The CMO's Guide to Repurposing B2B Content with AI

As a CMO, you know that creating high-quality, engaging content is critical for attracting and retaining customers.

However, with limited resources and tight budgets, producing enough content to fuel your marketing campaigns can be a constant struggle.

This is where AI comes in.


In this guide, we'll explore how AI can help you repurpose your existing B2B content.

By leveraging AI, you can automatically create fresh content variations from your existing materials.

We'll cover the key benefits AI-powered content repurposing offers B2B marketers, including:

  • Saving time and money on content creation
  • Expanding the reach and impact of top-performing content
  • Maintaining brand consistency across repurposed content
  • Adapting content for different formats and audiences

You'll learn step-by-step how leading AI content tools like Mark AI work to rewrite and enhance your content.

We'll also provide best practices for integrating AI into your content strategy to maximize effectiveness.

By the end of this guide, you'll understand how to use AI to do more with less.

What is B2B Content Repurposing?

B2B content repurposing is like giving your marketing content a makeover and sending it out into the world with a fresh new look.

It's all about taking what you already have and transforming it into different formats to reach a wider audience. It's transformative for businesses.

Consider this - you have blog posts, whitepapers, case studies, webinars, and ebooks just waiting to be repurposed. These materials are like gold mines, replete with valuable information that can be presented in new and compelling ways. It's like giving a classic movie a modern twist.

However, a simple copy and paste will not suffice. The key to successful content repurposing is to adapt and optimize your content for each new format and platform. You've got to refresh it, add some flair, and ensure it stands out in its new form.

Why should you repurpose content?

Let's face it - Marketing is expensive. Content repurposing is a cost-effective and time-saving strategy for content marketing.

65% marketers agree that repurposing existing content is more affordable than creating fresh content for every campaign, which can quickly become expensive.

It also allows marketers to maximize return on investment by extending the lifespan of high-performing content across new formats and platforms.

For example, turning a blog post into a podcast or video reaches new audiences without the high time and resource costs of developing new content from scratch.

The key benefits of content repurposing in B2B marketing include:

  • Efficiency - Repurposing eliminates the need to create content from scratch every time. It is a cost-effective way to develop high-quality, relevant content.
  • Reach - By giving existing content new shapes and angles, brands can connect with more customers across various platforms and stages of the buyer's journey.
  • Consistency - Repurposed content facilitate a consistent brand voice and messaging across all materials.

In summary, B2B content repurposing breathes new life into old content. It is a strategic way to maximize resources and capture the attention of both existing and new customers. Businesses that leverage repurposing stand to gain more value from their marketing efforts.

For thought leadership

Content repurposing is a valuable strategy for thought leaders seeking to amplify their message. By reformatting and updating existing content, you can:

  1. Reinforce Expertise: Reinforcing your brand's expertise across different mediums ensures that your message resonates with a wider audience. A comprehensive white paper can be transformed into a series of blog posts, each focusing on a key aspect of your research, or developed into an eBook for a deep dive into the subject.
  2. Enhance Visibility: By repurposing content into various formats, you ensure that your thought leadership material is accessible where your audience is active. A podcast episode summarizing the key points of a white paper can reach auditory learners or busy professionals on the move.
  3. Update and Refresh Knowledge: Repurposing allows you to update your content with the latest data and trends, keeping it relevant and valuable. An eBook published a year ago can be updated with new insights, maintaining its position as a go-to resource in your industry. 46% of marketers says that updating existing content gives them the best return for their efforts.

What content should you repurpose? Evergreen content.

One of the best ways to get more mileage out of your high-quality evergreen content is to repurpose it into new formats. This allows you to reach new audiences who may prefer consuming content in different ways.

Step 1: audit your existing content

To start, audit your existing content and identify your evergreen blog posts and videos that continue to attract traffic and engagement. You can use your Google Analytics account to view top landing pages and YouTube Studio to analyze your top-performing videos.  

Focus on content that provides value, solves problems, or teaches skills that will remain relevant for a long time. As you comb through your content library, make a list of 10-20 posts that are primed for repurposing.


