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The beauty of gaining clarity on this pillar is that it informs both your positioning strategy and your overall marketing plan. Think about the problem your potential customer has, and brainstorm how you can provide value through your content; then serve it up to them, thereby owning that space. The companies that are most successful at producing excellent content use a marketing services bureau approach to pulling that information out of the heads of thought leaders. The key to this production model is to make it extremely easy to get the raw material out, whether that’s through an interview, by drafting documents or by creating an outline. It is then up to the marketing team to take that raw material and use it to create the best first deliverable. If you are engaged in a content strategy, it is very likely that you are so focused on content development that you’ve missed one of the greatest content strategy opportunities – content repurposing.
For example, when you interview a thought leader, your objective is to create raw material. Once you’ve mined that raw material, you should start with the highest value output and go from there. You may feel that producing content is good enough and that once it’s been published, the content will be found. Create a posting cadence across all of your social channels to alert people to the availability of your content.
Approaching your B2B content strategy by leveraging these four pillars will increase the impact of your thought leadership, and help you achieve your marketing goals.

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Content Bridge can help you to develop a content strategy that aligns with the B2B buying process, addresses buyers’ questions and needs, and is optimized for search engines and key distribution channels so that your content gets found when buyers search for solutions on the web. Content repurposing is where you take the raw material discussed earlier and present it in a different way. For example, you might be producing the content for a blog post related to a product launch. In other words, tweet about it, and post it on Facebook, Google+ and LinkedIn more than once. Not only can the deliverable be published, but that thought leadership content could be an enticement to get your thought leader interviewed for a podcast, a webinar or even for a speaking opportunity. Follow his insights on marketing technology at the Crimson Marketing Technology Blog and read his upcoming book, Moneyball for Marketing: How Brilliant Marketers Use Big Data and Marketing Technology To Win. As well as understanding the problems your prospects have, it is important to understand where they are going to go when trying to solve those problems too.
This is different from defining your positioning strategy, and it is also different from determining your value proposition. Not only do they need an easy way to get the information out of their heads, but they need someone who can take that information and put it into a compelling and coherent message.

It could be a blog post, a presentation or an article, but it’s usually only one of those things, rather than all of them. Post at different times of the day, and spread your effort out over days, weeks and months. Rather, think of promoting a stream of content that comes from that thought leader and your company. This means that people who curate your content today will pay attention to content you produce in the future. Using the example of the raw material that turned into a blog post and was then repurposed, here are some ways to think about promoting that content. You want to be known as a company that is highly knowledgeable about both the problem and its related solutions. Once that water has passed, no one is going to see it again, so when your readers revisit the waterfall, you want to present them with material they may have missed before. The point here is that you should put just as much energy into repurposing as you put into creating the original content.

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