70%-80% of B2B Marketing content goes unused. Why does this problem exist? What are marketers supposed to do about it? We'll give you practical tips for pulling that content out of the trash bin.

1. 8 Essential Ingredients of
Content Reuse

2. Content marketers
have an elephant-
sized problem.

3. 70% to 80% of
B2B goes
unused.*
*Source: SiriusDecisions

4. We’re creating
content landfills.

5. Why is this?

6. 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

7. Too many goals
leads to one-off
content.

8. REPURPOSE
so your content can hit specific goals.

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

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

11. 1. Put together
a content
game plan.

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

13. Content without a documented strategy
ends up abandoned.

14. 2. Appoint a content boss.

15. 73% of B2B
companies
have someone
overseeing
content strategy.
Source: Content Marketing Institute

16. The goal
isn’t too add
bureaucracy.

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

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

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

20. 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.

21. 4. Perform a content audit.

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

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

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

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

26. …and who owns
those channels.

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

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

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

30. 6. Invest in content pillars.

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

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

33. 7. Build clear
workflows.

34. A clear workflow
is like a good
checklist…

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

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

37. 8. Get an editorial calendar.

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

39. 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.

40. Mix together these eight ingredients
and cook a content feast.

41. Want more content
marketing tips?
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