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    Recycling—Not Just Good for the Environment

    Repurpose Your Content for Greater ROI


    Content marketing is a big deal for B2B marketers right now. If you didn’t know that, you haven’t been reading enough Navigate-the-Channel lately. In the past few weeks alone, we’ve discussed the importance of the Buyer 360 (creating the right content at the right time for the right audience) and the biggest content marketing mistakes a B2B company can make. But another mistake many B2B companies make is not breaking down and repurposing content to extend its shelf-life.

    Creating good, relevant content is challenging, time-consuming, and expensive. So the more you can stretch your content out (without losing the context), the better your investment. At ER Marketing, it’s unusual for us to create content that isn’t broken down into videos, infographics, emails, nurture campaigns, and/or at least four to five blog posts. The more ways this content can be broken down and repurposed, the greater its reach and the longer its life. It’s a simple tactic that can produce huge ROI.

    That’s why I was quick to click this article when it came across my inbox. In it, the author provides a quick list of tips to extend the life of your content. Here are some of my favorites:

    • Repurpose for different audiences: As we’ve discussed in past blog posts, it’s important to consider your Buyer Personas and Buyer Journey when producing content. So adjusting your content with minor tweaks to accommodate for different stages of the sales cycle is an excellent way to provide greater insights to your audience. For example: Turn a whitepaper into a recorded webinar for people further down the sales cycle.
    • Break down your lists: Lists are hyper-digestible and easy to skim. So either boil down big topics into a simple list with the CTA to learn more, or take basic information from a list and expand it into a more focused post.
    • Compile a round-up: Did you recently write a series of posts about a product, service, or industry trend? Compile them all in one big blog post or eblast so your audience can consume all of this content at once.

    For more tips on how to extend the life of your content for greater ROI, read the full article here.

    About The Author

    Renae Krause

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