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Why Repurpose Content?
There are a couple of reasons why content repurposing is important. First, it helps you get the most out of your content creation effort’s return on investment (ROI). Since producing high-quality content can be a time-consuming and expensive endeavor, repurposing allows you to derive more value from every piece. Second, repurposing content increases your reach by targeting different types of audiences. Some of your users may prefer to read a blog post and some may want to engage with a video or an infographic. Last but not least, repurposing content helps improve your SEO because you rank for more keywords and get more traffic.
What is SaaS Marketing and Why is Content Repurposing Important?
SaaS marketing involves promoting and selling subscription-based software products. In this highly competitive landscape, content marketing plays a pivotal role in attracting and retaining customers. However, creating new content regularly can be resource-intensive. This is where content repurposing becomes invaluable. By reusing and adapting existing content, SaaS marketers can maintain a consistent content output, extend the lifecycle of their content, and engage their audience across multiple channels.
Related Article: https://www.adlabz.co/b2b-saas-marketing-channels-revealed
When to Repurpose Content?
An important aspect of using repurposed content successfully is knowing when to repurpose it. One important part of this is content performance. If content has done well in terms of traffic, engagement, or conversions, it’s an excellent target for repurposing. Evergreen content, such as material that does not have a sell-by date and can continue to attract your audience, can also be an ideal source of material to repurpose. Covering All Bases: Repurposing older content into new formats can fill any content gaps in your strategy, but more than that it offers comprehensive coverage of a topic.
How Can You Identify the Best Content for Repurposing?
So not all content is equal when it comes to repurposing. Here are some guidelines for how to tell which pieces to pay the most attention to:
Extract Performance Data: Analyze your analytics to see what content is performing well. High traffic, engagement, and conversion rates are good signs.
Stay Current with Current Trends: A content piece aligned with the industry’s current trends can be updated and evolve into something fresh.
How to Repurpose Content Correctly
Making content multi-format requires solutions that keep in mind the original intent, format the assets accordingly, and bring in updates to the content. So, make sure that the main idea and the content value are still there in the new format. Regardless of whether you’re crafting a video, infographic, or blog post, the content should align with the original intent. Second, adapt the material to the new format. This could involve summarizing information for a video or elaborating on it for a blog post. Finally, with time, the content needs to be refreshed by bringing new data, insights, or perspectives onboard to make it relevant and valuable for your segment.
What Are the Best Ways to Repurpose Blog Posts?
Blog posts are nuggets of content that can be repurposed in many ways. Here are some ideas:
- Turn Blog Posts into Videos
Videos are engaging and shareable on YouTube and LinkedIn.
How to Do It: Write out a script from key points in your blog. Use tools like Canva or Adobe Spark to create professional videos.
- Create Infographics
Infographics are visual representations of information and data which can make complex topics more easily understandable.
How to Do It: Create an infographic that illustrates your blog post’s most important data using tools like Piktochart or Venngage.
- Develop Podcasts
Podcasts are catching on, particularly in B2B circles.
How to Do It: As you write a blog post covering the key takeaways, record a podcast episode. The tools you can use are, for example, Audacity or Anchor.
How Can Webinars Be Transformed into Multiple Content Pieces?
Webinars are content-rich, so you can repurpose them in multiple formats. One method is by turning webinars into a blog. Transcribe the webinar and create a couple of blog posts based on the main takeaways and points of discussion. Another strategy is to make social media posts. You can also share short clips or quotes from the webinar on social media channels. You can also incorporate content from the webinar into a longer eBook or whitepaper. That’s especially helpful for lead generation, or when you have something of value to share with your audience.
Make Repurposing a Part of Your Content Creation Process
What makes repurposing really work is integrating it as a process into your content creation workflow so you can consistently output and maximize your content value. Plan to repurpose during the content creation stage. Document potential repurposing opportunities Keep anexhaustive asset library of all material and note any when articles are repurposed to maintain organization. Audit your existing content regularly and identify the pieces that can be repurposed and given a new lease of life. Incorporating repurposing into your regular process helps extend the life of your content without overburdening you or adding unnecessary stress as you try to consistently supply your audience with useful content.
How Can You Use Case Studies in Multiple Formats?
One of the most powerful materials you can come up with for SaaS marketing is case studies. Here’s how to recycle them:
- Slide Decks for Presentations
How to Do It: Reduce the details and key outcomes from the case study into a slide deck. Tools such as PowerPoint or Google Slides work great for this.
- Social Proof Snippets
How to Do It: Use customer quotes or success metrics to make social proof snippets for your website and social media.
- Interactive Content
How to Do It: Turn Your Case Study Into Interactive ContentUse tools such as Ceros or Outgrow to make your case study interactive.
What Role Does User-Generated Content (UGC) Play in SaaS Marketing?
UGC stands for User-generated content, Which is used to add authenticity and credit to your SaaS marketing efforts. These can be turned into social media, video testimonials, or even case studies, which will serve as social proof to develop trust with potential customers. Discussions in community forums you participate in can become your blog or FAQ topics. Customer success stories can also be turned into a blog series or video content that you can share externally, providing social proof of the real results your product can drive for other users.
