{"id":26022,"date":"2020-02-27T12:08:45","date_gmt":"2020-02-27T17:08:45","guid":{"rendered":"https:\/\/exob2b.com\/?p=26022"},"modified":"2022-10-03T15:52:40","modified_gmt":"2022-10-03T19:52:40","slug":"5-profitable-tricks-to-repurpose-your-content-in-b2b-marketing","status":"publish","type":"post","link":"https:\/\/exob2b.com\/en\/5-profitable-tricks-to-repurpose-your-content-in-b2b-marketing\/","title":{"rendered":"5 profitable tricks to repurpose your content in B2B marketing"},"content":{"rendered":"\n<p>Long ago, there was a time when, in the ExoB2B\nblog, we would put together a compilation of the <a href=\"https:\/\/exob2b.com\/en\/eigth-top-post-2016-7-key-elements-interactive-b2b-communications-plan\/\">best\nposts of the year<\/a>, every year,\nas a way &nbsp;to reuse our best content.<\/p>\n\n\n\n<p>Our archives have a lot of useful and popular\ncontent. It would be a shame to leave them there to die! It&#8217;s true though, who\ngoes on a blog other than to read the latest post published and distributed on\nsocial networks or by newsletter?<\/p>\n\n\n\n<p>Very few do.<\/p>\n\n\n\n<p>In fact, I would like to read your comments on the subject below.<\/p>\n\n\n\n<p>So, I went through a long period where I didn&#8217;t\nwant to know anything about the Repurposing Kings. This method was equivalent\nto seeing only old content on blogs in the long run.<\/p>\n\n\n\n<p>Long live creativity and novelty!<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"559\" height=\"365\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/more.jpg\" alt=\"\" class=\"wp-image-25936\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/more.jpg 559w, https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/more-300x196.jpg 300w\" sizes=\"(max-width: 559px) 100vw, 559px\" \/><\/figure>\n\n\n\n<p>This is an image from Buffer&#8217;s blog, which illustrates what was being\nwritten. Less creation and more promotion&#8230; The promotion of\n&#8220;oldies&#8221;&#8230;<\/p>\n\n\n\n<p>The water flowed under the bridges and I changed my point of view: there\nare finally good sides to the reuse of content.<\/p>\n\n\n\n<p>Here are five tips that really pay off, to intelligently reuse or recycle your old content because unlike what the TV ad says, they are not <a href=\"https:\/\/lesserpuariens.com\/\">&#8220;sertpuariens&#8221; (In French).<\/a><\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">1- Republish blogs that are dated but whose subject is still current by refreshing them<\/h4>\n\n\n\n<p>As I mentioned, we have a <a href=\"https:\/\/exob2b.com\/inscrivez-vous-liste-envoi\/\">bank of\nnearly 500 blogs<\/a> saved on all\nmajor B2B marketing topics since 2009:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Automation<\/li><li>Web design and development<\/li><li><strong>Artificial intelligence<\/strong><\/li><li>Product launch<\/li><li><strong>Influence, content, inbound, mobile or integrated marketing<\/strong><\/li><li><strong>Martech<\/strong><\/li><li>Brand awareness<\/li><li>Strategic positioning<\/li><li>Marketing research<\/li><li>Referencing &#8211; SEO<\/li><li><strong>Social networks<\/strong><\/li><li><strong>Communication-marketing strategies<\/strong><\/li><li><strong>Thought Leadership<\/strong><\/li><li><strong>Marketing transformation<\/strong><\/li><\/ul>\n\n\n\n<p>There are more, but we have to limit ourselves\u2026 <\/p>\n\n\n\n<p>In bold are the topics that I prefer and that I write about most often. We have a lot of posts in our archives whose content is still very relevant in 2020, even though I myself have been writing them since 2015 for ExoB2B, such as the one on <a href=\"https:\/\/exob2b.com\/marketing-inbound-vrais-influenceurs\/\">inbound marketing influencers<\/a>.<\/p>\n\n\n\n<p>The subject of influence marketing is so present in\ntoday&#8217;s marketing landscape that <a href=\"https:\/\/www.toprankblog.com\/lee-odden\/\">Lee\nOdden, an expert in B2B content marketing<\/a>, devotes all his energy and the majority of his blog posts to it.<\/p>\n\n\n\n<p>Whether we like them or not, influencers still play\na very important role in marketing, depending on their types, which was the\nsubject of the post.