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From Blog to Beyond: Repurposing B2B Content for Enhanced Engagement and Reach

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Content marketing can be hard. It’s time-consuming and resource-intensive; copying and pasting are the enemy of positive outcomes. 

One-of-a-kind content is what we all want. It’s what your audience wants, and it’s what Google’s algorithms want from you if you want to rank in their search engine results pages (SERPs).

With that in mind, repurposing can sound sketchy. But repurposing is not duplicating. Repurposing existing B2B blog content into different formats not only saves time and resources; it’s a powerful approach to maximise your content’s value and extend its reach across platforms.

How Important is B2B Content?

In SEMrush’s 2023 round-up of B2B content marketing statistics, blogs remained high on the priorities for B2B marketers, with 94% of them creating articles and blog posts as part of their marketing strategy. 43% also plan to increase their B2B content investment in 2024. 

While it’s not explicit in the article, that content investment is unlikely to be just blogging. We know that:

  • 69% of B2B marketers intend to increase their video content investment
  • 33% plan to do webinars
  • and 25% have their sights set on audio B2B content. 

How important is B2B content graphic

Thankfully, diversifying content forms is much easier when you’re transforming a single piece of content into multiple formats. 

What’s more, repurposing allows you to enhance your SEO, tap into new audience segments, and reinforce your message through repetition in different contexts. This boosts your visibility and strengthens your brand’s voice across all media. 

B2B Blogs Worth Repurposing

One of the greatest benefits of repurposing is the insight you can gain into what content performed best, to begin with. When you’re wondering where to start, we recommend: 

Complete a performance analysis

To determine which B2B blog posts are prime candidates for repurposing, start with a thorough analysis of how your blogs performed. Use your website’s analytics tools and examine metrics such as: 

  • page views
  • shares
  • time spent on page
  • bounce rates. 

High-performing posts are often those that have not only attracted a significant amount of traffic but have also effectively engaged readers, indicated by longer time on page and lower bounce rates. 

Analysing these metrics allows you to pinpoint the content that has resonated with your audience, revealing which are ideal for repurposing into other formats where it could potentially perform well again.

Consider evergreen potential

Evergreen content is almost always best for your content repurposing strategy. Unless there is an immediate opportunity to capitalise on something momentarily topical—like addressing a relevant event/happening in your industry—you want to favour content that will remain relevant and useful over a long period, no matter when the viewer finds it. 

B2B blog writing techniques LinkedIn share

Read more here.

Identifying this content is easy. Look for posts that cover fundamental topics relevant to your industry, such as “best practices,” “step-by-step guides,” or “essential skills.” These topics are not only consistently searched for but also provide ongoing value to readers, making them perfect for repurposing into formats like videos, podcasts, eBooks, webinars, or training modules.

Pay attention to feedback and engagement

Audience feedback, both qualitative and quantitative, is a goldmine for content repurposing. Comments on the blog, social media interactions, and direct emails from readers can offer insights into how well the content is meeting the audience’s needs and interests. 

Engagement metrics like comments, likes, and shares reflect the audience’s interest and interaction with the content. High engagement indicates that the content struck a chord with your audience, suggesting it could be highly valued again when transformed into other formats, potentially amplifying its impact further.

B2B Blog Repurposing Strategies

Once you have identified the blog content with the best repurposing potential, consider these content forms:

Infographics 

Infographics are highly shareable and ideal for social media platforms, where visuals often get more engagement than text-heavy posts. 

Tools like Canva or Adobe Spark can help you design standout infographics, distilling complex information into digestible graphic formats.

Webinar and video content

Detailed how-to posts, expert interviews, or comprehensive analyses can all be converted into webinars or video series. Video content is one of the fastest-growing content types. It is immensely popular among all age groups and can help you reach audiences who prefer visual and auditory learning styles. 

Platforms like YouTube, Vimeo, or even LinkedIn allow you to host these videos, while webinars can be a great way to interact live with your audience, providing a more personal experience.

Podcasts

Podcasts are great for audiences who enjoy consuming content on the go—most busy professionals. Opinion pieces, expert interviews, or deep dives into industry trends are perfect for the podcast format. 

