Let’s face it: Creating more content for the sake of simply creating more content adds fuel to the fire and can be overwhelming for audiences. Research from Demand Gen Report shows that 32% of buyers are overwhelmed with the amount of content available. In turn, marketing teams are simply updating their existing content to cater to current events and buyer needs.
We’ve generally done three posts a week this year in 2021 — two posts a week and one major update to an old post. Updating it with new information or republishing it for your audience can really help drive greater interest from customers, or greater conversions in our case.”
Vinas also explained how Content4Demand’s clients are auditing their existing content and using that information to inform new, more up-to-date assets. By analyzing old blog posts, research reports, surveys and advertisements for online webinars and conferences, marketers are positioned to reuse relevant research while presenting it in buyer-preferred formats.
“We've seen an uptick in content audits, with people looking for ways to repurpose their old content in new ways,” Vinas explained. “People were very interested in reusing content they already had for new ideas while helping them optimize their new content production, which can be very helpful for businesses looking to drive engagement or conversions.”
Brenner added that repurposing content can help companies rank higher in SEO. In fact, there has been a greater focus on understanding the value of SEO. “Ranking No. 1 is the new tradeshow booth, so to speak,” he said. “So, while SEO has been around since the internet, I think it’s become important for folks to gather this important buyer intent intelligence.”
