We’ve written in the past about repurposing content across channels — from putting white paper research to work in infographics and blog series, to producing webinars and Slideshare presentations based on in-person events — but today we want to take a look at how smart marketers can repurpose content to serve multiple audiences.
Why would you want to do this? Let’s consider a theoretical example. Say you work at a B2B company that has for many years provided training software to large corporate clients, but your product development team has worked with marketing to identify and address a need for a new version of your software aimed at businesses with under 100 employees. How could you make your marketing investment stretch further by repurposing content to serve this new audience?
If repurposing isn’t already an element of your overall content marketing strategy, create a new one designed to allow for leveraging your content across audiences. Conduct research into how potential new areas of business operate, what their pain points are and how they could work with your brand. In our theoretical example, that could mean researching how pain points differ between a major corporation with multiple office locations, and a small, centralized business. What would decision makers in each audience want from educational content?
Make a Venn diagram to determine the overlap between the audiences, and devote a major portion of your content marketing time and resources to creating new content that has a hook for both audiences. Additionally, identify the needs that don’t overlap so that you can make a plan to create content that robustly addresses these needs as well.
As you create repurposable content, it’s critical to identify what items can be used across audiences and what needs to be personalized. For example, in our theoretical example, the marketing plan could include two versions of a white paper, one aimed at buyers at larger businesses and one aimed at buyers at smaller businesses.
Both of these white papers could contain much of the same educational content, as there is plenty of overlap between the needs of these audiences. But each could be personalized with statistics, with one version drawing on business research about the needs of large companies and one drawing on research about the needs of small companies.
Have you implemented this type of content repurposing at your organization? If you’re working on a content marketing strategy now and are looking for more insight into creating meaningful, repurposable content, read our white paper: The five new laws of content.
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