Backlinko published an evergreen blog post in 2013 titled "Google’s 200 Ranking Factors: The Complete List". This post has provided Backlinko with consistent traffic for years beyond its original publication date. It has attracted backlinks steadily as it became recognized as a key resource on the topic. Moreover, as Backlinko has maintained the post with updates, it continues to perform well in search engine rankings. This showcases how a single piece of High-Quality Content can offer benefits in terms of sustained traffic, backlinks, and SEO, long after it was first published.

Keep content up-to-date

Step 2: update your existing content

Before repurposing any post, ensure it's fully up-to-date. If you reference outdated facts, stats, or screenshots, update them to maintain accuracy. This gives you a refreshed, relevant piece of content to work with.

Step 3: let's repurpose!

Next, get creative with reformatting that content! Turn written posts into videos and podcast episodes to capture viewers and listeners. Transform videos and podcasts into blog posts for readers who prefer skimming. Even segment ebooks into a blog post series or sequence for more bite-sized value.

Repurposing should never be a copy-paste exercise. Think about tailoring the content for each new format and audience while retaining the core value. This strategy breathes new life into your evergreen content while allowing you to multiply its reach.

In the next section, we'll explore some of the best content repurposing ideas to choose from.

Converting your written blogs into videos and podcasts are common repurposing tactics. However, there are many other innovative formats you can leverage, like infographics, courses, and even repurposing across different platforms.

Top 10 Content Repurposing Ideas

As a CMO or VP of marketing, you understand the importance of thought leadership in establishing your brand’s authority and expertise. However, producing insightful and engaging content efficiently and with great ROI can be challenging.

Content repurposing is a strategic way to get more mileage out of your existing content. By adapting and reusing content across different formats and platforms, you can significantly boost your output without starting from scratch every time.

1. Update Old Blog Posts

Updating old blog posts with new information saves time while providing valuable updates to your audience. Make minor tweaks to existing posts and update them with the latest data and insights.

2. Turn Podcasts into Blog Posts

Transcribe your podcasts’ most useful soundbites and discussions to use as the basis for new blog posts. Expand on the ideas with more explanation and detail for readers. Include links back to the original podcast so people can listen to the full discussion.  

3. Use Internal Data for Case Studies

Transform internal data such as social media metrics and SEO data into insightful case studies. Case studies boost credibility and can serve as gated content offers.

4. Turn Blog Posts into Videos

Create short 5-minute videos that deliver a blog post’s key information for visual learners. Add these videos into blog posts or use them in a YouTube content strategy.

5. Turn Webinars into Multiple Pieces  

Repurpose webinar recordings into blog posts, short videos, graphics with quotes, and Q&A posts to maximize value.

  • Blog Posts: Distill the webinar into a detailed blog post or a series of posts, emphasizing the main points and conclusions.
  • Short Videos: Trim the recording into shorter segments for sharing on social media to engage audiences who favor concise content.
  • Quote Graphics: Extract insightful quotes from guest speakers and place them on pertinent images for shareable graphics on social media.
  • Q&A Posts: If the webinar featured a Q&A segment, transcribe it and transform it into an FAQ blog post or a social media series.
  • Checklists / Guides: Note down actionable takeaways from the webinar for inclusion in a checklist or guide to share with email subscribers.

Webinars contain a wealth of content that can be tailored into various formats. From short videos to share on social media, to full blog posts exploring key themes in detail, repurposing webinar recordings maximizes their value across platforms. Let me know if you need any other ideas for repurposing webinar content!

6. Create Multiple LinkedIn Posts from a Blog Post  

Break a blog post into key points to develop an individual LinkedIn post around each. Prompt engagement with calls to action.

7. Use Testimonials for Social Media

Attract potential customers by featuring customer testimonials in your social media content strategy. They build trust and credibility.

8. Create Infographics  

Transform written content into infographics to simplify complex details into visually engaging and easily digestible formats perfect for social sharing.  

9. Group Content into Guides

Combine related blog posts into comprehensive guides, nurture campaigns, or eBooks to provide in-depth value around popular topics.

10. Turn Blog Posts into Social Media Polls

Craft quiz questions or social media polls based on educational blog posts to boost audience engagement.

