Hot Off the Presses: Acquia
Titles: Various
Formats: 2 E-books and 2 White papers
Objective: Acquia is a commercial open source software company providing products, services, and technical support for the open source Drupal social publishing system. The company had several successful webinars in its content library and, rather than start from scratch, wanted to take advantage of these existing resources to create new pieces in different formats. The company chose four webinars to convert into two E-books and two white papers.
Summary of Content: There are countless advantages to repurposing content. Aside from saving significantly on both budget and resources, it takes a proven content offer and converts it to a new format that could be preferable to a new pool of potential customers (if a prospect prefers E-books to webinars, now that person is more likely to digest the information). It also extends the life and value of the investment into the original piece and aids consistency across the brand’s messages. Content repurposing can not only be used to create a new format of a piece, but if the content is slightly adjusted, it also can be used to create an offer that expands upon a topic, and creates deliverables for other stages of the pipeline or other relevant verticals and buyer personas.
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