About Amy Woods
Amy Woods is a seasoned business leader with exceptional problem-solving skills and an innovative mindset. Throughout her career, she has demonstrated a remarkable ability to identify areas for improvement and easily navigate challenges. Amy’s strength lies in her proactive approach to overcoming obstacles, leveraging her background in process optimization and innovation.
She remains unflustered by issues, focusing instead on practical solutions through a methodical “fix, sort, and measure” strategy. Equally important, Amy excels in team management and leadership, effectively guiding her team and fostering a collaborative environment. Her balanced expertise in operational problem-solving and people management makes her a dynamic and effective leader.
The Ultimate Guide to Repurposing Content for B2B Revenue Growth
In today’s competitive B2B landscape, the ability to repurpose content effectively has become crucial for marketers looking to drive revenue growth. By reimagining and repackaging existing content assets, businesses can extend their reach, engage new audiences, and ultimately boost their bottom line. This comprehensive guide will explore the art and science of content repurposing, providing actionable strategies backed by data and expert insights to help B2B brands maximize their content marketing ROI.
Understanding the Power of Content Repurposing
Content repurposing is the practice of taking existing content and adapting it for use across different formats, platforms, and audiences. For B2B brands, this approach offers numerous benefits:
- Increased content efficiency: According to a study by Curata, 65% of marketers struggle with producing enough content. Repurposing allows teams to create more with less, maximizing the value of each piece of content.
- Improved SEO performance: By distributing content across multiple channels and formats, brands can increase their digital footprint and improve search engine visibility.
- Enhanced audience reach: Different audience segments prefer consuming content in various formats. Repurposing helps brands cater to these diverse preferences, expanding their reach.
- Reinforced messaging: Repetition is key to learning. By repurposing content, brands can reinforce their core messages across multiple touchpoints, increasing the likelihood of retention.
- Cost-effective marketing: The Content Marketing Institute reports that content marketing costs 62% less than traditional marketing and generates about three times as many leads. Repurposing further amplifies this cost-effectiveness.
Developing a Content Repurposing Strategy
To effectively repurpose content for revenue growth, B2B brands must approach the process strategically. Here’s a step-by-step guide to developing a robust content repurposing strategy:
1. Audit Existing Content
Begin by conducting a comprehensive audit of your existing content assets. This process will help you identify high-performing pieces, evergreen topics, and content gaps that can be filled through repurposing.
Amy Woods, founder of Content 10x, emphasizes the importance of starting with quality: “The best practice really is to make sure that your original content is quality. You know? So it’s not quantity. It’s quality. So as long as you create great quality content, the content that you then repurpose from it is going to be quality as well.”
2. Define Your Objectives
Clearly outline what you aim to achieve through content repurposing. Common objectives for B2B brands include:
- Increasing website traffic
- Generating more leads
- Improving engagement rates
- Boosting brand awareness
- Establishing thought leadership
3. Identify Target Platforms and Formats
Research where your target audience spends their time online and which content formats they prefer. This information will guide your repurposing efforts. According to the 2021 Content Marketing Institute B2B report, the top content formats used by B2B marketers are:
- Social media posts (95%)
- Blog posts/short articles (89%)
- Email newsletters (81%)
- Videos (71%)
- Case studies (67%)
4. Create a Repurposing Workflow
Develop a systematic approach to content repurposing. This may include:
- Identifying core themes or topics from original content
- Breaking down long-form content into smaller, digestible pieces
- Adapting content for different platforms (e.g., turning a blog post into a video script)
- Updating and refreshing older content with new data or insights
Amy Woods recommends integrating repurposing into your content creation process: “Make sure that content repurposing is not an afterthought and that you actually think when you are creating your content, what you are gonna be repurposing it into. And you have that in mind when you create the content, because if you create content knowing what is going to go and be repurposed onto, it makes the whole repurposing process a lot more easier, a lot simpler.”
5. Establish Metrics for Success
Define key performance indicators (KPIs) to measure the success of your repurposing efforts. These may include:
- Engagement rates
- Traffic from repurposed content
- Lead generation metrics
- Conversion rates
- ROI of repurposed content
Effective Content Repurposing Techniques for B2B Brands
Now that we’ve outlined the strategy let’s explore specific techniques B2B brands can use to repurpose content effectively:
1. Transform Long-Form Content into Bite-Sized Social Media Posts
Long-form content like whitepapers, ebooks, or in-depth blog posts can be broken down into multiple social media posts. Extract key statistics, quotes, or insights and pair them with eye-catching visuals for maximum impact.
Example: A 5000-word industry report can be transformed into:
- 20+ LinkedIn posts highlighting key findings
- A series of infographics for Instagram and Pinterest
- Tweet threads summarizing main points
- Facebook carousel ads showcasing data visualizations
2. Turn Blog Posts into Video Content
With video consumption rising, repurposing written content into video format can significantly extend your reach. According to Wyzowl, 86% of businesses use video as a marketing tool, and 93% of marketers who use video say it’s an important part of their marketing strategy.
Techniques include:
- Creating talking-head videos summarizing blog post content
- Developing animated explainer videos based on how-to articles
- Producing short-form video content for platforms like TikTok or Instagram Reels
3. Compile Related Blog Posts into Comprehensive Guides or Ebooks
Identify a series of blog posts on related topics and combine them into more substantial content. This provides additional value to your audience and serves as an effective lead magnet.
Example: A SaaS company could compile blog posts on different aspects of cybersecurity into a comprehensive “Ultimate Guide to Enterprise Cybersecurity” ebook.
