way. Working a webinar? Report the behind-the-scenes. Interviewing an knowledgeable? Get a couple of additional quotes or video takes. These little moments grow to be gold later if you want quick-turn content material with added worth.
• Write with modularity in thoughts. When sections are self-contained and targeted on one level at a time, they’re simpler to tug into social posts, newsletters or slides.

This sort of considering saves time later, and it shapes higher content material upfront. As a result of if you plan for repurposing, you’re already fascinated about find out how to make your message resonate throughout codecs, audiences and a focus spans.

Adapt the message for every format and channel

“Adapting content material for numerous platforms is ranked because the #1 problem artistic professionals face when repurposing content material.” Supply: Canto and Ascend2

After getting a robust core asset — like a analysis report, longform article, or webinar — you can begin to interrupt it down. However as an alternative of simply slicing it up, tailor the message for the place it’s going and who it’s for.

Right here’s how this “repurposing on purpose” performs out:

• LinkedIn carousels: Pull out key stats, insights or takeaways and switch them into scrollable, visible slides. Suppose snackable, high-impact concepts that spark dialog.
• Video snippets: Seize probably the most compelling quote, story, or information level from an extended video or webinar and bundle it into a brief clip, good for social.
• Electronic mail sequences: Break content material into a brief collection of emails that construct on one another. Helpful for guides, how-to content material or analysis with layered insights.
• Slide decks: Pull charts, frameworks or key factors into slides that assist gross sales conversations, inside alignment or occasion displays.

Simply as essential because the format is adapting the depth and tone for the viewers. A CEO may need a sharp stat and a bottom-line takeaway, whereas a practitioner is extra prone to search for context and actionable subsequent steps (hello, practitioners!). Equally, a weblog submit provides you house to go deeper and clarify the “why,” however a social submit must hook quick and ship worth in a flash.

Identical thought, completely different lens. That’s the facility of considerate repurposing: it ensures your message resonates, regardless of the place or how individuals discover it.

Spherical-up of B2B content material repurposing greatest practices:

Let efficiency form your plan.
Regulate what’s working. Metrics like engagement, clicks and conversions make it easier to determine what to broaden, reshape or retire. The extra you be taught, the sharper your technique turns into.

Don’t overlook the search engine optimisation increase.
Repurposed content material checks quite a lot of search engine optimisation packing containers: it expands your key phrase footprint, strengthens inside linking, and refreshes your web site within the eyes of engines like google.

Let AI help.
Generative AI will not be excellent at creating authentic or distinctive content material, however it’s nice at taking your authentic, distinctive content material and spinning it in several methods. Mess around with asking ChatGPT to tailor your piece for various codecs or audiences.

Make it straightforward to reuse.
Construct with flexibility in thoughts. Create core property that may simply spin into a number of codecs and hold supply recordsdata organized so your group can work quicker.

Purpose for selection, not repetition.
Change up the format, tone or depth for every channel and viewers. Repurposing isn’t copying; it’s reimagining with function.

Plan to repurpose from day one.
The most effective repurposing occurs when it’s baked into the technique—not tacked on later. Suppose forward, and also you’ll get extra mileage with much less elevate.

“Repurposing isn’t copying; it’s reimagining with function.”

Construct smarter, not tougher

You don’t all the time want extra content material – however you want extra out of your content material.

So the following time somebody requires a brand-new marketing campaign, pause and ask: What will we have already got that’s price one other look? What perception remains to be related and prepared for a second life?

Join with us to construct your individual content repurposing strategy.

In regards to the creator

Theresa started her profession as a advertising author across the similar time TopRank launched, although it might be a few a long time and quite a lot of aspect questing earlier than she joined the group. In these intervening years, Theresa did every little thing from managing operations and advertising for an award-winning house inspection firm to beginning a farmer’s market that enabled neighborhood connection and extra earnings for farmers and crafters in rural Minnesota. Drawing on this distinctive background, Theresa is dedicated to working with shoppers to develop content material that reaches each the thoughts and the center. Theresa’s second proudest private accomplishment (after elevating two wonderful kiddos!) is her 20+ yr profession as a hearth dancer with Fandazzi Fireplace, the troupe she co-founded along with her husband and favourite dance associate.