Repurposing Content for Your B2B Direct Sales Force
Kristel Cuenta, writing in SearchEngineWatch.com, says that any piece of content that gets a good response from the target audience should be repurposed into other forms of content in order to leverage the popularity and keep the target audience engaged.
She says: “Repurposing is killing two birds with one stone. It is a second chance at promotion and it appeals to more audiences, which helps in extending your content’s reach.”
This is a very good way to approach content creation. We would also like to suggest one simple adaptation to this idea: instead of creating more content for inbound marketing, create content that your direct sales force can use.
If you own a business-to-business (B2B) company, you probably have direct sales people; either on-the-street people or phone sales people. These men and women are always looking for any kind of excuse to contact a new prospect or re-connect with their current customers. Giving them content that they can hand out will let them do that.
Here is an example: let us assume that you have published a blog post that got a lot of views. With a few modifications and additions, you can create these other types of content:
- Interactive content. Online quizzes, assessments and calculators. The sales force can send their clients to these online tools in order to build the relationship.
- Video. Turn the written content into a short educational video. The video file can be placed onto your website or put onto a jump drive to hand to the client.
- eBooks. Expand the content a bit and create a quick-read ebook. It can be printed or put onto a jump drive to be handed to the client. The beauty of this is that links to your website can be included in the ebook.
So if you create a popular piece of content, do not let it fade away. Repurpose it for the sales force. Doing so will build long-lasting customer loyalty. You can read Kristel’s article here for more ideas.
As a leading inbound marketing agency, KEO Marketing can help you repurpose content and utilize other innovative and cost-effective content marketing methods. Contact KEO Marketing or call us at 888.702.0679 to learn more.