Republishing vs Repurposing
Knowing the difference between republishing and repurposing is critical:
Republishing: Updating and re-publishing the same content on the same platform. This can be helpful for evergreen content that needs an update.
Repurposing: This is the act of taking a piece of content and breaking it up, reshaping it so that it has a different format or is shown on a different platform, thus getting in front of a potentially different audience.
What can you do with the email newsletters?
Newsletters — news from newsletters is a great source of information, and I am already writing an article based on one newsletter (not my own); All you have to do is refine what you read, so this newsletter will help you become better! One possible idea: consider creating monthly blog roundups of the best tips and insights from your newsletters. This provides a complete resource for your audience and gives one more way to extend the reach of your email content. Another option is to transform relevant bullet points from your newsletters into visually appealing social media graphics through most tools, such as Canva. You might also consider pulling related newsletter content together into a free eBook on a particular topic, which you can offer to your audience or potential leads.
How Do You Make Use Of Social Media Posts?
Social media posts — Rerun social media posts in a variety of different forms (or longer form content). This could be taking one of your social media posts that generated a lot of conversation, expanding upon it, and adding some detail and context to develop it into a full blog post. You can use this opportunity to go more in-depth on the subject matter and add value to your audience. A second alternative is to script and produce a video on the topic based on a series of social media posts. It is an ability to create a new format and attract users on platforms such as YouTube and LinkedIn. Finally, use your social media posts to inform your email marketing campaigns by including key messaging you would love to expand upon if you had a longer format.
B2B SaaS Content Repurposing Ideas
These are some creative ways to reuse the material in B2B SaaS marketing.
Example: Taking webinar content and developing it into a full online course.
This also gives your audience a one-stop shop and makes your brand an authority in your industry. Another option is to transform informational blog posts into quizzes. This allows users to engage more actively with the content, giving you deeper insight into which materials your audience is responding to. Customer onboarding guides can also include case studies as examples. This shows how your product is used in practice and helps new clients see the value and benefits it provides.
Align Your Content to the Sales Funnel for Best Results
Content marketing involves more than developing a constant flow of posts, videos, or articles. That involves building out a targeted strategy where every piece of content is aimed at a specific goal, in a logical order in your sales funnel. And repurposed content gets so much more powerful when you strategically align it to these stages, taking your audience there in a helpful, effective, conversion-friendly manner.
At the Top of the Funnel (TOFU) stage, your audience is in the early stage of discovery of their needs or problems. They’re in an exploratory phase, looking for information, ideas, and inspiration. This is where you need to woo them with content that’s compelling and digestible. It’s like the first handshake—it’s your opportunity to make a good impression. Infographics that break down complex ideas, concise and catchy social media texts that arouse interest, or brief, eye-catching videos that introduce your brand can work wonders. The objective at this point is to capture your readers’ attention and engage them enough to leave them wanting to know more.
In SaaS Marketing, Your audience is no longer simply browsing around as they enter the Middle of the Funnel (MOFU); they’re actively searching for solutions. Now, your content needs to take the conversation deeper. You’re establishing trust and warming up these leads with increasingly more accurate and useful information. Webinars fit the bill here perfectly, enabling you to demonstrate your authority while connecting with your audience. eBooks allow you to dive deeper into topics, establishing yourself as an industry leader. Consumer case studies provide relatable stories showing how your actual product or service has solved many of the same problems. The focus here is on educating and establishing trust, so your audience will be ready to consider your solution.
At the bottom of the funnel or BOFU, your prospects are just about on the verge of making a decision. They’re weighing their options and want to be convinced that your solution is the best solution for them. Your content here needs to be very compelling and should meet the last few objections. Case studies that go into detail about a particular problem and the results of the solution can give the hard evidence that your prospects crave. Demos give a hands-on, practical overview of how your solution works and fits their business requirements. Customer testimonials give that final layer of social proof, proving people successfully using your offering. This is your chance to turn interested prospects into happy customers.
How Can You Measure the Success of Your Content Repurposing Efforts?
You will need to measure how well your content repurposing efforts are doing to improve your strategy. Here’s what to focus on:
- Engagement Metrics
Measure engagement by tracking likes, shares, comments, and content longevity.
- Traffic and Conversions
Be sure to track how much traffic each piece of repurposed content generates, and remember to tie it back to conversions.
- SEO Performance
Analyze the repurposed content on how it ranks on the search engines, as well as the keywords that it ranks as well.
Conclusion
Repurposing content can help B2B SaaS marketers maximize their content’s value, reach more audiences, and achieve higher ROI. Knowing what content to repurpose and how to repurpose it to use in your strategy brings you to engage different parts of your audience. Tracking the success of these measures can help ensure that they continuously improve and develop a growth path in your SAAS marketing initiatives.
So please note that the secret of successful SaaS marketing is to be creative and flexible. No one wants their hard-earned content to be left sitting around—recycling it to refuel your SaaS marketing techniques can inspire new customers.
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