There it is, your magnum opus. You’ve created a piece of B2B content full of key industry facts, figures and data.
Nobody else has compiled information like this. It’s a totally unique angle, provides some incredible insights and conclusions.
That’s why it hurts so much when it only got four likes. (Of course, a good content distribution strategy involves so much more than just a post on social media. Here’s how to do it properly.)
Time is tight, and you can’t afford to mourn its performance. Google’s Discover algorithm likes fresh, evergreen content, and a great content marketing plan provides that. You need to move on and create something new.
Or do you? A creative content plan shouldn’t focus solely on churning out content for Google’s benefit.
Content marketing, at its core, solves people’s problems. Amazing content ropes them in, helps people, makes their lives easier, establishes you as an authority and provides many other benefits.
Here’s the thing; a strong B2B content marketing strategy also consistently promotes content you’ve created before across various channels at different times in new formats to maximise its reach.
Maybe your crowning achievement didn’t do too well on Twitter because your audience wasn’t online at the time. Maybe their attention was drawn by a major news event happening at the same time you posted. Or, maybe, your audience just isn’t on Twitter.
If there are so many nuggets of gold in your content, perhaps the best way to share them is in an additional format than a long-form blog to appeal to a wider audience. Could it be better presented as an infographic or in a video?
A focus on a ‘Core’ content model, as explained by Ken Krogue, allows a single piece of content to be experienced by people across different channels in multiple forms.
Complemented by the PESO distribution model, a single piece of content can be amplified through paid, earned, shared and owned media.
And think about your overall content creation process, too. Following the Content Hub model can help you create high-value B2B content pieces on a consistent basis.
Imagine producing high-quality content more consistently, that attracts significant B2B prospects all the time.
Don’t give up on your amazing piece of B2B content just yet. Here are eight content distribution tips to help you maximise the reach of a single piece of content:Audio and video content can be a great way to break up complex topics and can engage people better than a wall of text.
The average user spends 88% more time on a website or dwells longer on a social post that has video, and viewers retain 95% of a message when they watch it against 10% who read it.
In the B2B realm, Optinmonster says video marketers see 66% more qualified leads per year; perfect when content marketing.
Audio marketing throws up some similarly impressive statistics. Acast say, in March 2019, 23% of adults in the UK listened to a podcast.
Global use of smart speakers is growing with the UK leading the way. Contributing to a podcast or creating your own can reach a highly-targeted audience of people, especially early adopters of the latest audio technology.
Not only can you further the reach of your content by repurposing it through audio and video, but could also attract new revenue streams from it, too.
So, who’s doing it right? Jeremy and Jason of Internet Business Mastery are a great content marketing example.
The pair converted some of their blogs into audio and pushed them through their main podcast feed. The result was 60%-plus more downloads than their featured podcasts.
Videos; Kissmetrics produces videos around certain topics to support their existing blog content, which is linked back to in the video description. Great for promoting a single topic across different channels and starting conversations.
Here are some ways you can repurpose your content with a focus on audio and video:
2. Vlog/YouTube post: You don’t need an expensive film crew. Amazing vlogs and videos can be produced on a smartphone, or you can find a professional on Veed.me.
3. Animation: Animations don’t have to be ‘Simpsons’ quality, or as expensive to produce. All it needs is to get the message across and be engaging; something you can do with Animoto.
4. VR/AR content: DIY chain Lowes introduced VR ‘how to’ videos to their content marketing strategy, which produced a 36% higher recall rate against standard YouTube ‘how tos’.
5. Explainer video: If you’re looking to create explainer videos regularly, IMPACT has a brilliant blog on where to get great set equipment such as lighting on a budget.
6. Q&A video: Q&A videos solve people’s problems, but where to get those questions? Ask people to submit them on social media by scouring specific hashtags and groups.
7. Audio/video interview: How did you come to your conclusions in your content? Expand on your methods in an audio or video interview and position yourself as an industry authority.
8. Live Facebook streaming video or Facebook watch (for longer re-recorded events)
9. Story audio / video content of specific success case study – help connect the content to the clients and add credibility
10. Live Instagram story or IGTV (for longer re-recorded events)
Repurposing historical content or a series of blogs into a free guide dedicated to solving problems is a powerful tool for lead generation.
It’s a terrific top-funnel strategy. If you give people a taster of how to solve their problems and expand it into a downloadable eBook or guide, you’re collecting lead data in ethical ways.
Marketo says that 93% of B2B companies use content marketing to generate more leads than traditional strategies, and that 77% of buyers will enter basic details to download gated content.
