Blogs cost money to write, especially in B2B, and they're slow burning by nature,
brands sorely in need of ways to maximize the reach and value they get out of them,
especially startups (where your early articles might get read initially by very few people).
And I can think of six practical ways to do this that go beyond the usual
1. Break Up Certain Long Blog Articles
I know this might sound like heresy
to some of
the more SEO-minded among you, but hear me out.
articles (8 min or more) meant to
be consumed on the buyer's journey,
that are explicitly focused on a product or your brand, may be good candidates for being
broken up into shorter standalone articles.
And if you're wondering why, remember the goal of B2B consideration content generally isn't
to rank, it's to win. And winning means letting nothing get in the way of delivering your
key messaging, especially not a lot of overlong keyword-stuffed copy. You can't bore your
prospects into loving you. And nobody wants to consume an epic-length sales pitch.
Imagine two choices. A twelve-minute article titled "Twelve Freight Storage & Shipping
Problems Solved By The Model XYZ" or two six-minute articles titled "Six Warehouse
Management Problems Solved By The XYZ" and "Six Fleet Management Problems Solved By The XYZ."
Which choice do you think likely to drive more conversions?
I'm thinking it's the two shorter, snappier, more focused articles. I'm guessing a lot of you
would, too. But if you still don't believe me, remember how your prospects got here. While
B2B consideration content can be arrived at via web search, that's usually not how you're
supposed to get there.
Consideration content is generally meant to be consumed after prospects consume a piece of
awareness content, or a different piece of consideration content (like a product page). Or
it can be consumed as sales content presented via email. And sales content, while technically
still content, is actually copywriting, and copywriting is persuasion. Human
2. Repost Articles On Social Media Using New Angles
article doesn't have to be posted only once on
your social channels. It can be posted
multiple times (minimum three months apart). And don't worry about boring your audience. Not
enough of them will have seen the previous social post or read the article for it to matter,
and you'll have new followers the second time anyway.
The first time can be a simple link post (with whatever title visual you used for the article
itself), while the second time can use an original visual, perhaps a figure or table you
quoted in the article, or even better, some kind of original visual or infographic that
illustrates the article's main point (making it a good paid amplification candidate).
Of course, social channels loathe repetition, and they may decrease your reach if you post
again organically using the same link, but any organic post with a link is already relatively
handicapped compared to a linkless post, so a little more won't make much difference.
3. Repurpose Blog Content In A PDF Version
You can also create PDF versions of high-value articles, maybe as a longer "director's cut"
dressed up with a few callouts, figures, factoids, and a glossy layout, which you can then
post to social media and/or send out with an email.
This is particularly useful for longer blogs, as the option of downloading something and
reading it later is often an easier sell than insisting someone on their smartphone commit
to a twelve-minute read right on the spot. And longer blogs tend to be more special and
more thorough anyway, making them more amenable to this sort of embellishment.
And what's more, you can also repurpose multiple shorter blog articles around a particular
topic by combining them into a longer PDF and giving it the same glossy treatment. This is
a good way to conjure up something epic without having to start from scratch.
4. Repurpose Blog Content As An Audio Version
Repurposing articles into audio-only versions can be good if you're selling to an industry
that isn't always at their desks, enabling them to listen while in a vehicle or on their
feet. However, don't count on some AI to automatically narrate it in an engaging way, yet.
You'll need a person. And you'll also need a slightly-adjusted, more conversational,
narration-friendly version of the text. For example, if a narrator were reading this
article, each bullet point would need to be written out in a style of "Method Number 4:
Repurpose Your Content As Audio," or something similar.
And since this is something slightly unusual, and not especially easy to do, you should
probably ask your audience first if they'd appreciate content in this format. So set up
a poll, or maybe have a few salespeople ask customers if they'd want something like this.
At this point you might be thinking "Why not video?" But I don't see video repurposing as
being very practical or effective, yet. And there are three reasons why. One, you need
someone who's dynamite on camera for video adaptation to work. And they're a lot harder
to find than someone who merely talks well.
Two, audio is easier to edit and splice than video because you can't see what the speaker
is doing (i.e., you won't see a cup of coffee suddenly disappear from their hand when
splicing together two disparate sections of audio). And three, an effective video can't be
just a person talking straight into the camera. You need video illustrations, graphics,
floating text, etc. And that adds cost and complexity.
Someday generative AI might be to conjure up a video of a sexy charming host reading
your blog articles in a natural voice, but we're not there yet.
5. Repurpose Blog Content As Personal Social Media Posts
If you're a startup or small company, your CEO and other prominent employees might have
more LinkedIn followers than your company does. And posts without links travel a lot
farther than posts with them. So you can get quite a bit more mileage by condensing
suitable blog articles to something the length of a personal (and linkless) social post.
Listicle-type articles like this one are good candidates for such treatment. For
example, if I were to repurpose this article, I'd use most of the opening paragraph,
each bullet point, and a one or two sentence section summary under each bullet point.
And as an added bonus, such personal-style content can be a good way to kickstart an
employee advocacy program
. Because when the CEO or
other leaders make an effort on
social, it sets an example for others to follow.
6. Revamp & Rewrite Older Articles
When it comes to B2B and/or technology, nothing is truly evergreen. Information falls
out of date, often quickly. And your own views evolve and change over time. Therefore,
maybe once a year, at a time when you're not overly busy, take a little time to review
your articles that are at least a year old and see if any of them can be given a new
lease on life by being updated, repackaged, or rewritten. Or revamped using an SEO
Now fly blogging eagle, fly.