What To Do With Your B2B Tech Content After You Stop Recording | #35

Once you stop recording your B2B Technology podcast, the content work is only getting started. Instead of throwing the podcast episode into an AI editor and getting back a series of clips, take a more strategic approach.

There are golden insights within that content that will provide value for your prospects and customers at each stage of their buying journey. If you simply turn the content into clips and consider it job done, you are missing out on so many other formats.

In this episode, I walk through how I format one episode for LinkedIn across your company page and your team, using video, text, image and text, polls and LinkedIn newsletters. I also cover YouTube, blogs, podcasts, email and how to use every piece as a sales asset.

If you are working in marketing at a B2B Technology company and want to make your content work better for you, this episode gives you a process to follow.

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B2B Marketing, B2B Technology, Content Marketing, B2B Content Marketing, B2B Tech Marketing, Trend 7 Media, B2B Content 

Transcript

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SPEAKER_00 0:00

What do you do with your B2B tech content once you stop recording? That is a topic we're going to get into in today's episode of the 1% insight, your podcast for all things B2B technology marketing. So a lot of tech marketing teams will do the hard bit. They'll set up the podcast, they'll set up whatever medium you're recording on. For this example today, we're just going to run through, let's say, you're recording a podcast as part of your content strategy. And essentially you get everything lined up. The guest is booked, prepared, they join on, you record, and then you stop recording. Now, a lot of people may think that the work is done and that you can simply just kind of clip up the content here, there, and post it in different formats and kind of job done, but that misses a big picture. So you've captured the fantastic insights, but now it's up to us to develop that into proper, valuable content that will make sense to people at different stages of the buying journey with your company. So if you're looking at the buying journey itself, you have people who are problem unaware and they're at the very start of their journey with your company. They don't even maybe know they have the problem. Then you slowly they start seeing that they have the problem, they get into more researching stages of it. So they go from kind of awareness, then they're considering it, they're looking at problems, they're looking at solutions, they're researching, and then lastly, then they might flow into the stage of we understand there's a problem, we've done our vendor research, and now we're looking for basically creating our short list, and they're looking for validation of why they should opt for your company versus a competitor. So therefore, when we're creating content, which is one part of your marketing strategy, nonetheless, it's a key part of it in terms of the modern B2B buying committee where they're conducting a lot of research online. What we need to do is position our content essentially to make sure that it's solving a problem for everyone at different stages and not just post a load of clips and it's pure awareness content and therefore doesn't help anyone else later on in their buying journey. So that's what we're going to speak about today. A few simple steps of what you can do to just basically in your own mind format the content once you stop recording to make sure that it's working harder for your B2B technology company. So within each episode, whether it's with your internal team members, whether it's with a customer, an industry thought leader, whoever's providing the insights, essentially, usually throughout the conversation, there'll be a few key points that you want to kind of zone in on as those are the key answers, those are a key piece of content within this specific episode that will add value to our audience. So basically, start off first, and you can do this either when you're recording. If you've produced from the background, they can kind of mark it to be like that is an important part of the conversation to go back to, or simply it just kind of usually revolves around after you ask a question, for example, and someone begins their answer. That's usually uh the key parts of the conversations where the most value lies. So basically go back through those, identify those, and look at those ideas. So let's just say if there was an episode and you did 20 minutes of an episode and there were three key ideas within that episode, mark those and then re-watch them, re-listen to them, and start understanding how is this going to play a role in your content strategy when you're distributing it. As I mentioned, we want to serve content throughout the buying journey. We don't want to necessarily have 100% awareness content and then 100% consideration decision content. That won't necessarily work because you're leaving a huge part of your market out of reach when you are just solely focusing on continuously pushing one type of content format. Ideally, one episode should address a core team, and that could be, for example, targeted towards someone who is making a decision and they need validation on what vendors to choose, what to look out for, whereas another episode might focus on the problem itself, actually articulating what the problem is, what the problem affects, who it affects, and that can help someone who is problem unaware at the total other end of their buying journey, and that brings them into market as you start to articulate their problems that maybe they haven't been able to