Last Updated: 28 Jan 2020

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INTRODUCTION

There it is, your magnum opus. You’ve created a piece of B2B content full of key industry facts, figures and data.

Nobody else has compiled information like this. It’s a totally unique angle, provides some incredible insights and conclusions.

That’s why it hurts so much when it only got four likes. (Of course, a good content distribution strategy involves so much more than just a post on social media. Here’s how to do it properly.)

Time is tight, and you can’t afford to mourn its performance. Google’s Discover algorithm likes fresh, evergreen content, and a great content marketing plan provides that. You need to move on and create something new.

Or do you? A creative content plan shouldn’t focus solely on churning out content for Google’s benefit.

Content marketing, at its core, solves people’s problems. Amazing content ropes them in, helps people, makes their lives easier, establishes you as an authority and provides many other benefits.

Here’s the thing; a strong B2B content marketing strategy also consistently promotes content you’ve created before across various channels at different times in new formats to maximise its reach.

Maybe your crowning achievement didn’t do too well on Twitter because your audience wasn’t online at the time. Maybe their attention was drawn by a major news event happening at the same time you posted. Or, maybe, your audience just isn’t on Twitter.

If there are so many nuggets of gold in your content, perhaps the best way to share them is in an additional format than a long-form blog to appeal to a wider audience. Could it be better presented as an infographic or in a video?

A focus on a ‘Core’ content model, as explained by Ken Krogue, allows a single piece of content to be experienced by people across different channels in multiple forms.

Complemented by the PESO distribution model, a single piece of content can be amplified through paid, earned, shared and owned media.

And think about your overall content creation process, too. Following the Content Hub model can help you create high-value B2B content pieces on a consistent basis. 

Imagine producing high-quality content more consistently, that attracts significant B2B prospects all the time.

Source: Spinsucks


Source: KenKrouge, InsideSales.com


Source: Orbit Media Studios, SlidesShare.net

 

Don’t give up on your amazing piece of B2B content just yet. Here are eight content distribution tips to help you maximise the reach of a single piece of content:

PART ONE

CREATING ENGAGING AUDIO AND VISUAL CONTENT

Audio and video content can be a great way to break up complex topics and can engage people better than a wall of text. 

The average user spends 88% more time on a website or dwells longer on a social post that has video, and viewers retain 95% of a message when they watch it against 10% who read it.

In the B2B realm, Optinmonster says video marketers see 66% more qualified leads per year; perfect when content marketing.

Source: Oberlo, 2019

 

Source: Oberlo, 2019

Audio marketing throws up some similarly impressive statistics. Acast say, in March 2019, 23% of adults in the UK listened to a podcast. 

Global use of smart speakers is growing with the UK leading the way. Contributing to a podcast or creating your own can reach a highly-targeted audience of people, especially early adopters of the latest audio technology.

Not only can you further the reach of your content by repurposing it through audio and video, but could also attract new revenue streams from it, too.

So, who’s doing it right? Jeremy and Jason of Internet Business Mastery are a great content marketing example. 

The pair converted some of their blogs into audio and pushed them through their main podcast feed. The result was 60%-plus more downloads than their featured podcasts.

Videos; Kissmetrics produces videos around certain topics to support their existing blog content, which is linked back to in the video description. Great for promoting a single topic across different channels and starting conversations.

Here are some ways you can repurpose your content with a focus on audio and video:

1. Podcast: Anchor.fm is brilliant if you don’t know where to start on your podcast journey, and it’s free. If you’re looking to generate revenue from your podcast, services like Midroll can help.

2. Vlog/YouTube post: You don’t need an expensive film crew. Amazing vlogs and videos can be produced on a smartphone, or you can find a professional on Veed.me.

3. Animation: Animations don’t have to be ‘Simpsons’ quality, or as expensive to produce. All it needs is to get the message across and be engaging; something you can do with Animoto.

4. VR/AR content: DIY chain Lowes introduced VR ‘how to’ videos to their content marketing strategy, which produced a 36% higher recall rate against standard YouTube ‘how tos’.

5. Explainer video: If you’re looking to create explainer videos regularly, IMPACT has a brilliant blog on where to get great set equipment such as lighting on a budget.

