B2B Content Marketing: Strategies to Repurpose Business Content For More Leads

B2B companies hear the benefits of blogging, but many don't go past writing just a few posts a month or create a white paper for lead generation.

For those looking to take advantage of creating great content and using it in a lead generation content marketing campaign, it takes more than an afterthought ' it takes planning!

How does this work? How would a B2B company leverage one piece of content into many?

Let's look at a sample scenario, shall we?

B2B Content Marketing in Action

Ok, so let's say we have a technology company, let's call them Acme Enterprise Software.

Yes, I know that name is REALLY original!

Now, Acme has a white paper created by a B2B copywriter. They take it and post it on their web site. A month goes by and they wonder why no one really downloads it or why leads haven't increased.

Sure, a great B2B white paper can bring in lots of leads, but what about getting the word out? How would you leverage it to create a wide range of content for a larger reach?

Email Marketing

First, if you have an email list, you better use it. Effective email marketing is still one of the best ways to generate lots of leads. Create a powerful email to your list that gives them reasons to click on the link to your white paper.

By the way, this isn't anything new. If you don't use email to promote a white paper, you need to start.

Landing Page

Next, create a high converting landing page for your visitors. Get them to opt-in and download your white paper ' make them an offer they can't refuse.

Again, landing pages are important and they should already be part of your content marketing mix. Not only do they work for email marketing, they work for PPC ads and other conversion-based marketing.

Blog Posts

To leverage that white paper into more content, take small snippets and develop blog posts. Things like '5 critical elements of disaster recovery software,' or other concepts can really reach your prospective audience.

Don't forget to also have your blog submitted to blog directories, RSS feeds and such, too.

Webinar

Another great element to effective content marketing is using webinars. Create a webinar based on some of the problem solving data in the white paper. Educate the audience and at the end, give them an offer they can't refuse.

Many prospects will attend more free events before they consider looking at your product or service.

Don't forget to offer a recording to those who opt-in and don't' show up.

Videos and Podcasts

Based on the webinar and even more content from the white paper, pull video and audio from it. Then, post it to YouTube and podcast directories and promote it.

Lots of prospects convert on visual and/or audio content.

Ah, can we say content marketing goodness?

Presentations

Speaking of visual content, there's another option for that white paper. You do remember that white paper we started with, right?

Create presentations in PowerPoint or your favorite presentation software and post it to places like SlideShare.

It's one of the overlooked content marketing gems! It works, no really!

Social Media

Are we done yet? Nope.

Don't just sit on all this great information; promote it! Shout it from the rooftops and let all your followers, friends, fans, etc know about it!

Here's the thing: don't just blast it out! Guess what, those social updates also are part of your content marketing campaign.

How?

Do you just write out your blog post title and a link? OR do you write a compelling social update that entices someone to click and enter your lead funnel?

After all, you're competing with LOTS of others in the online space! Don't just yell it; make it worth my while to click on your post.

Content Marketing Works

I've seen it and talked to B2B clients who get it and those who don't.

'Content is content. Why wouldn't just a white paper work?'

Well, would just that white paper I wrote give you more reach, or would what I've outlined above give you more opportunities for generating leads?

You decide.

Content Marketing World

Speaking of content marketing, there's this conference called: Content Marketing World. The who's who of the content and online marketing world will be there.

Guess what? So will I!

If you're looking to meet up and talk content marketing or hangout at the other great events scheduled, go check it out!

Then, hit me up on my contact page and join me for a great time!

Photo credit: humblog