Andrew Fraine

Content repurposing strategies help convert marketing assets into content for different stages of the buyer’s journey through the marketing funnel. For example, bottom-of-the-funnel (BoFu) content can be repurposed into multiple pieces of content for the top of the funnel. However, be careful how you do it, as your audience and channels are likely to be very different. BoFu content like case studies, eBooks, and white papers are some of the best formats to repurpose. They… Read More »Repurposing bottom-of-the-funnel content

Case studies are perfect assets to add to your content repurposing strategy. They are rich in product detail and allow readers imagine themselves in the shoes of a successful customer. By clearly defining the key characteristics of the Subject, the problem, solution, and outcome of the engagement, a prospective customer can extrapolate the experience of working with your company to their own needs and use cases. When it comes to repurposing marketing content, you have… Read More »Tutorial: How to repurpose a case study

Companies like Cybereason publish an enormous amount of content. From white papers to webinars, there’s no shortage of cybersecurity content covering the latest breach, zero day exploit, or new approaches to securing your organization. The variety of content formats and objectives offers some challenges for implementing a repeatable content repurposing strategy, but it also offers a huge opportunity to reach a wider audience more consistently if implemented correctly. Content formats at Cybereason Content at Cybereason… Read More »Content repurposing opportunities at Cybereason

Content repurposing is an important part of any content strategy, especially one that primarily deals with technical content like Cybersecurity. With the enormous effort required to create technical marketing assets like white papers, ebooks, case studies, webinars, and blog posts, it’s important to get the most value out of every piece of content.  This might look like spinning out several blog posts from a single white paper or scheduling a series of LinkedIn posts based… Read More »Content repurposing for Cybersecurity companies

Creating content from customer interviews is a great way to make sure you’re addressing the needs and interests of your target audience. After all, your ideal audience is composed of your current and prospective customers. They may not be ready to buy from you now, but consumers of your content may be ready to buy from you in the future, so it’s important that they are aware of your solution and how customers are using… Read More »How to interview your customers to create new content

AI writing tools can help you write more efficiently and creatively. It can also help you kick writer’s block and establish a repeatable content repurposing and distribution framework. With the wide variety of tools available thanks to recent advancements in AI language technology, you have a number of platforms to choose from ranging from low price points for freelancers and small startups with limited functionality to high price points with a myriad of features and… Read More »What are AI writing tools and how can they improve your writing?

Google Search recently announced an upcoming update to its Search algorithm called the “helpful content update.” Google is continuing on its path to improve the quality of search results in an effort to deliver and prioritize “more content by people, for people in Search.” This is great news, but it has sent ripples through online communities of marketers about the potential penalties for using AI writing tools to create SEO content. As expected, some see… Read More »Google’s “Helpful Content Update” Won’t Affect Responsible Users of AI Writing Tools

A content repurposing framework can drastically change how your team approaches content creation. By leveraging every piece of content that requires heavy research as a jumping off point for multiple additional pieces, the overall quality and quantify of your content is going to increase. Picture this: A seasoned writer comes to you with an article idea that requires interviewing 10 subject matter experts and acquiring product insights with a survey from all of your customers.… Read More »How to Create a Killer Blueprint for Your Content Repurposing Framework

A lot has been in the works over the last month, and we are excited to share our new product update. With an increased focus on helping marketers repurpose their content, we have added the ability to convert marketing assets into Twitter threads, blog post outlines, and email newsletter content. This product update also includes the ability to share AI generated content across your team to collaborate on social posts, content planning, and more. New… Read More »Updates: Introducing Twitter threads, blog outlines, and newsletter content

If you haven’t heard of AI writing tools, and you’re a content marketer or writer, then we need to have a chat. It seems like every marketer on social media has an opinion about this topic. These opinions range from outright rage and fear of losing their jobs to “holy moly, I can publish 10x the amount of content now.” *Deep breath* The reality is certainly somewhere in the middle. It’s important for marketers and… Read More »AI Writing Tools: What They Can and Can’t Do