Sweat your assets: maximise the impact of your
B2B marketing and PR strategy

 

Creating engaging content is only half the battle to deliver an effective B2B marketing and PR strategy. The real challenge lies in ensuring that content is amplified across multiple channels to maximise impact. This strategic approach is crucial for getting the most value from an investment in content. Work smart and sweat those assets!

 

Start with versatile content creation

When developing content as part of your B2B marketing and PR strategy, consider how it can be repurposed to improve audience reach. By creating content that is flexible, adaptable, and engaging, you open the door for broader distribution. For example:

• A blog post can be broken into multiple social media snippets.
• Key insights from a whitepaper can become an infographic or explainer video.
• Customer testimonials can be transformed into impactful social proof graphics.

Our ethos at Grammatik is to create content for clients that can be utilised in multiple ways to reach different audiences via different channels. For example, to deliver maximum return on investment for Autodesk’s marketing spend, we turned what could have been a simple customer testimonial video into a hero video, individual interviews, social media cutdowns, and a four-page PDF case study. When you start with strong core content, there are always multiple opportunities to spin into different channels to connect with your audience in new ways. 

 

Adapt content for different channels

Content should be modified to ensure it works best for specific platforms. Consider the strengths of each channel and adapt content accordingly. Although your target audience may browse multiple channels, user behaviour varies greatly, and the type of channel informs how you best engage with them. 

For example, those scrolling on Instagram would not expect a 30-minute video or a thought leadership piece. But an intriguing visual asset with a link in the bio to the same content might engage them to find out more.

Once you’ve identified key channels for your business, adapt your content to deliver across each one. The goal is to ensure that every piece feels tailor-made for the platform while maintaining a consistent core message.

• Transform a podcast into a thought leadership piece for target press outlets.
• Break long-form content into quick video insights or carousel posts for LinkedIn.
• Rework blog content into LinkedIn articles or guest posts.
• Create headline pull-out quote graphics from interviews for social media

We worked with FutureWorks VFX to devise a multi-channel campaign, resulting in increased industry visibility and a strengthened global presence. Our team delivered a wealth of content marketing materials from just one interview, including case studies that were repurposed for press, website, and social media use. 

Schedule strategically

Timing plays a crucial role in ensuring your content receives maximum exposure. Create a content calendar that spaces out different iterations of the same content across multiple channels. This staggered approach extends the lifespan of your content and surrounds your audience without overwhelming them.

 

Monitor and measure performance

Tracking how your content performs across channels allows you to refine your approach. Tools like Google Analytics, social media insights, and email performance reports can show which formats and platforms drive the most engagement, enabling smarter content decisions in the future.

 

Encourage collaboration

Encouraging internal teams to collaborate can unlock additional opportunities to repurpose content. For instance, your marketing team may see potential in transforming sales presentations into social content, or your customer support team may identify FAQs that are suitable to craft into blog posts or video tutorials.

Sweating your assets isn’t about overwhelming your audience with repetitive content—it’s about strategically reimagining and repurposing what you have to reach the right audience at the right time. With careful planning, tailoring content to different platforms, and tracking performance, you can ensure your content continues to deliver value long after it’s created.

Need help with your marketing and PR? Get in touch for a no-obligation chat, and we can share some ideas on how you can do things better. Maybe we can help you sweat your own assets…