6. Q&A video: Q&A videos solve people’s problems, but where to get those questions? Ask people to submit them on social media by scouring specific hashtags and groups.

7. Audio/video interview: How did you come to your conclusions in your content? Expand on your methods in an audio or video interview and position yourself as an industry authority.

8. Live Facebook streaming video or Facebook watch (for longer re-recorded events)

9. Story audio / video content of specific success case study – help connect the content to the clients and add credibility

10. Live Instagram story or IGTV (for longer re-recorded events)

PART TWO:

REPURPOSE DATA AND INFORMATION WITH POWERFUL PRESENTATIONS

Presentations are another fantastic way to cut down on content that’s heavy on data. It presents data in more digestible ways.

47% of people create presentations to do just that, according to InfoGraphic Design Team. Why? Slides are typically highly-visual, get your point across quickly and can be downloaded.

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HubSpot is just one company that repurposes its content through slides to great effect. Its learning centre helps people get to grips with its software and the wider inbound philosophy through ‘learning tracks’.

These lessons are delivered through a series of videos. Not everyone has the time to sit through hours of video content, though. 

To combat this, slides are available for various tracks filled with key lesson data; a highly engaging way to repurpose lengthy video content.

Also, Copyblogger took a post called The 3-Step Journey of a Remarkable Piece of Content and turned it into a SlideShare presentation which now has close to 80,000 views.

You can create presentations yourself with:

11. Google Slides: Lets you create presentations free of charge and provides free themes, fonts, videos and animations. Cloud-based and a great option for beginners.

12. SlideShare: LinkedIn-owned SlideShare is especially useful in the B2B sector. Neil Patel has a fantastic blog on how to get the most from a site that gets 60 million-plus visitors a month.

13. Prezi: 80% of Fortune 500 companies use Prezi, and while it’s easy to pick up and use, their site has a section that helps you to find certified Prezi experts.

14. Visme – interactive and design-friendly presentation that looks very professional.

15. Canva – easy to use graphics creation software.

16. Projeqt – developed as a professional presenting tool to help create stories and give personality to a presentation.

17. Zoho Show – create slideshows on a web browser using themes and visual interactive elements.

18. Adobe Spark – create and share videos for business that are engaging and have stylistic themes that can include music and overlays.

19. WPS Office Free – powerful free software for making engaging presentations.

PART THREE:

GENERATE LEADS AND REVENUE BY REPURPOSING BLOGS INTO GUIDES AND E-BOOKS

Repurposing historical content or a series of blogs into a free guide dedicated to solving problems is a powerful tool for lead generation.

It’s a terrific top-funnel strategy. If you give people a taster of how to solve their problems and expand it into a downloadable eBook or guide, you’re collecting lead data in ethical ways. 

Marketo says that 93% of B2B companies use content marketing to generate more leads than traditional strategies, and that 77% of buyers will enter basic details to download gated content.

Source: Blog Marketo, 2015

You also don’t need to gate that content for success, either. (And we suggest you don’t – more on that here.) 

Successful content marketing campaigns are all about solving people’s problems first and foremost.

If people are allowed to download content in bulk as a series that makes their lives easier, and that they can always refer to, you’ll stick in their mind as an authority. They’ll keep coming back for more.

ProBlogger’s Darren Rowse is a strong example of repurposing a content series of content into a bigger format. He turned his renowned series ‘31 Days to Build a Better Blog’ into an eBook, generating revenue from it too by charging $29.99.

Zapier turbocharged this strategy in 2015 and vowed to publish an eBook every 90 days by compiling its blogs. They gave them away for free, were downloaded more than 15,000 times and attracted 10,000 new email subscribers in the space of a year.

Here’s how to do it yourself:

20. Digital eBook: The content may already be there, but how do you compile it into an eBook? Canva is just one of many places online where you can create an eBook for free.

21. Physical eBook: Maybe you want to go a step further and produce physical copies of your eBook to sell. Kindle Direct Publishing is well worth a visit.

22. Digital white paper: A well-constructed whitepaper built from existing content will show your authority. They can also be sponsored on authoritative sites like The Drum.

23. Physical white paper: If you’re creating physical whitepapers to send to journalists as part of a B2B PR strategy, CoSchedule will show you how to create one people will take notice of.

