June 23rd, 2015   /   Posted by aimee   /   Category: All, Lead Generation, Marketing Strategy, Social Media & Content Marketing

Repurposing Content: It’s not Just Putting New Lipstick on an Old Pig


Content marketing is not just a fad; it’s a proven marketing strategy that not only helps B2B marketers generate leads, but also generates higher quality leads at a lower cost per lead than other marketing tactics. In fact, according to the Content Marketing Institute’s report, “B2B Content Marketing: 2015 Benchmarks, Budgets and Trends – North America,” 86% of B2B marketers in its survey use content marketing. Content marketing is such a popular and successful strategy that the most effective B2B marketers allocate 37% of their total marketing budget (not including staff) on content marketing. And 55% of those same respondents plan to increase their content marketing budgets.

Clearly, we’re spending money on content marketing for a reason. Given that, the savvy marketer should incorporate reusing content into an overall content marketing strategy. At a very simplistic level, what’s “old” content to you can, in fact, be turned into “new” content. And it should certainly not be considered “putting lipstick on a pig.”

There are two primary ways to reuse content strategically: by reformatting it and by segmenting it. Let’s start with a “traditional” B2B content marketing staple: the whitepaper. Generally a whitepaper is a meatier piece, often reaching 10 pages. Creating whitepapers is an investment in time and resources. An average B2B marketer will likely use that whitepaper as content on a website, a download piece for an email marketing and/or nurturing program, and possibly as a fulfillment piece for a webinar or live event.

But that whitepaper, which did take significant resources to create, contains valuable content that deserves to be reused in other ways and re-marketed to other audiences. So think about reformatting the whitepaper. The Demand Gen Report’s 2014 Content Preferences Survey asked B2B buyers about the types of content that have impacted their buying decisions. While whitepapers have a strong role, there are many other types of content that are involved in the decision.

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