How to repurpose your blog content
Oct 04, 2023
Do you want to adopt inbound marketing but worry that you don’t have the resources to produce great B2B content? Here are your options.
You’re not alone, it's a big concern for many B2B technology companies going inbound.
As many again have starting inbound marketing only to discover that producing the necessary content is harder than expected.
It's true though that you cannot get away from the fact that inbound marketing (or content marketing) has quality content at its absolute core.
As B2B buyers navigate their buying decision making journey they are engaged in the active pursuit of quality, relevant, impartial information.
They quickly see through biased, shallow or deceptive content and form trusting relationships with brands that supply them with the honest, helpful information they seek.
This is what makes inbound marketing so effective, and why outbound methods of getting their attention are less and less so.
As buyers progress through their decision making process, the information they seek changes.
So too does their relationship with prospective suppliers.
After navigating relevant, free content as anonymous visitors, they become open to sharing personal details, at first only a little, but then more as they get closer to making a decision, in return for more detailed and valuable information.
Content is called for at every stage of the buying process, to attract, engage and convert your prospects into leads.
Your content needs to be aligned to both their requirements and their stage in the buying process:
As you can see, your inbound strategy will certainly call for a lot of content.
Producing great content is the result of a combination of:
Once you have these three things pinned down, the only thing left to do is write it.
So your organisation is on-board with idea of going inbound and producing great content.
Now it's time to figure out how you are going to do it with your current resources, which may be few and/or geared towards traditional marketing activities.
You have three main options.
Expanding or reconfiguring existing in-house resources is arguably the best way to go about producing great content.
With in-house resources you have their dedicated attention, industry expertise on tap and regular face-to-face meetings, which can all facilitate the creation of great content.
The challenges with this approach are obvious - all internal resourcing decisions are difficult, costly and long lasting.
In the wake of exponentially growing demand for content, numerous content marketplaces have sprung up to satisfy it.
In theory, content marketplaces offer a great solution for resource constrained teams who can benefit from content on-demand and pay only for what they need.
The reality is little different as, though they do offer content on tap, they have a commoditising effect.
This creates downward pressure on price which in turn makes it harder to source quality, researched writing.
What this all means is that you need to have robust briefing and editing processes in place and these can take up as much time as producing the content itself.
Finding the right inbound agency can solve all your content production dilemmas.
Although agency fees may seem high at first glance, the reality is that, compared to hiring the necessary staff internally, they are usually very fair. Add to this the flexibility you get to, within the terms of you agreement, scale or even end your engagement, and agency value is often unmatched.
The key is to find an agency that understands inbound, has experience in your market (or in similar ones) and that has proven it can write content you would approve of.
Find this agency and they can take away the hassle of sourcing the ideal writers, briefing them and editing their work.