24. Worksheet: If you create worksheets that make people’s professional lives easier, they’ll reserve a special place in Heaven for you. Digital Marketer has a good one that helps people create personas.

25. Checklist: Similarly, checklists can help workers plan their tasks more efficiently. Or, you could join a free cloud-based work management service like Asana.

26. Case study: If you have content over a period of time that shows how you’ve helped clients improve, why not put them into case studies? 73% say they convert and attract B2B leads at middle-to-late stages of the sales funnel.

27. Course / academy to complete: Turn your expertise into an online course with a site like Udemy.

Source: Marketing Charts, 2018

28. Template: We’ve linked to different templates in this post. They’re great value, generate leads and attract backlinks. Why not create some yourself for people to download?

29. Wiki: It may not be Wikipedia, but you can use all the content you’ve created to create informative wikis that solve problems and provide value; great for content marketing.

PART FOUR:

SIMPLIFY COMPLEX CONTENT WITH STRIKING IMAGES

Images are an essential part of the content marketing mix.

32% say they’re the most important form of content for their business while 51% of B2B marketers prioritize creating images for their content marketing strategy.

People engage with image-led content and, most importantly, remember it. Hear information and you’ll only remember 10% of it three days later. That increases to 65% if an image is included.

That’s crucial from a content marketing perspective. Not only can repurposing content into images help people digest and remember key information, images are essential to getting it in front of new audiences, too.

Tweets with images receive 150% more retweets than tweets without, according to Buffer. Tweets with images also received 89% more favourites.

Source: Buffer

Speaking of Buffer, it’s a strategy they tried themselves when they set themselves the task of going a month without creating new blogs, instead focusing on repurposing existing content.

They created images with Pablo by using data and information from their old blog posts to post on the platform; an experiment that helped them refine their overall Pinterest strategy.

Interesting from a strategic standpoint, but Search Engine Journal hit the nail on the head when they turned data about infographics into… an infographic!

Publishers who use infographics, Search Engine Journal says, grow traffic 12% faster than those who don’t. (Results we expect they saw themselves after publishing theirs.)

[IMAGE]

Here’s how you can use images yourself in your digital content distribution strategy:

30. Static infographic: You don’t need a designer to create stunning infographics. Again, Canva can help here, as well as free services like Venngage.

31. Interactive infographic: Increase the engagement potential of your content with an interactive infographic. Here are 20 amazing examples to inspire you.

32.Chart and graph: Charts and graphs get complex information across instantly, and you can create beautiful charts with ease on Visme. Go the extra mile and make your data stand out with: 

      • Bubble graphs 
      • Bar charts 
      • Comparison Graphs 
      • Diagrams

33. Map: Geographical data compiled in creative ways can highlight where your most important audiences are. Again, Visme can help here with its free map maker.

34. Timeline: Want to highlight visual data from a post such as how revenue’s grown over a specific period? Do it with a timeline; give time.graphics a go.

35. Market map: If you’re repurposing data as part of a B2B PR strategy, a market map gets your points across to the media instantly. They’re still the same ones you made in Year 11

PART FIVE:

TURN VIDEOS AND PODCASTS INTO INFORMATIVE BLOG POSTS

There are a lot of tips here around repurposing blogs into different forms of media, but what if you want to go the other way?

In the B2B realm, 81% of companies use blogs as a content marketing tactic, while HubSpot also highlights how marketers that prioritise their blogging efforts are 13 times more likely to see positive ROI.

Sticking with the HubSpot love-in, we highlighted earlier how they create slides based on their learning tracks. 

The same is true when it comes to videos, with HubSpot providing resources including blogs and transcripts to support its lessons.

Moz does something similar with their Whiteboard Fridays, a weekly video series from the search specialists that discusses everything SEO-related. 

Alongside each video, they create a blog and video transcription; a great example of repurposing content on different channels.

Blogging is one of the best ways to generate leads, boost SEO rankings, attract backlinks, inform readers, solve problems and attract journalists as part of a B2B PR strategy.

In fact, any content that supports your brand and marketing strategy is a must in B2B. Tell the story behind your brand and why you’re doing it. A microsite is a great way to do that.

Think of a microsite like a smaller, satellite website that you can use in creative ways to attract B2B interest. 

