Introduction
For many enterprise content marketers, the never-ending challenge of consistently producing fresh, high-quality, and value-adding content ideas can feel like an uphill battle. Also, constantly churning out new content without considering the value of older pieces is impractical.
Instead of letting your pre-existing content pieces gather dust on your website, you can unlock its potential and breathe new life into it through content repurposing or recycling. Content repurposing is not only a cost-effective but also a sustainable approach to B2B content marketing. It’s a key B2B content strategy that an overwhelming 57% of B2B marketers aspire to refine and explore further.
What is Content Repurposing or Content Recycling?
Content repurposing, or content recycling, transforms existing enterprise content marketing material into new and innovative formats. It involves taking valuable and evergreen content assets and adapting them to cater to different platforms, audiences, and preferences.
Let’s say you’re a B2B tech company that has created a comprehensive article on the ‘Latest Trends in IoT Innovations in 2023’. This insightful piece contains valuable information that your target audience would benefit from. Now you can repurpose the same article into different content types.
| Content Format | Type of Audience | Benefits | Sample Content Idea |
| Blog Posts | Industry professionals | Provides informative and engaging content and explores unique angles or practical tips. | “5 Emerging Trends in IoT Innovations: A Deep Dive” |
| Infographics | Visual audiences | Presents key points in a visually appealing and shareable format. | “Top IoT Innovations: An Illustrated Infographic” |
| Social Media Posts | Social media followers | Delivers valuable content to social media platforms and drives traffic to the blog post. | “Did You Know? Exciting IoT Innovations to Watch Out For!” |
| Video Series | Visual and auditory audiences | Breaks down content into focused, detailed videos. | “IoT Innovations Explained: A 5-Part Video Series.” |
| Ebooks | In-depth research | Offers comprehensive information and serves as a lead magnet or valuable resource. | “Mastering IoT Innovations: A Comprehensive Guide” |
If you repurpose and repackage the original article, you can accelerate the content creation, publication, and distribution process and amplify your audience engagement potential fivefold. In the example, a single article was repurposed into five different content formats. This process involves adding new content, updating facts, and tailoring the information to suit each format.
How Content Repurposing Scales Your Enterprise Content Marketing Efforts?
Content repurposing offers B2B enterprises a valuable chance to maximize the potential of their content assets to achieve exceptional content marketing outcomes. Here’s how:
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Increased Reach and Audience Engagement
Content repurposing expands the reach and engages audiences across platforms. For instance, converting blog content into infographics taps into visual learners, boosting brand visibility.
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Improved SEO and Organic Traffic
It improves SEO, leading to a 106% increase in organic traffic and creating more entry points for brand discovery.
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Enhanced Thought Leadership and Authority
Repackaging valuable insights into ebooks, whitepapers, or guides establishes thought leadership and positions companies as trusted resources.
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Time and Resource Efficiency
It saves time and resources compared to creating new content from scratch. According to a Curata survey, 29% of marketers see a 25% boost in content marketing efficiency with content repurposing.
How Kalpins Help B2B Tech Companies in Content Repurposing?
Assess and Rediscover
We conduct an extensive website audit of your content vault to uncover evergreen topics, insightful data, and engaging content assets that can be repackaged to captivate your audience once again.
Reinvention, Not Duplication
At Kalpins, we understand repurposing is not merely duplicating content across different platforms. It’s about reinventing your message to cater to diverse preferences. We help you to tailor your content and publish it in the most suitable format for maximum engagement. For instance, we can transform a compelling blog post into an attention-grabbing and visually stunning infographic.
Adaptation for All
Versatility is key in content repurposing. Our approach involves breaking comprehensive guides into digestible blog series or repurposing attention-grabbing social media snippets into in-depth articles. This ensures that your message reaches your audience in the most effective and accessible way.
Infuse Freshness
We infuse your old content with fresh perspectives and updated information to keep it relevant, engaging, and evergreen. Our team adds new case studies, incorporates industry trends, and seeks expert opinions.
Analyze and Optimize
We closely monitor the performance of the repurposed content. Through in-depth analysis of metrics such as engagement, conversion rates, and audience feedback, we gain valuable insights to fine-tune our approach and optimize future repurposing initiatives.
Conclusion
In today’s dynamic landscape of content creation, the untapped potential of repurposing your existing content is immense. This strategic approach presents a transformative opportunity to unearth the value hidden within your valuable content assets, which may have been buried deep within your website.
We would be happy to hear from you if you are searching for a reliable tech content marketing agency specialized in content repurposing services. We aim to assist US B2B tech companies in revitalizing their outdated content or ideas, recapturing their audience’s attention, and generating valuable engagement and increased website traffic.
