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That great marketing content your team created should be reused

In this blog, we talk often about the important role that content plays in achieving success in B2B marketing. Creating compelling assets that educate and engage is essential to building connections with your audience, turning prospects into new customers and retaining existing ones. According to HubSpot’s 2022 State of Inbound Marketing Trends, content creation is a top priority for 80% of marketers.

However, churning out high-quality content is often time consuming and expensive. That’s why reusing content by repackaging, updating or deconstructing existing assets is a good idea. With a little creativity, you can find ways to reuse what you’ve already developed to help you quickly and cost effectively create fresh, relevant content. Here are a few examples.

No. 1 - Make the most of a customer video

Let’s say you have a great customer video that you’re using on your website as a case study, and this customer uses a product of yours that is the topic of a new blog post. Consider making a second version of the video by editing down the customer’s comments to relevant ones about the product, add an introduction and a caption, and embed that clip into the blog post. Having the customer’s comments integrated into the post in an easy-to-consume format lends credibility to what the blog is saying. Just be sure you have rights to use the customer’s comments pulled out from the longer video, or circle back to obtain them before publishing the blog.

No. 2 - Turn a customer presentation into a webinar

If you’ve got a polished customer deck with good visuals and succinct messaging, ask one of your subject matter experts (SME) who’s a confident speaker to record a short script to accompany it and turn it into an on-demand webinar. Such a webinar can easily be recorded on a video-conferencing platform such as Microsoft Teams or Zoom. The resulting content can be used as a gated asset for a lead-generation campaign. A few tips; keep the webinar short (20 minutes or less); have the SME keep the camera on during recording, which will make it more interesting to watch; and ask the SME to rehearse the script while walking through the presentation to ensure the two are synched.

No. 3 - Slice down content for social

Just about any asset - a video, podcast, webinar, case study, white paper or third-party report – can be mined for social content. So when it comes time to promote one of these assets in your organization’s social feed, think about pulling out 15 seconds of audio or video, a quote from a customer or analyst, or a stat from a white paper to use in the post. The post should contain just enough content from the asset to capture peoples’ attention, and the CTA should encourage people to click through to experience the entire piece.

These are just a few examples of how marketing content can be reused to maximize valuable assets and save time and money. Check out our services page to learn more about how we can help you improve your marketing strategy.


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