Modernize + refresh

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addressing the latest trends or industry issues, and don’t want to waste your audience’s time by offering assets with outdated information.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 asset’s stats, examples, messaging, or structure are outdated — or if it’s missing any of those things — we can transform it into a fresh, compelling tool you can use.

Here’s an overview of the process. First, I’ll audit the asset and recommend updates. Then, if needed, I’ll interview your subject matter expert (SME) and gather the latest data and trends, refresh the copy and presentation to align with your current voice and goals, and work with your team (or mine) to finalize the design.

I can do the same with a series of assets, such as those you want to use in a new campaign.

If your web traffic is taking a hit due to AI-powered search.

“Zero click” is here to stay. This is when buyers use AI assistants for research rather than clicking through to websites served up in search results — the AI summary IS the result. If your web page isn’t included as an AI source, you’re out of luck. But hopefully not forever. Buyers will still visit your site if you make it on the short list another way.

To stand out to AI, your content needs to be unique. It should be authoritative, quotable, structured, and preferably part of a modular content ecosystem. Long-form content, such as white papers and thought leadership blogs, is ideal and can be achieved by developing a narrative that combines multiple existing assets into a single, cohesive whole.

If you want to tailor it for one or more specific audiences.

The content may still hold up overall, but you want to speak directly to a specific target industry, persona, or buying group with distinct needs and pain points. I can revise the main messaging, structure, tone, emphasis, examples, copy points, and any other elements needed to make it more relevant and meaningful to each audience subset.

If it’s dry, dense, awkward, or hard to get through.

Sometimes, long-form content falls short. I’ll look at it with fresh eyes to convert what you have into something more engaging, compelling, and valuable.

We can transform your content so that consuming it is easier, too. Many older assets were built for PDF downloads, not mobile reading. Unlike static PDFs, web-based dynamic (also called interactive) formats are easy to skim and read on any device, giving your readers more control over how they engage — which in turn encourages them to take action, even on mobile. Plus, you’ll gain added visibility into audience engagement through trackable interactions (such as time spent on each section and link clicks).

If you need something fast, but still strategic.

Creating new content takes time. If you’re on a tight timeline or need something to fill a gap quickly, a refresh can deliver fast ROI without cutting corners.

Your audience is reading more content, not less:

46 %

of B2B buyers say they are increasing the amount of content they consume

Content Preferences Survey, DemandGen

54 %

of decision-makers saying they spend more than an hour each week consuming thought leadership material

2024 Edelman-LinkedIn B2B Thought Leadership Impact Report

50 %

(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

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.

Let’s talk!

SCHEDULE A CALL

Or contact me here. Or on LinkedIn.

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“We’ve had the pleasure of working with Nikki since 2009. She quickly understood the culture and personality of Leapfrog and consistently conveys complex technical messages in simple, fresh and understandable terms. We consider Nikki to be part of our team and are proud to have her on it.”

Claire Lewis Arnold
CEO, Leapfrog Services, Inc.

“I love working with Nikki. She sees the full picture, zeroes in on the right message, tells you what she thinks, then comes up with some solution that is both beautiful and interesting. With her, you get an extraordinary copywriter with a strong visual design sense. Original. Creative and clear. Purposeful. Looking forward to whatever our next project might be!”

Amy Kincaid
Founder and Principal, ChangeMatters, Benefit LLC

“Nikki Alexander is the rare professional who combines equal parts of creative talent, compelling use of language and commitment to social change. She is the total go-to consultant.”

Steven Rivelis
CEO, Campaign Consultation, Inc.

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