Chanel’s Inside Chanel microsite is a marvellous example of B2B content; it tells the story of Chanel and why they do what they do with detailed chapters, videos and imagery of its rich history, and how they work with others in the fashion sector.

Here are the different ways you can do it yourself:

36. Long form (>3000 words): Lengthy blogs should give detailed answers to people’s problems and act as a traffic magnet. Google also favours long-form content; remember to break them up with subheadings and images to keep readers interested.

37. How-to guide: When talking about providing value, you can’t get better than a how-to guide. Set out ways your prospects can solve their problems in simple steps. They’ll love you for it.

38. List-post: Similar to how-to guides, list posts (or listicles) break down information so it can be digested easily. Highly-shareable pieces of content.

39. LinkedIn article: Blogs don’t have to just go on your website. They can be published on LinkedIn as an article and shared throughout the social network.

40. Medium post: Medium is a social network all on its own. Created by the minds behind Twitter, it’s an amazing way to share content, and provides brilliant statistics.

41. Facebook post: Facebook is a wonderful way to get your content out to a wider audience. Put some budget behind a post and your blog can reach a highly-targeted readership.

42. Microsite: You don’t need a huge website with bells and whistles. If you’re creating specific content, create a microsite that supports the main one. It’s an especially useful tactic for B2B marketing; Boingnet has free templates to get you started.

PART SIX:

REPURPOSING CONTENT HELPS YOU PITCH TO THE MEDIA AND BUILD STRONG RELATIONSHIPS

A PR strategy should be part of any content marketing strategy, and is a key way to reach out to the media, both digitally and through traditional means.

97% of marketers are using social media to reach their audiences according to Lyfe Marketing. That’s a lot of noise to compete with, and you can bet your competitors are trying to catch the media’s attention with that approach, too.

Journalists have little time; ironic when they also have more channels than ever before to explore to find a story. They’re swamped with press releases and need to choose carefully which leads are worth their time.

You stand more chance of being noticed if your PR strategy repurposes content in visual ways to help journalists see the points you’re making, where you got your data from, how it compares against other statistics and other factors.

It’s also worth focusing that content on content for existing networks and platforms to catch the eyes of the media – including bloggers and influencers – at trade events and shows. Media outreach is a great way to build strong relationships with the people who matter most.

Statista has a great public relations strategy focused around repurposing content. In July alone they’ve attracted backlinks from Forbes and the International Business Times thanks to the way they visualised data.

MoneySupermarket also got mentioned from numerous outlets a while back by creating an infographic based on data they collected hypothesising how much it would cost to be Batman in real life.

Here are different ways to repurpose content to complement your outreach strategy:

43. Press releases pitched to media: Press releases do work, but they need to have a hook and get the message across instantly. Use key data that you’re creating content around to get noticed. Even journalists want you to know how to write a good one.

44. Press release syndicated on a newswire: You don’t just have to send those releases to journalists. Sending them to newswires focused on your industry can increase your chances of exposure.

45. Email newsletter: Collate your content into a series of emails; great for piquing interest and nurturing prospects. The AIDA model will show you how to create effective emails.

46. Sign up to media alert services like Response Source and HARO.

Source: Essential Marketing Models, Smart Models

47. Guest byline on news site: If you strongly feel your content is newsworthy there’s every chance it could be featured on a news site with a byline backlink. Increase your odds with a native approach.

48. Guest blog on other site: Similarly, repurposing your content into a guest post on a blog can enhance your natural link portfolio. Use BuzzStream to find those blogs.

49. Live event and online speaking slot: If your content is being shared and talked about, enhance its and your own authority by speaking at live events and online slots to discuss how you came to your conclusions.

50. Analyst interview and report: Put your findings down in an article or blog and share it with prospects and the media. Your methods are working. Amplify why they work.

51. Guest podcast and webinar: Webinars are great for marketing. Anyone can join and they retain 40% of viewers’ attention. Similar to events, speak as a guest on podcasts or host webinars to engage with others. Zoom is a good option.

52. Content syndication: One of the most effective ways to get your content in front of prospects is through content syndication. Outbrain and Taboola are the most obvious choices here.

