We marketers are constantly pressed for time, juggling what feels like a million different marketing tasks at the same time in the business-to-business (B2B) space. Whether it’s creating videos, podcasts, social media posts, or blog articles, what it boils down to is that we have limited time and resources to engage our audiences.
But what if there was a way to save time exponentially? What if you could make your existing content resources work for you? Luckily, there is a way and it all comes down to content repurposing.
In this guide, you’ll quickly discover the value of repurposing B2B blog content for a few different channels and how to go about doing so. Ready to find out more? Let’s begin.
Understanding the Value of Repurposing Content
If you have evergreen content on your blog, you have the perfect opportunity to repurpose it. Why let good content fade away into the nether regions of the world wide web when you can, in essence, recycle and reuse it for more channels?
And that — in a nutshell — is what blog content repurposing is all about.
The beauty of it is that it comes with exceptional benefits for your brand. Not only can it extend your reach and engagement rate. It can also save you a great deal of time and resources on content creation while adding value to your audience. It’s about using previously successful keyword research, which you don’t have to do all over again, to get your business to the top of search results, too.
Strategies for Repurposing Blog Content
With a good understanding of what blog content repurposing is in the B2B space, you may be wondering how and which content you should be focusing on. There is a wrong way and a right way to approach this strategy.
The wrong way would be to use blog posts that contain recent news or updates or information that can easily become outdated. The right way would be to use blog posts that are considered evergreen. In other words, articles that continue and will continue to bring value over time, irrespective of changes in the industry or the topic in question.
Ultimately, you want to use those articles that are constantly relevant to your audience and those that will continue to bring them value over extended periods of time. Below, you’ll discover just a few of the best practices and techniques for repurposing B2B blog content into videos, podcasts, and social media posts.
Transforming Blog Posts into Engaging Videos
They say that video is king in our modern world. And choosing to create video content for your audience is a smart move. Many businesses already do this, but not all of them start from scratch. Identify one of your evergreen blog articles first. Then, figure out ways to repurpose it for video.
The last thing you want to do is stand in front of the camera and read your blog post out loud. That would not only be boring but it would not be engaging and it wouldn’t add value. Consider your blog article’s content and think of ways you can present its information in a visually stimulating and appealing way.
For example, you may want to keep the gist of the original content but you can supplement this with:
- Visuals such as images and graphics (consider short and snappy infographics as an example)
- A few well-placed jokes
- Take strategic breaks in your speaking
- Blend the content with engaging materials
- Consider bringing a guest on to create a dialogue
The aim of all this is to capture and keep your audience’s attention.
Converting Blog Content into Compelling Podcasts
Podcasts are gaining important traction these days with their compelling content. They’re often in the form of a dialogue where one person interviews another. You can simulate this strategy by breaking your blog post content into short sections, each of which answers a strategic question.
Once again, remember that you are not simply reading your blog content to your audience. You are not creating an audio book. Instead, you are presenting them with your valuable information in short and snappy chunks that gets them thinking about your topic in more detail.
Naturally, you will want to use high-quality recording equipment and then edit your podcast content. And as a must, you need to promote it, preferably on your brand’s social media channels, or wherever your target audience is to be found.
Adapting Blog Posts for Social Media Engagement
We all know that people who utilize social media scroll through content like a hot knife through butter. So when it comes to your repurposed blog article for social media, you need to make them sit up and listen (or watch or both).
Whether it’s a snippet of your video or your podcast episode, or you’ve created an informative infographic or you’re about to create a video presentation, you need to ensure that your repurposed content fits social media’s guidelines and that it captures and retains your audience’s attention. Make your content easily digestible. This means making it short, sweet, and to the point. Make it shareable.
An example of easily shareable content is infographics. Whichever content type you’re trying to promote, there’s no denying it: the power and influence of social media on audiences is huge and you need to leverage its potential for your business’ online growth and presence.
Conclusion
So, there you have it. A brief but poignant explanation of the value of repurposed content. And with the strategies and techniques outlined here, you can now save a lot of time and resources as you use evergreen B2B content and transform it into videos, podcasts, and social media posts. Try it yourself and start repurposing your content for increased engagement. You’ll never look back and your marketing efforts will never be the same again.
