As a fan of BBC’s Celebrity Traitors, it struck me how adept the editorial team is at repurposing and distributing content about the show. What can B2B content creators and marketers learn?
I’m a recent convert to the show, hooked in by the celebrity competitors and now working my way through the back catalogue of the ‘civilian’ series. But I don’t just watch the programme.
I also listen to the follow-up podcast Uncloaked and watch the Traitor reveal clips on social media, which are spliced from the Uncloaked videos.
The main Traitors programme is the hero content, sort of like a report, white paper or panel event in the world of B2B content.
To capitalise on the interest in the programme and potentially capture a wider audience, the spin-off content operates in two different media: podcast and video podcast.
Even the spin-off has a spin-off, as there is also an extra bonus podcast-only episode of Uncloaked.
The BBC is releasing multiple pieces of content based on each episode via many different platforms, including TV, digital iPlayer, social channels like YouTube and all the usual podcast platforms.
It caters to different viewing preferences and levels of interest while all the time feeding back to the main show.
You could do something similar with that big hero piece of B2B content.
Record a video podcast discussing key findings around a report or white paper, which can then be spliced into short sound bites for social media.
If a panel event is your hero piece of content, that can be repurposed into video formats, a podcast, a write-up and multiple social clips.
I’m a big advocate for doing more with less. It gives you a bigger reach, different audiences and a longer shelf life for content
Are you a fan of the Traitors and/or repurposing content?
Looking for more ideas, inspiration and analogies to help you deliver more impactful B2B content? Sign up for my fortnightly email newsletter, the B2B Content Clinic.