<\/p>\n\n\n\n<p>Speaking of influence, we\u2019ve arrived at my second tip:<\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">2- The publication of annual rankings<\/h4>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/exob2b.com\/en\/marketing-influencers-our-2019-top-30\/\"><img decoding=\"async\" width=\"820\" height=\"480\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/04\/Top-30-influencers-2019.jpg\" alt=\"ExoB2B Top 30 Marketing Influencers 2019\" class=\"wp-image-24028\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/04\/Top-30-influencers-2019.jpg 820w, https:\/\/exob2b.com\/wp-content\/uploads\/2019\/04\/Top-30-influencers-2019-300x176.jpg 300w, https:\/\/exob2b.com\/wp-content\/uploads\/2019\/04\/Top-30-influencers-2019-768x450.jpg 768w, https:\/\/exob2b.com\/wp-content\/uploads\/2019\/04\/Top-30-influencers-2019-800x468.jpg 800w\" sizes=\"(max-width: 820px) 100vw, 820px\" \/><\/a><\/figure>\n\n\n\n<p>Yes, yes&#8230; It is indeed a form of reuse of content\nfrom the previous year but, it has been updated. And believe me, it works\u2026\n&#8220;big time&#8221;!<\/p>\n\n\n\n<p>For SEO but it also has a huge impact on social\nnetworks, particularly Twitter and an important impact for the notoriety of our\nblog and our company.<\/p>\n\n\n\n<p>This is a major tool in a<strong> &#8220;Thought Leadership&#8221; strategy, <\/strong>which we have done over a three-year period. You can also read the report in this case study<a href=\"https:\/\/exob2b.com\/en\/publications\/a-b2b-campaign-with-much-influence\/\">: &nbsp;A B2B campaign that has influence.<\/a><\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">3- Transform blogs for other platforms and vice versa<\/h4>\n\n\n\n<p>I like this one, even if we don&#8217;t use it often enough. In short, it&#8217;s a\nmatter of finding a series of blogs on the same subject and making them, either\nan<strong> eBook<\/strong>, or why not,\na new series for our <strong>newsletter <\/strong>or content for new <strong>training.<\/strong><\/p>\n\n\n\n<p>Or even better: convert these blogs into<strong> a video<\/strong> series or podcast subjects!!! <strong>&nbsp;<\/strong>&nbsp;&nbsp;Same blog content but reused on four new platforms&#8230;<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"454\" height=\"636\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/02\/exob2b-ebook-personas-cover-1.jpg\" alt=\"\" class=\"wp-image-23639\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2019\/02\/exob2b-ebook-personas-cover-1.jpg 454w, https:\/\/exob2b.com\/wp-content\/uploads\/2019\/02\/exob2b-ebook-personas-cover-1-214x300.jpg 214w\" sizes=\"(max-width: 454px) 100vw, 454px\" \/><\/figure>\n\n\n\n<p>And as the subtitle says, it can be the other way around. Thus, we published an <a href=\"https:\/\/exob2b.com\/publications\/e-book-creer-persona-adapte-realite-affaires-b2b\/\">eBook on personas in B2B<\/a> and the content was reused by <a href=\"https:\/\/exob2b.com\/en\/importance-of-personas-in-b2b\/\">Lynda St-Arneault in this blog<\/a> post and by Alain Th\u00e9riault in a training.<\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">4-Compilations of the best blogs<\/h4>\n\n\n\n<p>As mentioned at the beginning of the post, another great way to\nintelligently recycle content is to publish a compilation of the best posts.<\/p>\n\n\n\n<p>Whether it&#8217;s from the year that just ended or, it\ncould be, the Top 10 of the last ten years as 2019 marked the 10th anniversary\nof Exo\u2019s blog.<\/p>\n\n\n\n<p>You see the trick? It&#8217;s beautiful and rewarding on so many levels.<\/p>\n\n\n\n<p><\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">5- The reuse of major social networks<\/h4>\n\n\n\n<p>The reuse or recycling of content in a blog has, as\nan analogy, a new use of social networks. And here I choose my words carefully.<\/p>\n\n\n\n<p>New use does not necessarily mean identical reuse\nof social networks.<\/p>\n\n\n\n<p>A blog post that is recycled may mean using social\nnetworks for its propagation, by using available channels differently or by\nusing new channels that were not used when it was first published.<\/p>\n\n\n\n<p>The traditional Facebook-Twitter- LinkedIn-YouTube quartet could then be revised to make room for another including LinkedIn-Instagram-Pinterest-YouTube. The latter, as you can see, is more image oriented.