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Tag: digital marketing

  • Brands Boost SEO Through Content Series and Jimi Hendrix’s Legacy

    Brands Boost SEO Through Content Series and Jimi Hendrix’s Legacy

    In an era dominated by artificial intelligence in search, brands like Fender and Marshall are forced to rethink their strategies. They are investing in branded content to improve visibility in AI models and chatbots, which are now used by 7 out of 10 American consumers for product research. This is not just a trend, but a necessity for companies striving to remain relevant. Brands are boosting SEO through content series and the legacy of Jimi Hendrix, demonstrating how traditional companies adapt to the new realities of digital marketing.

    A Comprehensive Approach to SEO: How Brands Adapt to AI Search

    The modern digital landscape is constantly changing, and with the advent of artificial intelligence in search engines, brands have to find new ways to maintain their visibility. Companies like Fender and Marshall are actively investing in branded content not only to attract consumer attention but also to optimize their presence for AI models and chatbots.

    These tools are becoming increasingly popular: 7 out of 10 American consumers already use them to search for products and information. For brands, this means that traditional SEO methods are no longer sufficient. It is necessary to create content that will not only be informative and appealing to humans but also easily interpretable and valuable to artificial intelligence algorithms.

    Fender: From Transactional Site to Storytelling Platform

    Fender, the world-renowned guitar manufacturer, has taken significant steps to rethink its online presence. According to interim CMO Kelly Magrath, their goal is to transform the website from a simple marketplace into “a front door that we can use as a storytelling platform.”

    • Video Content: The updated Fender website features short but impactful videos. They not only tell the brand’s history but also showcase legendary musicians, such as Jimi Hendrix, who played their guitars. Attention is also paid to the craftsmen who create these instruments, emphasizing their skill and dedication.
  • Social Media: A significant portion of this editorial content is actively distributed through Fender’s own social channels, including YouTube. Here, you can find entire video series dedicated to important milestones, such as the 75th anniversary of the Telecaster model, or detailed demonstrations of effects pedals.
  • Goal: The primary objective of these efforts is to improve Fender’s visibility in the early stages of product discovery and the consumer journey. By creating rich and diverse content, Fender aims to be top-of-mind when consumers are looking for information about musical instruments.

Marshall Group: Revitalizing Musical History to Promote the Brand

Marshall Group, a renowned manufacturer of amplifiers and headphones, also actively uses content marketing to strengthen its brand. They launched a unique YouTube series called “Dead Venues.”

In this series, new music bands perform on the stages of long-gone but legendary clubs, such as London Fog or China Chalet. This approach allows Marshall not only to support the young music scene but also to remind people of its rich heritage in the world of music.

“We’re challengers. We’re known as an iconic guitar amp brand, and as we move into new categories, we really need to rethink what we want to be in the eyes of consumers,” — Christine Kennedy Grant, VP of Brand Marketing at Marshall Group.

The “Dead Venues” campaign, launched in May, aims to create a strong connection between supporting the modern live music scene and the company’s products. Special attention is paid to standing out in the highly competitive headphone market, where Marshall seeks to take a leading position, relying on its history and cultural influence.

The Impact of Content on AI Search and Consumer Behavior

According to a survey conducted by Skyword, 7 out of 10 consumers in the US actively use ChatGPT or other AI summaries when searching for products and companies. This data highlights the critical importance of content that can be effectively used by AI models to form answers and recommendations.

Why is content becoming a key success factor in AI search?

  • More Data for AI: High-quality, well-structured branded content provides AI models with a vast amount of information for analysis. This increases the likelihood that the brand will be recommended or mentioned in AI-generated responses, as AI strives to provide the most complete and relevant data.
  • “ChatGPT is the new word-of-mouth”: Urvashi Manral, Associate Director of Discoverability at Attention Arc, states that for dominating AI search engines, content is the fastest and most effective way. The more quality content about a brand is available, the higher the chances of its mention and positive perception by AI.
  • Originality — Key to Differentiation: Emma Sibbles, Head of Content at IDHL, emphasizes that unique, original content reflecting a brand’s expertise and perspective is valued much higher by AI platforms. Unlike keyword-stuffed posts, such content demonstrates genuine value and authority.

    • Emily Stutzman, CEO of creative agency Happylucky, adds: “A brand with a real point of view, expertise, examples, experience, and helpful context provides a much richer source for an AI platform to pull from than a blog post designed to ‘sprinkle’ 20-30 keywords.”