solve or even become aware of just yet. Once you are done creating that piece of content and analyzing which parts were most important within that episode, it's now time to look at how you're going to distribute it and how you're going to edit it for different formats. So you have so many different formats available to you. The one caveat to avoid, the word repurposing isn't fantastic. It kind of sounds like you know, just take a clip, throw it into an AI editor, and it'll just take the best clips and throw it out there. When in reality, that probably won't solve the problem you're looking to solve. Instead, it's much better to go back through the content, analyze the key points, and then start looking at what channels you're distributing it on. So let's take, for example, you're you're posting on your company LinkedIn page, you've a LinkedIn newsletter off the company LinkedIn page, you're posting from your team accounts. So you might have a CEO, the head of sales, and the head of marketing all posting content. You have a YouTube channel, you have the podcast, you have blogs. So let's take those as the channels. How do we format this content that we just recorded? So you have one podcast episode, and now you need to figure out right, how are we going to format it to make it make sense for that specific medium and get us the best results? So let's take the video aspect of it first. So you have 20-30 minutes of video. You're not going to start posting 20 or 30 minute video on LinkedIn, but you are going to put that on your YouTube channel. So get the long form YouTube videos, the full podcast conversation, and upload it to YouTube. Obviously, we can get into it another day in terms of the specifics in terms of titles, adding keywords within the titles, descriptions, thumbnails, all that good stuff. But for now, let's just say that long form video is going on YouTube, sticking on the YouTube train of thought. You can also look at taking key pieces. So we mentioned previously three key points within that episode. So take those three key points, and let's say you make them three to four minutes each, or under five minutes, but more than a short as an example. So you want three short form to medium-term length piece of content that you can upload as YouTube videos. So you'll do the same process, clip it from usually start off with a question as the hook to engage someone and do that for the three key pieces of information. Now you have one long form YouTube video, and then you have three key pieces answering three key questions that will solve a problem for your target audience. The YouTube side taken care of. Now let's look at the LinkedIn side. So we have a few different things going on here at LinkedIn. Obviously, it's the at the moment, it's the best platform for B2B. You can analyze who your target market is, you can actively connect with them. The I know people are saying it's still overcrowded in terms of more and more people are posting, but at the same time, it's still has nowhere near the volume of Instagram and Facebook, you know, for B2C companies to stand out. So there still is a real opportunity there. And we've quoted in previous episodes, it's a really good source, along with YouTube for AI models and citations, which is becoming a big part of the B2B buying process in 2026, and I'm sure in the years to come as well. So it's a no-brainer, really. And with LinkedIn, as we mentioned, you have your company LinkedIn content, you have the LinkedIn newsletter maybe off the company page, or it could be a founder page. But let's just take, for example, it's coming off the company page with your insights, and you have three team members posting on LinkedIn. So what not to do is basically get the same content and post the exact same content, whether that's a mixture of video, photo, text, and rinse and repeat across all of those accounts. What that will signal out to your audience is that you don't really care. It's more of like uh an exercise in terms of let's just get the content out there for the content's sake, when in reality that's not what we want to try and achieve. So we'll take the company LinkedIn content first. So usually the company pages you'll get a bit less engagement with than personal profiles, but it still plays a really key role. If you imagine someone going onto your company LinkedIn page and there was no post, or maybe the post was five years ago, and the content was really bad and there was no clear call to action, the profile did not look great, um, there was no activity, you wouldn't get the biggest sense of trust from that brand, and they would likely disregard you as a potential vendor, maybe on that alone, because it just didn't give them the trust that this is a brand worth taking seriously. So to combat that, we need to obviously have quality active content on it. So on the company LinkedIn page, for example, you might have a range of different video pieces of content. So from that episode, and there's different formats that you can use this for. You can go kind of the Reels kind of TikTok short vertical video, which I thought would have taken off better than it has, but what I've actually been seeing is actually the square one-to-one ratio and the actual YouTube style uh horizontal landscape video is performing better than the vertical video as of now, anyway, for LinkedIn video. So I would test out a few different formats with it. Um, obviously, involve it has to involve your team members within the video having the conversations and look to have addressed those key points as well. Make sure that the either the branding or the actual language within the captions that you are writing are relevant to your brand voice, your brand personality, and those brand