Several paragraphs into a white paper, I spotted a sub-headline that stood out from the rest.
It wasn’t the title of the white paper – which had long since been prettied up and hung behind a registration page – but it should have been. That subhead deserved a second chance.
That is in essence what repurposing is all about – giving content another chance or a second effort with just a little different perspective.
Repurposing is built in content disruption. It is leverage. It means greater reach. It produces a better return on content investments.
Whatever your process is for sharing content on the web, content that’s been effectively repurposed provides the opportunity to run through the process again. And again.
Most B2B marketing organizations don’t do this enough. They crank out ebooks and white papers and presentations and speeches – and as soon as they are done with one – it’s onto the next thing.
Research shows more than half of all B2B content goes unused. This means the burden of creating more content, at least in part, could be solved with a little creative effort.
What repurposing content is not, is a cut and paste process of verbatim copy that merely transfers text from one website to another.
The key to repurposing in content marketing is to add value along the way. Weave in new data, commentary, or perspective from both inside and outside the organization. Make it better with every iteration.
It helps to get a fresh pair of eyes and a different writer to do it. Even the best writers sometimes can’t see the forest for the trees when it comes to their own work.
That’s how we fall into the trap of burying the lede. Or a subhead that deserves a second chance.
Does your PR agency make your job easier or harder?
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It’s rare you find one good at both and that makes things harder!
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PR is the Best Kept Secret in Effective Content Marketing
Photo credit: Flickr, Steve Snodgrass, Alligator Park (CC BY 2.0)
