Editing and finding repurposing opportunities in a long, complex B2B marketing report could be an excruciating process, but it doesn’t have to be. Not if you have a tried and tested set of steps to go through that you know are going to get you to that perfect end-result on deadline!
What are those steps, you ask?!
In order to get an insiders view for this blog post, we spoke to Content Marketing Strategist Daniel Plume. He was given a 55-page B2B marketing report from a client with the brief to edit and repurpose it within a limited amount of time. And here, he shares his 7-step process for doing just that.
Daniel talks us through each step and why it’s so important not to get ahead of yourself early on, plus the most important thing to do before that all important final edit… make a cup of tea (how very British!).
It’s all here, you can listen or watch the full episode below, or keep reading for the key takeaways.
Watch the highlights video below or head over to our YouTube channel for the full episode in video format.
In order to extract maximum value from your B2B marketing report and use it to feed multiple channels, it’s important to follow a process that’s going to get you there efficiently and on deadline. Daniel had a tight turnaround on this project and this is how he approached it.
Step 1 – Read the whole report
Don’t be tempted to rush ahead. Don't skimp or start doing anything until you have read and reviewed the whole report from start to finish. Yes it takes time. Yes you will be tempted to correct typos. And yes, it will need your focus. But with an enormous report it's fundamental.
Skip this step and you could end up editing out or adding in things that are referred to later, meaning you have to start backtracking, which takes up valuable time and energy.
Step 2 – Highlight key sections and fluff
Once you have a handle on the main thrust of the report, it's easier to identify the periphery sections. When a report has already been through an agency and had multiple people working on it, there will be duplication and repetition. All that can be stripped away.
Also during this stage, highlight the good bits, highlight the meaty topics, and make a note to come back to them for repurposing.
Step 3 – Review the structure and narrative
When you remove big blocks of text, consider the repercussions for the broader narrative. Some may need to be put in sidebars or boxes to provide context. You may also find that you need to look at the structure of the report as a whole and maneuver things around into a more cohesive narrative that the reader will appreciate.
Step 4 - Identify repurposing opportunities and follow-up ideas
Now that you've trimmed the fat, pinpoint the unmissable stuff and use all those points for additional content ideas, in-depth discussion points, questions for SMEs, podcast debates, LinkedIn carousels, videos etc.
View it holistically, for all stages of the funnel. What would work as a blog post topic that would provide an opportunity for a more in-depth discussion with other experts in the field? What questions can you pick out for other subject matter experts to debate on podcasts or videos?
Keep your eyes peeled for repurposing opportunities!
You may also find The 4 Rs of Repurposing Research with Michelle Linn helpful.
Step 5 – Edit. Edit. Edit
It’s now time to dive back into the report and writing. Everyone has their own style when it comes to editing. But Daniel makes a strong point for reading it out loud. This helps you spot where the writing needs smoothing and allows you to feel the piece's rhythm.
Step 6 – Let it breathe
If you're not up against a tight deadline, sleep on it or go for a walk or whatever it is you do to unwind. You can get tangled in the details when editing something of considerable size and miss the bigger story. Let your brain rest, unravel and recoup before taking a final look.
If you are up against a tight deadline, you still need to reset your brain before doing the final read through. Even if you just get up to make a cup of tea, watch the water boil for a bit, let your mind wander, then come back to it for that final edit (and read it out loud!).
Step 7 – Collaborate with the designer
There are many theories around crafting content to fit design and working the design around the content there is no right or wrong answer to this. But, working with a designer will help you see the piece on the page and spot final tweaks and ideas to bring it to life for the reader.
So that’s an excellent 7-step process for editing a long-form B2B marketing report. But of course, with such a long report you should also be looking out for repurposing opportunities.
This list could help spark some new content ideas:
- Topics that could be turned into sector-specific break-out reports
- Key findings that could be turned into videos for YouTube or social media
- Follow-up content that could be turned into blog posts
- Questions for SMEs for insights and input
- Social posts around key themes for different targets
- Topics for subject matter expert debates on podcasts
If you’re not a subject matter expert or you’re up against a particularly tight deadline, editing and repurposing a long B2B marketing report can feel like a daunting task, but if you follow these seven steps, chances are you’ll end up with a concise, well-edited document plus a whole library of extra repurposed content!