guidelines, because that would be very different than what we're going to do for the team's content because they're going to have their own voice, their own personality, and their own kind of brand. So it's important to communicate your message through the keywords that you want to put in there in terms of what your market is, but also you want to speak to your potential prospects as you would if you were speaking to them on a meeting and whatever you have established as your core personality that you want to be distinctively known by. Be the video side of it. I'd keep the clips 30 seconds, 60 seconds, no longer really than 90 seconds. I would think, to be honest, for posting that LinkedIn content. And you could also start taking the insights from the episode. So you'll get a transcript with every episode. It's really important. You get the transcript, that's where the gold also sits. So take that transcript, analyze it, and look through the key points that you could then turn into text-based content through the format of a carousel. So let's say if there's a specific problem that you spoke about on the episode, and it's you know, three ways to solve problem X take that, look through it, whoever's you know, your copywriter, your editor, graphic designer, work through it, condense it, put it into your own language, and then start developing that into a carousel post for LinkedIn, where it's a different format for people as opposed to video, but it also can communicate that information in a really easily saveable and quick way to consume that content. So that's another way that you can use the insights from your episode in a type of content post. You could do an infographic, so obviously make it branded to your own company, your own brand colors, font, etc. But turn that lot of information into something that's easily readable and saveable and shareable, which is really beneficial in terms of expanding the reach of that content. So you want to basically make it super easy to consume, but also conveys really important information that they would enjoy to consume. So you could take the content insights from your podcast episode and turn that then into LinkedIn polls. So with the LinkedIn poll, it's a really good way of engaging your audience and also gathering information from them in terms of what they actually think. It's one of the rare opportunities where you can actually see who votes for a certain topic and it gives you the visibility on what people are actually actively looking for more information on or problems they're currently facing, more donors, etc., or what they place emphasis on or find important. So look at the questions that you maybe asked your guest or you asked your co-host within the episode, and turn those three questions, for example, we're just using the the number three for this, but turn those into three LinkedIn polls that you could then put out on your LinkedIn company page or LinkedIn founder page, and that becomes a really key piece of content that you can utilize as well. So we've got videos, carousels, infographic, we've got LinkedIn polls. You could do LinkedIn text as well. So obviously, you have the transcript available to you. So look at the key points of what someone was speaking about and turn that into a text-based piece of content. Still one of the, if not the best forms of content on LinkedIn in terms of engagement and interactions, a really good text-based post performs fantastically well. So use those insights that you have in your transcript from your episode and turn that into a series of text-based posts. Obviously, it's important as well that you have someone actually writing this in your brand voice. We've seen huge kickback to AI content, AI written content. So I would strongly advise to kind of go away from that trend and actually just look at the insights, break it down and actually write it yourself, or have a member of your team write it and work through that. Um, you'll get a much better result than asking AI to format it for you and put it out there. So that's just something to make note of. Do try and write it yourself. Another piece of content from the episode that you could run on LinkedIn is a photo. So either it's a a photo screenshot of the conversation, so you could upload that and it's uh engaging. So if there was a few people on the episode, you could take screenshots of the actual people being on the podcast and turn that into a piece of content, and that's engaging, it has people on it, and you could run that, and then the LinkedIn newsletter obviously is a key part to it as well. So, with that content, it's basically taking the key points that you spoke about within the podcast episode and writing that for your weekly LinkedIn newsletter. That's a really good way of a different format. You can go into detail and depth on the core topics that were spoken about in that episode. You can reference the episode, so link the episode within it. So you could embed the YouTube link, you could embed the Spotify link as well. So it's bringing those content pieces together and expanding the potential reach from the text-based content and then going onto another platform to consume it in a different format. So try and give a different insight within the LinkedIn newsletter where you're bringing in different examples of what you spoke about, but don't make it word for word uh what you spoke about on the podcast. Try and add some new insights to it and structure that. So dot LinkedIn newsletter will be shorter than the blog you're going to write and needs to cover different points that the blog and the newsletter are not going to be the exact same thing. So that's the company LinkedIn account, and the same format then really applies for your team-led