Apr 21

3 Ways to Spring Clean Your B2B Content


pollen2In Atlanta, we know it’s spring when we start to see the film of yellow pollen covering cars, decks and outdoor furniture. Washing it away after the worst is over is all part of the spring cleaning process.

Taking time to spring clean your content can help wash away some of the film that may have accumulated on it over the last year(s), as well. We’re not talking a deep dive content audit or complete overhaul of existing assets. But, there is no time like the present to refresh your content.

Here are three ways to give your content a little spit and polish:

Create snackable content from existing assets.

For content to be persuasive, it has to be digestible. The answer is to create snackable content. Think infographics, videos, memes, cartoons – anything that is image-oriented and graphical. When you start serving up more of this appealing, bite size content, your audience will want to come back for more, rather than leave feeling too full and a little bit sleepy. Plus, with more time spent on smaller screens, this type of content is easier to grasp and consume on mobile devices than longer forms of content.

Get rid of content that doesn’t deliver on its promise.

To build a trustworthy and engaging digital relationship, don’t bait prospect with content that is vacuous or unrelated to their search. That’s an instant red flag to go elsewhere with their business.

Instead, offer up content that is REAL (Relevant, Engaging, Actionable, Likeable) and conveys value.

For example, if you are a manufacturer selling motors, it could be a guide on motor maintenance. If you are an accountant, why not publish tips that can make it easier for your clients during an audit? These are the content “gifts” that will engage your prospects and keep them coming back or entice them to take action.

Plan 10 great new pieces of content for the rest of the year.

Rather than sweat over nurture streams and lead forms, spend your time planning out 10 new pieces of content.

Start your plan with a commitment to content generosity: giving away good ideas is not something to be feared, but encouraged.

Then, think about ways to re-purpose that content. A white paper can become a blog series, an infographic, a SlideShare presentation and even an e-book. Or change the headline of your white paper and make small tweaks to adjust for different audiences. Create a video using your case studies. Turn your webcast content into an FAQ or online interview. You can go from ten to dozens of pieces of content without recreating the wheel every time.

If you want some help with a fresh approach to your content, get in touch with The Content Factor at dmaxson@contentfactor.com.