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Tech Marketers: How to pull 'goodies' out of your content treasure chest

How to Pull Goodies out of your Content Treasure Chest

Category:  Content Marketing  


How to pull 'goodies' out of your content treasure chest

As many of you who read my blog know, I’m a big proponent of re-using content in a strategic manner. The fact is, you need a good deal of content for B2B high-tech marketing – you’ve likely got a relatively complicated product with a relatively long sales cycle. Content is one of the best tools you can use to educate buyers about your product, what it’s like to work with you, what type of company you are, and more.


But keeping up with content creation is tough and time-consuming. So here are some specific ideas on how you can re-use common types of content you may already have. Think of it as going through a treasure chest, dusting off the goodies, and giving them new life (without starting completely from scratch).


White papers

Still useful but eBooks tend to be more common now. Cut down a 5-8 page white paper into a 3-4 page eBook with plenty of white space, snappy bullets, concise text, and graphics.


Take a webinar recording and splice off the audio. Turn it into a podcast and post on iTunes. Transcribe the webinar and create articles and blog posts. You can also turn the webinar’s transcript into an eBook. Excerpt particularly interesting parts of the recording and turn into brief videos.

Blog posts

Combine 3-5 posts on a related topic into an eBook or articles. Take related evergreen posts and use them in an email auto-responder series to keep in touch with prospects.

Case studies

Use quotes from case studies as testimonials on your website. Assemble case study summaries about a related problem into a longer piece for your sales team to give prospects in the Evaluation stage of the sales cycle.

Package Related Content

People love getting lots of stuff, especially if it’s useful. Consider packaging up content on a related subject, such as a “Getting Started with the Cloud Kit” if you’re selling SaaS services to business owners who traditionally use on-premise software. Create a dedicated landing page to house links to your resources and direct traffic to it.

Resources you include could be analyst articles about cloud growth trends, an eBook from your company about the top 10 gotchas of moving to the cloud, a buying guide with criteria to consider when evaluating SaaS vendors, a link to an archived webcast on benefits of the cloud, and more.

Don’t overwhelm prospects with content, but packaging up “kits” like this can be useful when you want to establish credibility and knowledge in a particular area. Prospects will say “Wow, they really seem to know what they’re talking about.” Resources like this are also more likely to be shared with others so be sure to include social media and email sharing icons on your landing page.


How do you re-use content so it engages buyers, but doesn’t drive you crazy with an overwhelming workload? Share your ideas below.

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