Part of being a trusted advisor is helping you improve results and save money by updating content you already have. Sometimes it just needs a few refinements, and other times it needs an overhaul. The next step is a quick call to discuss options to help your content make a bigger impact — there may be many to choose from.
Transform existing content into assets that make a bigger impact.
You don’t always need to start from scratch.
If you have a white paper, guide, blog, or other long-form asset that contains valuable information but is stale or ineffective, let’s give it new life — and new results.
I help B2B companies capitalize on content investments they’ve already made. By optimizing content to align with your current objectives and today’s audiences, you can achieve a quick ROI. Sometimes, all it takes is updating data, examples, headers, structure, and messaging takeaways. Other times, it’s best to weave together the best messaging from multiple existing assets into a new, long-form asset that delivers more value to your audience and surfaces higher in AI-powered discovery.
Ideally, we can convert some of your static assets into dynamic, trackable, web-native formats that today’s B2B buyers prefer — they’re easier to read, navigate, and share on any device.
A content transformation project is also a practical way to test my services.
Why it works
Boosts credibility while stretching your budget.
Modern content helps you stay relevant in an ever-changing marketplace and get more value out of your content investment.
A diverse mix of fresh content and formats demonstrates that you make an effort to share your expertise, and this commitment makes you a trustworthy source of information. You’re on top of your game, are addressing the latest trends or industry issues, and don’t want to waste your audience’s time by offering assets with outdated information. Plus, as always, “new” grabs attention — especially if you include new data points.
What to refresh
Modern content stands out, adds value, and builds trust:
- Flagship assets with current data and examples
- Interactive assets (convert from static blogs and PDFs to dynamic formats)
- Modern case studies (move from problem-solution-results to storytelling)
- Explainer and position paper rollups (weave assets together to add context and value)
- Modular derivatives (slice-and-dice your assets to repurpose)
- Authoritative blog conversions (add detail, examples, interactivity, and authority links)
- Infographics (create awareness visually)
- Problem-solving collateral (transform standard service sheets to interactive, persona-based assets)
- Content hub on a specific topic (build a library of related yet varied assets for authority positioning)
Q: When is it a good idea to refresh existing content?
If your content is too stale or thin to influence buying decisions.
If your web traffic is taking a hit due to AI-powered search.
If you want to tailor it for one or more specific audiences.
If it’s dry, dense, awkward, or hard to get through.
If you need something fast, but still strategic.
Your audience is reading more content, not less:
of B2B buyers say they are increasing the amount of content they consume
Content Preferences Survey, DemandGen
of decision-makers saying they spend more than an hour each week consuming thought leadership material
(approximately) of buyers read a company’s blog while making purchase decisions
HubSpot (research)
Make the most of what you already have.
Start where you are.
It doesn’t matter how old, clunky, or off-brand an asset feels today. If it once served a purpose or sparked interest, there’s likely still gold in there. The challenge often isn’t the information — it’s making that information compelling. When we refresh, repurpose, or repackage it in a modern presentation (and possibly an interactive format that works across devices), it can influence buyer decisions. Your modernized content can become a business driver.
Fix what’s not working.
- Edit for readability and style
- Refine or liven up the tone
- Improve the structure
- Rewrite the headers
- Layer on interactivity for better digital performance
- Pull in new examples or SME quotes
- Update the data and how you present it
Repurpose it entirely.
- Convert it to an interactive format
- Reimagine the delivery style — will it work better as a blog, deck, executive Q&A, infographic, quiz, or checklist?
- Chop it up into smaller pieces, each with a more focused topic
- Combine it with related pieces to create a guide or ebook
- Collect standout ideas or messaging for your messaging bank