It's a good idea – a "Best Practice," if you will – to publish several B2B marketing pieces at once, all focused on the same product or service. But instead of trying to write separate marketing pieces, it's better to take one single marketing piece and repurpose it into several additional pieces.

For example, you could:

• Use a recently-published white paper to create a sales or trade show presentation, a webinar, or a podcast
• Send out a marketing email and a press release to announce a new case study
• Turn a trade journal article by your CEO about a current industry topic into a series of blog posts
• Use a brochure or data sheet to create a script for a product demo or how-to video.

Repurposing content gives your company the following advantages:

• Increase the size of your marketing footprint
• Improve your chances of attracting a wider range of customers
• Reach out to prospects across different verticals
• Pull in a higher number of leads, which may lead to higher sales
• Get more "mileage" out of your content

A.I. is certainly a useful tool to have in content repurposing. The things A.I. can do for you include:

• Convert content into different formats (e.g. convert a white paper into a video or infographic)
• Transcribe audio and convert it into text (e.g. convert a podcast recording into a blog article)
• Personalize tone and style to make it more formal or casual
• Compare tones between content pieces to make sure they match
• Analyze customer and content performance data to make suggestions for which content types get the best response

But once again, A.I. can't do everything for you. When it comes to repurposing content, you still need a human writer / A.I. coordinator to:

• Edit each separate marketing piece using human judgement and emotional insight
• Add human creativity and storytelling to each piece
• Get rid of cold, robotic language in the content
• Check each piece for accuracy, to eliminate factual errors, outdated information, or uneven messaging
• Use strategic planning to focus multiple marketing pieces around current customer needs, recent trends, or wide-ranging brand strategy

Want to turn one piece of marketing content into several pieces? Like to build an integrated campaign around a certain product or service? Call or email me today.