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

White papers are still useful, but eBooks tend to be more common . 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 it as a podcast. 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 services to business owners who traditionally use on-premise software. Create a dedicated landing page with links to your resources and direct traffic to it.

Resources to include on the landing page could include 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 technology 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 sharing links on your landing page.

Learn More

By the way…whenever you’re ready, here are some ways I can help you stand out the noisy tech market:

  1. Grab a copy of my report on original research, which includes all the details on how to use original research to capture prospects’ mindshare. Download it here.

You’ll learn why marketers are getting so much value out of their original research, the steps in conducting an original research study, and you’ll get my 9×14 content grid that gives you 14 content ideas to fulfill nine different marketing strategies. Get it here.

  1. Work directly with me to create an original research roadmap. There are a lot of details to running an original research study and creating content that gets results. I’ll work with you to create a roadmap plan that ensures you’ll get the biggest ROI from original research. Contact me, and I’ll get back to you with more details.