You also don’t need to gate that content for success, either. (And we suggest you don’t – more on that here.)
Successful content marketing campaigns are all about solving people’s problems first and foremost.
If people are allowed to download content in bulk as a series that makes their lives easier, and that they can always refer to, you’ll stick in their mind as an authority. They’ll keep coming back for more.
ProBlogger’s Darren Rowse is a strong example of repurposing a content series of content into a bigger format. He turned his renowned series ‘31 Days to Build a Better Blog’ into an eBook, generating revenue from it too by charging $29.99.
Zapier turbocharged this strategy in 2015 and vowed to publish an eBook every 90 days by compiling its blogs. They gave them away for free, were downloaded more than 15,000 times and attracted 10,000 new email subscribers in the space of a year.
Here’s how to do it yourself:
20. Digital eBook: The content may already be there, but how do you compile it into an eBook? Canva is just one of many places online where you can create an eBook for free.
21. Physical eBook: Maybe you want to go a step further and produce physical copies of your eBook to sell. Kindle Direct Publishing is well worth a visit.
22. Digital white paper: A well-constructed whitepaper built from existing content will show your authority. They can also be sponsored on authoritative sites like The Drum.
23. Physical white paper: If you’re creating physical whitepapers to send to journalists as part of a B2B PR strategy, CoSchedule will show you how to create one people will take notice of.
24. Worksheet: If you create worksheets that make people’s professional lives easier, they’ll reserve a special place in Heaven for you. Digital Marketer has a good one that helps people create personas.
25. Checklist: Similarly, checklists can help workers plan their tasks more efficiently. Or, you could join a free cloud-based work management service like Asana.
26. Case study: If you have content over a period of time that shows how you’ve helped clients improve, why not put them into case studies? 73% say they convert and attract B2B leads at middle-to-late stages of the sales funnel.
27. Course / academy to complete: Turn your expertise into an online course with a site like Udemy.
28. Template: We’ve linked to different templates in this post. They’re great value, generate leads and attract backlinks. Why not create some yourself for people to download?
29. Wiki: It may not be Wikipedia, but you can use all the content you’ve created to create informative wikis that solve problems and provide value; great for content marketing.
Images are an essential part of the content marketing mix.
32% say they’re the most important form of content for their business while 51% of B2B marketers prioritize creating images for their content marketing strategy.
People engage with image-led content and, most importantly, remember it. Hear information and you’ll only remember 10% of it three days later. That increases to 65% if an image is included.
That’s crucial from a content marketing perspective. Not only can repurposing content into images help people digest and remember key information, images are essential to getting it in front of new audiences, too.
Tweets with images receive 150% more retweets than tweets without, according to Buffer. Tweets with images also received 89% more favourites.
Speaking of Buffer, it’s a strategy they tried themselves when they set themselves the task of going a month without creating new blogs, instead focusing on repurposing existing content.
They created images with Pablo by using data and information from their old blog posts to post on the platform; an experiment that helped them refine their overall Pinterest strategy.
Interesting from a strategic standpoint, but Search Engine Journal hit the nail on the head when they turned data about infographics into… an infographic!
Publishers who use infographics, Search Engine Journal says, grow traffic 12% faster than those who don’t. (Results we expect they saw themselves after publishing theirs.)
Here’s how you can use images yourself in your digital content distribution strategy:
30. Static infographic: You don’t need a designer to create stunning infographics. Again, Canva can help here, as well as free services like Venngage.
31. Interactive infographic: Increase the engagement potential of your content with an interactive infographic. Here are 20 amazing examples to inspire you.
32.Chart and graph: Charts and graphs get complex information across instantly, and you can create beautiful charts with ease on Visme. Go the extra mile and make your data stand out with:
- Bubble graphs
- Bar charts
- Comparison Graphs
33. Map: Geographical data compiled in creative ways can highlight where your most important audiences are. Again, Visme can help here with its free map maker.
34. Timeline: Want to highlight visual data from a post such as how revenue’s grown over a specific period? Do it with a timeline; give time.graphics a go.
35. Market map: If you’re repurposing data as part of a B2B PR strategy, a market map gets your points across to the media instantly. They’re still the same ones you made in Year 11…
A PR strategy should be part of any content marketing strategy, and is a key way to reach out to the media, both digitally and through traditional means.
97% of marketers are using social media to reach their audiences according to Lyfe Marketing. That’s a lot of noise to compete with, and you can bet your competitors are trying to catch the media’s attention with that approach, too.
Journalists have little time; ironic when they also have more channels than ever before to explore to find a story. They’re swamped with press releases and need to choose carefully which leads are worth their time.