By repurposing blog content into podcast episodes, you can reach professionals who might prefer to catch up on their industry content while commuting or during workouts.

eBooks and white papers

If you have a series of posts that cover a related topic or a particularly long and detailed post, an eBook or white paper may be a perfect way to compile them into a juicy, all-in-one source of insight for your readers. 

These formats are excellent for deep dives into subjects and can be used as lead magnets to gather email addresses or other contact information from potential clients.

Social media posts

Take key points, statistics, or quotes from your blog posts and turn them into standalone social media posts or threads. This not only helps to reinforce your key messages but also drives traffic back to your original blog posts.

Delkor Facebook B2B content video

Delkor’s Facebook video repurposes their blog content. 

Newsletters

Incorporating segments of your blog posts into regular newsletters effectively keeps your audience engaged and informed about what wisdom is out there that you have previously posted. It can also drive readers back to your original blog content, increasing views and engagement on your website.

Best Practices for Content Repurposing

The goal of repurposing B2B blog content is not to make it appear unrecognisable. Coherence across platforms is one of the biggest benefits. Here’s how to keep it consistent and complimentary: 

Maintain brand voice

All repurposed content should reflect your brand’s voice and tone, building brand recognition and trust with your audience. Whether it’s an infographic or a podcast episode, the style and messaging should be unmistakably aligned with your brand’s identity. 

Update and adapt content

Before you repurpose content, you will want to make sure to update any outdated statistics or information to ensure it is kept relevant and accurate. Also, adapt the content to suit the format you’re targeting. For example, what works in a long-form blog post may not directly translate into a social media snippet or a podcast script. Tailor the content to fit the medium while keeping the core message intact.

SEO best practices

Just as you would with the original content, optimise your repurposed content for search engines. This means using appropriate keywords, creating SEO-friendly titles and descriptions, and incorporating backlinks to your original content. For video and audio formats, consider adding transcripts to enhance SEO and accessibility.

Target different learning styles

Build your repurposing strategy to appeal to different learning styles. Visual learners may prefer infographics and videos, auditory learners podcasts and webinars, and kinesthetic learners interactive content. By catering to these diverse preferences, you can increase engagement and retention of the information you are providing.

Cross-promote

The best content strategies use different forms of content to promote and support one another. You could mention your podcast episodes in your blog posts. Embed links to related videos in your e-books. Cross-promotion not only boosts traffic across various platforms but also reinforces your content’s message.

B2B Blog Content Repurposing in Action

At The Lead Agency, we support clients with their holistic B2B digital marketing strategies and activities. One of our resident experts, Emily Vale, is a master of content and social media. Working with Delkor, she crafted a strategy to turn their blog posts into video content to be distributed on Facebook, optimised to outperform static ads. 

“We started by putting together a blog calendar, planning our topics strategically throughout the year for the most relevance (e.g. seasonality).

“After publishing a new blog, the following month, we would put together a short animated video with key takeaways from the blog content.

“Then, we’d create a Facebook post using the video and set up advertising for the post, adding in a “learn more” button linking to the article.

“Sharing key points from our blogs in a new, engaging format on another channel helped us get the most value out of the high-quality content we created.

“We found on Facebook that when we promoted the animated videos, they would be pushed out to more people than standard image ads. We saw a significant increase in ad impressions using the same budget, and these ads were only reaching people in our specified target audience.

“The ‘learn more’ button we included meant that if the quick video on the topic sparked their interest, people could easily find out more. We found that this drove more traffic back to the original article the video was based on.”

Emily Vale, Lead Consultant at The Lead Agency. 

The Blog Repurposing Bottom Line

Repurposing B2B blog content is not just a tactic to stretch your content further; it is a genuinely powerful strategic approach that enhances engagement, broadens reach, and maximises your content investment. 

Done well, diversifying the formats of your original blog posts lets you cater to a wider audience base—with different preferences and learning styles—while also reinforcing and amplifying your brand’s message across different platforms. 

The insights and strategies shared here are designed to help you transform a single piece of content into a multi-channel asset, ensuring that every content piece you create delivers the highest possible return. 

If you need expert B2B content support, we can help. Contact us at The Lead Agency. Our team of content experts are equipped to guide you through every step of the content repurposing process, from selecting the right content to optimise to the platforms that will get you the strongest ROI. 

Reach out now to maximise your content’s potential.

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