Repurposing Content For Corporate Contracts

The #1 thing consultants reach out about when wanting to market themselves for five—and six-figure B2B contracts is how to develop content that properly speaks to corporate buyers.

Most don’t realize that they can use their EXISTING content and secure meetings with a few tweaks to their messaging.

I can't tell you how often I've seen this with the consultants and coaches I've worked with...

They get overwhelmed with worry thinking "How will I find time to create a bunch of NEW content just for corporate leads?"

In reality, they already have TONS of relevant content that need some translation and restructuring to nail that B2B positioning.

Let's get real here...as a seasoned expert in your field, you have courses, exercises, tools, and wisdom that could help B2B companies in a MAJOR way.

? Maybe you created a 6-week virtual immersion helping private clients finally speak up with courage...

? Perhaps you have a 6-module video course teaching therapists to identify and prevent burnout before it escalates...

? Or what about that 30-plus-page workbook with targeted journaling prompts and assessments?

The trick is learning how to take those EXISTING materials perfected to help individuals...

... And draw out the universal principles within them that apply just as powerfully to transforming organizational performance, culture, and outcomes.

You don't need entirely new content

...just some repositioning and tweaking to speak directly to executives struggling with the same ROOT issues!

Let’s discuss three key steps for effortlessly turning your existing IP into 5 and 6-figure contracts…

? As you move through each phase...try applying it to a specific program, course, or offering you already have handy that could be relevant.

STEP 1 - Get Crystal Clear on The Core Transformation You Offer

First, let's gain absolute clarity around what you fundamentally do for leadership teams or companies.

This is typically called your “core messaging” in B2B marketing contexts.

In other words - what is that impressive headline or elevator pitch version of the end-to-end change you ultimately drive for clients?

For instance, here is the core transformation I consistently deliver for experienced consultants, coaches, and subject matter experts:

"I guide subject matter experts to convert their existing frameworks into five-figure corporate workshops and multi-six-figure training partnerships while working fewer hours."

That’s the key result I drive for consultants and subject matter experts. As a corporate trainer, though, I do something different.

So, in YOUR case, complete this sentence:

"For _______ teams struggling with ___________, I help them _______________."

? When I work with clients on their 50 word pitch, we nail that crisply in a compelling one-liner.

It becomes your North Star guiding everything you repurpose moving forward...

STEP 2 - Map Content Types to Each Phase of The Buying Journey

Very few things will accelerate high-ticket deals faster than aligning your repurposed content directly to the key questions and concerns that come up for clients at each stage of their evaluation process.

[This post is a prime example ]

For example, companies in the $20-$40M range likely experience something like this:

1. They recognize an operational gap holding back growth. This triggers a search for potential solutions. LinkedIn is typically where they start the search.

2. They scout multiple options, weighing pros, cons and fit. Price becomes a concern if no option stands out.

3. They vet short list candidates extensively through case studies, calls with past clients, in-person meetings, etc. before ultimately selecting one provider.

See the buying progression?

The questions asked at each phase are completely different. Your content must speak to that.

Now pause and ask yourself:

When I consider my existing programs and materials, what highly valuable content could I reframe for each of those major decision stages?

Get strategic here - And don't just pick any random materials.

When evaluating services like yours, use these elements to address the BIGGEST questions and roadblocks leaders face at that specific point in their journey.

This same framework applies across all corporates like major associations, universities, and VC firms as well.

STEP 3 - Adapt The Structure And Tone For A B2B Audience

This last phase involves pretty simple but important tweaks to consider: we're talking document length, formatting, messaging, and more based on your audience.

For instance, leadership teams prefer highly actionable insights in scannable formats like bulleted lists.

So you'll want to simplify any frameworks into easy-to-digest executive summaries and. present those through things like:

? listicles,

? slide decks

? documents like visuals and data tables, etc.

Here is an example of how a relationship coach could repurpose their expertise:

As a relationship coach, you’ve most likely helped HUNDREDS of single women emotionally prepare for healthy, lasting marriages.

Your proven methodology might focus on principles like:

? Building self-awareness

? Cultivating trust

? Clear communication

? Managing conflict productively

On the surface, guiding future newlyweds seems different from helping leaders manage a global cross-functional team.

But the interpersonal skills needed are remarkably similar:

Skills such as self-awareness, vulnerability, ‘empathy and listening translate directly from marriages to the workplace.

For example, you could condense your techniques on resolving arguments productively into a LinkedIn Live titled:

3 Communication Rules to Defuse Workplace Conflict.

The director dealing with disagreements on their team will quickly gain insights on neutralizing tension and you get seen as a GO-TO trusted advisor in neutralizing conflicts.

Or maybe you have a 12-hour weekend intensive on building intimacy.

That can become 1-minute video tips on building psychological safety.

Do you see how the same principles that strengthen healthy lifelong romantic partnerships work for high-functioning workplace teams?

? When you consider all the frameworks, training programs, and materials you've developed for individual clients over the years...

How much of that rock-solid content could (with just a few tweaks) become part of your marketing assets for landing lucrative corporate training deals?

When you nail down this process, you should have one qualified opportunity per week that closes within 30 days.

NEXT STEPS:

Do you want me to help you with this process so you can collapse the time it takes to reach your money goals?

I take you through this process in my 6-week VIP Client accelerator.

• - We also develop your buyer’s list (I find the FIRST 50) of perfect-fit prospects to connect with and get specific on what industry/company type will need your help the most.
• - This includes understanding what department you would be best able to pitch your expertise to, the four categories of problems corporates want to solve, and which one best fits your expertise.
• - Our goal is that when a potential client gets on a call with you, they're already sold on you as the go-to industry authority.

You'll get the BEST results from this experience if you're:

1. Already be working with clients and getting them great results,

2. Open to putting out content and recording videos.

3. Willing to shift your thoughts about what's required to make more money at an accelerated rate!

The investment is $9K.

The ROI will be covered if you secure only ONE workshop with corporates and organizations.

Several more, and that will easily generate $100K+ in deals from this system.

I’ve helped many clients add multiple six figures to their revenue doing what they LOVE without ever sacrificing the important things in life.

And a lot of them did it quickly.

Reach out to me here on LinkedIn or email [email protected]

Your gifts can help thousands and significantly impact millions.

It’s definitely time!

ABOUT THE CREATOR OF WILDFIRE

Deborrah Ashley is a marketing strategist and corporate trainer for organizations, founders, companies, and accelerators. She is the author of InSIDER—How To Leverage LinkedIn To Stand Out As The Industry Leader.

She works with founders, companies, and leaders to identify and correct weaknesses in their online marketing processes.

As a result, they shape brand perception, deepen relationships, and transform how prospective clients, talent, and partners think about and experience their company online.

With over 20 years of go-to-market experience, her insights have been featured in O' The Oprah Magazine, The New York Times, and Black Enterprise Magazine, and she is frequently tapped to speak on building a powerful presence online.

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