While your kids may turn their noses up at hand-me-downs, and your sweet significant other gives the thumbs down to left-over pot roast, there is a magical place where reusing, recycling and repurposing is a good thing. You guessed it – it’s in the B2B marketing world. Repurposed content delivered through different channels reinforces your brand messaging and gets your message out to a much wider audience.
But you have to be careful. Reusing the wrong way vs. the right way is like the difference between borrowing a pair of pants from your grandfather’s closet and shopping in a trendy vintage boutique. Savvy Sister Michele Linn points out some of the pitfalls of content reuse in her article, The Dos and Don’ts of Content Reuse. You should really read that article before you start reusing.
Caveats noted, let’s get down to it. If you start with a relevant and well-written piece of content – let’s say a solution brief for a new product – you can serve it up in the following four ways:
1. Use it on your website
This is a double whammy. Take that beautifully crafted solution brief messaging and pare it down to the most salient points for your web copy. Be sure to have someone experienced in web copywriting do the editing job – but note that it’s much less costly to hire a pro to edit existing (good) copy than to have them write it from scratch. Then, don’t let that beautiful solution brief collect dust in a trade show bin. Get an electronic copy and post it as a link from the product page on your website.
2. Send out a press release
You just launched a new product. That is definitely cause for a press release. Check out the Savvy Speaks article Writing Fearless Press Releasesfor more tips on writing and distributing releases.
3. Create a blog post
OF COURSE, you are going to have to change the style of the original copy, but again, the marketing and branding messaging should be consistent with your more formal sales collateral. Write a chatty intro, throw in the toned-down product info and then invite folks to join in the conversation.
4. Include it in the monthly e-newsletter
Depending on the style of your newsletter, this may be as simple as writing a catchy hook and then linking folks back to the blog article. Keep it simple and automatic and your newsletters will write themselves.
And don’t forget to announce your new blog posts, press releases and etc. on your social media outlets.
How do you repurpose content?
Any "gotchas" or advice?
About the author: Kate Headen Waddell is a strategic copywriter specializing in web copy, white papers, case studies, blogging and other B2B marketing tools. You can visit her website at www.smartb2bmarcom.com.