May 16, 2023

The Ultimate Guide to B2B Content Repurposing

Creating B2B marketing content from scratch is an important part of any B2B marketing campaign. However, creating content can be time-consuming and highly resource intensive. Fortunately, there is a way to make your investment go a lot further. Marketers forget that a content marketing asset can also work just as well, or even better, in another format too.

This is where B2B content marketing repurposing comes in. Repurposing existing marketing content can help businesses to maximize the value of their existing content, reach a wider audience, and improve their overall marketing performance.

By following the steps in this guide, you can create a powerful B2B content marketing repurposing strategy that reaches more people and drives better results.

What is B2B content repurposing?

B2B marketing content repurposing is the process of taking existing marketing content and transforming them into different formats to reach a wider audience. Repurposing allows businesses to maximize the value of their existing content by presenting it in new and engaging ways.

Examples of existing content to repurpose

  • Blog posts
  • Whitepapers
  • Case studies
  • Webinars
  • eBooks

Why is content repurposing important?

A crucial aspect of a savvy content marketing strategy is repurposing successful content, with 60% of marketers repurposing content assets between two to five times. Nevertheless, only 29% of them have a well-defined approach for doing this. According to Semrush, updating and repurposing existing content was mentioned by 38% of respondents as a success factor in their marketing strategies.

B2B Marketer Content Repurposing Stats

Yet, repurposing B2B marketing content can offer several benefits, including:

  • Increased reach: Repurposing content can help you reach a wider audience. By creating different formats of the same content, you can target different channels and platforms, such as social media, email, blogs, podcasts, or videos, and appeal to a variety of audiences with different preferences and habits.
  • Improved SEO: When you repurpose content, you can optimize it for search engines by adding relevant keywords, meta descriptions, alt tags, and internal links. This can help improve your website’s ranking on search engine result pages (SERPs) and attract more organic traffic.
  • Enhanced engagement: Repurposing content can also help you increase engagement with your audience. For example, by turning a blog post into a video or an infographic, you can make the content more visual, interactive, and memorable, and encourage people to share it, comment on it, or even embed it on their own websites.
  • Time and cost savings: Repurposing content can save you time and money compared to creating new content from scratch. By leveraging existing assets, you can focus on updating, adapting, and repackaging them to suit different purposes and platforms, rather than starting from zero.
  • Reinforced branding: Repurposing content can also reinforce your brand message and identity across different channels and formats. By maintaining a consistent tone, style, and voice, you can build trust, recognition, and loyalty with your audience, and establish yourself as a thought leader and authority in your industry.

To do B2B marketing content repurposing effectively, you should start by identifying your best performing content and evaluating its relevance to your target audience. You should then choose formats that will resonate with your audience and optimize the content for each platform. Finally, you should track the performance of your repurposed content to determine which formats and distribution channels are most effective for the subject matter.

How to identify which content to repurpose

To identify the best B2B marketing content to repurpose, consider the following steps:

  • Analyze your existing content: Take a closer look at your existing content and identify the pieces that have performed the best in terms of engagement, leads generated, and conversions. You can use analytics tools to gather data on metrics like page views, bounce rate, time spent on page, and social shares to identify the content that resonates the most with your audience.
  • Identify the most relevant content: Once you have identified your top-performing content, consider the relevance of the topic to your current marketing goals. Repurposing content that aligns with your current marketing objectives can help you to achieve better results.
  • Choose the best format: Identify the format that would work best for the piece of content you have identified. For example, a blog post could be turned into a video or a podcast, while an infographic could be transformed into a blog post.
  • Consider the audience: Think about the audience you want to target with your repurposed content. Especially, think about which stage of the buyer’s journey they are in. Consider the needs, interests, and pain points of your audience and create content that addresses these areas.
  • Make updates and improvements: Before repurposing the content, make sure to update it with current information and make any necessary improvements to make it more relevant and valuable.

How to ensure success from your content repurposing efforts

ensure success from your content repurposing efforts

Repurposing content requires careful consideration to ensure success. Take the following factors into account:

  • Establish your objectives: Are you looking to create more unique content in less time than it takes to produce it from scratch? Do you aim to repurpose content to target a different audience or expand your reach? Is the content intended for use in another channel? Is it intended to generate sales leads?
  • Outline your distribution channels: Which channels will feature the repurposed content? What kind of information, thoughts, or actions does the audience on that channel expect?
  • Define content repurposing standards: Not all original content is suitable for repurposing. Do you want to maximize the use of content that has performed well? Could you easily update some content with new information? Do you want to use evergreen topics that remain relevant over time? Avoid content that is too specific or tied to a particular time, as it is less likely to be successfully repurposed.