    Not Just AI: The Human Factor and Brand Building

    It’s important to note that these content creation efforts are not solely aimed at “robot readers.” They also serve the crucial function of brand building for human customers. Content that tells stories, demonstrates values, and expertise creates a deep emotional connection with the audience.

    Бренды усиливают SEO через контент-серии и наследие Джими Хендрикса — illustration 2

    According to Ben Hennes, Chief Creative Officer at Happylucky, “A brand that consistently publishes original ideas, helpful experiences, distinctive opinions, and firsthand experiences creates a knowledge base that can become a brand advantage when consumers are searching.” This means that quality content serves a dual purpose: optimizing for AI and strengthening loyalty among consumers.

    Strategies and Prospects: What’s Next?

    Marketers worldwide are actively responding to these changes in the search landscape. A Kantar survey showed that 75% of marketers plan to increase spending on visibility in AI assistants next year. This indicates widespread recognition of the importance of adapting to the new reality of search marketing.

    Jim Yu, founder and CEO of SEO company BrightEdge, advises: “One of the best places to start is with content where you have the right to win.” This means creating content that aligns with the brand’s core expertise and values, where the company can demonstrate its uniqueness and authority.

    Stephanie Estes, Media Director at The Shipyard agency, notes that her agency is actively experimenting with its own content, creator activity, and how “promoting” brand-created videos on platforms like YouTube can help their perception by LLMs (large language models). This highlights the importance of not only creating content but also strategically distributing it.

    Frequently Asked Questions

    What is full-cycle turnkey video production and how does it help with AI search?

    Full-cycle turnkey video production is a comprehensive set of services for creating video content, covering all stages: from idea and script development to shooting, editing, post-production, and publication. In the context of AI search, high-quality, original videos, similar to those created by Fender or Marshall, provide AI models with a rich source of information about the brand, its history, products, and values. This significantly improves the brand’s citability and visibility in AI-generated responses, as AI prefers reliable, unique, and in-depth data, which is often contained in professionally created video content.

    How to choose a contractor for creating video content optimized for AI search?

    When choosing a contractor for full-cycle video production that will be optimized for AI search, pay attention to the following key criteria:

    1. Storytelling experience: Ensure that the contractor is capable of creating an engaging and emotionally resonant narrative that will effectively convey your brand’s key messages to the target audience.
    2. Understanding of SEO and AI: It is important that the contractor’s team has an understanding of how content will be perceived not only by people but also by search engines and AI models. This includes knowledge of best practices for video structuring, metadata usage, and keywords.
    3. Production quality: High image and sound quality are critical for content perception. Professionally produced video inspires more trust and better holds attention.
    4. Portfolio: Review the contractor’s work examples. Successful projects for other brands, especially in your niche, can be a good indicator of their competence.
    5. Comprehensive approach: An ideal contractor offers not only video creation but also a strategy for its distribution, including optimization for YouTube, social media, and other platforms, which is an integral part of AI optimization.

    Is it worth investing in repurposing old content or creating new content from scratch for AI optimization?

    Both approaches have their advantages and can be effective depending on your goals and resources. Repurposing existing content (e.g., turning long articles into short videos, infographics, or audio podcasts) can be a cost-effective way to increase the amount of data available to AI. This allows you to extract additional value from already created materials.

    However, creating new, original content from scratch, designed specifically for AI search, often yields better results. Such content is initially formed taking into account the requirements for uniqueness, depth, expertise, and structure, which are highly valued by AI models. It allows the brand to take a leading position for new or niche queries.

    The best strategy is a combination of both approaches: repurposing valuable old content to expand its reach and creating new, strategically important content that will be purposefully optimized for modern AI algorithms and search engines.

    Conclusion

    The era of AI search requires brands to deeply rethink their approach to content. Investing in original, high-quality storytelling, as successfully demonstrated by Fender and Marshall, becomes not just a way to attract audience attention, but also a key factor for improving visibility in the ever-changing digital landscape. For your brand to be visible in AI responses and stand out from competitors, it is necessary to order a full cycle of video production that will not only tell your unique story but also be carefully optimized for modern search algorithms and AI models. Contact us today to find out how we can help your brand become a leader in the era of AI search and effectively utilize the potential of content marketing.