You stand more chance of being noticed if your PR strategy repurposes content in visual ways to help journalists see the points you’re making, where you got your data from, how it compares against other statistics and other factors.
It’s also worth focusing that content on content for existing networks and platforms to catch the eyes of the media – including bloggers and influencers – at trade events and shows. Media outreach is a great way to build strong relationships with the people who matter most.
Statista has a great public relations strategy focused around repurposing content. In July alone they’ve attracted backlinks from Forbes and the International Business Times thanks to the way they visualised data.
MoneySupermarket also got mentioned from numerous outlets a while back by creating an infographic based on data they collected hypothesising how much it would cost to be Batman in real life.
Here are different ways to repurpose content to complement your outreach strategy:
43. Press releases pitched to media: Press releases do work, but they need to have a hook and get the message across instantly. Use key data that you’re creating content around to get noticed. Even journalists want you to know how to write a good one.
44. Press release syndicated on a newswire: You don’t just have to send those releases to journalists. Sending them to newswires focused on your industry can increase your chances of exposure.
45. Email newsletter: Collate your content into a series of emails; great for piquing interest and nurturing prospects. The AIDA model will show you how to create effective emails.
46. Sign up to media alert services like Response Source and HARO.
47. Guest byline on news site: If you strongly feel your content is newsworthy there’s every chance it could be featured on a news site with a byline backlink. Increase your odds with a native approach.
48. Guest blog on other site: Similarly, repurposing your content into a guest post on a blog can enhance your natural link portfolio. Use BuzzStream to find those blogs.
49. Live event and online speaking slot: If your content is being shared and talked about, enhance its and your own authority by speaking at live events and online slots to discuss how you came to your conclusions.
50. Analyst interview and report: Put your findings down in an article or blog and share it with prospects and the media. Your methods are working. Amplify why they work.
51. Guest podcast and webinar: Webinars are great for marketing. Anyone can join and they retain 40% of viewers’ attention. Similar to events, speak as a guest on podcasts or host webinars to engage with others. Zoom is a good option.
You can generate some serious leads at B2B events.
31% of marketers believe that live events are more effective than email, content marketing and other forms of digital advertising. B2B is where the money is, too; B2B events account for $512 billion in annual spend.
68% of B2B marketers use in-person events for lead generation, according to AdStage. B2B events are a favourite for decision-makers, too. 46% of ‘leaders’ (VP/C-Suite) say B2B events are the most critical channel to achieving key business objectives.
There’s no reason at all that you can’t use the content you’ve been creating to complement a B2B event, or even base the event around in the first place. That includes emails to nurture leads; eBook handouts; infographics as posters; interviews to an audience and much more.
Events present a great opportunity to solve prospects’ problems one-on-one, as Seattle-based Tableau do. At their annual Tableau Conference, they start with a feature called “Devs On Stage”.
It’s not just a way for engineers to showcase their latest software; attendees can arrange to book personal time with developers to discuss issues they may be having.
Developers provide a friendly experience, get closer to customers, and can point them in the direction of B2B content that can solve their problems.
Healthymagination is also a great B2B experiential example. GE created the Healthymagination event to showcase different healthcare environments and allowed doctors to share their stories and how GE’s solutions help them to a large audience.
Here’s how you can partner your content with a live event.
58. Bespoke seminar/event: Why not create an event of your own? 70% of prospects become regular customers after attending an experiential event. What are you waiting for?
59. Live streamed online event: If you don’t have the budget to host a large event, you can host one online for free. Leverage your Twitter and Facebook followers to stream live on those channels for free.
60. Workshop: A workshop can be more structured than a live event, and lets you pass on your knowledge to a smaller audience. Package blogs and print of eBooks to give away to support your lessons.
61. Live and on-demand webinar: Or, you can host an online workshop for free through a webinar. There are lots of free services to use, and you can email attendees links to content assets afterwards.
62. Live chat: Chatbots are a brilliant way to share content with site visitors without you being there. They can instantly answer questions and direct people to your content. Drift is one of the better platforms to use.
63. Speaking slot at a conference: Don’t be shy! If your content is being talked about within your industry, put yourself forward for a speaking slot at a conference. Refer to your content to support your arguments.
64. Twitter chat: Create a hashtag and start regular Twitter chats to solve industry sore points. You can direct people to content that answers their questions and enhances your status as an authority.
65. Reddit AMA: The same principle applies for Reddit. There’s even an entire subreddit dedicated to ‘Ask Me Anything’. Remember, you’re there to bring value to people, not spam links.