We’ve spoken to 20 senior B2B marketing leaders in our 3rd season of our podcast, B2B Content Strategist.
These conversations have been full of insights into how leading organizations approach content, from team structures and collaboration to outsourcing and AI.
There’s one topic that we (unsurprisingly) absolutely loved talking about, you guessed it, content repurposing!
In this episode of The Content 10x Podcast, we revisited all 20 conversations to uncover the most common themes around how B2B marketers repurpose content, what formats they favor, what holds them back, and how the role of content is evolving in today’s fast-changing landscape. Of course, we shared our views and opinions too.
Watch the video below or read on for the key takeaways.
What Are the Most Favored Types of Content for Repurposing?
When Content 10x was established in 2017 content repurposing was a rarely used phrase, and our mission was to bang the content repurposing drum so hard and so frequently that busy marketers would realize how valuable it can be.
Today, it seems like there’s considerable awareness of the importance of content repurposing. Every marketing leader that we spoke to was able to discuss the many ways that they and their team repurpose content.
But not all content is created equal. Across every conversation, a few standout content types emerged as clear favorites for repurposing because of their longevity, value, and versatility.
What types of content do B2B marketing teams love to repurpose?
Large, Data-Driven and Research-Based Assets
The big hitters are benchmark reports, proprietary research, and industry surveys. These types of content were mentioned again and again.
These comprehensive pieces often represent months of work and significant investment, making them ideal for repurposing into dozens of derivative formats: blog posts, webinars, videos, infographics, social campaigns, press releases, and more.
They’re not just high-performing assets, they’re evergreen engines for brand awareness and demand generation.
Amy Higgins, who leads content and video at Cloudflare, shared an impressive example of how far they’ve taken this approach:
This kind of large-scale program demonstrates the true potential of a single research project when planned and executed strategically.
We love helping our clients to repurpose these types of content.
eBooks and White Papers
Next up: eBooks and white papers.
These formats have stood the test of time because they naturally lend themselves to repurposing, similar to research reports they’re information-dense, evergreen, and perfect for breaking down into bite-sized content.
Teams we spoke to talked about turning a single eBook into a whole ecosystem of content:
- Blog series exploring individual themes
- Social posts featuring key stats or quotes
- Video explainers or animations
- Internal sales enablement materials
We love working with eBooks and white papers, and we’ve created content on this including How to Repurpose a White Paper or Research Report into a Webinar.
Podcasts
Podcasts were another clear winner.
Beyond being a rich thought-leadership format, they’re a repurposing dream: one conversation can fuel multiple marketing touchpoints, e.g. video clips, quote graphics, blog articles, email newsletters, and more.
Michelle Asher, Director of Marketing and PR at LendKey Technologies, summed it up perfectly:
It’s a great reminder that you don’t need hours of footage to create months of content.
You just need smart planning and an eye for moments that can stand alone.
We’ve been leaders in podcast repurposing for 8 years and there’s a lot of content to help you with podcast repurposing in our blog, podcast and useful resources section.
Webinars
Webinars continue to deliver serious value, both live and on-demand, and are one of the most commonly repurposed formats among B2B teams.
To understand why webinars are so popular, check out Why Webinars Work: Insights from B2B Marketing Leaders.
They combine visual and verbal storytelling, expert insight, and audience interaction - and because of that, they can generate a wealth of reusable content.
Ciarán Regan shared how his team maximizes every webinar:
When planned strategically, a single webinar can reach audiences across owned, earned, and paid channels for months to come.
We published an entire 7-part podcast series and blog post all about webinars, check out The Ultimate Guide to Planning, Promoting and Repurposing B2B Webinars to Drive Growth.
We also highly recommend you get a copy of our B2B Webinar Planning Playbook.
Conversational Content
Perhaps the most refreshing theme we heard was the rise of conversational content, the kind that comes from unscripted, authentic discussions.
It might be a panel debate, a roundtable, a podcast, or even a casual Zoom call between colleagues. These moments often spark insights and soundbites that can fuel entire content campaigns.
Myles Carter described why conversations are such powerful content sources:
If you would like help with generating content from conversations with experts and leaders in your organization check out our Expert Interview and Thought Leadership Content Service.
And for tips on conducting content interviews grab our Ultimate Guide to Impactful B2B Video Interviews.
Do B2B Marketing Teams Repurpose Enough?
The short answer? Not yet.
Awareness has skyrocketed. Marketers understand the value of repurposing and want to make better use of their content.
But even with the best intentions, most teams admit they could be doing more.
The main challenge lies in balance – there’s a constant tension between creating “what’s next” and maximizing “what we’ve already made.”
We discovered 5 main barriers to content repurposing.
5 Barriers to Effective Content Repurposing
Let’s look at the 5 common pitfalls that stop great repurposing in its tracks.
1. Stakeholder Pressure for “What’s Next”
Many marketers face constant pressure to produce something new.
Stakeholders often equate activity with impact, prioritizing fresh campaigns over extending the reach of existing ones.
The result?
Valuable content is left to fade out prematurely instead of being maximized for continued impact.
Convincing stakeholders that repurposing is progress, and not repetition, is one of the biggest mindset shifts needed.
Check out How to Encourage a Content Repurposing Mindset in Your Team.
2. Checkbox Repurposing
Repurposing just for the sake of it rarely leads to good outcomes.
