Repurposing content for growth, not channels | Brooklin Nash and Sam Hembree, Beam Content

When you hear “repurpose your content” do you think about pushing to multiple channels? That’s actually redistributing. Repurposing can—and should—go deeper than that. Brooklin Nash and Sam Hembree, co-founders of Beam Content, explain how a solid piece of rock content can work up and down the funnel, with multiple goals and KPIs, for multiple audiences.

We also touch on the To Gate or Not To Gate debate—aka, whether content lives behind a form to generate leads, while possibly preventing otherwise-interested, early-funnel audiences from engaging.

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Referenced in the discussion:

Alex Garcia on Twitter: 8 lessons from David Ogilvy
Beam Content: Always Be Launching: How to pull off an epic launch with continuous momentum

Episode Outline:

(00:54) – Brooklin Nash’s background in content
(01:57) – Sam Hembree’s background in content
(03:15) – What people call repurposing is actually redistributing
(04:02) – What is “rock content”?
(07:33) – Redistribute your content for social media: video clips, pull quotes, graphics, and other formats
(09:33) – Your audience is inherently valuable
(10:06) – The “to gate or not to gate” debate!
(14:03) – Repurpose your content to both live in different channels AND serve different steps of your B2B funnel
(18:41) – Is it lead gen? demand gen? lead capture? building an audience? Help!
(22:43) – Knowing your ICP means you can answer the right question, not just any question
(27:43) – The Lightning Round
(38:14) – What should listeners take away?