4. Repurpose Webinar Content
Webinars are content goldmines for repurposing. A single webinar can be transformed into:
- A blog post summarizing key points
- Short video clips for social media
- An audio podcast episode
- Slide decks for SlideShare or LinkedIn
- An FAQ resource based on attendee questions
5. Create Infographics from Data-Heavy Content
Visual content is highly shareable and can simplify complex information. Repurpose data-rich content like research reports or case studies into engaging infographics.
According to HubSpot, infographics are liked and shared on social media 3x more than any other type of content.
6. Develop Podcast Content from Written Materials
With the growing popularity of podcasts, consider repurposing written content into audio format. This could involve:
- Reading blog posts as podcast episodes
- Expanding on whitepaper topics in interview-style episodes
- Creating audio versions of case studies or success stories
7. Refresh and Update Older Content
Don’t forget about your existing content library. Regularly update and republish older pieces with fresh data, new insights, or revised perspectives. This practice can:
- Improve SEO performance
- Provide value to new audience members
- Reinforce your expertise on evolving topics
Best Practices for Effective Content Repurposing
To maximize the impact of your repurposing efforts, keep these best practices in mind:
- Maintain brand consistency: Ensure that repurposed content aligns with your brand voice, visual identity, and messaging across all platforms.
- Optimize for each platform: Tailor your content to suit each platform’s specific requirements and audience expectations. As Amy Woods notes, “It’s about respecting where you are repurposing to and not, kind of just a cookie cutter kind of content, copy and paste type approach to every platform or anything like that, but just being respectful.”
- Add value with each iteration: Don’t simply repost the same content in different formats. Strive to add new insights, examples, or context with each repurposed piece.
- Use data to inform decisions: Analyze performance metrics to identify which types of repurposed content resonate most with your audience and focus your efforts accordingly.
- Implement a robust content management system: Organize your content assets effectively to streamline the repurposing process and ensure consistency.
- Collaborate across teams: Involve various departments (e.g., sales, product, customer service) in the repurposing process to gather diverse perspectives and insights.
- Stay up-to-date with platform changes: Regularly review and adapt your repurposing strategy to align with evolving algorithms and user behaviors.
Measuring the Impact of Content Repurposing on Revenue Growth
While it can be challenging to attribute revenue growth to content repurposing efforts directly, several metrics can help gauge its impact:
- Increased website traffic: Monitor traffic sources to identify the contribution of repurposed content.
- Improved lead generation: Track lead volume and quality from repurposed content assets.
- Enhanced engagement metrics: Analyze likes, shares, comments, and time spent on repurposed content across platforms.
- Shortened sales cycles: Measure whether repurposed content helps move prospects through the funnel more quickly.
- Increased customer lifetime value: Assess whether existing customers engage more with repurposed content, leading to upsells or cross-sells.
- Improved ROI on content creation: Calculate the cost savings and additional value generated through repurposing compared to creating entirely new content.
Amy Woods advises:
“Know what why am I repurposing this content? Is it because I want more podcast downloads? Is it because I want more visitors to my website? Is it because I want more email subscribers and all all of that? So know knowing what you want and then tracking still tracking those metrics how you probably were anyway.”
Case Studies: B2B Brands Succeeding with Content Repurposing
- HubSpot: The marketing software company is known for its comprehensive blog content. It regularly repurposes blog posts into downloadable templates, webinars, and social media content, which has helped it generate over 350,000 leads per month.
- IBM: The tech giant repurposes its technical whitepapers and research reports into more digestible formats, such as infographics and short videos. This strategy has helped it reach a broader audience and establish thought leadership in emerging technologies.
- Deloitte: The consulting firm repurposes its annual Global Human Capital Trends report into various formats, including interactive web experiences, podcasts, and social media content. This multi-channel approach has significantly increased the report’s reach and engagement.
Conclusion: Embracing Content Repurposing for Sustainable Growth
In an era of content saturation, the ability to repurpose content effectively can be a game-changer for B2B brands looking to drive revenue growth. By strategically reimagining and repackaging existing content assets, businesses can maximize their content marketing ROI, reach new audiences, and reinforce their key messages across multiple touchpoints.
As Amy Woods aptly puts it,
“Content repurposing is the number one form of content marketing because I really feel that the focus should be on creating quality content as your core content… And then the repurposing of that quality content should be intrinsically linked into our content strategies.”
By following the strategies, techniques, and best practices outlined in this guide, B2B brands can unlock the full potential of their content assets, driving sustainable growth and establishing themselves as industry leaders. Remember, successful content repurposing is not about doing more with less but more with what you already have – leveraging your existing content to its fullest potential and reaping the rewards of a well-executed, multi-channel content strategy.
Some areas we explore in this episode include:
- What matters most with content marketing
- How to make your content go further by repurposing it
- The reason most businesses struggle with effective content marketing and repurposing content
- How to repurpose content so it engages your audience and reaches new audiences
- How to repurpose content so it is consistent with your branding guidelines
- How to gain SEO value when you repurpose content
- How to approach repurposing content when starting out
- Good practices to abide by when you repurpose content
Listen to the episode.
Related links and resources
- Check out Amy’s site – Content10x
- Learn from Frank Husmann – Authority Marketing: How to Elevate B2B Tech Marketing through Authority and Content
- Learn more from James Tennant – Content Promotion vs. Creation: How to Find The Balance to Drive Growth
- Check out the article – Content Amplification: Strategies, Tools & Tips for Driving Traffic
- Check out the article – Content Marketing Planning: How to Craft a Proven Yet Winning Content Strategy
- Check out the article – How to Build Your Business With Content Marketing: A BS-free Guide to Content Marketing Strategies for Startups
Connect with Amy Woods
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