By Win Salyards, Marketing Coordinator at Heinz Marketing
There’s no denying the importance and effectiveness of content in a B2B marketing strategy. But, when you’ve invested your time and money into developing a long-form content piece such as an ebook or research report, you want to get the most ROI you can from it. That’s where repurposing your content comes in. The long-form piece has the depth and length to act as a parent piece for multiple, smaller and more digestible assets to promote at different stages of your funnel. Here are 5 of my favorite content types for repurposing content.
Infographics are a great way to make smaller sections of an ebook into standalone content pieces. They almost always need minimal copy tweaks and look great from a design standpoint. They’re eye-catching and very digestible.
Promote your long-form content to executive decision-makers by summarizing the key points into an executive summary. If they want to read more, link to the full piece within the summary itself.
Another good way to repurpose gated long-form content is to publish shortened versions of the piece’s sections as a series of blog posts. Each post promoting the gated asset, turn ungated blog posts into conversions!
Assessment or Quiz
This might seem like an odd one, but assessment-type assets can be great options for repurposing research reports or similar assets. They can be quick and easy while providing much value for potential takers.
Finally, if you and your team have the resources and capability, invest in producing a webinar based on your long-form asset. Webinars are some of the most effective forms of content or virtual event. They create lots of active engagement from viewers. Then, once it’s done, turn it into an on-demand webinar for further shelf-life.
Hopefully, these content types for repurposing can help you and your team expand your content offerings and gain the best ROI you can from your long-form assets by repurposing them into one of these 5. Make sure you’re getting the most out of your content.