  • UGC Ads: What Makes Converting Videos Stand Out

    UGC Ads: What Makes Converting Videos Stand Out

    UGC advertising (User-Generated Content) has become one of the most powerful tools in a marketer’s arsenal. It allows brands to leverage the real feedback and creativity of their customers to create advertising campaigns. In this material, we will analyze the key aspects of successful UGC advertising, look at examples, and discuss how AI generators and UGC marketplaces are changing the rules of the game.

    In today’s world, where consumers increasingly value authenticity and trust, UGC advertising stands out as a powerful tool. It doesn’t just sell a product, but also builds a community, using real voices and customer experiences. Let’s dive into what makes UGC video advertising so effective and how brands can leverage its potential to achieve outstanding results.

    Why is UGC video advertising so effective?

    Integrating user-generated content into a marketing strategy brings many benefits. First and foremost, it significantly increases brand trust and authority. When potential customers see real people enjoying a product, it acts as powerful social proof, encouraging them to make a purchase.

    Key benefits of UGC video:

    • High CTR and low cost per click: UGC videos typically have higher click-through rates and lower cost per click compared to traditional advertising, making them a cost-effective option.
    • Production savings: Brands can significantly reduce costs associated with professional video shoots, highly paid actors, and expensive equipment. Instead, they use content created by their own customers, which is often perceived as more authentic and relatable.
    • Community building: UGC not only increases engagement but also fosters a sense of community around the brand. This is especially true when people see others enjoying the product, which encourages them to join in.

    “UGC video advertising is effective because it combines authenticity, community, and cost savings. It’s a smart choice for brands that want to connect with their target audience,” — Michael Holmes, Founder and CEO of Vidpros.

    Types of user-generated video content

    One of the most effective types of user-generated video content is reviews and testimonials. These videos capture the authentic experiences of satisfied customers, transforming written feedback into compelling visual stories.

    When potential buyers see and hear real people discussing the quality, functionality, and overall satisfaction with a product, it provides an unfiltered view that is incredibly persuasive. Testimonials and endorsements serve as powerful catalysts for building a community of loyal customers. They offer valuable insights into how a product performs in real-world conditions, making them an essential component of any UGC video strategy.

    What to remember when creating UGC video ads

    The most important part of successful UGC video content is authenticity. People quickly recognize when something looks fake or too rehearsed, which can lead to a loss of interest.

    To create effective UGC video ads, focus on sharing real customer experiences. Don’t over-script or put too much pressure on customers. Instead, allow them to naturally express their honest opinions and experiences. This approach will help your ads resonate better with viewers.

    Integrating UGC across platforms

    While UGC is typically created on platforms like Instagram and TikTok, it’s important to use these videos in other marketing areas as well. Social media plays a crucial role in distributing UGC and reaching new audiences. UGC can work very well in email campaigns, on landing pages, and in online advertising.

    By distributing the same authentic content in different places, you can reach more people. Each platform has its own rules, so be sure to adapt your UGC video content to each one. This will help you achieve better results and connect with new audiences.

    The role of AI and marketplaces in a UGC strategy

    In today’s digital world, AI tools can help brands create and enhance UGC video content. AI-powered UGC video generators streamline the process by automatically collecting and editing user-generated videos, ensuring they are ready for various platforms.

    These AI tools analyze customer reviews, social media posts, and other UGC to create engaging video ads that can be distributed across social media and ad networks. By using AI, brands can save time and focus more on building trust and relationships with their audience.

    UGC marketplaces for video advertising connect companies with creators who want to create content for them. These marketplaces offer a wide range of content, so brands can choose from different user videos. For example, TikTok Creator Marketplace (now part of TikTok One) allows brands to work with creators and order UGC specifically created for advertising.

    How to choose a contractor for full-cycle video production?

    If you want to order everything in one place — from idea to posting, it is important to carefully choose a contractor. Pay attention to the following criteria:

    • Portfolio: Evaluate the quality and diversity of completed projects.
    • Experience: Give preference to companies with experience in your niche.
    • Transparency: Clear pricing and a clear workflow.
    • Reviews: Study the opinions of other clients.
    • Integrated approach: Availability of services for creating, editing, optimizing, and placing content.

    Examples of successful UGC use

    GoPro: adventures through the eyes of users

    GoPro is known for its successful marketing campaigns based on user-generated content. They often use videos created by satisfied customers in their advertising. These videos show real adventures and stories filmed with GoPro cameras, demonstrating the quality and versatility of the product naturally.