content, except the one thing is that it's going to be written their tone of voice, their personality, and their take on it. So it's not going to be from, let's say, the company, it's going to sound different, it's going to look different, it's going to be different, and that's the whole purpose of it. It should still be identifiable as your brand and your team, but the actual content itself will be different in the way that the text-based post is created, in terms of it's going to have a different personality, tone, and writing structure than the brand account, and then themselves will have different opinions to the content than the person next to them who is creating it. So that's something to note as well. But the same formats I just explained, in terms of video, text, image and text, carousels, infographics, LinkedIn polls can all be replicated in different formats on the team-led content as well, and often will get better engagement. So make sure that you're engaging with your and connecting with your ICP, your target audience group on LinkedIn from your team-led accounts as well, who we're going to be posting, because that is actively getting them inside your content ecosystem where they're consistently being shown your content, being made aware of you, and that's positioning you as the go-to solution when they are ready to make a buying decision. So there we've spoken about LinkedIn, we've spoken about YouTube. We need to look at obviously at the blog as well. So on your website, this gives a great source of insights for your resources page. So for the blog, you can take the content from that episode and start sieving through it and actually giving a detailed blog solving problems. So, like based on what the episode covered, write a blog on that and use the transcript from your episode and the episode itself to help you write it. So you have all the insights there on transcript. It's basically just to take that, reformat it, rewrite it in an engaging way that someone on a blog will be able to easily navigate and read through and basically consume that content. You can also take the content in the format of an actual newsletter. So if you've an email newsletter separate to your LinkedIn newsletter, you can make that shorter, snappier. That could be sent to a different audience group. So send them a snippet of what was spoken about in it, and then reference out maybe to actually listen to the full episode or look at the blog and get them onto the next piece of content. It's giving you different touch points with that customer, with that prospect. That's going to be really valuable to you in the future. Some other formats of content that you can take from the episode as well is that you'll have a whole host of, like we mentioned, LinkedIn newsletters, blogs, team-led content, company content, YouTube videos, podcast episodes, these are all actual sales assets as well. So if you have a sales team and basically they need content to kind of progress on conversations, a really useful thing that I found is that to kick off the conversation or to continue it or try to get a reply is to if you know they have expressed that they have a certain problem or issue, or you could see that in terms of a challenge and that piece of content solves that challenge, send that over to them, whether it's a LinkedIn DM, whether it's an email, and reference that. If you have any questions, please let me know. So that can be a really beneficial way of utilizing the content, not just in a platform sense, but it's actually progressing sales conversations, which is tying in your content with actual return on investment and actual growth, which is a key part of what we need to do as well as marketers, is to consistently showcase how we're providing value to the organization, why the content marketing is a worthwhile activity to be doing, and how it's actually driving sales, how it's contributing to growth of the company. So just a few examples of how you can position content from your episode, not just repurposing it, but actually taking it and looking at the different formats in detail and what purposes they serve to deliver value to your targeted audience group, no matter where they are in the buying journey. So, as I mentioned, to recap, you're gonna have different episodes for different parts of the buying journey, and then from there, then you start distilling it down into different formats, different platforms, and the different ways you need to distribute that content. So it's a more strategic approach to it than simply saying we're gonna clip up this content and send it out there. Take the time to look at the great content you just recorded and find the best ways it's going to serve your audience and ultimately how it's going to actually bring value to your company and organization as well. This has been the 1% insight. My name is Jack Regan. If you have any questions on this episode or want me to cover another topic in future episodes, do reach out to me, Best Places LinkedIn, and you can just find me Jack Regan at Trend7 Media. If you are a B2B tech company, if you're a marketer at a B2B technology company and you like the ideas that we're talking about here in the 1% insight, make sure to book a call with me for your free B2B tech content marketing review. You can book it in my LinkedIn profile. It'll also be in the description at the end of this episode as well, where you can book in a call through my calendar and chat about what you're seeing in your own B2B Tech content marketing, and then I can give you some suggestions on what's working well right now in the market and hopefully bring some value to your organization. Make sure you follow wherever you get your podcasts, and I'll catch you on the next episode.