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Repurposing: how to make the most of your content and reach new audiences

In today's fast-paced digital world, creating high quality content is essential for a B2B business wanting to make an impact. But, constantly producing fresh content can be a demanding and time-consuming task.

That's where repurposing comes can be a gamechanger.

An open notebook with a green recycle sign on one page and the word  Whitepaper and green arrow down to Blog post, infographic, social media post and podcast on the facing page. This shows ideas for content repurposing.

By repurposing your existing B2B content, you'll maximise its value, reach a wider audience, and save valuable time and resources.

Here are some benefits of repurposing B2B content and strategies to help you get started.

It extends the lifespan of your content

Creating valuable content takes a lot of effort, so why let it fade into obscurity after a single use? Repurposing allows you to breathe new life into your existing content and extend its lifespan.

You can reach new audiences and reinforce your message by repackaging and distributing your content through different channels.

For example, you can transform a well-researched whitepaper into a series of blog posts, infographics, social media snippets, or even a podcast episode.

You can reach a wider audience

You can engage with diverse target audiences across multiple platforms by repurposing your content. People consume content in different formats, so repurposing allows you to cater to their preferences.

For example, if you've written an in-depth industry report, you could repurpose it and create an engaging video or host a live webinar based on your most popular blog post. You'll attract a broader range of prospects by adapting your content to suit different platforms. This will improve your chances of generating leads and conversions.

Red letter S, larger E and even larger O spelling SEO. A blue arrow showing growth is inside the O. This image shows that repurposing content can help boost SEO

It boosts search engine visibility

Search engine optimisation (SEO) is vital in increasing your online visibility. Repurposing content allows you to target specific keywords and optimise it for search engines.

For instance, if you've written a comprehensive guide on an industry topic or a how-to manual, you can extract key points and create an infographic or a Slideshare presentation.

These visual formats enhance user experience and increase the chances of your content being shared, linked to, and discovered by search engines.

It reinforces your message and expertise

Consistency is vital when it comes to establishing your B2B brand's authority. Repurposing content helps reinforce your core message and demonstrates your expertise across different platforms.

For example, transforming a collection of blog posts on a particular topic into an e-book or creating a comprehensive case study from customer testimonials can showcase your industry knowledge and build trust with your audience.

By delivering your message differently, you increase the likelihood of it resonating with different segments of your target market.

a hand stretching out of a hole, holding an alarm clock. The top part of  the background in pink, bottom is blue. The image shows that repurposing content can save you time.

It saves time and resources

One of the most significant advantages of repurposing content is the time and resources it saves. Repurposing allows you to work smarter, not harder.

Instead of constantly racking your brain for new ideas and inspiration to create content from scratch, you can repurpose and update your existing materials.

For instance, you can turn a successful webinar into a series of podcast episodes or extract quotes from an e-book to create attention-grabbing social media posts.

You can maintain a consistent presence across channels quickly and easily by repurposing content. And it won't stretch your budget.

Repurposing B2B Content: Unlock the Hidden Potential

Content repurposing is a gamechanger if you want to maximise the value of your B2B content while reaching a wider audience.

By extending the lifespan of your content, reaching new prospects, boosting SEO, reinforcing your message, and saving valuable time and resources, you can take your B2B marketing strategy to new heights.

Remember, repurposing content is not about duplicating or regurgitating existing material. It's about finding new and creative ways to deliver your message to your target audience. So explore different formats, experiment with various channels, and breathe new life into your B2B content. The possibilities are endless, and the rewards are well worth the effort.

Need help repurposing or creating new, engaging content that speaks to your audience and sets you apart from the competition? Get in touch, and let's have a chat.



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