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

Introduction

In the world of digital marketing, content is king. However, creating high-quality content from scratch can be time-consuming and resource-intensive. This is where content repurposing comes into play, allowing marketers to maximize the value of existing content by adapting it for different formats, platforms, and audiences.

For Salesforce users, Account Engagement (formerly Pardot) provides powerful automation and personalization capabilities to optimize content distribution and lead nurturing. By effectively repurposing content, you can enhance engagement, improve lead conversion rates, and maximize your marketing return on investment (ROI).

In this guide, we will explore the principles of content repurposing, industry trends, and best practices for leveraging Account Engagement to execute a successful repurposing strategy. Whether you’re looking to expand reach, improve engagement, or automate content delivery, this comprehensive guide has you covered.

Comprehensive Guide to Content Repurposing in Account Engagement

1. The Power of Repurposing Content:

For repurposing content to be truly effective, marketers need to move away from the idea that simply copying and pasting content across different platforms will yield results.

Real content repurposing involves adapting material for various platforms and target audiences. A webinar can be transformed into a blog post, a case study can generate multiple social media updates, and an eBook can be broken into smaller, engaging email content.

Rather than creating brand-new material, content repurposing allows marketers to optimize their resources, boost productivity, and maintain a unified brand message across multiple channels.

For marketers using Account Engagement (Pardot), you can automate the distribution of repurposed content, segment your audience for personalized interaction, and monitor performance to fine-tune your strategy… all within your Account Engagement platform.

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

2. What Content is Best for Repurposing?

Not every piece of content is worth repurposing. It’s essential to identify which valuable items in your content library deserve another round of attention.

To do this, you need to conduct a content audit, evaluating existing pieces for key signs such as:

• Strong engagement: Blog posts, emails, or social media updates with notable traffic, shares, and comments.
• Evergreen value: Content that stays relevant over time, like industry insights, step-by-step guides, or thought leadership articles.
• Conversion success: Case studies, landing pages, or gated content that have generated significant leads.
  
  

Using Account Engagement, you can harness analytics to evaluate content performance and pinpoint what truly connects with your audience. Utilize Engagement History Dashboards, Campaign reports, and asset performance data to see which assets are worth reusing.

Once you’ve identified top-performing content, the next step is deciding how to reformat it most effectively for different platforms.

Four Ideas for Repurposing Content by Format

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

The success of this effort, as mentioned before, lies in how well you adjust each piece of content for different formats.

Here are four examples of common content pieces you might have identified in your library, along with some repurposing suggestions.

1. Turn Blog Posts into Email Campaigns:

Blog posts often contain valuable insights that can be easily repurposed into email campaigns for both warm and cold audiences.

Here are a few approaches I’ve used over time when transforming long-form content into email sequences:

• Break down key insights into a multi-email series, including CTAs that drive traffic back to your website.
• Edit content significantly—keeping each email focused on one main idea tends to be most effective.
• Email series can be either informative (to build trust), sales-focused, or a blend of both.
• Utilize A/B split testing to determine which parts of your blog post resonate best with your audience. Test subject lines, body content, visuals, and CTAs.
• Leverage Salesforce snippets to ensure CTAs, event info, or promo codes are always current in your email campaigns.

2. Transform Webinars into Multiple Content Pieces:

A webinar is a treasure trove of content. Instead of letting the recording sit untouched, you can repurpose it in several ways:

• Extract important moments and create short video clips for email and social media.
• Summarize the main takeaways into a blog post or an engaging infographic.
• Create a multi-channel evergreen campaign with impactful quotes and statistics from the webinar.

3. Repurpose Case Studies for Social Proof:

Case studies are excellent for building trust with prospective customers. Repurpose them by:

• Turning client testimonials into branded graphics for social media.
• Summarizing results into bite-sized LinkedIn posts.
• Sending an email featuring a client success story.
• Compiling a set of case studies into a downloadable lead magnet that showcases multiple use cases of your product.

4. Break Down eBooks and Whitepapers:

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

• Convert important sections into LinkedIn articles for a professional audience.
• Use statistics and insights as gated lead magnets to drive conversions.
• Refresh static content by sharing stats or quotes as social media post graphics or incorporating them into blog content.
• LinkedIn slide decks are trending and can be a fantastic way to repurpose your (heavily edited) eBook content.

With a solid strategy, you can breathe new life into old content, keeping your leads engaged, reinforcing your messaging, and making the most out of every piece of content.

Four Strategies for Automating Your Content Repurposing with Pardot

While content repurposing is not exclusive to Pardot users, you can use Pardot to handle much of the heavy lifting when it comes to maintaining up-to-date content and automating your campaigns.

Every marketer has their own methods for using Pardot, but here are four useful tricks that anyone can adopt:

1. Automate Drip Campaigns:
Have a great case study, blog post, or webinar recap? Instead of sending one-off emails, set up a Pardot Engagement Studio campaign to deliver repurposed content in a structured email sequence, providing leads with valuable content over time.

2. Use Dynamic Content for Personalization:
Different segments of your audience will engage with different types of content. Pardot’s dynamic content lets you personalize repurposed assets based on a lead’s behavior, past interactions, or industry, making each interaction feel more relevant.

3. Automate Your Blog-to-Email Workflow:
For marketers who want to streamline content syndication, use integrations to automatically convert blog posts, social media updates, YouTube videos, and more into email digests or newsletters.

4. Analyze and Optimize with Pardot Analytics:
Once your repurposed content is live, leverage Pardot’s reporting tools to track what’s working best. Then, fine-tune your approach, A/B test, and adjust your strategy based on audience engagement.

Real-World Use Cases

1. SaaS Company Increases Webinar Engagement by 50%- Converted a recorded webinar into a blog series and social video snippets.
2. B2B Firm Drives 30% More Leads with Repurposed E-books- Transformed long-form guides into email drip sequences.
3. Tech Startup Improves SEO with Repurposed Blog Content- Optimized old blog posts into pillar content and guest articles.
4.Financial Services Firm Enhances LinkedIn Engagement- Repurposed whitepapers into infographics and LinkedIn carousel posts.
5.Healthcare Brand Boosts Email Open Rates by 35%- Segmented content delivery based on user behavior in Pardot.

Expert Tips for Content Repurposing

1. 9Audit Your Content Library – Identify evergreen, high-value content.
2. Match Content with Platform-Specific Needs – Optimize format and tone.
3. Use Video and Visual Content – Convert text-heavy content into engaging visuals.
4. Leverage AI for Content Transformation – Use tools like ChatGPT for quick rewrites.
5. Repurpose User-Generated Content – Showcase testimonials and social proof.
6. Automate Content Distribution with Pardot – Set up engagement programs.
7. Keep SEO in Mind – Optimize each repurposed piece for search visibility.
8. Refresh Old Content – Update statistics and insights.
9. Create a Repurposing Workflow – Document your process.
10. Monitor Performance Metrics – Track engagement, conversions, and lead impact.
11. A/B Test Different Formats – Find what resonates best with your audience.
12. Ensure Content Alignment with Brand Messaging – Maintain consistency.

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Conclusion

content repurposing with Salesforce Account Engagement (Pardot) is an efficient way to maximize your content’s value, increase engagement, and drive better results. By automating distribution, personalizing content, and aligning it with your audience’s journey, you can boost lead nurturing, improve SEO, and enhance ROI. Start applying these strategies to make your content work harder for you and achieve greater marketing success.