Key Takeaways

- Content repurposing expands your reach and ROI without requiring you to create all new content from scratch.  

- Adapting content into new formats allows you to connect with more diverse audiences across platforms.

- Compiling evergreen content into guides, eBooks and nurture campaigns provides readers with deep value.

After altering your content, ensure it reaches the widest possible audience. Customize your distribution method for each content type and platform:

- Third-Party Websites: Contributions to other websites can introduce new audiences and funnel traffic to your site.

- Social Media: Formats like short videos, infographics, and quote graphics are engaging content types that resonate on social networks.

- Email Marketing: Employ segmented lists to dispatch tailored content, such as eBook downloads or webinar summaries, to subscribers with specific interests.

By strategically repurposing content across diverse formats and channels, you can amplify the reach of your marketing endeavors, attract new followers, and reinforce your brand's authority in your field.

Boost Content Production with AI: Content Repurposing Strategies for Busy CMOs

Enter the dynamic duo of content repurposing and AI. This potent combination will support your thought leadership goals through the strategic use of white papers and eBooks and also streamlines your content creation process, saving you time and resources.

Let’s delve into how integrating AI with content repurposing can elevate your brand's thought leadership while boosting output and reducing expenditures.

Here's the playbook to increase your content output by 3 while drastically reducing your costs.

Update Old Blog Posts

Turn Blog Posts into LinkedIn posts with AI

Turn eBooks into Blog Posts

Distribute Repurposed Content

Turn Webinars Scripts into Blog Posts

Content Repurposing in Action: White Papers and eBooks

Let's explore practical ways to repurpose thought leadership content into white papers and eBooks:

From Blog Series to White Paper:

Compile a series of related blog posts into a comprehensive white paper. Use AI to help structure the content coherently and to identify any gaps that may need additional research or explanation.

  1. From Webinar to eBook:Turn an informative webinar into an eBook, expanding on the topics discussed with additional data and case studies. AI can assist in transcribing the webinar and organizing the content into an eBook format that’s both informative and visually appealing.
  2. From Research to Multiple Formats:Spread the findings of a research paper across multiple channels. AI can help create an executive summary for LinkedIn articles, design infographics for social media, and even suggest content for interactive online quizzes or assessments.

4 guidelines for repurposing content

Know your persona

Adapt the writing style of each format

Choose the Right Format and Platform for the Piece

When diving into the world of content repurposing, the format and platform you choose for each piece can make all the difference in its effectiveness and reach. As a Chief Marketing Officer or Vice President of Marketing, your goal is to ensure that every piece of repurposed content not only retains the value of the original but also resonates with the new audience it is intended for.

As you review your top-performing pieces, it is crucial to note which content types have yielded the best results. Is it the step-by-step guides, the in-depth lists, or perhaps the data-driven blog posts? Recognizing these patterns will guide you in selecting the most suitable content formats for repurposing. However, the platform where the content will be published is just as important. Each platform caters to a unique audience with distinct preferences, and the content should be tailored to fit those nuances.

By thoughtfully choosing the format and platform for each piece of repurposed content, you can extend the life and reach of your brand's thought leadership, all while optimizing resources and maintaining a strong connection with your audience. With the aid of artificial intelligence like Mark AI, this process becomes even more streamlined and effective, ensuring that your content continues to lead conversations and drive growth in your industry.

How to measure content repurposing success

The Role of AI in Content Repurposing

AI is transforming the way we repurpose content. Here's how:

  1. Smart Insights:AI tools can analyze your existing content and identify the most impactful pieces for repurposing. This ensures that your efforts are focused on content that has already proven to be engaging and valuable to your audience.
  2. Efficient Content Creation:AI can assist in creating new content formats efficiently. For example, it can help generate summaries of detailed reports for blog posts or social media updates, ensuring that the core brand message is consistent across platforms.
  3. Tailored Content Experiences:AI enables the personalization of repurposed content to cater to different audience segments. By customizing the messaging and presentation, AI helps in creating a more engaging and relevant experience for each user, enhancing the perception of your brand as a thought leader.
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