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Repurpose Gated Content to Boost B2B Lead Generation

lead generationMany B2B brands hide content behind opt-in forms in an effort to collect email addresses and generate leads. While this is usually a winning strategy, it’s important not to overlook the benefits of repurposing some of that content for other channels.

Remember: Buyers spend a substantial amount of time researching solutions and learning how different vendors address business problems. Even if gated content like a downloadable ebook or white paper offers significant value, it’s still gated content. There’s a barrier to access, and some potential buyers simply won’t opt in at all.

Repurposing some of that gated content can help you solve this problem. By giving your audience a taste of what they’ll get from the larger, more in-depth resource, you can increase conversions and generate more leads.

But how do you repurpose the content – and where will you publish the repurposed snippets?

For starters, it’s important to realize what repurposing is and what it isn’t. Repurposing doesn’t mean publishing the same content in different places, rewriting copy, or publishing old content over and over again. There are many ways to repurpose your largest, most in-depth content pieces, some of which include:

  • Turning sections of a larger resource into a multi-part blog series
  • Creating a short review of one section of a white paper, publishing the review as a blog article, and promoting the article on different social media channels
  • Writing a fresh perspective on an older resource, publishing the update on an industry blog that receives lots of traffic, and linking to the old content
  • Producing a YouTube video or SlideShare presentation that discusses one aspect of the walled content and invites people to download the complete resource

Keep in mind that gated content doesn’t have to only exist behind an opt-in form. You can repurpose it across different channels to get your message and your brand in front of more potential buyers. You’ll also increase lead generation by showing people all the great reasons to request the gated resource.

Using gated content in conjunction with freely available content is a hallmark of smart B2B content marketing. As a leading B2B marketing agency, KEO Marketing can help your organization drive more traffic to gated (and ungated) content, bringing you closer to your lead generation goals.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.