Content Repurposing Workflow: Crush Your B2B Game
Key Takeaway: Content Repurposing Workflow
Your content repurposing workflow is a strategic process of transforming existing business content into multiple formats, maximising your reach and engagement across digital platforms. Above all other social platforms for your B2B company this would be LinkedIn, and we want to do it to reuse content without creating entirely new content from scratch.
Introduction: Unlocking Hidden Content Potential
First and foremost, ask yourself are you sitting on a goldmine of untapped content that is engaging and insightful?
And, I appreciate you may also be sat there thinking why content, will content really help drive business results and revenue. Yes, so let’s break it down.
In fact, most company leaders don’t realise the wealth of information already existing within their organisations. And by leveraging these opportunities and a content repurposing workflow it can be a strategic growth lever that can dramatically amplify your brand’s visibility and credibility.
Furthermore, imagine removing the time and resource intensive element of creating a new post every time. Instead optimising to convert and reimagine a single post into multiple engaging LinkedIn posts.
Each newly converted post brings more opportunity in reaching new potential clients without creating content from scratch. Consequently, that’s the power of a smart content repurposing workflow.
Why LinkedIn Matters for B2B Content Strategy
Consider this, LinkedIn isn’t just a networking platform, and certainly no longer is it just a digital jobs board.
In contrast LinkedIn has become a sophisticated source of information where B2B buyers engage, they listen and learn. And all this new information helps to build their understanding, hopefully about your solutions and informs their buying decisions.
You can capitalise on this digital place used by B2B decision makers to learn.
Simply start understanding what is and then implementing a robust content repurposing workflow.
You will transform sporadic posting which gets restricted results at best into a consistent, compelling narrative. In reality one way to visualise and imagine how this should look is that instead of the occasional post, maybe about acquisitions or products turn your updates and your solutions into the news. Always rolling, always updating and always informative.
The Current B2B Content Landscape
And why you probably want to update your content strategy.
- Unsurprisingly, 57% of B2B marketers struggle with consistent content creation.
- Notably, LinkedIn generates 277% more impressions per post compared to other platforms.
- Remarkably, businesses using strategic content repurposing with up to 300% increased engagement.
In fact, here we dive into greater detail on why a digital presence is important for B2B growth.
Uncovering Your Content Goldmine: Resources You Already Have
Deep Dive: Internal Content Treasures
Undoubtedly, most businesses are sitting on a huge amount of untapped content. And to be honest it is just that, untapped!
Subsequently, let’s explore where your digital content images, posts, polls and videos may originate from within your organisation.
It does go without saying don’t post anything confidential and important for your competitive and financial advantage. And make sure customer mentioning content is anonymised (unless approved).
With that said let’s start exploring what could be used and deconstructed into valuable content:
Operational Insights
- Firstly, none confidential internal process documentation
- Standard operating procedures (SOPs)
- Training manuals and onboarding materials
- Project management templates
- Team meeting minutes and presentations
Operational insights can provide really informative insights into your business, your team members and importantly your solutions.
Customer Facing Resources
- To begin with, customer success stories
- Product implementation guides
- Technical specifications
- Client consultation notes
- Industry research and white papers
Use the knowledge and experience of current customer experiences and successes to generate content that informs and guides prospective customers to your solutions. As a result making them confident in how you operate and support customers.
Expert Knowledge Repositories (aka Your Team)
- Team expertise and specialised knowledge
- Professional certifications and qualifications
- Conference and webinar presentations
- Email communications with clients
- Industry benchmark reports
What makes you and your team members excel is of high interest, especially to prospective buyers. In brief showcasing the knowledge you will bring to client meetings and their business is a great method to develop trust.
Content Transformation: From Hidden Gems to LinkedIn Gold
Strategic Repurposing Techniques
Content Repurposing Workflow Strategies
- Initially, long form documents → Bite sized LinkedIn posts
- Technical reports → Visual infographics
- Client success stories → Narrative driven content
- Internal workflows → Behind the scenes insights
- Data reports → Engaging visual storytelling of customer improvement
Practical Example: Manufacturing B2B Content Workflow
Consider, for instance, a precision engineering manufacturer with a comprehensive product development report:
Original Resource: Detailed 40 page product innovation and manufacturing process document
Content Repurposing Workflow:
- LinkedIn Article: In depth analysis of manufacturing innovation
- Carousel Post: 8 key technological advancements with technical diagrams
- Expert Video: 3 minute manufacturing process insights
- Infographic: Visual breakdown of product development stages
- Manufacturing Tip Series: 7 consecutive posts on engineering best practices
- Industry Challenge Poll: Engage audience with manufacturing innovation questions
Furthermore once you have published the content you then observe the contents performance. As content can offer a longer life time value than one singular post, any content can be ‘recreated’ to bring new impressions and awareness. Focusing on adjusting titles, visuals or changing its content type can bring new life to content.
Essential Tools for Seamless Repurposing
- Canva – Primarily for visual content creation
- Hootsuite – Moreover, for social media scheduling
- Lumen5 – Furthermore, for video content transformation
- Grammarly – Additionally, for content refinement
- Descript – Ultimately, for multimedia editing
If you are going in-house and letting your creatives unlock this potential they will need access to tools. Maybe they are already familiar and competent with the Adobe suite of creative platforms. All in all the ones I have listed above can provide your team with templates, designs and AI to boost their creative output.
Measuring Content Repurposing Success
As I have said above once content is produced and published observe its performance. As even then content can be remade, adjusted and republished for further awareness opportunity.
Ultimately we want to understand and track these key performance indicators:
- Engagement rate
- Follower growth
- Website traffic from LinkedIn
- Lead generation conversions
- Quality and relevance of engager
Conclusion: Your Content Repurposing Workflow
The main question is. Are you serious about seeing growth and capitalising on the increasing using of digital media by B2B buyers? If so then a strategic content repurposing workflow will take your solutions and help put your company and your solutions front and centre.
Repurposing content transforms your existing knowledge into a powerful LinkedIn growth engine. Furthermore, by reviewing and reimagining your content, you’re not just sharing information you are building thought leadership.
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James Ambel
With over a decade of B2B expertise across multiple industries and a passion for integrating new technology to elevate his ROI James’ writing allows all of this to come together. His belief is many B2B businesses could maximise their time, focus and ROI to an even higher level.
Experiment with different messaging, content formats, and communication channels to determine what resonates most effectively with your target audience. Use A/B testing and data-driven insights to refine your approach and maximise results over time.