According to the Content Marketing Institute, producing enough content is one of the biggest challenges facing B2B marketers today. From the conversations I've had with many of my own B2B SEO clients over the last few months I'd have to say I agree. There could be many things holding up your B2B content creation calendar--maybe each piece of content has to go through several rounds of revisions with several different people before it can get officially approved (dragging the process out for weeks or even months). Perhaps you're a SMB B2B marketer with a small staff and limited budget; everyone is already wearing multiple hats and adding the content creation responsibilities to someone's daily to-do list is proving more difficult than expected. Or maybe it's just a struggle to come up with fresh topics every time you sit down to right. All of these reasons and more can bring a B2B content marketing campaign to a screeching halt.
But in my experience, a B2B company that isn't consistently producing high-quality, informative and engaging content is going to see their SEO efforts flat line. After all, there is only so much you can do in terms of onsite optimization and after a few years of link building the really great links are getting harder and harder to find. A B2B content marketing campaign is what carries both your SEO and social media marketing campaigns forward. If you are one of the many B2B marketers that is struggling to produce enough content to keep the wheels turning don't despair. Chances are you sitting on a goldmine of B2B content and you don't even realize it!
White Papers and eBooks
Plenty of companies keep their longer content, like white papers and ebooks, gated (locked behind a short form) and use them for lead generation purposes. There is nothing wrong with doing that, but think about how many hours you put into writing that white paper or ebook; do you feel like it's paid you back yet? Of course you need to keep your sales funnel full of targeted leads but there is a way to get more value from that content, help your SEO, drive more traffic to your site and still keep the lead form in place--all you need to do is slice and dice a few sections of your white paper into a shorter blog post! Not only is the content a great blog topic, a blog post gives your readers a taste of the white paper much better than a summary can, and you can add the link to the lead form so you still get their information when they go to download the white paper. At the same time that blog post creates a fresh piece of content for the search engines (and you can target long tail keywords!) and give you more content to fuel your social media profiles.
You can also write a promotional blog post for each white paper and ebook you have--adding a few extra blog posts each month and getting your longer content in front of more eyes and a wider audience.
Webinars and PowerPoint Presentations
Webinars seems to be a staple of many B2B content marketing strategies and they are a great source of video content for your content marketing campaign down the road. Much like you can slice and dice a white paper into blog posts, you can slice and dice a webinar into 2-3 minute videos for YouTube! Remember, the search engines can pull videos into the universal search results so they are a great way to expand your brand presence. Also, even though links from YouTube are nofollow they can still drive targeted traffic back to your site! Videos can also be posted to your social profiles giving your audience another chance to interact with your brand. They can also be embedded into video blog posts and keep fresh content going live on your blog even if it is a tight week and you don't have to time to do much writing. All you need is a few short sentences introducing the video and you're good to go! Videos can also be added into the company eNewsletter to extend their reach even further.
Think of each slide in your PowerPoint presentation as a blog post. All the information is there you just need to flush it out. Think about what you would say during a presentation when you're on that slide and voila--you've got a new blog post ready to go! You can also post the presentation in its entirety to a site like SlideShare and add notes to help walk viewers through it slide by slide.
The key to re-purposing your B2B content goldmine is to change up the structure and the format of the content to fit a new platform without sacrificing the information or messaging. Keep in mind you aren't just spinning this content (submitting the same thing over and over again). You might have to rewrite some of it a bit to ensure your new content is unique enough but 75% of the work has already been done for you! B2B content marketing is hard enough; take advantage of what you've got to work with while you can!
Nick Stamoulis is the President and Founder of Brick Marketing, one of the premier full service SEO firms in the United States. With over 12 years of experience Nick Stamoulis has worked with hundreds of companies small, large and every size in between. Through his vast and diverse SEO, search engine marketing and internet marketing experience Nick Stamoulis has successfully increased the online visibility and sales of clients in all industries.
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