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><img decoding=\"async\" width=\"757\" height=\"367\" src=\"https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/lifespan.jpg\" alt=\"\" class=\"wp-image-26026\" srcset=\"https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/lifespan.jpg 757w, https:\/\/exob2b.com\/wp-content\/uploads\/2020\/02\/lifespan-300x145.jpg 300w\" sizes=\"(max-width: 757px) 100vw, 757px\" \/><\/figure>\n\n\n\n<p>And above all, do not forget that this choice is\nalso made according to the lifespan of the content on these networks. As shown\nin the table above, our blog post has an average lifespan of two years, a\nlifespan that can be extended with reuse.<\/p>\n\n\n\n<p>But we must not lose sight of the fact that on\nsocial networks, it&#8217;s quite different.<\/p>\n\n\n\n<p>Our traditional quartet offers a duration of sight or life between 18 minutes and 20 days while the second offers a duration between 21 hours and four months.<\/p>\n\n\n\n<h4 class=\"has-text-color wp-block-heading\" style=\"color:#991b1b\">And yes, I cheated a little &#8230;<\/h4>\n\n\n\n<p>I would add a sixth simple trick used under each\npost on this blog, which is to offer readers a choice of 3 or 4 old posts that\nmight be of interest to them.<\/p>\n\n\n\n<p>If you have any questions or comments, or would like to share with us your\nexperiences of &#8220;repurposing content&#8221; in B2B\u2026<\/p>\n\n\n\n<p><a href=\"https:\/\/exob2b.com\/en\/contact\/\">Write to us. We like to share!<\/a><\/p>\n\n\n\n<p><strong>As a member of the NextBlue Alliance, a group of companies offering IBM Watson Artificial Intelligence-based solutions, ExoB2B is well positioned to help your business in your digital shift<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Long ago, there was a time when, in the ExoB2B blog, we would put together a compilation of the best posts of the year, every year, as a way &nbsp;to reuse our best content. Our archives have a lot of useful and popular content. It would be a shame to leave them there to die! [&hellip;]<\/p>\n","protected":false},"author":15,"featured_media":26029,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[698,12],"tags":[904,165,905,853,222,910,640,642,906,909,901,908,907,205,749,903],"class_list":["post-26022","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blogging","category-content-marketing-2","tag-annual-rankings","tag-b2b-marketing","tag-best-posts-compilation","tag-blogs","tag-content-marketing-en","tag-create","tag-influencers","tag-leeodden","tag-lifespan","tag-promote","tag-repurpose-content","tag-reuse","tag-serpuariens","tag-social-networks-en","tag-thoughtleadership","tag-tricks"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.7 (Yoast SEO v26.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>5 profitable tricks to repurpose your content in B2B marketing - ExoB2B<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/exob2b.com\/en\/5-profitable-tricks-to-repurpose-your-content-in-b2b-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"5 profitable tricks to repurpose your content in B2B marketing\" \/>\n<meta property=\"og:description\" content=\"Long ago, there was a time when, in the ExoB2B blog, we would put together a compilation of the best posts of the year, every year, as a way &nbsp;to reuse our best content. 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Pionni\u00e8re du marketing B2B, ExoB2B fait \u00e9voluer la fa\u00e7on dont les marques pensent et performent.\",\"email\":\"info@exob2b.com\",\"telephone\":\"514-765-9888\",\"legalName\":\"ExoB2B\",\"foundingDate\":\"2002-01-20\",\"naics\":\"541810\",\"numberOfEmployees\":{\"@type\":\"QuantitativeValue\",\"minValue\":\"1\",\"maxValue\":\"10\"}},{\"@type\":\"Person\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/1cf28fdc6f30b73b0282b3253a23f851\",\"name\":\"Claude Malaison\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/exob2b.com\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/c50c4d63ce6064e4a71e7e2d1959094e292b414bad882f9fee46b86cdea8eb7d?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/c50c4d63ce6064e4a71e7e2d1959094e292b414bad882f9fee46b86cdea8eb7d?s=96&d=mm&r=g\",\"caption\":\"Claude Malaison\"},\"description\":\"Strat\u00e8ge Web chez ExoB2B, Claude Malaison est sp\u00e9cialiste du marketing de contenu B2B. 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