6. Scaling Your Operations to Maximize Your Content Creation Efforts The last major point to think about when developing your content strategy is how to tackle one of the biggest challenges many 2 B2B content marketers say they face: producing enough content to satisfy their buyers’ appetite. The way to do so is by build- ing a plan for repurposing, repackaging, and recycling your content into your overall strategy. There are three fundamental approaches that veteran content marketer Joe Chernov recommends: Go from Big to Little The true value of a large piece of content is not just the asset itself, but also all of the smaller pieces of content that you can turn it into. For example, if you produce an eBook, its contents should also be used to supply material for a month’s worth of tweets, a series of blog posts, a SlideShare upload, and several repurposed articles. Doing so will turn your content into a force multiplier, allowing you to boost your content output without taxing your marketing resources. Go From Little to Big The same principle can be applied in reverse. If your company primarily produces short-form content (e.g., blog posts, articles, and podcasts), take inventory of that content and look for common themes. You will likely find opportunities to repackage those smaller pieces into a larger content resource such as a white paper or eBook that is more substantive and durable. The idea is to identify content that you have already created and re-use or re-imagine it in a way that produces something new and valuable. Become a Serial Content Marketer When you create something remarkable that your audience truly values and shares, don’t stop there. Turn it into a series of evergreen content that can be republished or recycled annually. For instance, imagine publishing a report on an industry trend that elicits a strong response. Serialize that success by publishing other similar reports and updating and re-releasing them annually. 2 “B2B Content Marketing: Benchmarks, Budgets, and Trends — North America,” Content Marketing Institute and MarketingProfs, 2013. It Takes a Content Factory! | 17