Your Guide to Successful Content Repurposing in Account Engagement (Pardot)

Ever feel like you’re constantly creating content, but not getting the mileage you want out of each piece? Creating fresh, high-quality content constantly can be time-consuming and resource-intensive. Marketers put a lot of effort into producing high-quality blogs, webinars, and case studies – only for them to be forgotten after a short time. 

Depending on the platform, your content might have a lifespan of anywhere from a few months to 48 hours – or less (looking at you, Instagram). With the right strategy, you can use content repurposing to breathe new life into your existing content, expanding its reach and effectiveness across multiple channels. 

The Value of Repurposing Content

For this to be effective, marketers need to let go of the belief that a simple copy and paste across platforms will deliver results. 

True content repurposing means adapting your content for different platforms and audiences. A webinar can become a blog post, a case study can fuel multiple social media posts, and an eBook can be broken down into bite-sized email content.

Rather than creating new content from scratch, content repurposing allows marketers to maximize their resources, improve efficiency, and maintain a consistent brand message across various channels.

For marketers using Account Engagement (Pardot), you can automate the distribution of repurposed content, segment your audience for personalized engagement, and track performance to refine your strategy…all within your Account Engagement instance.

It’s all about working smarter while keeping your audience engaged across multiple channels.

What Content Works Best for Repurposing?

First off, not every piece of content is worth repurposing. It’s your job to identify which hidden gems in your content library deserve a second life.

To do this, you’ll need to run a content audit on existing pieces, looking for key indicators such as:

• High engagement metrics: Blog posts, emails, or social media content with strong traffic, shares, and comments.
• Evergreen potential: Content that remains relevant over time, such as industry insights, how-to guides, and thought leadership pieces.
• Conversion success: Case studies, landing pages, or gated content that have driven significant lead generation.

With Account Engagement, you can leverage analytics tools to track content performance and identify what resonates most with your audience. Use Engagement History Dashboards, Campaign reports, and asset performance metrics to determine which assets are worth repurposing.

Once you’ve identified top-performing content, the next step is to decide how this piece of content can be reformatted most effectively for different channels.

Four Tips for Content Repurposing by Format

Repurposing content isn’t just about saving time for your content creators – it’s about maximizing the impact of your best-performing assets.

The effectiveness of this project, as already noted, lies in how well you’re able to adapt each piece of content.

Here are four examples of common content pieces that you might have identified in your library – as well as some repurposing tips.

1. Turn Blog Posts into Email Campaigns

Blog posts tend to contain valuable insights that can be easily repurposed into drip email campaigns for warm or cold audiences.

Here are a few of the tactics I’ve used over the years when repurposing long-form content for email campaigns:

1. Break down key takeaways into a multi-email sequence, adding CTAs that drive traffic back to your website.
2. Don’t be afraid to edit heavily – keeping each email focused on a single point is usually the best approach.
3. Email sequences can be informational (to build trust), sales-driven, or a mix of both.
4. Take full advantage of A/B split testing opportunities to help you better understand what part of your blog post resonates the most with your target audience. Subject lines, body content, graphics, and CTAs are all excellent things to test out.
5. Use Salesforce snippets to ensure any CTAs, events, or applicable discount codes are always up to date in your email campaigns. 

2. Transform Webinars into Multiple Assets

A webinar is a goldmine of content. Instead of letting the video recording sit in your archives, you can repurpose it in a few different ways:

1. Extract key moments and create short video snippets for emails and social media.
2. Convert the main takeaways into a blog post or a visually appealing infographic.
3. Create a multi-channel evergreen campaign with pull quotes and stats from the webinar.

3. Repurpose Case Studies into Social Proof Content

Success stories help build trust with potential customers. Repurpose case studies by:

1. Turning customer quotes into branded graphics for social media testimonials.
2. Summarizing the results into snackable LinkedIn posts.
3. Sending out an email spotlight featuring the client’s success.
4. Turning a collection of case studies into a downloadable lead magnet that highlights various use cases of your product.

4. Recycle eBooks and Whitepapers

Long-form content like eBooks and whitepapers can be broken down into smaller, digestible formats:

1. Transform key sections into LinkedIn articles to reach a professional audience.
2. Use statistics and insights for gated lead magnets to drive conversions.
3. Bring new life to static content by using stats or quotes as social post graphics or peppered throughout your blog posts.
4. LinkedIn slide decks are “in,” and can be a great new format for your (highly edited) eBook content.

With some thoughtful strategy, you can use previously published content to continuously engage leads, reinforce messaging, and maximize the value of every content asset.

Four Tips for Automating Your Content Repurposing Strategy with Pardot

Content repurposing isn’t limited to Pardot users. However, you can use Pardot to take care of a lot of the heavy lifting in terms of maintaining fresh, updated content and automating your campaigns.

Every marketer has their own secret tricks for using Pardot; here are four not-so-secret ones that anyone can use:

1. Automate Those Drip Campaigns

Got a great case study, blog post, or webinar recap? Instead of sending one-off emails, set up a Pardot Engagement Studio campaign that delivers repurposed content in a structured email sequence, so leads get valuable content over time.

2. Use Dynamic Content to Keep Things Personalized

Different audience segments engage with different content. Account Engagement’s dynamic content lets you personalize repurposed assets based on a lead’s interests, past behavior, or industry – so every touchpoint feels relevant.

3. Automate Your Blog-to-Email Strategy

For marketers who want to automate content syndication, you can use integrations to instantly convert blog articles, social posts, YouTube videos, etc. into email digests or newsletters.

4. Track and Optimize with Pardot Analytics

Once your repurposed content is in motion, use Pardot’s reporting tools to see what’s working best. Then tweak, A/B test, and adjust your strategy based on what resonates most with your audience.

Note: If you feel like you’re not making full use of Account Engagement’s analytics, I highly recommend reorienting yourself by reviewing this helpful guide.

Final Thoughts

Why let your content collect dust when you can repurpose it into multiple high-impact assets?

By automating repurposed content into Engagement Studio campaigns, email newsletters, and dynamic experiences, you can keep leads engaged and drive better marketing results without having to spend any more time than necessary on the content creation hamster wheel.