How To Report

From One To Many: How To Maximize B2B Content Reuse

Adopting A Primary And Derivatives Production Approach

June 9th, 2022
With contributors:
Lisa Gately , Kathleen Pierce , Christine Polewarczyk , Pippin Evarts , Kate Pierpont


When multiple B2B marketing functions produce and manage content for the same audiences, content waste becomes an accepted status quo. By adapting and repurposing primary or “big bet” assets (i.e., longer-form assets that combine thought leadership, relevant data, and other information) to create a set of shorter-form or alternative derivative formats (e.g., infographics, industry summaries, blog posts), organizations can ensure greater content value and less waste. In this report, we discuss how to use a primary and derivatives content approach to increase production scale and maximize the ROI of an organization’s content assets.

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