By Rachel Foster published February 13, 2012

How to Double Your B2B Content Without Doubling Your Workload

According to the B2B Content Marketing: 2012 Benchmarks, Budgets and Trends report, one of the top concerns of B2B content marketers is producing enough content to engage prospects and customers. Since most organizations don’t have unlimited resources, it can be challenging to constantly feed your blog, website, social networks, newsletters, and other marketing channels with new and valuable information.

However, you can save time on content development and reach a larger audience if you find ways to reuse or reinvent the content you have already created. Here are three ways you can get double (or even triple) duty out of your B2B content:

Use an editorial calendar

If you schedule your content marketing in advance by using an editorial calendar, you can plan content themes for different months, promotions, or trending topics. Knowing your themes ahead of time will make it easier for you to gather content.

For example, you may already have a wealth of material about a specific theme that you can easily edit and publish. Or you can use themes to identify subject matter experts within your organization. You can then interview these experts and put together quick blog posts, podcasts or videos based on their interviews. Plus, an editorial calendar lets your team members know who is responsible for what task. This helps to keep everyone on track and your content machine running smoothly.

Start big and break it down

Pieces with a large amount of content, such as webinars, take a lot of time and resources to develop. And if these pieces fail to bring you ROI, it may seem as though you’ve wasted your efforts. However, a poorly attended webinar doesn’t have to lead to a dead end and lost ROI.

Try breaking the content you’ve created for the webinar into smaller chunks that can be used on other content platforms, such as tweets, blog posts, SlideShare presentations, or short videos. As you share these bites across your marketing channels, your audience will grow, and be more engaged in the content you produce.

For example, you can host a live Twitter chat that features key points from your webinar. This open conversation can dramatically increase your mentions, retweets and followers. You can also turn your webinar content into short YouTube videos to reach a different audience. This additional exposure can even help you reach your original goal by bringing more people back to your website to listen to the replay of your webinar.

Or, start small, combine your related content, and go big

Sometimes it’s easier for marketers to develop small pieces of content — such as blog posts or short “how to” videos — than it is to create large-scale content projects. When you take a look at the body of content you’ve created, chances are several pieces will revolve around related topics and themes. Why not combine them to create content components that provide a more comprehensive view of the issues you wrote about, such as white papers, eBooks, or training materials?

Using your smaller bits of content as the building blocks of these more-detailed works can save you a lot of time and stress because you’ll already have most of the work complete. One way you can easily tie small pieces of content together is by turning a series of blog posts about the same topic into an eBook. You can also combine your product demo videos and articles into comprehensive training materials.

Just remember to think about your audience when you repurpose your content for a new medium. For example, if you want to turn a webinar into a series of blog posts, don’t just throw the webinar transcript on your blog. That’s cheating! Plus, transcripts can be difficult to read. Your blog readers may also have different expectations than do your webinar attendees. You’ll need to adjust your content’s style, length and format to match your medium and appeal to the audiences who use these mediums.

What about you?

How do you repurpose or reinvent your content to get the most mileage out of it? Feel free to share your thoughts below.

Author: Rachel Foster

Rachel Foster is a B2B copywriter and CEO of Fresh Perspective Copywriting. She helps her clients improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel has taught white paper, sell sheet and case study writing for MarketingProfs. She is also one of the Online Marketing Institute’s Top 40+ Digital Strategists in Marketing for 2014. You can connect with Rachel on LinkedIn, follow her on Twitter or check out her B2B marketing blog

Other posts by Rachel Foster

  • Tom Scearce

    Well done Rachel! I would add one more tweak to the topic of re-purposing content. Yes, people should, as you say, break their big content into smaller chunks and share those smaller chunks. But they should share them on a schedule that increases the shelf-life of both the smaller chunks and the content mother ship. So the blog post is day (or hour, or week) 0, the tweet is day 1, the G+ share day 2, etc…

    • Rachel

      Hi Tom. That’s interesting. It would also make a good blog post. 

  • Ingrid Archer

    Hi Rachel, nice to bump into your post today as I’m preparing a workshop on exactly this topic tomorrow (in The Netherlands), I have some great examples of how you can exploit the results from a survey, but also on how you can re-purpose e.g. an employees manual into a series of clever articles or take out the clever parts from an Annual Report and re-purpose! Thanks for your post. Ingrid Archer  

    • Rachel

      Hi Ingrid,

      Thank you for your comment. Yes, you can get tons of mileage from a survey. I like the idea of turning parts of an employee manual into articles. People may not read their employee manuals, but they will be more likely to read an interesting article on the company blog or in an email. Good luck with your presentation tomorrow!


  • Mary Ellen Slayter

    Themes can

    • Rachel

      Hi Mary Ellen,

      Good point. More bloggers are using content curation as an easy way to round out their blogs and publish more content. They’ll write a few in-depth posts a week and then add their thoughts to what others are saying. This helps generate additional exposure for both their blog and for the people whose content they are using. 


  • Belinda Weaver

    Great post Rachel. As a copywriter I’m often chatting to clients who seemed totally overwhelmed by the idea of creating regular content. Following on from Tom’s suggestion of repurposing content I often suggest repurposing concepts.

    I think coming up with the idea can sometimes be the hardest part of the process but once you do you have a blog post, an article, a quick video, a slide deck and a whole bunch of social media updates (just to name a few). While I still have to spend time creating the content I find this approach takes some of the burden off the process.

    I’d love to know if this is a common method….

    • rachelfoster

      Hi Belinda,

      Repurposing concepts is a great idea. Lots of organizations come up with themes or concepts that they want to use in the near future. Not only does this make the content development process easier, but it also reinforces their brand and message.


  • Tom Davis

    Excellent post.  It seems that in the world today we come to expect our content to be delivered in bite-size nuggets, rather than a dissertation.  Additionally, while an audience member may not have time to go through lengthy content in one sitting, no matter how valuable, they will most certainly give you a couple minutes a few times a week.

  • Johnn Four

    Here’s an idea I don’t think has been mentioned yet in the comments: quizzes.

    Turn your content into online tests and quizzes.

    The mirror to each fact in your presentation is a question. If you say the three best ways to repurpose content are audio, video and slideware, then turn that into a question for your quiz: “What are the three best ways to repurpose your content?” Paste in your content as the answer. 🙂

    An even faster way to create quizzes is to turn your content into a Mad Libs kind of test. Take the key words out of your content and replace them with _____________.

    Quizzes can be used online and offline and are a fun way to stretch another mile out of that webinar or report you’ve got on your hard drive.