The most effective teams are thoughtful about how they repurpose, and why.
Shannon Howard put it succinctly:
Repurposing isn’t an exercise in ticking boxes... going through the motions... just because you can.
The real value comes when you plan repurposing upfront, per piece of content, by channel, aligned to your strategy and with your audience in mind.
3. Substance Over Style
Even the slickest edit or most beautiful design can’t make up for weak ideas.
Repurposing works best when you start with deep, meaningful, thought-led content, the kind that makes people think differently or learn something new.
It’s been a saying of ours at Content 10x for quite some time that with great content comes great repurposed content.
Catherine Censor captured it perfectly:
4. Lack of Planning
Planning for repurposing after the content is created limits its potential.
The best teams think about repurposing before production - mapping out formats, channels, and audience segments.
Doing this means you can capture the right footage, soundbites, or insights up front, rather than scrambling for appropriate content later.
When repurposing is baked into the content plan from day one, it delivers better results and makes the most of your time, talent, and investment.
5. Time and Resource Constraints
Time and resource constraints seems to be the most universal barrier of all.
Even with the best strategy, many teams simply lack the time, headspace, or skills to execute repurposing consistently.
It’s a constant juggle between priorities.
That’s where partnering with an agency can make all the difference and if you need help you’re your content look no further than Content 10x.
We help B2B marketing teams turn one piece of content into many, without sacrificing quality or focus. We also help with content strategy and planning. You can take a look at our services here and if you’d like to get in touch please fill in this quick form and we’ll arrange a call.
The Role of B2B Content Marketing Today
Something that we can conclude from our conversations with B2B marketing leaders is that content teams aren’t only supporting campaigns, they’re driving the entire brand narrative.
Today, key facets of content marketing are:
- Content as a Strategic Lever
Content is now seen as a direct driver of pipeline, brand differentiation, and customer loyalty, not just top-of-funnel awareness. Marketers are measuring content against outcomes that matter - pipeline contribution, customer retention, and brand strength. - Buyer Journeys Are More Complex
People have been saying this for a long time now, but the traditional funnel is long gone.
B2B buyer journeys are now multi-touch, non-linear, and highly collaborative. Content teams are adapting by building comprehensive ecosystems of assets, from top-of-funnel educational pieces to deep-dive case studies and post-sale enablement content.
It’s about meeting your audience wherever they are, with the right message at the right time. And it certainly a longer game than it ever used to be, patience is key. - Quality Over Quantity
The flood of low-value AI-generated content (what many have dubbed “AI slop”) has made it harder than ever to stand out, and easier than ever to spot content that lacks substance.
Check out How to Create Content that AI Can’t Create and When Should You Use AI in Content Marketing (And When Should You Avoid It)?
Without question there is a renewed focus on quality, originality, and authenticity.
True thought leadership and deep, experience-based insight are becoming the ultimate differentiators. - The Human Voice as the Differentiator
As AI becomes more embedded in content creation, human voice and storytelling are emerging as the ultimate brand assets.
In a world of sameness, your voice is the most powerful differentiator you have.
What Does the Future Outlook Look Like?
What’s next for B2B content marketing?
The leaders we spoke to had plenty to say about where things are heading, and how marketers should prepare.
Search & Channel Shifts
The way people discover content is changing fast.
Generative AI is transforming search behavior, while social discovery is reshaping how audiences learn about brands.
Marketers will need to evolve their SEO strategies to consider AI-driven results, conversational search, and new forms of content visibility.
For more on this, head to How to Win at Gen AI Search with Christopher Penn and Optimizing Content for AI: Effective Repurposing Tactics.
Personalization and Data-Driven Content
Hyper-personalization will define the next phase of content marketing. We spoke about Zontee Hou about this in our episode Boost Your B2B Marketing with Data-Driven Personalization.
By combining data and automation, marketers can create content journeys that feel genuinely tailored, delivering the right message to the right person, at the right moment. Isn’t that what marketing is all about!
This kind of relevance builds trust, authority, and long-term loyalty.
Community & Live Conversations
Another strong theme is a growing hunger for authentic, human connection.
Live events, interactive discussions, and community-driven initiatives are back in a big way.
Who knew that humans talking to each other can be the generator of so much content! (We did.)
If you can have live conversations, where both community and good content are born, you’re onto a winner.
To Wrap Up
We conclude a short series on The Content 10x Podcast where, over 3 episodes, we explored key themes and insights on content repurposing, roles, team structure, outsourcing AI, and the future of B2B content marketing – it turns out they’re all intertwined.
If you missed our earlier episodes exploring these connected topics here’s the links:
AI in B2B Marketing: What’s Working, What’s Failing and What’s Next
How Smart B2B Marketing Leaders Structure Their Teams, Collaborate and Outsouce
And if you want to make your content work smarter and harder for your brand we’d love to help.
We help B2B organizations with content strategy, content creation, and repurposing – click here to arrange a call.
Thanks for reading. We hope you found this helpful, let us know on LinkedIn.
Content 10x is the world’s leading authority on content repurposing. Specializing in transforming your content into multiple formats and distributing it across various platforms, Content 10x helps maximize your reach and impact. Our expert team takes your core content and creates a diverse array of high-quality, engaging assets, including videos, podcasts, social media posts, and more. Trust Content 10x to enhance your content strategy and ensure your message is seen and heard by the right audience.
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