B2B content strategy 2024: Repurpose, reset and refresh

With so many options, limited resources and time, you can't do everything and be everywhere. Content marketing is constantly evolving, so how do you make the most while not standing still?

1. Repurpose

Let’s face it, budgets and time are inevitably tight, so if there is one thing I’d recommend you focus on in 2024, it’s repurposing your content.

Create LESS content, but make sure you maximise the value of what you create.?

Splice, dice, repurpose and repost. Take the same content and reuse it in different formats and platforms.

Spend more time on how you are going to distribute your content. A good piece of content can spawn lots of smaller pieces that can fill several different channels.

It’ll save you time and help you reach more people.?

2. Reset

Creating less brand-new content means letting some stuff go, which can be hard. Check in on your content goals. What channels and types of content are the most effective in delivering??

The old ways might still be working well, but they might not.?

There is much more choice of where and how to consume content, but you don’t want to spread yourself too thin.?

Most channels reward regular activity, so it is better to focus on being in fewer places and do them really well so they deliver.?

If your goals have changed, you may need to reset your content strategy. For example, if you want to attract new talent, you need content that sends the right messages in the right places.?

3. Refresh

Because there are so many options now, you don’t want to get stuck with the same old thing and lose out. Consider a refresh and try something new.?

You could go big and try a new social channel or a new medium – podcast or video, for example.

But plan to give it a proper go because building a new audience takes time. You need appropriate resources and ideas to be consistent over a sustained period.

If that isn’t possible, think of more subtle ways to refresh your content. Repurposing existing content into a different format is one way.?

You can also refresh and tweak your ideas. Think about different styles of features, a series of themed pieces or interviews, or maybe focusing on different voices within the business.?

Take a look?outside of your industry and see what other sectors are up to for inspiration.?

It doesn’t have to be a long piece of research, it could be as easy as looking objectively at the last few pieces of content you engaged with, work-related or not.?

Think about how they piqued your interest. What can you learn from that and apply to your content?

What do you think?

The what, how and why of LinkedIn live video events

While we are on the topic of trying something new, LinkedIn live video events are a low-cost and easy way to reach and engage with your audience. But so few businesses are using it.

I do live stream events with Ayo Abbas every month, themed around a particular topic – we call it the B2B Comms Breakdown – and get a good response.

There are other benefits too, but more of that later.

What is LinkedIn live video?

It’s a video streamed live to your LinkedIn feed – your personal account or company page. Think of it as a sort of mini webinar/online talk.

You can ‘live stream’ solo or with guests/co-hosts.?

People watching can add comments or ask questions, just as they would on a normal post, so it’s interactive.

How does it work?

LinkedIn doesn’t have an inbuilt live stream video function (yet), so you use an external platform.

Ayo and I use StreamYard, which has a monthly fee, but it’s relatively low cost, particularly given what you can do with it.

Once your LinkedIn account is connected to StreamYard, the two work together; LinkedIn pulls through the event information from StreamYard.

From the LinkedIn event post, people can click to attend, and you can also invite people directly from your 1st degree connections. Find LinkedIn’s full 'getting started' instructions here.

Why do a LinkedIn live video?

? It’s a low-cost, easy-to-set-up event on a platform where you already have an engaged network (hopefully).

? You decide on the format and topic so you can showcase specific areas of expertise.

? It’s a different and effective way to engage with your LinkedIn network that not many people/businesses are using.

? Watching someone talking is a good way to build a connection and familiarity.

? Your event is available to watch as a replay, so it has a shelf life beyond the time of the ‘broadcast’.

? You get valuable data from the video, so you can see if you are reaching the right people and businesses.

It’s not just one piece of content:

? Easily repurpose your event to create additional content in different formats. For example, download the video and audio (from StreamYard) and turn them into articles, short video clips, audiograms, podcasts, LinkedIn document posts etc.

? You can also double up and simultaneously stream live to YouTube and Instagram.

What have LinkedIn live videos done for me and my business?

Admittedly, the number of live viewers is relatively modest, but the number of replays ratchets up, particularly as Ayo and I repurpose and promote the replay.

It’s an opportunity to speak publicly on topics about which I’m knowledgeable and that fit my marketing strategy.

Doing the live stream saves time creating lots of new content. From the live, I can generate 4-6 pieces easily to use elsewhere or as new LinkedIn posts.

The comments/questions that come in during and after the live give me fresh ideas and help me angle my content appropriately.

These live videos get mentioned in DMs, emails and in-person events, which means it’s building connection and familiarity.

And inviting people to watch is another way of reconnecting with my network.

Do I get work from doing lives? I have done, yes. While I can’t point to masses of direct leads, I believe it is important in my overall visibility and shows what I’m about.

Live streaming is a bit stressful (for me), but it’s good for keeping me on my toes.

Got a question about LinkedIn live video events or anything else in the newsletter? Drop it in the comment or ping me a DM.

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Ayo and I will be going live on 15 February, talking about some of the hidden features of LinkedIn that can power up your content.

Click here for more details and how to attend.

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