How to Repurpose Your Existing Content for ABM

Account-based marketing takes a significant amount of effort. Worth it? Absolutely. But a lot of manpower? Definitely. This is especially true if you’re a B2B company creating content to push specific accounts down the sales funnel—from the awareness stage through the final evaluation stage. On average, it takes about 40 different pieces of content to execute a true ABM campaign. And that’s per target account.

So if you’re targeting more than one account and your creative team has already hit its bandwidth, your ABM strategy has to change. If you’re familiar with even the basics of ABM, you know a large part of its effectiveness is driven by personalized content created for an individual in the buying committee or the entire account. At the end of the day, content produced specifically for a certain ABM campaign will always outperform generalized content. Plus, the internet is completely saturated; you want your content to stand out in order for your target account to engage. Without engaging content, your spend won’t be as efficient and your ROI starts to plummet. No one wants a lower ROI. That’s not what account-based marketing is here to do.

So if this is a situation you’re in or know you’ll find yourself in if you start down the ABM path, you have two options:

1. Hire an ABM agency that specializes in B2B content creation or find a tool to help produce your assets.
2. Repurpose the content you already have.

It’s important to note that the first option will most likely include recycling your assets as well. A good digital agency won’t throw out the creative work you already have access to; they’ll edit and reshape content as well as create brand new assets for your campaign.

If the second option is the direction you want to go in, we have a few tips to help get you the most content out of the least amount of manpower. And while repurposing content usually won’t work for the final evaluation stage for an account, it’s perfect for accounts in the awareness stage, leaving your team enough time to build brand new, highly customized content for use further down the timeline.

Below, we’ll discuss four different ways you can repurpose content for account-based marketing.

Start with a blog post → Turn it into email content or Instagram (in-feed and Instagram Stories) posts.

• Create a 250-word abstract of the blog post and send an email, linking directly back to the blog post itself.
• While organic social media isn’t a true ABM channel, it should align with your overall company goals. Take quotes from the blog and create quote graphics to post on your Instagram account. If you don’t have Photoshop, Canva is great for projects like this. Quick tip: If you’re creating quotes for Instagram Stories, you can link directly to the blog post if your account is verified or has more than 10,000 followers.

Start with a webinar → Turn it into a YouTube video, IGTV, and Instagram Stories.

• Your webinar takes effort to produce; don’t let the amazing content generated in real-time die out.
• Take the webinar recording and convert into a file to upload to your YouTube or Vimeo account; this can then be linked to or embedded in other content your team creates (blog, email, site).
• Use that same file, or edit into a vertical video if possible, and upload to your IGTV; this can be linked from Instagram Stories and featured prominently in your Instagram feed.
• If you prefer short clips, curate a few 15-second clips and add to your Instagram Stories; just be sure to create a highlight on your profile so visitors can return to the Stories for reference.

Start with graphics → Use them in a blog post, email, programmatic, white paper, or e-book.

• Creative, engaging images are powerful in the world of ABM.
• Embed graphics into a blog post, white paper, or e-book for added effect and clarification of points.
• Have your graphic designer add text to the graphic for use on programmatic (you can link to your blog, main site, or other destination).
• Incorporate graphics throughout your company’s site to drive home your message.

Start with a podcast → Turn it into a blog post or YouTube videos.

• Podcasts, like webinars, will require teamwork, so you’ll want to milk the content as much as you can.
• Have a copywriter listen to the episode and break down the main takeaways from the podcast; they can then turn this into a blog post or email. Quick tip: Be sure to include a link to subscribe to the podcast in case the audience is interested in more episodes.
• Most podcasts live on Apple Podcasts or Spotify, but YouTube is another platform where you can attract potential listeners. Just upload the audio file with a branded background on your YouTube page.

If you’re interested in learning more about producing content for account-based marketing, check out our webinar on the creation process of ABM assets.