    The brand repurposes this UGC video content into advertising that not only highlights the product but also celebrates the GoPro community. By using authentic footage from real users, GoPro effectively builds trust and encourages engagement from adventurers.

    Starbucks: annual red cup campaigns

    Starbucks’ annual red cup campaigns are a great example of successful UGC. Each holiday season, Starbucks invites customers to share photos and videos of their personalized red cups. Videos featuring these personalized cups showcase customers’ creativity and foster a sense of belonging.

    UGC-реклама: что отличает конвертирующие видео от остальных — illustration 2

    This increases engagement and turns customer experiences into engaging content. Starbucks then incorporates these videos into their advertising, giving it a personal touch that connects with their audience.

    Nike: “You Can’t Stop Us”

    Nike’s “You Can’t Stop Us” campaign is a great example of how UGC can blend well with professional video editing. The brand used real clips of athletes from around the world, mixed with professional footage, to convey a powerful message of perseverance and resilience. By combining UGC with traditional video, Nike created high-quality advertising that personally connected with viewers.

    Airbnb: #AirbnbExperiences

    Airbnb has long used UGC to highlight customer stories. Their #AirbnbExperiences campaign encouraged users to share videos of their trips, giving future travelers a glimpse into real adventures and accommodations. These videos were featured in paid ads, helping to solidify Airbnb’s reputation as a provider of unique and authentic travel experiences.

    Stages of UGC Ad Production: From Brief to Publication

    An efficient workflow transforms raw footage from creators into a finished ad without unnecessary back-and-forth. Here are six stages that turn a UGC ad from brief to published ad:

    1. Briefing and Concept: Clearly define objectives and desired message.
    2. Content Collection: Obtain video materials from users (organically or through marketplaces).
    3. Pre-selection: Choose the highest quality and most suitable videos.
    4. Assembly and Editing: Add brand elements, subtitles, music.
    5. Optimization: Adapt the video to the requirements of various platforms.
    6. Publication and Testing: Launch the campaign and monitor metrics.

    Automated tools have become very fast at the mechanical parts of editing — trimming silence, generating subtitles, balancing levels. However, they cannot yet make decisions. Here are five areas where a human editor still determines how well a UGC ad will perform:

    • Choosing the best opening: Capturing attention from the first seconds.
    • Identifying key moments: Highlighting the most compelling parts of the video.
    • Creating a cohesive narrative: Combining different fragments into a single story.
    • Optimizing for platforms: Adapting to the format and audience preferences.
    • Adding an emotional component: Enhancing impact through music and effects.

    It is this production discipline that bridges the gap between UGC and polished brand commercials in important metrics.

    Monitoring Performance and ROI

    Monitoring the performance of your UGC video ads is important for measuring ROI. Use analytics tools to track engagement growth, clicks, and conversions. This data will help you understand what works for your audience and will guide your future UGC campaigns.

    One of the benefits of UGC is that it provides a constant stream of new content. This allows brands to continuously test and improve their advertising over time, ensuring its relevance and effectiveness.

    Quality vs. Quantity

    While you may want to collect as much UGC as possible, it’s more important to focus on quality. Good UGC videos that are bright, clear, and contain valuable content are more likely to grab viewers’ attention. This doesn’t mean that UGC needs to be professionally produced, but it should represent the brand positively and authentically. Companies like GoPro and Starbucks have excelled by selecting the best UGC videos for use in their advertising.

    Frequently Asked Questions

    What is UGC advertising?

    UGC (User-Generated Content) advertising refers to promotional materials created by ordinary users or customers of a product/service, rather than by the brand itself. It includes videos, photos, reviews, and other formats used in marketing campaigns to build trust and engagement.

    Why is UGC video advertising so effective?

    UGC video advertising is effective due to its authenticity, ability to create social proof, low production costs, and high audience engagement. People trust content created by real users more than traditional advertising.

    How do AI tools help in creating UGC videos?

    AI tools can automate the collection, editing, and optimization of UGC videos. They help analyze content, add brand elements, create subtitles, and adapt videos for different platforms, significantly speeding up and reducing the cost of the production process.

    Should you pay for UGC content?

    While organic UGC is great, offering incentives (contests, giveaways, mentions) can encourage more customers to participate. However, it’s important not to overdo incentives, as this can lead to the creation of less authentic content.

