The new digital buyer journey impacts both B2C and B2B markets, necessitating a substantial shift away from traditional outbound marketing and towards inbound marketing.
Successful inbound marketing depends largely on an organisation's ability to produce a considerable amount of authentic and relevant content.
As described by HubSpot, "by producing consistent, engaging content, you can hit touch points on your audience members’ online journeys, build connections with them, and position your brand to be top-of-mind when they think of their most trusted and liked resources."
However, meeting the demand for new content to achieve staying front-of-mind with customers is no simple matter. Constantly developing new materials for content marketing requires a great deal of effort, from coming up with an idea and researching the topic to content creation and promotion. Recent statistics also reveal that while 89% of B2B organizations are actually utilizing content marketing, only 37% have put together a documented strategy around that content’s creation and distribution.
This is why repurposing really should become a central part of your content marketing strategy. Breathing new life into existing content by repurposing shouldn't be viewed as 'cheating' by any means! I read somewhere recently that content marketing requires a time investment of 20% on creation and 80% on redistribution.
This approach ensures that your valuable content reaches the maximum audience - everyone is different and you can serve their specific needs by providing the content in a number of different ways. Blog posts, e-Books, webinars, social platforms and slideshares are just a few to get you started.
I really recommend a read of this post by Marketing 261 which describes the numerous benefits of repurposing content as well as providing great practical advice to help you optimise all your lovely content!
Key Benefits you can expect to see from repurposing: Rescue Your Budget & Resources: You’ve probably noticed that quality content doesn’t come cheap. Using your existing content to create new pieces requires fewer resources. Writer’s Block Solved: Struggling for inspiration? When repurposing content, you don’t need to create new ideas – just use your greatest hits! SEO Boost Create multiple pieces of content that cover your target areas. You’ll also have the opportunity to gain high-quality links back to your site. Greater Reach Converting your existing content into new formats will help to reach new people that you’d miss otherwise. You’ll also be able to get older content in front of new followers or customers through repromotion. Build Authority Creating multiple pieces of content around a topic will help to build thought leadership and authority.