5 essential B2B content repurposing tips

Repurposing B2B marketing content is a great way to get the most out of your investment in content creation. Here are five tips to get you started:

  1. Repurpose for different channels: Once you have identified your best-performing content, think about how you can repurpose it for different channels. For example, you can turn a blog post into a video or an infographic, or a white paper into a series of blog posts.
  2. Customize for different audiences: Customize your content for different audiences. This could mean changing the tone or language of the content to match the needs of different segments of your target market.
  3. Optimize for search engines: Make sure your repurposed content is optimized for search engines. Use relevant keywords and meta descriptions to improve your search engine rankings.
  4. Keep it fresh: While repurposing content is a great way to get the most out of your investment, it’s important to keep your content fresh. Don’t just recycle the same content over and over again. Instead, update it with new information and insights to keep it relevant and engaging.
  5. Promote across channels: Once you have repurposed your content, promote it across different channels. This could include social media, email marketing, or paid advertising. By promoting your content across different channels, you can reach a wider audience and drive more traffic to your website.

By following these five practices, you can get the most out of your investment in B2B marketing content and drive more traffic and conversions for your business.

6 ideas for repurposing B2B content


Next, let’s discuss some ways to repurpose your content for wider reach and engagement. Once you have selected the content you want to reuse, the next step is to figure out how to do it effectively. Here are six ideas to get you started:

Transform blog posts into podcasts: Convert a blog post into a podcast episode to deliver content in a more accessible and digestible way. Use podcasts to expand on information, provide examples in a conversational way and update facts you have found. Promote the podcast on social media and email lists to expand its reach.

Use internal data for case studies: Utilize data that you have gathered such as social media metrics, SEO data, or traffic performance to create a case study. Doing so can show your readership that you can effectively interpret data and make your blog more credible. Use the case study as a blog post or a content offer to potentially boost conversion or offer it as a special download for email subscribers.

Turn webpage content into video content: Create a short video that delivers the information contained in your blog post. Videos are engaging and entertaining and can cater to visual learners. If you have a YouTube content strategy, incorporating videos can expand your content’s reach. You can also add the video to the blog post to cater to skimmers who want to digest information quickly.

Create a slide deck for SlideShare: Make a slide deck with the information from your data report and upload it to SlideShare. You can also make multiple slide decks, separated by topic or section. SlideShare can expand your LinkedIn content and attract connections interested in data.

Use testimonials for social media content or product pages: Use customer testimonials to improve your product page or social media strategy. Testimonials can attract customers who consider purchasing from a business only after reading a testimonial. They also show that your business is trusted by audience members and can improve customer relationships.

Update old blog posts with new information: Updating old blog posts with new information can save you time and provide valuable information to your audience. Instead of writing a completely new post, make a few tweaks to the existing one and update it with the latest information.

Below are two example content repurposing approaches, one for a webinar and the other for an eBook.

Example: Repurposing webinar content

There is a valuable opportunity to repurpose 30- to 60-minute webinars into easily digestible online content at a low cost and effort. Short videos are effective for busy professionals as they have less time. It can also help boost engagement as it provides a more personal touch compared to slide presentations.

Additionally, videos can help with SEO optimization and make the brand more likeable. Videos are also ideal for those unfamiliar with webinars and can be formatted for mobile and social media. To create this type of content, there are five steps to follow.

First, prepare the technology and equipment needed for production. Second, identify key message points and try to keep them as short and concise as possible. Third, prep your thought leader to make them feel more confident on camera. Fourth, shoot the summary in a quiet and well-lit place with the presenter talking to the camera. Lastly, edit and produce the video content using video editing software and adding other relevant assets to enhance the final product.

online team meeting

Example: Repurposing eBook content

Repurposing your eBook content into new formats can help you reach a wider audience and provide more value to your readers. Whether you’re looking to create new eBooks, update your existing content, or boost your SEO, these creative ideas will help you achieve your goals.

Develop an Online Course

An online course can help you engage with your audience and provide an enhanced learning experience. Break down your eBook content into smaller sections, create explainer videos, and deliver your course using an email marketing platform like ConvertKit or AWeber.

Host a Webinar

Hosting a webinar allows you to engage with your audience in real-time and provide a more personalized experience. Use platforms like Webex or GoToWebinar to deliver your live event and create slide decks using free tools like Google Slide or Keynote.

Create a Cheat Sheet

A cheat sheet serves as a convenient and efficient reference tool that allows your readers to quickly learn and review essential information. To create one, begin by outlining the main points of your eBook and providing brief explanations for each. Then, format your cheat sheet as a PDF or image file and share it on your website or social media to make it easily accessible to your audience.

Design an Infographic

You can transform the content of your eBook into visually captivating infographics that present information and data in an easily comprehensible format. Infographics have a high potential for social media sharing, which can lead to an increase in backlinks and shares to your website.

Launch a Podcast

Create a podcast episode based on your eBook content to take advantage of the growing popularity of podcasts. Make a list of topics you want to cover, create a script, and record your episode using a microphone and recording software.

Break Your eBook Down into Blog Posts

To improve your search engine optimization (SEO), consider breaking down your eBook content into smaller segments and transforming them into blog posts. Each post should concentrate on a single main theme or topic and should include a call to action (CTA) with a link to your eBook at the end.

