What are the most effective ways to reuse B2B content?

When repurposing content for social media, think bite-sized brilliance. Grab the eye-catching quotes, stats, or insights. Make sure these posts don’t spill all the beans so it makes sense for the audience to go into the whole story on the website.

When you tweak your content to fit different styles, you're basically giving people what they like in the way they like it. This smart move guarantees that more folks get your message because you're reaching them through different platforms.

It's all about context and audience. Before I convert a piece of content, I ask myself does this content really fit into a podcast or video? Will turning it into an infographic add value to the content or just be another redundant element in the information overload? My focus is on preserving the uniqueness of each piece of content and adapting it so that it not only exists, but shines in its new format. For example, a detailed technical blog post can form the basis of an in-depth webinar, while a case study can be broken down into a series of social media posts highlighting specific successes. Ultimately, it's about transforming content consciously and strategically, rather than following a one-size-fits-all mentality.

When you go back and update your content to keep it current and correct, you're basically giving it a makeover so that it stays relevant. This makes sure that the info is up-to-date and reliable for your audience.

When you organize content to suit the situation and make it easy to use, you're basically arranging it in a way that makes sense and is user-friendly. This ensures the information is both relevant and easy for your audience to get their hands on.

When you share your content around to get more people to see it and increase traffic, you're basically putting it out on different platforms. This way, more folks notice it, and it guides them to see what you're bringing to the table.

Syndicating B2B content is a powerful strategy for expanding reach and driving traffic. By repurposing content on platforms with broader or diverse audiences, such as Medium, YouTube, SlideShare, or trade magazines, you tap into new exposure opportunities. This not only boosts visibility but also generates valuable backlinks. However, success lies in carefully selecting partners and platforms, securing appropriate permissions, and steering clear of duplicate content concerns. A strategic approach to content syndication can amplify your brand presence and establish a wider footprint in your industry.

When you atomize your B2B content, you increase the lifespan of the content as the content lives on in another format as well. Not just that, with the help of one content piece, you can create multiple short-form content pieces & post about a topic not just once but in a series. This attracts users' interest as they look forward to what's next. Atomic content works well on social media platforms as users tend to share such content. Whichever platform you want to post the series on, its algorithm can get a boost with the planned & well-curated series as frequent posting is good for any social media algorithm. Apart from algorithm boost, atomic content helps users to consume & digest content very easily keeping information overload at bay.

When you break down content into bite-sized pieces that are easy to munch on and share, you're basically making it more digestible and encouraging folks to spread it around.

Don't just think about content reuse or repurposing as atomization. You can also do things the other way. You can take your most popular blog articles, dress them up with a splashy layout with callouts, graphs, and whatnot, and create PDF versions for sharing on LinkedIn or in EDMs. By turning what was once an inbound tactic into outbound, you can get a lot more business value from it.