    Conclusion

    UGC video advertising is becoming one of the most effective tools in modern digital marketing. By focusing on authenticity and using content from real customers, brands can build trust and a sense of community, which is often lacking in traditional advertising. The use of UGC video editing and AI tools can make these ads even more appealing and effective.

    If you want to create high-quality UGC video ads or need help with editing existing content, our team of experts is ready to assist. Contact us today to learn how we can improve your UGC video advertising and achieve a better ROI!

  • Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Molson Coors: How to Speed Up Marketing and Quadruple Engagement with Content Creators

    Major beverage producer Molson Coors is radically changing its approach to interacting with content creators, abandoning outdated approval processes characteristic of the television era. The company is now focusing on speed and flexibility, which has led to a fourfold increase in audience engagement. This decision is particularly relevant for companies seeking to optimize their marketing budgets and maximize returns on investment in content marketing.

    Molson Coors’ new approach: “freedom within boundaries” for creativity

    Since March, Molson Coors, in partnership with The Shake Squad consulting group from Movers+Shakers agency, has begun implementing an updated strategy. Justin Stauffer, Senior Director of Creative Effectiveness at Molson Coors, did not disclose commercial figures but noted that the new system has been scaled to 230 marketers working with over 100 brands in the US and Canada, including Miller High Life, Fever Tree, and Zoa energy drinks.

    “We’re moving much faster than we were before because our legal team has been involved in the process from the beginning, they better understand the ecosystem and consumer behavior in this space,” says Stauffer.

    The problem of outdated thinking and its solution

    Evan Horowitz, CEO of Movers+Shakers, emphasizes that Molson Coors’ main problem is typical for many large companies: senior marketers grew up in a “television” world. This mindset was passed down to junior specialists.

    “The world has changed dramatically,” Horowitz notes. “The ecosystem has become much more complex, and brands that still use a television strategy have a broadcast mentality. They talk to customers without understanding that there are hundreds of parallel dialogues. This requires a fundamentally different approach to brand building.”

    To address this problem, Molson Coors introduced a “freedom within boundaries” system with the legal department. It classifies potential solutions into three categories:

    • Fast track: for quick approvals.
    • Requires discussion: for issues needing additional analysis.
    • Categorical refusal: for unacceptable proposals.

    Less is more: abandoning “TV campaigns” on social media

    The second key element of Molson Coors’ strategy is reducing the importance of individual publications and abandoning the treatment of organic social content as a “high-budget TV campaign.”

    Influencers vs. creators: what’s the difference?

    Horowitz notes: “There is no better platform, no better creator; there is only the question: ‘what audience is this brand trying to reach?’”. Stauffer and Horowitz distinguish between influencers and content creators:

    • Influencers: community and reach-oriented.
    • Content creators: focused on craft and creativity.

    This helps in drafting briefs: creators can receive more open-ended assignments, which requires some adaptation from a large company like Molson Coors.

    Measuring effectiveness and trusting new approaches

    For large companies, one of the challenges is the “measurement gap” in creator performance. “Marketing budgets don’t change as fast as consumer attention. Many large companies underfund organic social content and creator work because they can’t prove ROI, while their competitors allocate funds on faith and see results,” comments Horowitz.

    Experimental approach to content

    Horowitz’s team helped Molson Coors rethink its approach to measurement and content itself. “It has to be experimental. It has to be a place where we can test, learn, observe signals, learn about our communities, and build our brands from fans for the feed,” says Stauffer.

    The Shake Squad developed a training system for the entire organization, tailored to each brand and their “consumer cohorts.” This allowed Molson Coors to understand how each brand is represented in these groups’ social feeds. “We could see what was in the feed every day for a core Miller Lite consumer,” Stauffer adds.

    This culture-first approach helped shape briefs and embrace the power of “lo-fi” content, which feels more authentic and less polished.

    “We really had to redefine content quality in this space differently than we were used to doing for other channels,” Stauffer emphasizes.

    Molson Coors: how to accelerate marketing and quadruple engagement with content creators — illustration 2

    Trust as the foundation of success

    The last, and perhaps most crucial, element of a successful new social strategy for a company worth over $7 billion is trust. Trust in The Shake Squad’s advice and belief that a company that has existed for hundreds of years (Molson and Coors merged in 2005) can radically change its marketing strategy, becoming more agile and responsive.