5 tools to help repurpose content

Here are five tools that you can use to repurpose your B2B marketing content:

  1. Social media platforms: You can use social media platforms like LinkedIn, Twitter, and Facebook to repurpose your B2B marketing content by sharing links, snippets, quotes, and images from your existing content.
  2. Video creation tools: You can repurpose your written content into videos using tools like Lumen5, Animoto, and Adobe Premiere Pro. These tools can help you create engaging videos that can be shared on social media and other platforms.
  3. Infographic creation tools: You can repurpose your data-driven content into infographics using tools like Canva, Piktochart, and Infogram. These tools can help you create visually appealing infographics that can be shared on social media and other platforms.
  4. Podcast creation tools: You can repurpose your written content into podcasts using tools like Anchor, Buzzsprout, and Audacity. These tools can help you create audio content that can be shared on podcasting platforms like Spotify and Apple Podcasts.
  5. Webinar platforms: You can repurpose your written content into webinars using tools like GoToWebinar, Zoom, and Microsoft Teams. These platforms can help you create interactive presentations that can be shared with your audience.

Overall, there are many tools available to repurpose your B2B marketing content. By using these tools, you can extend the reach of your content, engage with your audience, and drive more traffic to your website.

How to distribute repurposed content

Repurposing B2B marketing content into new assets alone isn’t enough for effective content marketing. Even if you create high-quality content, if it doesn’t reach your target audience, it won’t have any impact on your business.

To generate traffic and increase sales, you need to have a strong B2B content distribution strategy that involves disseminating your content through various channels such as social media, organic search, email, and paid advertising. This is essential to ensure your content reaches your target market and resonates with them.

Before developing a B2B content distribution strategy, consider factors such as who your target audience is, what they need, which platforms they frequent the most, and what content works best for them. It’s also crucial to have a plan to engage with your target audience, learn about their preferences, and measure the success of your efforts to continuously improve.

Distribution channels to consider

  • Social media (paid and organic)
  • LinkedIn
  • Podcasts (your own and others)
  • Email outreach
  • PR and earned traffic
  • Video
  • Webinars

The aim is to spread your repurposed content across multiple formats. If you want to reach a wider audience with your content, don’t limit it to just one channel. You can actually spread it across multiple channels to make sure you’re reaching people wherever they might be.

For example, take a blog post and turn it into a 30-second video clip that you can share on social media to generate interest. You can also transcribe a podcast episode and turn it into a blog post, create a YouTube video with an audio overlay, or even create image quotes or audio sneak peeks to share on various platforms.

The key is to be creative and find different ways to showcase and share your content. That way, you’re actively reaching out to your audience instead of waiting for them to come to you. You can even ask your podcast guests to help promote your content, and link to it on your website.

How to evaluate content distribution success

Content repurpose brainstorming

To evaluate the efficacy of your B2B content distribution approach, it’s crucial to keep track of its progress and identify the most effective channels for each content type. Additionally, you can gauge which platforms are performing well overall and allocate more resources to these channels or bolster your efforts in other areas to optimize their potential.

Here are five recommendations for measuring your content distribution strategy’s effectiveness:

  1. Schedule monthly evaluations to assess the effectiveness of your content marketing efforts. Although you may still want to review your progress on a weekly basis, it’s best to give your content and distribution approach at least a month to deliver results.
  2. Establish monthly targets that align with your company’s objectives to ensure your content and distribution strategies are aligned with your company’s goals. Determine the purpose of each piece of content and ensure your marketing efforts are fulfilling that aim. You should also have overarching objectives that encompass all your content, such as improving brand recognition or increasing customer engagement.
  3. Establish key performance indicators (KPIs). There are numerous KPI categories and subcategories to choose from, such as conversion rates, bounce rates, email subscribers, SEO-driven keyword rankings, social media post reach, followers and fans, returns on engagement (ROE), website traffic, web analytics, and return on investment (ROI). You should select the most relevant KPIs to track consistently to forecast and measure performance accurately.
  4. Create a data collection plan. Web analytics is the most efficient method for assessing and enhancing your processes. Determine which tool you will employ and what procedures you will use to monitor, collect, analyze, and report your web data. You may also consider automating data for swift reference and updates.
  5. Act on the data. Evaluating your performance’s effectiveness also necessitates making adjustments when necessary. It’s not enough to only examine the data; you must analyze it, identify opportunities for improvement, and devise strategies to enhance it.

Finally, make sure you maximize priority on your highest-performing content since this is where your audience is and what they want. Remember, it’s not about you; it’s all about them.

Take your content repurposing to the next level

Repurposing B2B marketing content is a valuable tactic that can bring numerous benefits to businesses. By repackaging existing content in different formats, companies can save time and resources while reaching a wider audience and increasing engagement. Repurposing also allows businesses to reinforce their brand messaging and improve their SEO efforts.

Furthermore, with the increasing importance of digital marketing, repurposing content can help businesses stay relevant and competitive. It can also be an effective way to refresh old content and keep it up to date.

In today’s fast-paced business environment, where time and resources are often limited, repurposing content is a smart and efficient way to maximize the impact of marketing efforts.

If you haven’t already started repurposing your B2B marketing content, it’s time to contact the professionals and explore how Elevation Marketing can help repurpose your existing content for you. Whether it’s turning a blog post into a video or creating an infographic from a white paper, we can help you amplify your marketing efforts and achieve better results.

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