Many B2B marketers struggle with content creation. According to a 2024 Content Marketing Institute Survey, the top content challenges marketers face are:
Creating the right content for their audience
Creating consistent content
Differentiating their content
Additionally, 58% listed lack of resources as the #1 challenge their content creation teams face.
Recent Gartner research echoes these findings. In her recent research report Use Content Pillars to Align Strategy With Audience Needs (22 March 2024), analyst Rene Cizio finds:
"While channel spending has increased, investments in content and messaging have not kept pace, according to the 2023 Gartner CMO Spend and Strategy Survey.(1) This strategy requires digital marketing leaders to be smarter with their spend by reusing high-performing assets and developing new content on known gaps and pivotal moments in the customer journey."
Leverage Reprints to Solve Common Content Creation Challenges
Many marketers use Gartner Reprints to overcome these challenges by using quotes, graphics, and data from a Reprint to bolster their own created content and to create content more efficiently and with less effort.
This use of Gartner Reprints is a common strategy deployed by our most successful users. All marketers aiming to maximize their Reprint ROI should consider leveraging Reprints for content creation.
Incorporating quotes, graphics, and data from your Reprint into your content lends credibility to your messaging, enriching it with data-backed, third-party validation that enhances its overall value.
The two main ways we see Reprints clients executing on this strategy are:
Use Reprint content to enhance your already-created or planned content
Create new, short-form content focused on sub-topics within the full-length Reprint and add your own perspective
Enhance Your Blogs or White Papers with Gartner Insight
The highly competitive technology landscape has tech marketers constantly working to stand out among the competition.
Many assume that an increase in quantity of content is the answer, but our analysts find that the overproduction of content can adversely lead to underutilized and underperforming content assets that still lack visibility. (Improve SEO and Content Marketing Organization With Topic Clusters, Isoke Mitchell, 27 February 2024).
Many Reprints clients leverage their licensed content to improve the quality and value of their own white papers, blogs, or other content assets.
Gartner research is often based on original research conducted by our analysts - this means it contains unique insights and data unavailable elsewhere.
Adding data points or charts from Gartner research to your own content adds high-value insight to help your content stand out from the competition.
Doing this also adds supporting evidence from a credible, authoritative third-party, which can bolster and support the main messaging of your asset.
Example
A Cybersecurity vendor who creates content on the business impact of cybersecurity could enhance that content with insights from a Gartner Reprint.
In addition to leveraging the entire report Cyber-Risk Appetite: How to Put the ‘Business’ in ‘Managing Cybersecurity as a Business Decision’ as a Reprint for lead generation, they could also use graphics and quotes to enhance their other assets.
For instance, the following chart may lend credibility or increase the value of these assets:
Cyber-Risk Appetite: How to Put the ‘Business’ in ‘Managing Cybersecurity as a Business Decision’ Srinath Sampath, Paul Proctor, 11 October 2023
Create Net New Content Around Sub-Themes in Your Reprint
A Reprint can also serve as a foundation for net new content.
Identify which topics or themes within the full-length research report are most relevant to your product or differentiation, then create new content citing the research and expanding on the topic or theme.
Doing this enables you to add your own point of view, insight, and the ability to call attention to a specific element of the report you feel will resonate with your target audience.
Creating content focused on a report's sub-topics will allow you to develop a "topic cluster" around keywords relevant to your technology or capability and target audience - this strategy is very beneficial for SEO.
Gartner Marketing Analyst Isoke Mitchell recommends B2B marketers "incorporate topic clusters to organize their content and improve its alignment with buying activity... Topic cluster development is a tactic that supports both search engine optimization (SEO) and content marketing strategies to focus on high-level topics." (Improve SEO and Content Marketing Organization With Topic Clusters, Isoke Mitchell, 27 February 2024).