Content repurposing is imperative to the success of B2B marketing.
B2B marketers focus on attracting the ever-evolving buyer persona. Therefore, they need to keep their content strategies abreast with the queries of their potential clients, to match up with their intellectual, psychological & visual delights. Content repurposing helps in targeting new buyer persona, getting rid of outdated trends & giving a new makeover to all-time favorite contents.
Creating personalized content helps in the retention of clients, which in turn, can increase the Return on Investment (ROI), anywhere between 5% to 95% (Source: Brain & Company). Thus, quality content lays the foundation for client acquisition as well as retention.
According to eMarketer, 60% of B2B marketers create at least one new piece of content every day. It's true that content lives forever, however, it might lose its influence due to several reasons some of which include having old statistical figures, not having the unique pitch to appeal to the ever-evolving buyer persona anymore, having disrupted ideas on solicited topics. Repurposing or recycling content will not only help in restoring its effect but will also assure that it is in alignment with the marketing & sales strategies of B2B marketers.
The efficacy of content is implied from the fact that over 2 million blogs are written every day (Source: MarketingProfs). A well-planned content strategy is the mainstay of inbound sales & helps buyer persona through all the stages of their buying cycle i.e. awareness, consideration & decision.
When to Repurpose Content
If there is content on a website that no longer suffices the need of the buyer persona, it will fail to keep them engaged.
There are several signs that infer content repurposing including a decline in the engagement level on particular content or blog, increase in the exit rates on the webpage, drop in the clicks on the call to action (CTA) buttons & descent of website conversions. Under such circumstances, one should start thinking about the ways to repurpose the piece of content.
How to Repurpose Content
Marketers should inspect why they want to repurpose any content before they actually do it. According to Robert Duke, Marketing Manager and Spokesperson of Blue Mail Media:
"A good piece of content never gets old if we know how to find the ‘new' out of it, every time!"
Content repurposing can not only help escape the extra time spent on creating new content but can also give the marketers a second chance to promote their content & optimize their revenue, provided it is orchestrated properly with the marketing & sales goals of a company.
Methods to Repurpose Content
Depending upon the type of content, the target audience & the business goals of a company, there can be various ways to repurpose a piece of content. Let's have look at the most impactful ones within the B2B domain:
1. Turning Quora Q&A into Blog Posts:
Find a relevant question on Quora, aligned with your business & with several up-votes and answer it as pioneers in the business without forgetting to link back to your blog or website that answers the same question, in greater detail.
This serves two main purposes:
2. Convert Slideshows, E-books & Content into Infographics:
Human beings are visual learners and due to which take in 90% of the information visually (Source: semrush.com).
B2B marketers have found that infographics have proven to be 66% more effective in helping potential buyers with a buying decision than plain text (Source: Upwork). For this reason, marketers need to first define the objective of their infographic & align it with their marketing goals.
Infographics can show data & text simultaneously in distinct sections, in a way, that is easier for potential clients to understand. Due to their visual appeal, infographs trigger a prompt response (buying decision or signing up using CTA) from potential buyers & are one of the most powerful weapons in the content marketing arsenal of any B2B company.
Have a look at some infographs we created by repurposing old blogs and shared on Slideshare.
3. Sharing Statistics through Twitter:
Twitter is described as the micro-blogging social media website (multum in parvo, as the Latins, would put it).
Tag the statistical figures that you have researched for, & share it with the target audience & the major influencers in your field. Engage the influencers with your post so that they can retweet it, comment on it & share it which, in turn, will expose your content to a greater number of relevant people including your potential buyers.
Experiment with statistical posts blended with infographics, for better audience engagement. Have a look at our Twitter account to discover how.
4. Converting Interview Extracts of Industry Thought Leaders into Expert Advise E-books:
Interviews from the industry experts can be segued to e-books which will attract the targeted buyer persona, as well as instill confidence in them to make a quicker decision at any stage of their individual buying cycles.
5. Stuffing Old Blogs with Case Studies:
People relate more to stories & engage better with the business objectives of B2B marketers if they are conveyed in the form of impactful stories. Marketers can prepare their own stories using their internal analytical tools.
For example, when they test their website design, they can always publish in their blog posts the kind of colors or graphics that appealed most to their audience. Similarly, trends from the industry also make appealing case studies to support content.
Repurposing content is an indispensable part of any content strategy. Content needs to be evaluated & updated frequently so that it's always a "good-fit" & serves the requirements of a buyer persona. We, at Valasys Media, help B2B marketers with a robust content syndication service in order to help them meet their business requirements. For more details, feel free to get in touch.