PART SEVEN:

AMPLIFY YOUR CONTENT'S MESSAGE ON DIFFERENT GROUPS AND FORUMS

Social media has a huge role to play in content marketing.

Social is also incredibly effective when repurposing content. Let’s come full circle; you may not need to actually repurpose your content. Instead, you may just need to promote it on the right platform.

Account-based Marketing (ABM) goes even further, and is a powerful ally to have in your content armoury when targeting decision makers at a company. 

Do ABM right and you can discover where company owners and senior managers spend their time online. You then create laser-targeted content that shows how you can solve their problems. 

The ABM Journal has some great case studies of ABM in action, check out how O2 used data and ABM to show partners how they created B2B content to show senior managers the benefits of partnering with their service. 

Another way to show others the strength of your content is by joining social media groups. Quora is a great place to build thought leadership in a specific B2B niche. JD Prater is especially good at doing this, and has cultivated an enormous following in the marketing sector by doing so.

And that’s a wider content marketing strategy that can be used for social media groups set up around your industry.

Remember though, your target audience uses these groups so you have to be extremely careful not to spam your own content or look self-serving. If you help them, they will come…

53. LinkedIn: LinkedIn has numerous groups available for you to join. Do it right and you can enhance your credibility. Spam, though, and you’ll be blacklisted. The Content Marketing Institute tells you how to do it right.

54. ABM (account based marketing) packs direct to prospects: It’s a great way to open doors with key prospects, especially on LinkedIn. Package your content so it’s simple to digest and use an ABM approach to start conversations with senior managers and bosses.

55. Quora: Quora has over 200 million unique visitors a month. People WILL be asking questions in your niche. Get in there and answer them, and link back to examples on topics you’ve covered.

56. Reddit: Reddit is an Aladdin’s cave of user-generated content. There must be a place your content can shine in its 1.2 million subreddits. We can’t stress it enough though; don’t spam!

57. Slack community: Slack may be relatively new, but that hasn’t stopped communities being created around numerous niches. We don’t need to mention spam again, do we?

PART EIGHT:

B2B EVENTS CAN BE THE PERFECT STAGE FOR YOUR CONTENT

You can generate some serious leads at B2B events.

31% of marketers believe that live events are more effective than email, content marketing and other forms of digital advertising. B2B is where the money is, too; B2B events account for $512 billion in annual spend.

68% of B2B marketers use in-person events for lead generation, according to AdStage. B2B events are a favourite for decision-makers, too. 46% of ‘leaders’ (VP/C-Suite) say B2B events are the most critical channel to achieving key business objectives.

Source: Identity, identitygroup.co.uk

There’s no reason at all that you can’t use the content you’ve been creating to complement a B2B event, or even base the event around in the first place. That includes emails to nurture leads; eBook handouts; infographics as posters; interviews to an audience and much more.

Events present a great opportunity to solve prospects’ problems one-on-one, as Seattle-based Tableau do. At their annual Tableau Conference, they start with a feature called “Devs On Stage”. 

It’s not just a way for engineers to showcase their latest software; attendees can arrange to book personal time with developers to discuss issues they may be having.

Developers provide a friendly experience, get closer to customers, and can point them in the direction of B2B content that can solve their problems. 

Healthymagination is also a great B2B experiential example. GE created the Healthymagination event to showcase different healthcare environments and allowed doctors to share their stories and how GE’s solutions help them to a large audience.

Here’s how you can partner your content with a live event.

58. Bespoke seminar/event: Why not create an event of your own? 70% of prospects become regular customers after attending an experiential event. What are you waiting for?

59. Live streamed online event: If you don’t have the budget to host a large event, you can host one online for free. Leverage your Twitter and Facebook followers to stream live on those channels for free.

60. Workshop: A workshop can be more structured than a live event, and lets you pass on your knowledge to a smaller audience. Package blogs and print of eBooks to give away to support your lessons.

61. Live and on-demand webinar: Or, you can host an online workshop for free through a webinar. There are lots of free services to use, and you can email attendees links to content assets afterwards.

62. Live chat: Chatbots are a brilliant way to share content with site visitors without you being there. They can instantly answer questions and direct people to your content. Drift is one of the better platforms to use.

