Let’s face it, content is expensive. Whether it’s a 20-minute webinar, a 3,000-word white paper, or a polished video interview with a customer, there’s a real cost in terms of time, money, and team energy. Yet, too many organizations still treat content like a one-and-done exercise. Launch it, promote it for a week or two, and move on. If you’re in a demand generation or growth role, you know your job isn’t just to create content, it’s to drive pipeline.
If you are operating on a budget (aren’t we all?), it means you don’t have the luxury of constantly churning out fresh content just to keep up with the algorithm, or your competitors. Instead, it requires a smarter, more intentional content distribution strategy. One that extends the life of your assets, meets your audience where they are, and maximizes ROI from what you’ve already created. Here are three proven ways I’ve used to squeeze more leads, pipeline, and velocity out of content without creating anything new.
1. Turn Big Content into a Series
One of the easiest ways to 2x or even 3x the results of a content asset is to break it into a series. Think of it like Netflix. While not everyone is excited about watching a three-hour standalone movie, but tell them it’s part of a six-episode series, and suddenly they’re ready for a weekend binge session.
The same psychology works in B2B. Let’s say you’re planning a webinar called “Using AI to Deliver a Better Customer Experience.” Instead of packaging everything in a single one-hour webinar, consider structuring it as a series of three 30-minute sessions. Here’s an example:
An Enhanced Customer Experience with AI: A 3-Part Series
Part 1:
“Understanding the AI Advantage: Foundations for Customer Experience”
Explore the core principles of AI and how they’re transforming customer interactions.
Part 2:
“Smart Engagement: Using AI to Personalize Customer Journeys”
Learn how AI personalizes touchpoints across channels to build stronger connections.
Part 3:
“From Insight to Action: Optimizing CX with AI-Powered Analytics”
Discover how AI turns data into decisions that elevate customer satisfaction and loyalty.
As a pro tip, you could even bring in partners to help deliver pieces of the content that are outside of your area of expertise. This takes some of the content development off your plate and allows you to share the promotion responsibilities as well as the leads generated.
Why does this strategy work?
- Multiple promotion cycles: Every time you promote a session in the series, you’re giving your audience a new reason to engage, even if they missed earlier parts. In practice, when I have used this strategy, I have seen upwards of 50% additional registrants for past webinars (the on-demand option) when promoting the later parts in the series.
- On-demand leverage: People who missed Part 1 often register for Part 2 or 3 and then go back to watch the recordings. That means one webinar will result in leads across an extended period.
- Better storytelling: A series gives you the space to dig deeper into each topic, creating more value for your audience and establishing your brand as a go-to resource.
2. Enable Your Partners to Amplify Your Content
Most companies see their partner ecosystem as a sales channel. But savvy marketers know it’s also a massive distribution opportunity if you make it easy enough for partners to participate. Think of your content like a campaign-in-a-box. If you produce something valuable to your audience, chances are it’s equally relevant to your partners’ audiences. I always look to foster a company culture that includes the channel as a regular part of lead-generating activities. Additionally, don’t just ask partners to share your content; enable and encourage them to promote it like it’s their own.
Some ways I’ve successfully done this include:
- Co-brandable assets: Provide a version of your content where partners can easily drop in their logo, swap out a call to action, or add a relevant case study.
- Email templates: Write simple, ready-to-send emails that your partner sales and marketing teams can customize and use.
- Social media snippets: Package 3–5 short LinkedIn posts with visuals that your partners can post from their company or personal accounts.
Once, we ran a thought leadership webinar with a national reseller partner. Instead of promoting it solely on our channels, we gave them a full promotion kit including social posts, HTML email templates, and a co-branded landing page. Their team pushed it to their contact lists and LinkedIn followers, and they drove a majority of the webinar registrations. This effort helped our partner build a pipeline, which ultimately benefited our company as the software vendor.
The takeaway here is that content that lives in a silo will underperform. Content that gets carried by your partner network lives longer, reaches farther, and produces a larger ROI.
3. Break Content into ‘Chunks’ and Promote Widely
Big content should never be a single-use item. I often tell my team that every primary piece of content we create should result in at least 5-10 derivative assets. Why? Because people engage with content in different formats, at various times, and through multiple channels. I once had a manager who was famous for using the term “Chunk it out,” and our team took that to task.
Let’s say you’ve just published a 2,000-word article. An asset like that is a goldmine if you break it into chunks. Here are some examples:
- Pull quotes and stats: Find 3-4 standout insights and turn them into posts for LinkedIn, Facebook, and/or X.
- Slideware: Extract a few key graphics or data points and add them to your sales team’s decks.
- Video snippets: If the content came from a webinar or interview, cut 30-second clips and post them to social.
- Newsletter highlights: Drop one powerful idea from the content into your next email campaign, with a CTA to the full version.
I’ve seen great traction using this method to extend the life of our whitepapers and paid reports. For a piece that we once had Forrester create on the cost of operating a cloud vs premise contact center, our team lived for months on the various pieces produced from that one piece of paid collateral. The content included social media posts, email campaigns, sales deck slides, and more. And of course, all of this was promoted through our partner channels as described above.
By chunking out content and distributing it broadly, you ensure your best ideas don’t go to waste. You also enable more of your internal teams (sales, customer success, executives) to share content that feels relevant to their specific audiences.
Pulling It All Together
If you’re in a growth marketing or demand generation role, your job isn’t just to create content, it’s to produce results. And that means thinking beyond the content launch date.
Here’s the quick recap:
- Turn content into a series to increase engagement and stretch out the promotion window.
- Use the partner channel to drive additional reach and lead generation.
- Chunk out your content so it can live across many platforms and formats.
The best part? These strategies don’t require additional budget, rather just a more strategic approach to the assets you’re already producing.
Let’s Connect
If you’ve tested one of these approaches or have a unique content play that’s working for your team, I’d love to hear about it. Drop a comment, message me directly, or let’s connect to trade ideas.
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