5 Ways to Repackage Your Best B2B Content

5 Ways to Repackage Your Best B2B Content
Michele Linn - Tue Dec 08, 2009 @ 11:38PM
Comments: 64

PackageI think about B2B marketing at the strangest times. Yesterday, it crossed my mind while eating lunch. The night before, I made some Asian-inspired pork tenderloin, which was good, but it was even better in the sandwich wrap I concocted with some miscellaneous ingredients in the fridge.

What does this have to do with B2B marketing? You probably have a lot of great content out there that you like, and, with a few changes, you have a fantastic -- and somewhat quick and easy--opportunity to make your standout content even better by putting a new spin on it and repackaging it.

You may think that your readers don't want to see info re-hashed, but I think there can be a lot of value in presenting your content in a new way:

  • Often, your readers don't get a chance to read everything, so they appreciate it when you put it together in one place. And, you have new readers who may have missed your best stuff.
  • You can incorporate feedback you received from the initial content to make the new piece stronger (giving credit, of course).
  • Readers like different formats, so you'll attract more attention by presenting your info in different ways.
  • As you re-work your content to fit into a new format, you often will get new insights into the topic.

I like to ask myself, "Will repackaging this content help readers understand? Will it make their job easier?" If so, go for it. Here are a few ideas to consider.

eBooks
If you have a lot of content scattered in blog posts, presentations, articles and such, consider repackaging it as an eBook. As one example, Amber Nashland of Radian 6 just created an eBook on social media time management based on a series of blog posts and a presentation she gave at BlogWorld Expo.

Slideshare
Many readers like to skim, so Slideshare is a great way to disseminate key information. This format works well for a lot of content; but here are a few thought starters:

  • Tell a story: I haven't seen this info in other places, but love this Slideshare from Ardath Albee on getting to know your B2B prospects. There's something very engaging with the way she tells this story.
  • Highlight a list: If you have five or ten ideas on how to do something, you can easily transform that into a Slideshare.
  • Share quotes from experts: Ambal Balakrishnan routinely features B2B bloggers and experts in her blog ClickDocuments. I like how she creates Slideshares that highlight the key points of her posts. Here's one example that I especially like: Tips on how B2B marketers should do content marketing. This is a great format for highlighting customer quotes or industry trends.

Everything-in-one PDF
In her blog B2B Marketing Smarts, Susan Fantle provided a great suggestion for providing a reader with the key points from your website in a single PDF doc. She points to a 5-page PDF created by Delivra that readers can save, share or print. I thought this was a great idea not only because it is something that can be passed along but also because it is something that helps you distill the most important information from your site. If you have multiple audiences, I would create a document for each.

Create an email series
If you have a lot of content on one topic, you may want to develop an email series that provides the information in a way that tells a story. I wrote a post few weeks back tells you how to do this.

FAQs
I also mentioned this in another post a few months back, but use (or create) the FAQ section of your website to point to your most important content. While you may think it is silly to talk about content you have on your website already, chances are all users won't take the time to find it. When I create FAQ sections for clients, I review their websites thoroughly to develop questions, providing a brief answer and linking to more info on their websites. It's relatively simple to do, and I get grat feedback.

What other ideas do you have?

Related posts:

Read more Savvy B2B posts from Michele.

Comments: 64

Comments

1. Sharon Mostyn  |  my website   |   Wed Dec 09, 2009 @ 01:29AM

Great post Michele! Depending on the content, I would also consider doing the opposite of what Amber from Radian 6 did - make it into a webinar, seminar, or propose it as a presentation at a conference. Adding an "offline" element sometimes gives you additional reach to an audience that may not be aware of your brand.

2. Ryan Beale  |  my website   |   Wed Dec 09, 2009 @ 03:33AM

Excellent Post, Michele! Repackaging content is a great way to reach a wider audience within a particular demographic. Happy Holidays!

-RB

3. Michele Linn  |  my website   |   Wed Dec 09, 2009 @ 08:35AM

Sharon: Great idea about taking online content and moving it offline. I even know some people write books based on blog posts and other materials they created online. Thanks for stopping by and adding to the conversation!

4. Doug Kessler  |  my website   |   Wed Dec 09, 2009 @ 10:42PM

Nice one. People tend to think of each piece of content as a distinct, standalone thing.
You've shown how to multiply its value by simple repackaging -- as a service to your audience not just another way to 'pimp' content (though it's great for that too).

We sometimes refer to this as 'atomising' content across the web.

5. Jonathan Kranz  |  my website   |   Thu Dec 10, 2009 @ 01:58AM

Good stuff, Michele! The copywriter Alan Rosenspan calls this the "buffalo" approach. Just as Native Americans in the West used every part of the animal (flesh for meat, hide for textiles, bones for tools), marketers should take every opportunity to get the most use out of any content they create.

6. Amber Naslund  |  my website   |   Thu Dec 10, 2009 @ 04:54AM

Hi Michele,

Thanks so much for the shoutout. Great content is really determined by the audience. But once I've realized that something is resonating, giving folks as many ways to access that content as possible is the name of the game. Some are online readers, some are offline readers, and all of them need mechanisms to share it around and mark it for later.

Thanks again, and for some great ideas for your readers about how to make the most of the content they build.

Best,
Amber

7. Billy Mitchell  |  my website   |   Thu Dec 10, 2009 @ 08:29AM

Just when I think I know it all, I read a brilliantly common-sense article like this and realize there's always a better idea out there or new way of looking at something that's become too familiar.

Within the article you are practicing what you preach by including a quick list of basics that I can use to remind myself, share with my staff and pass on to clients. Thanks!

"Never quit learning"

8. Michele Linn  |  my website   |   Thu Dec 10, 2009 @ 02:13PM

Doug and Jonathan: I love all of these new ideas: "atomising" and the "buffalo" approach. They make me think of content in a new way.

Amber: I hadn't thought of it like that. Great point that your audience can help you decide what really works and what is worth the effort of repackaging. However, some content may not be initially well-received because of its format, not necessarily because of the message. For instance, I don't like videos, so even if the message is for me, I would have likely missed it. Thanks for stopping by!

Billy: Thanks for the kind words! I'm constantly learning from the B2B marketing community!

9. Kim Kleeman  |  my website   |   Fri Mar 12, 2010 @ 05:38AM

Great article. Re -packaging cntent is a great way to gain new readers, but be careful in using content over and over- readers will begin to think content is stale and not fresh!

10. Michele Linn  |  my website   |   Fri Mar 12, 2010 @ 06:33AM

Kim,
I couldn't agree more. While it is good to provide multiple formats for your content, you don't want to be seen as a "one-trick pony" who has nothing new to offer. I think this is a fine balance. Thanks for reminding us all of a very important point!

11. mointernational  |  my website   |   Fri Aug 13, 2010 @ 02:21AM

I work in B2B Marketing and found this article very useful.
Thanks Michele

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Some good ideas here. So often I see a play of between quantity and quality of content. Using the ideas you suggest, it really makes sense to go for high quality content and then carry out a bit of repackaging.
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