Content repurposing is one of the most effective ways to maximise your B2B marketing strategy – but recycling copy simply isn’t enough.
If you’re looking for easy ways to improve your company’s SEO, engagement, and overall success, consider these easy content repurposing strategies.
1. Turn Copy into Engaging Infographics
There are plenty of reasons to generate infographics for existing copy. Not only does it break up walls of text, but infographics tend to increase time spent on page (and who doesn’t want to lower bounce rates?).
Infographics tend to be shared more than straight copy – and these backlinks are a huge factor in generating organic traffic. Depending on the subject and design, your graphics could even go viral.
Laviet Joaquin (Marketing Head at TP-Link) adds:
“Turning blog posts into visually appealing infographics is ideal for improving U/X by breaking down complex technical information. These easy-to-understand visuals captivate readers and makes it easier for B2B audiences to digest and share. We’ve seen more social shares, greater reach, and improved brand awareness.”
Kartik Ahuja (Digital Marketer at kartikahuja.com) redesigned a complex blog post about cybersecurity trends that appealed to the software industry.
“This infographic highlighted primary stats and marketable insights, so we distributed it widely across our social media platforms and email newsletters. Subsequently, we saw a 50% increase in social engagement and a 25% surge in website traffic when the infographic was posted. Once it got shared by influential industry sites, our client was projected as an expert and thought leader in cybersecurity.”
2. Publish Copy Across Multiple Channels
Republishing content across multiple channels increases the opportunity for visibility, backlinks, email open rates, and social signals. This strategy helps reinforce brand authority and assists marketing teams in pinpointing where improvements could be made.
James Parsons (Founder of Content Powered) confirms that his company has “used customer case studies and testimonials across various channels to humanise our brand and build trust with B2B prospects.
Whatever you choose, it’s all about understanding your B2B audience’s needs and repackaging content in formats they’ll love. The numbers speak for themselves.
Consider testing copy via:
- Email newsletters
- Blog posts
- Social media copy
- Video testimonials
- Downloadable guides
- Webinars
Note: Whenever possible, avoid duplicate content on indexed pages!
Why Multi-Channel Publication Matters
The importance of republishing content matters for several reasons:
- Increased visibility across different target audience segments.
- Backlinks from reputable websites are a key SEO ranking factor
- Multiple content formats engage a more diverse audience, potentially reducing bounce rate.
- More shares and likes on social platforms can increase visibility, web traffic, and engagement.
- If you’re an authority in your industry, that might reinforce EEAT signals (and improve SEO performance).
3. Transform Reports into Straightforward Content
James Parsons (Founder of Content Powered) says that his company has found success by transforming lengthy whitepapers and research reports into digestible formats.
“We’ve taken a detailed industry report and used it across blog post series, social media graphics, and short video summaries. In doing so, we’ve increased website traffic, engagement levels, and client lead gen. These results demonstrated clear effectiveness of repurposing content.”
Each format has its strengths and weaknesses, so you’ll need to choose the best one for presenting information.
This approach caters to different audience preferences and extends the reach of the original content.
4. Repurpose Blog Content for Podcasts
If your target audience consumes audio content, turn your blog content into a podcast! This is a great strategy for reaching a wider audience and establishing your brand as an industry thought leader.
Start with a brainstorming session between your marketing and content team:
- What is your unique selling point (USP)?
- What are current industry trends?
- What are your most popular blog articles and social posts?
- What are your competitors currently doing?
- What do your competitors do well?
When you choose original content that sets you apart from these competitors, I recommend breaking things down into a simple script or outline. Your podcast should sound natural, so be sure to add personal anecdotes and examples for better listener experience.
Your podcast needs to include the relevant keywords and phrases so people can find it on multiple platforms. Promote it across your social, email, and website to grow your audience!
5. Recycle Webinars for Greater Reach
B2B marketers should consider repurposing webinar content to amplify their message.
James Parsons adds, “Hosting webinars helps us establish ourselves as industry leaders. By repurposing content into different formats, we can share valuable insights with a broader audience over time.”
Tips for Repurposing Webinars
Kirsten Zaremba (Fractional CMO of Loop Now) says that tools like Descript make transcription incredibly easy for diverse pieces like social media, blog articles, and e-books.
“This approach not only extends the life of our webinars but it also enhances our reach – and engagement – across platforms. When valuable content is promoted across channels, traffic might be driven back to the original webinar. This goes a long way to increase future registrations, user engagement, and lead generation.”
6. Repurposing Your Case Studies
I cannot recommend repurposing client studies enough. By utilising various formats and channels, you’ll cast a wider net while increasing engagement. After all, case studies are an intrinsic part of the “bottom of the funnel” process.
Strategies to Repurpose Case Studies
You’ve probably included case studies in the standard blog, PDF download, sales deck, proposal, or whitepaper. If you haven’t, it’s time to start. You can also dig a little deeper to include testimonial video clips, LinkedIn carousels, or infographics.
However, for the most effective ways to reinforce your case studies, try illustrating solutions via webinars, cohosting a conference with your client, and even entering competitions based on the results.
This is the powerful stuff that should get you places – fast.
Ready to Expand Your Content Marketing Strategy?
Whether you need to optimise your top-of-funnel content for search engines or create a fresh content strategy, my B2B specialisation and expertise means lasting results. Book an exploratory call with me to get the ball rolling!
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