    Molson Coors’ marketing team worked closely with The Shake Squad for several months, applying their research, advice, and expertise to develop a new approach. Horowitz noted that marketing executives approached the collaboration with a humility not common to all large companies, which made the process smoother and more experimental.

    According to Stauffer, this humility led to a complete overhaul: fewer restrictions, less hesitation, more focus on culture-centric content.

    Perhaps the future of Molson Coors’ marketing strategy will be more like e.l.f. — a cosmetics brand that Movers+Shakers helped grow from $220 million to $1.5 billion and become the number one brand among Alpha, Gen Z, and millennial generations in seven years. This “social-first” brand does not have a traditional marketing agency and only occasionally uses TV ads to create buzz.

    “They completely flipped the script,” Horowitz concludes.

    Frequently Asked Questions

    Why did Molson Coors change its marketing strategy?

    Molson Coors sought to adapt to the rapidly changing digital landscape, where traditional “TV-first” content alignment methods were outdated. The goal was to accelerate processes, increase flexibility, and boost audience engagement through collaboration with content creators.

    What is the “freedom within a framework” system?

    This is a new content alignment system with Molson Coors’ legal department that categorizes decisions into three categories: fast track, requires discussion, and outright rejection. It significantly speeds up approval processes and increases interaction efficiency.

    What is the difference between an influencer and a content creator?

    According to Molson Coors and Movers+Shakers, influencers are focused on reach and community, while content creators are focused on producing high-quality and creative material. This approach helps to create more precise briefs for different types of collaborations.

    How does Molson Coors measure the effectiveness of the new strategy?

    The company is moving towards an experimental approach where content is seen as an opportunity for testing and learning. The emphasis is on observing signals from communities and building brands “from fans for the feed,” which allows for a better understanding of the audience and the creation of culture-centric content.

    What benefits does a company gain by ordering “turnkey” video production?

    Ordering full-cycle video production allows a business to get all necessary services in one place, which significantly saves time and hassle. This eliminates the need to coordinate multiple contractors, reduces risks, and ensures a unified vision for the project from idea to implementation, which is critical for obtaining high-quality and effective content, as Molson Coors’ experience has shown.

    Conclusion

    Molson Coors’ experience demonstrates that for successful marketing in today’s digital world, it is necessary to abandon outdated approaches and trust new strategies. A comprehensive approach to content production, which includes not only creation but also strategic planning and adaptation to platform specifics, is key to increasing engagement and effectiveness.

    If you strive for the same results and want to optimize your marketing efforts, consider ordering full-cycle video production, which will allow your company to move at the speed of creators and reach new heights.

  • Content Repurposing: How to Create 100 Unique Creatives from One Video

    Content Repurposing: How to Create 100 Unique Creatives from One Video

    Stop creating new content! It’s time to learn how to effectively use what you already have. Look into your team’s shared folders: there’s probably a dusty branded video that took six weeks and a five-figure budget to create, or a webinar recording with a minuscule number of views. Perhaps there’s a product landing page that has never been attached to an email by the sales department, or a transcript of a customer interview read only once. All this work wasn’t bad, but it stopped immediately after publication. In this article, we’ll explore how content repurposing can help you turn one video into 100 unique creatives.

    Meanwhile, your quarterly plan demands even more: more materials, more channels, higher speed. You continue to create, the folder grows, and the true measure of team effectiveness is not the volume produced, but how much of it actually works. This gap costs real money, and it’s easy to overlook.

    Video DNA: How to Break Down Content into “Molecules”

    Blythe Morrow, VP of Product Marketing, directly addresses the math of channels: your buyer may be active on twenty channels, but “you can only fund and support content, communications, and the social aspect on five of them.” Everything you create for the other fifteen must spread further than just the “publish” button.

    This issue surfaced in three recent conversations on the Supercharge Marketing podcast with experts who approach it from different angles:

    • Caroline Crawford, CEO and Founder of Cultiveight Communications, rebuilds content strategies for B2B teams.
    • Francisco Chamorro, Director of Marketing and Communications at BBSI, views content distribution as an operational task.
    • Blythe Morrow, an expert with seventeen years of experience in product marketing.

    Plan the “Splitting” Before Creation

    “They always talk about the ‘what,’ but not enough about the ‘why’ and ‘how it will be distributed,’” says Caroline, describing a typical content meeting.