63. Speaking slot at a conference: Don’t be shy! If your content is being talked about within your industry, put yourself forward for a speaking slot at a conference. Refer to your content to support your arguments.

64. Twitter chat: Create a hashtag and start regular Twitter chats to solve industry sore points. You can direct people to content that answers their questions and enhances your status as an authority.

65. Reddit AMA: The same principle applies for Reddit. There’s even an entire subreddit dedicated to ‘Ask Me Anything’. Remember, you’re there to bring value to people, not spam links.

PART NINE:

MASTER YOUR B2B DESTINY WITH YOUR OWNED CHANNELS

Possibly the most important thing to remember when repurposing B2B content is that you are the master of your own destiny.

And you have a lot of free tools at your disposal. Your social media profiles are, of course, included in your ‘owned’ armoury, but aren’t the only ways you can promote your B2B content.

There are lots of nuanced ways to catch people’s eyes and direct them to your content, whether it’s a link in an email signature, a box-out on your blog, or other methods.

Let’s focus on that former method; putting a link in your email signature isn’t just a case of hoping someone notices it, clicks, and reads your content.

There’s a science around email signatures that has been collated in an ebook produced by EyeQuant and Sigstr that outlines how email CTAs can drive significant results.

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86% of professionals prefer to use email when communicating for business purposes according to HubSpot. Are you realising the potential of your emails’ signatures to repurpose your content? You own these channels and have free reign to promote yourself, don’t forget.

That goes for social media pages, too. Some feel their Facebook and LinkedIn pages are just places to link to content.

Not so; by focusing a lot of time and effort on their LinkedIn page, ADP was able to amplify its content to a huge new B2B audience, doubling its followers to 85,000 in the space of a year and increasing page impressions from 300 a month to 1.3 million a month.

Also, if LinkedIn like the creative ways you’ve used their platform, they might feature it as a case study, further amplifying your content and the message behind it. Hit the sweet spot with an article on their blog platform, Pulse, and they may promote your content, too.

Here are some of the best ways to get the most out of your owned media:

66. Email signature: Proud of a specific piece of content? Put a creative CTA in the form of a link or image in your signature to encourage clicks. WiseStamp is a great place to get started if you need to overhaul your email signature.

67. Website homepage: The homepage is the first thing many of your prospects will see. Do you have a section on the front page designed to amplify your content and show your top posts? There are numerous WordPress widgets that can help.

68. Blog: Not only should you be posting new content on your blog, but you can also promote past articles through an end-of-month/end-of-year blog, or posts rounding up content you’ve previously written about specific topics.

69. Newsletter: Similarly, a regular round-up newsletter that directs people to your B2B content (that’s engaging and doesn’t spam them) is a great free way to amplify your posts. If you’re a novice, Benchmark is an easy-to-use drag-and-drop solution.

70. LinkedIn – your own page: You get out of social media what you put into it. Post your content, engage with people and show your blogs to people who may find it useful.

71. LinkedIn – colleague page: At the same time, if your team is also active on LinkedIn to post content and reach out to people, it can only help improve company visibility.

72. LinkedIn – company page: Creating your own LinkedIn company page is free and easy to do. LinkedIn even has its own marketing tips section to help you get the most out of it.

73. LinkedIn – group: Join groups related to your sector and share your content with your peers. Be mindful of etiquette though; Neal Schaffer has some great tips.

74. Facebook – personal page: Like LinkedIn, create a personal page to show you’re a strong voice in your industry. It’s a great way to seperate the personal and professional.

75. Facebook – group: Groups can help create and amplify discussion with like minds. Facebook wants to create strong communities with groups; why not manage your own?

76. Facebook – company page: A company page on Facebook is the perfect place to amplify your B2B content with people specifically interested in what you have to say. Here are some key tips to get started. 

77. Twitter: You can sign up to Twitter for free to start amplifying your content right now. Tools like Buffer will help you schedule pre-posted content and target it to the right audience.

78. Instagram: Amplify your B2B content in more visual ways with an Instagram business profile. Tailwind has a free option, hashtag suggestions, and gives you access to numerous essential metrics.

The beauty of content marketing and the value of great content is that it can be used at any time, in any place if it enhances someone’s life and solves their problems.

Always have faith in the content you create, and people will repay it by putting their faith in you.

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