Creating consistent content is often a challenge for most tech B2B companies. In fact, 50% of B2B marketers have an issue creating content on an ongoing basis. But you don’t have to create fresh content day in and day out. Derek Halpern, founder of Social Triggers, puts it pretty well: “You just have to work on getting the content you already have in the hands of more people.”

Repurposing content allows you to extend the value of your tech B2B assets by changing them to serve a different purpose, like transforming the messaging of several blog posts to create a guide or reusing content from your guide to help you create an educational video series. The messaging is the same, but the channel or format in which it’s consumed is different.

The key benefits of repurposing your content include:

• Giving you another opportunity to rank on a search engine’s results page: Repurposing your content into new formats that fit different distribution channels will help you secure more search engine rankings.
• Allowing you to reach a new audience: Reformatting your message for a different distribution channel can get you in front of someone who cares about what you have to say but wouldn't have seen it otherwise.
• Supporting the consistency of your message: Most buyers won’t trust you the first time they come in contact with your message, usually prospect needs to see or hear your marketing message at least seven times before they take action and buy from you.
• Helping your content marketing team create content on a more consistent basis: Repurposing content reduces the burden of “what should I write about” situations.

If you or your team are looking for a solution to stretch the value out of your content efforts, consider looking at what you already have through a new lens. Chances are you’ll be able to identify several opportunities to recycle it.

Once you have a quality piece of tech B2B content in your possession, do everything you can to increase its exposure. Because chances are if it performed well on your website, then it’ll perform well on other websites too. This is where content republishing becomes an efficient and effective solution.

Content republishing is the act of reposting your content, mainly blogs, on other websites with proper credit given to the original author. This approach allows you to focus on creating meaningful content that you can promote on other tech B2B websites besides your own.

Here are some best practices to consider when republishing your content.

1. Aim to republish your content on reputable tech B2B sites to partner with that align with your business. Additionally, there are sites like LinkedIn and Medium that make it easier to control messaging and the timing of posts.
2. Don’t republish all of your content. Identify a piece of content that performs well, then consider how and where you can republish this content to continue getting value out of it.
3. Take the time to update the headline of each republished piece of content. This will help each post stand out on a search engine results page.
4. Wait at least two weeks before you republish your content. You want to give search engines enough time to index the original piece of content so that it ranks higher than the republished content.
5. Include links throughout your republished post. This will allow readers the opportunity to learn more about what other content you have to offer, whether it be content on your own website or a distribution channel like YouTube.
6. Make sure you include a call-to-action within your blog post. Remember, blogs are a great tool to convert visitors into leads, so not including a relevant call-to-action is a missed opportunity.

So here you have it. Now you know why exactly it pays off to repurpose your content and the best practices to get the most out of your republishing efforts. Keep these tips in mind when looking for ways to increase the exposure of your top-performing content and you’ll be surprised how many more people you’ll reach with your content.