    The team discusses whether to make branded videos, ads, or blogs. But no one thinks about what will happen the next day. She has seen the end of this story many times: a company spends fifteen thousand dollars on branded videos, publishes them on social media, and, in her words, “tens of thousands of dollars go down the drain.”

    The failure is not in the video, but in the fact that all the budget and energy went into its completion. “All the energy went into making it, and they think that in itself will bring success,” Caroline says. “But it doesn’t. It’s about how you apply it and how you maximize your investment.”

    The solution is a planning stage that costs nothing and is almost always skipped: before starting production, think about how the finished material will be “taken apart.” One long article becomes the source for a lead magnet, a series of newsletters, a set of social media posts, and a video. One recorded conversation can provide material for weeks. Caroline describes this as “repackaging” content into “little pieces that tell your story in different ways.” Planning ahead allows you to shape what you film, write, and structure from the outset.

    First Scale, Then Clone

    Francisco comes to the same conclusion from the operational side. His advice to his past self: “if you’re going to build something, build it so it’s repeatable before you scale.” If you work too hard on one big launch, you get one launch. If you create a format your team can use again, the second time will be many times cheaper.

    Repetition Matrix: No One Saw It the First Time

    Most content is “retired” after one publication, based on the unspoken assumption that the audience has seen it and moved on. Francisco believes this assumption is flawed. “If you spend time and value this material, know that it won’t be seen 100% the first time,” he says. “Therefore, it’s important to reschedule it.”

    “Your job is to give content the longest possible life support,” — Francisco Chamorro.

    This means that cadence (publication frequency) is part of the asset, not just a nice-to-have. Francisco applies this same concept internally and externally, based on two principles: consistency and relevance. “People love repetition.” Communications go out on a predictable day, so the audience forms expectations. And the calendar is edited by data, not opinions: “When we create a topic that works well, we do more of that. When a topic doesn’t work, we discard it.”

    Caroline adds that this doesn’t turn into spam if the content is created with intent. Many B2B teams are so afraid of being “noise” that they publish every two months, draining their funnel. She argues that noise is a function of sameness, not frequency. Repeat the same message in the same format, and people will tune out. Repeat the same message, but “repackaged,” and it will feel new. That’s why the planning stage mentioned earlier is so important. A team that has planned six formats in advance has six legitimate ways to repeat the same thing.

    Expert Approach: Creating “Raw” Material

    In the Room with Clients: Capture Live Video-DNA

    Blythe’s answer to “what to do next” is to stop guessing. Product marketers, she says, “get into their own echo chamber,” and then “play broken telephone with sales,” where sales gives feedback to customers, and marketing gives it to product, and the original words are lost by the second stage.

    Her recipe: get out of the office, talk to sales, sit in on customer calls. Instead of webinars, which she describes as “one-to-many lectures,” she runs small workshops. About twelve people. Cameras on. An honest conversation about what’s happening in their industry, not a product presentation. Product managers and customer success are present and listening.

    Running these meetings regularly yields quick results: 150-160 people a year with whom you’ve had a real conversation, who then populate your LinkedIn and Slack communities and amplify your message publicly. Each sales manager is assigned one roundtable, and the follow-up call becomes “warm” because, as Blythe says, “they are much more likely to pick up the phone and talk to you because you’ve already shown that you value them.”

    And the content problem solves itself as a side effect. Each workshop, she says, “creates incredible content that you can then give to the demand generation team to slice and dice 100 different ways and use for the many campaigns we’re trying to run at the same time.”

    The raw material, created in the language of real customers, is the one that will be used because it already sounds like the market.

    Internal Audit: If Sales Doesn’t Use It, It’s Not Content, It’s a Warehouse

    Francisco is direct about priorities: “I don’t care how cool your video or campaign is, your internal users have to believe in it first. If not, it won’t be successful.” Beautifully crafted material without internal adoption has an audience of zero, so “spending the time and effort to make sure what you’re doing helps your sales team is critical.”

    Repurposing content: how to make 100 unique creatives from one video — illustration 2

    Blythe agrees and clarifies: product marketing is “the custodian of the message, the words we use to describe what we sell.” And the artifact that makes this real is a detailed, open-to-use messaging guide. Her guide covers long and short-form positioning, industry tailwinds and headwinds, every persona (where they live, what they struggle with), and the same depth on competitors. Then the part most teams miss: “keep it updated, share it often, refer to it constantly, and keep adding to that library.”

