8 Essential Ingredients of Content
Reuse

Content marketers have an elephant-
sized problem.

70% to 80% of B2B
goes unused.* *Source: SiriusDecisions

We’re creating
content landfills.

Why is this?

10% 30% 50% 70% 90%
Brand Awareness Customer Acquisition Lead Generation Retention Thought Leadership Engagement Web Traffic Nurturing Sales 2013 2012 2011 Because we have too many goals for content. Which is as bad as having none. Source: Content Marketing Institute

Too many goals leads to
one-off content.

REPURPOSE so your content can
hit specific goals.

But reusing content is not
as simple as… JUST DO IT.

There are eight steps you
need to follow if reuse is part of your content strategy.

1. Put together a content
game plan.

Yes Most marketers don’t have
a documented content strategy. No Unsure Source: Content Marketing Institute

Content without a documented strategy
ends up abandoned.

2. Appoint a content boss.

73% of B2B companies have
someone overseeing content strategy. Source: Content Marketing Institute

The goal isn’t too add
bureaucracy.

It’s to save time spent
on redundant content and tasks..

Marketing Sales Customer Service 3.
You need an editorial board. Product Executive Team

Deciding what to dump and
what to recycle requires bringing key stakeholders together.

Tips! for assembling your editorial
board. f k N W Keep a regular meeting schedule. Include a mix of department heads and staff. Review goals or objectives at every meeting.

4. Perform a content audit.

Remember that scene at the
end of Raiders of the Lost Ark where the ark is hidden away in a giant warehouse?

Here’s where we keep the
eBooks. Finding your content shouldn’t be that difficult.

s A content audit identifies…
…where your content lives. …what theme it covers. …how it’s performed.

5. Figure our which channels
you use and...

…and who owns
those channels.

B2B marketers are using an
average of 13 content tactics. Source: Content Marketing Institute

B2B marketers are using an
average of 13 content tactics. Imagine how many channels are used for each tactic!

Customize your content for each
channel so it gets the most exposure.

6. Invest in content pillars.

A content pillar is a
large, meaty asset that can be turned into many other smaller assets.

In fact, one eBook can
be turned into 260 content assets. Click on this eBook to learn how.

7. Build clear
workflows.

A clear workflow is like
a good checklist…

…it answers the important questions
behind every project. Who? What? When?

Without workflows reusing content is
as painful as starting from scratch.

8. Get an editorial calendar.

If you don’t have a
calendar, it’s nearly impossible to keep track of what you’ve made and what you’re making.

Tips! for assembling your editorial
calendar. 4 w R Make it visible across teams, departments and regions. Organize by content type, task owners and deadline. Keep it fresh by updating regularly.

Mix together these eight ingredients
and cook a content feast.

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