Writing by Nick Stamoulis in B2B SEO Marketing
Online marketing is content marketing. If you want to succeed and have your business found online, it’s necessary to create quality content that can be shared on a regular basis. Simply setting up a B2B website that has static informational pages is no longer enough. Content is what helps fuel SEO and social media strategies, two components of online marketing that are necessary in order to improve the visibility of your business and business website. Creating content on a regular basis can be challenging. There are time constraints with everything else going on within a business and there’s always the challenge of deciding on content topics. In industries that are always changing, it means that there are always new topics to discuss. However, not all industries are that lucky. If you find yourself in a content topic rut, content recycling is the way to go. Content recycling doesn’t mean using the same content over and over. It means using old content as inspiration for new content.
Here are 4 B2B content recycling tips:
Break up lengthy content
In the B2B industry, decision makers want as much information as possible. B2Bs typically distribute numerous case studies, white papers, and eBooks throughout the year. This long form content is very valuable, but the truth is that sometimes people are looking for something that may be easier to browse. Within a case study or a white paper there could be dozens of potential topics that could be broken down into blog posts, guest blog posts, or articles.
Rework existing content
If you’ve been operating a business blog for awhile and submitting guest posts to other industry relevant websites you have a lot of content to work with. A piece of content that was published 3 months ago might not be easily found but the topic may still be of interest. Go back and revisit old posts and rework them. Add any new insights that you may have and eliminate any information that may be outdated or irrelevant. Rewrite it from a new perspective.
Change the format
People like to receive information in different ways. Not everybody likes to read blog posts or will follow you in social media. Turn an interesting topic into a video or a podcast to attract a different audience. Work on building up an opt in email newsletter subscriber list and share the content there as well.
Look for new optimization opportunities
Maybe when you first started creating content you knew nothing about SEO. Maybe you’ve learned some or have hired an SEO firm to work with you. When you go back and look at old content, look at it from an SEO perspective. Are there opportunities to target keywords? Can you link back to a page of your website somehow?
When it comes to content marketing online, duplicate content on your site or published elsewhere on the web is a “no no”. You don’t want to simply go back and publish an old blog post again without making any changes. However, content recycling is a good way to keep the content flowing when a topic idea is out of reach.