    She also names a failure mode that’s worse than a vague message. Confused copy at least announces itself. “When it gets specific but in the wrong way because you haven’t thought about who you’re selling to, then that becomes dangerous,” she says, “because you don’t know if it’s working or not.” This is the asset that gets created, approved, published, and quietly underperforms for a year while everyone assumes the channel is the problem.

    Reverse-Engineering the Path: From Clip to Conversion

    Content that never converts isn’t always left unseen. Sometimes it’s seen, then abandoned because the reader has nowhere to go. Caroline’s version of the question: you’ve published repurposed clips, so “what’s the path back to you?” If you haven’t built a route from the public channel to your website, trial, or sales team, “then you’re making it up as you go,” and that’s where the cracks appear.

    She’s equally direct about the order in which teams work. “I think people do it backwards,” she says. “They say, ‘Oh, let’s make this lead magnet, and then we’ll figure out the email.’” Flip that. Decide what the email program is for, then build the lead magnet that feeds it. Her core principle applies to every step of the journey: “the more thought effort it takes for them to do what you want, the less they’re going to do what you want.”

    The same discipline applies to your tech stack, and this is where Francisco is most helpful. He sees two traps in almost every team: “One is that they let the tools drive their strategy. And the other is that they don’t use their tools to their full potential.” Before buying anything, he offers one question: “if you’re paying for software, make sure to ask yourself, am I using it to its full potential?” And about the integrations everyone builds because they can, his rule is worth writing down: “integrating for the sake of integrating is not something I would spend my efforts on.”

    Blythe would add that none of this is cause to be ashamed of a lack of resources. “Everybody is under-resourced,” she says. The teams that get ahead aren’t the ones with more people, but the ones whose existing work covers more of the channels where their buyers are.

    The Bottom Line: How to Cheat the Algorithms and Scale Content

    Don’t start by planning a new asset. Start by auditing last quarter. For each piece of content, ask three questions:

    1. Was it ever republished after the first week?
    2. Was it ever used by sales?
    3. Was it ever cut into a second format?

    Anything that scored zero on all three isn’t a content problem. It’s a distribution and adoption problem, and creating new won’t solve it. Then, pick one asset that deserved better, and give it the second life it never got.

    For more in-depth conversations, listen to Caroline Crawford on intentional marketing for lean marketers, Francisco Chamorro on the science and art of marketing, and Blythe Morrow on how product marketing shapes strategy from messaging to sales alignment.

    Turning one asset into many is exactly what Lumen5 is built for. Teams use it to transform articles, transcripts, and documents they already have into polished video, with brand kits that keep colors, fonts, and logos consistent no matter who on the team is making it. That means less time rebuilding from scratch and more control over how your brand shows up on every channel.

    Ready to dive deeper into what full-funnel B2B marketing looks like at scale? Listen to the full conversations on the Supercharge Marketing podcast, available everywhere you listen to podcasts.

    Lumen5 helps B2B marketing teams produce more video content faster and at a fraction of traditional production costs. Learn more or book a demo.

    Frequently Asked Questions

    What is content repurposing?

    Content repurposing is the process of re-adapting existing content into new formats or for new audiences to maximize its value and reach. For example, a webinar can be turned into articles, short videos for social media, podcasts, and infographics.

    How to make 100 unique videos from one?

    To create many unique videos from a single source, use cutting, reformatting, and adding new elements techniques. For example, from a long webinar, you can cut dozens of short clips for TikTok, Shorts, or Reels, changing the background, adding subtitles, voiceovers, or musical accompaniment. Tools like Lumen5 automate this process.

    Does repurposing help bypass ad bans?

    Yes, content uniqueization through repurposing can help bypass ad bans. Publishing the same creative on different platforms or repeatedly using the same “clone” increases the risk of a ban. Creating variations with altered “video DNA” (visual elements, voice timbre, structure) helps anti-fraud algorithms perceive them as new content.

    Should I order new content or repurpose old content?

    It is optimal to combine both approaches. Creating new, high-quality “raw” material, specifically designed for subsequent “splitting” into many unique units, is the most effective strategy. This allows for significant budget and time savings compared to constantly creating content from scratch.

    How does repurposing affect SEO?

    Content repurposing positively affects SEO because it allows you to create more relevant content on key topics, increase the number of internal and external links, improve behavioral factors (due to format diversity), and enhance visibility in search engines. It also helps reach different audience segments who prefer various information consumption formats.