Are your assets becoming liabilities?

1. Repurposing
Content
Are your assets
becoming liabilities?

2. Why? 03
04
05
07
08
09
06
What?
How?
When?
Conclusion
About Us
How about
these ideas?
Contents

3. Why
We live in a world of instant gratification. Right from the instant coffee
in the morning to the various services we avail of, we expect everything
“on demand”. Why should content creation be any different?
In the context of more demand for content and the need to push more
meaningful content to prospects and customers, it becomes imperative
to create new content. The 2014 B2B Benchmarks, Budgets and Trends
Report for North America published by the Content Marketing Institute
indicates that 73% of B2B marketers are producing more content than
they were a year ago.
We all know that the content creation process is a painstaking
one. It involves a lot of hard work in getting one’s thought process
together, doing some research and then articulating it in long prose.
Undoubtedly, the focus is on quality content. So does it merit a large
army of professionals to build content on a calendar schedule? How
does it work from a Return on Investment (RoI) perspective? There
is certainly a place to repurpose content and reviving your non-
performing content assets.
03
of B2B marketers
are producing more content than
they were a year ago.
73%
Back

4. Content can be repurposed in two ways. One is digging through
archives and extracting content that may exist on internal servers,
product portals, websites or intranets and has also outlived its utility in
its current shape and form. Obviously, there has been some investment
in terms of time and money that has gone in to create this collateral.
So why waste that? Can it be repurposed?
The second type would involve, taking current collateral say a case
study or a whitepaper, and creating other assets out of that like a blog,
article, social media posts and so on. This is a process of multiplying
the original asset into other form factors for easy consumption on
different channels.
What 04
There has been some investment in
terms of time and money that has
gone in to create this collateral.
So why waste that?
Can it be repurposed?
+ =
Money
Collateral
Time
Back

5. Content repurposing is a process that involves:
• Sifting through existing collateral – normally material developed
within the last three years
• Preparing an inventory containing a list of subjects and collateral
types
• Mapping the firms current business strategy to the collateral
subjects that is available
• Identifying the keywords through a competitive analysis
• Updating the inventory with an asset list that could be either
redeveloped and/or repurposed into newer assets
• Deciding on the form factor of each asset
Interestingly, content marketers in the B2B segment, used an average
of 13 content marketing tactics last year (CMI Report). These included
everything from Articles, Blogs, Newsletters, Online Presentations,
Webinars, Whitepapers and so on. Notably, the use of Infographics
increased from 38% to 51% in one year.
How 05
The use of Infographics increased
from 38% to 51% in one year.
Back

6. Here are some examples of how you can repurpose your content to create more impact in your B2B campaigns.
These are just examples. But from one document you can create multiple assets without reinventing the wheel.
To enable effective repurposing, we need a clear:
• Understanding of the business and its future direction both from a subject and sales point of view
• Understanding of competitor segments
• Understanding of dissemination strategies that the firm employs (if there are none, we could help!)
To enable this to happen, it is important to have a set of checklists, questions and timelines that will enable
effective redeployment of the content. In fact, clear cut campaigns can be derived based on the content
production schedule.
Original Content
Webinar
Whitepaper
Article
Case Study
Corporate Brochure
Repurposed to
Article, Abstract, Emailer, Press Release, Presentation
Article, Blogs, Social Media Posts, Tweets, Infographic
Infographic, Blogs, Tweets, Podcast
Blogs, Infographic, Tweets, Social Media Posts, Presentation, Video
Blogs, Infographic, Video
Ideas
How
about
these
06
Back

7. When
For content to be disseminated effectively, there must be a clear
calendar indicating when assets will be sent out along with the
necessary supporting collateral that needs to be in place for the
campaign to be effective. This could be:
• Mailers
• Landing pages with the assets loaded on them
• Abstracts
• Registration and audience capture mechanisms
The channels of dissemination also need to be clear – like social
(Slideshare, YouTube, Linkedin, Twitter, Pinterest and so on), company
driven mediums (website, PR campaigns) or physical (events and
roadshows)
07
Emailer Abstract
Case
Study
Blog
post
Disseminate content effectively
and regularly
Back

8. Conclusion
Content repurposing certainly has many advantages – for one it helps
in the SEO process through rich and sustainable content. Secondly,
it helps customers reinforce your company or product brand because
they see your material on multiple channels. Thirdly, it captures your
entire potential audience base because it covers multiple formats and
channels.
08
Back

9. Founded in 2008, Yorke Communications is a communication services
company that leverages content to clearly define and bind an
organization’s core values to form a market leading brand. Through
industry-wide best practices and in depth audience analysis, Yorke
provides clear, concise and engaging marketing content, SEO, web
management, social media and online and offline design that will
interest prospects, customers, partners, employees or product users.
Yorke delivers content, marketing programs and digital engagements
through scalable and distinct teams for its customers through a set of
senior account managers and consultant writers. Projects are often
assigned an SME to bring out depth in the content.
Since inception, Yorke has delivered more than 5,000 artefacts to
its customers and has serviced more than 80 customers, including
a Who’s Who of different Industries, on a sustained basis providing
dedicated content and marketing services. Today, Yorke produces
approximately 200 original collaterals every month through a team of
20 dedicated writers, designers and digital marketing specialists and an
eco-system of 300+ freelance consultants and SMEs located globally.
About
Yorke
Communications
info@yorkecommunications.com
India: +91 80 25456663/4; USA: +1 408 9630343
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