The Art of Repurposing in a B2B Content Marketing Strategy
In the competitive and flooded online world we live in today, there is no straightforward recipe for content marketing success. Constantly crafting and publishing new content does not promise success.
B2B marketers must always be on their toes by continuously looking for new ways to stand out and create truly great content. Creating valuable and engaging content is only be half the battle, as content marketers must also make sure they are reaching the right people, at the right time.
This is why data is absolutely vital to the success of a content marketing strategy. While there are many ways we can leverage data to help guide content marketing efforts, let’s focus on getting more eyes on the content you’ve already created.
Why Repurpose Content?
By monitoring and evaluating top performing content assets, B2B marketers can come up with some really great ideas for repurposing content based on existing pieces that have proven successful. These assets can then be repurposed to create fresh content for other platforms – like a blog, resource section, social media sites and even other industry sites or publications.
Repurposing content helps leverage existing traffic and visibility around key themes that have proven successful in the past. Examples include exceptional blog posts, educational resources like whitepapers, SlideShare presentations, landing pages, graphics, and more.
Refreshing vs Repurposing Content
There is often confusion around the difference between simply refreshing content and repurposing it entirely. For this reason, before we get into the specific ways to repurpose content, I’d like to address the difference.
Refreshing content typically requires looking at an asset for relevance, but the intent and format that it’s being delivered in (blog post, eBook, whitepaper, etc.) remains the same. For example, refreshing a blog post may require updating statistics to provide the most recent information to readers, ensuring all cross-links are working, adding new information, and making adjustments to improve the overall readability.
On the other hand, when completely repurposing content – the format is updated and/or the purpose is altered (to reach a different or broader target audience). For example, repurposing a blog post would involve turning it into a different type of asset like an eBook, infographic whitepaper, or more extensive article. The goal could also be to update the content in order reach a broader or new audience on another platform.
Content repurposing typically includes things like:
- Combining several pieces about the same theme into one more extensive asset (or vice versa)
- Turning successful blog posts into something larger like a whitepaper, guide or eBook (or vice versa)
- Making a blog post more visually appealing and engaging by creating a SlideShare presentation or infographic (or vice versa)
How to Identify Content Repurposing Opportunities
Finding content that is worth repurposing requires looking at the most popular pieces on a site and determining commonalities and similar topics to either repurpose the asset into another form of content, or combine several assets into one much more extensive piece.
There are a few simple ways to find these opportunities:
Explore Top Trafficked Pieces
The best place to start is to look at what content has received the most traffic, as these assets present the most immediate opportunity for repurposing. For this, I recommend using Google Analytics and looking at your top trafficked content over at least the past year.
Log into your account and head into Behavior – Site Content – All Pages – and look at Pageviews. See screenshot above for details.
Look at Top Shared Pieces on Social
Traffic is not the only indicator of successful content. By exploring the pieces on your site that have received the most social media shares, you can work to create a similar asset that could drive comparable or more buzz on social.
BuzzSumo is a great tool for this. Simply plug in your domain, and start analyzing the content that has received the most shares over the past year or so. Take a look at what platform(s) are driving these shares, and what topics are performing best on each channel. Refer to the screenshot above.
See What Pieces Are Driving the Most Backlinks
In addition to traffic and social media shares, it’s also important to look at the content that is generating backlinks to your site.
For example, are you getting the most backlinks from research, reports, eBook, or whitepapers? Or, maybe you’re getting backlinks from very timely pieces.
This will help figure out if it’s worth dedicating time and resources to repurpose content into more extensive assets, or if you should focus on more timely matters like news and industry trends instead.
There are a few tools that do this including Moz and SEMrush, but let’s stick with how to do this in BuzzSumo. See screenshot above.
Once assets that are worth repurposing are identified, there are still two essential elements that need to be considered, including: What is best platform to repurpose this content on? What type of asset should this content be repurposed into?
These elements should certainly be looked at on a case-by-case basis. To help make these decisions, consider things like:
- What audience are you trying to reach?
- What stage is this audience at in the buyer’s journey?
- Where is this audience getting their information?
- What is the easiest (or most engaging) way for this information to be digested?
Looking at top performing content not only helps spike ideas, but it also allows B2B marketers to get a better understanding of their audiences, and what types of information they want and need.
These are just a few of the ways B2B marketers can use data to help determine content repurposing opportunities; however, there are certainly many other tactics as well. Hopefully this helps get more eyes on the content you’ve already worked so hard at creating!
Did I miss anything? I’d love to hear your thoughts in the comments below, or reach out to me directly via Twitter!