Your B2B content provokes two basic questions in every B2B buyer:
Do I want more? Is this worth more of my time?
Your company knows your industry well and produces useful content, so they answer ‘yes’—they do want more from you. You want to keep them happy so you churn out content in bulk, but your ideas are drying up. You have answered their biggest questions. You have helped them solve problems. You have shown off your greatest success stories. And you still need more.
You hear about repurposing. You can take your best ideas and rework them into videos, podcasts, and slideshare presentations. Going from one medium to another will present your information in a new way. It will make it seem fresh.
What if you want to rewrite it? What if you really wish you had an eBook? Or more blog posts? It is hard to get all the facts and numbers into some mediums. You need more written work to represent your brand.
Many suggest that by pulling together a stack of blog posts, adding an introduction, and throwing a cover on it, you can have an eBook. While you are able to promote your eBook through new channels and you may gain new prospects through it, your current fans will be disappointed.
Remember the original questions your buyers asked. Is this worth my time? When someone who has been reading along and is close to buying downloads your eBook, they expect more information, not a duplicate of what they have already read.
Repeat with Finesse: Rewrite to Motivate
Reiterating your previous information has many huge advantages:
- you remind buyers of their pain points and your solution
- you can pull buyers in with details they may have missed the first time
- more prospects are exposed to your brand
When you write a new piece, not necessarily a new idea, you get the same benefits, and your buyers feel the same twitch of excitement the first time you solved their problem. That twitch is motivation. Nothing is better than a motivated buyer.
If you don’t have the time, money, or energy to repurpose content properly, you can do it the old way of slapping your old content together in a new way. However, if you would like to add a little fire under your buyers, you must rewrite to repurpose.
Tip #1: Find Your Starting Points
There is a reason you want a particular piece of content to get more attention. Maybe you have a case study with a comprehensive quote from one of your clients. Maybe you have a white paper that delves into a difficult pain point for your clients and gives easy solutions. Find the crux of the content you want repeated, pull it out, and start there. That is really what you want repurposed.
If a piece doesn’t have an identifiable starting point for other content, it shouldn’t be repurposed.
Tip #2: Identify Your Buying Stages for Each Piece
In B2B marketing, buying stages are important. While you can never pinpoint the exact mind frame of your clients, you can look at your current content and decide when a client is most likely to find it useful. When a buyer knows they have a problem but isn’t sure there is a viable way to solve it, they will start downloading white papers and guides to find answers. If you have those available, you become their go-to business.
Yet, some buyers aren’t ready for a seven-page white paper. They are still deciding if their burden is really a problem. You want those prospects in your funnel, so they can eventually read your white paper. You need lighter, quicker-to-read content. Take your white paper and find a starting off point. Usually, white papers will have several. Write a short blog post using the point you choose to reach those in the beginning stages of buying.
Tip #3: Choose which Content to Repurpose Wisely
If your goal is to fill the web with your business’s name, you don’t need to rewrite well. You can throw together as much content as you want without considering your buyer. (Of course, you always want to be careful of flat out duplicating content. Google doesn’t like that.)
The idea of turning every piece into hundreds of others is tempting. Some of your content may serve a small portion of your clientele, may no longer be relevant, or may simply be weaker than other pieces. Do not repurpose everything just to get your name out there. You might get some initial attention, but your goal is to acquire loyal buyers.
Some things to consider when choosing which content to repurpose:
- Analytics from your first publishing: Your prospects will tell you what content they found helpful by lingering on the page, sharing, and commenting.
- A quality jumping off point: Remember, if your original content lacks a place for you to center your new content around, one time around was enough.
- Answer buyer questions: You have answered your buyers most frequently asked questions. Yet, even though they should know the answers, they keep asking. The answers are unclear or makes them uncomfortable. Consider how many times you need to explain a concept verbally for a buyer to understand in a comfortable way. Your content will follow the same rules.
Now is your time.
Go through your content. Find three starting points. Are there points in your buyer’s decision-making process without content? How can you fill in the gaps with these starting points?