The 8th Marketing Misstep: Underestimating Content Lifespan

A lot of marketing teams treat content like it has an expiration date. They publish a blog post, send an email, or record a webinar and then move on to the next thing. That mindset keeps you stuck on the hamster wheel of constant production.

But here’s the truth: great content has a long lifespan if you let it. 

Take a webinar, for example. Your team may have spent a month preparing the slides, scripting the talking points, and promoting the session. Why let all that work disappear after one live event? That same webinar can become:

• A blog post that summarizes the key takeaways
• A short video series chopped into 60-second clips for LinkedIn
• A handful of quote graphics for social media
• An infographic that highlights the data points
• A nurture sequence for leads still in the awareness stage
  

Or consider a customer story. Too often it’s written as a one-off case study, buried on a resource page. In reality, a strong customer story can fuel:

• A testimonial graphic for sales decks
• A short video clip featuring the client’s own words
• A bylined article showing industry expertise

When you underestimate your content’s lifespan, you end up:

• Burning out your team with endless creation cycles
• Missing opportunities to reinforce your core message
• Spending more budget than necessary to fill the pipeline

The fix? Build a content repurposing plan into your strategy. Before you hit “publish,” ask: How else can this live? What’s the next format? Who else needs to see it? Look at every piece you create as a building block that can be reused, refreshed, and reshaped for different channels and audiences.

When you start treating content as an asset you save time, stretch your budget further, and create consistent brand messaging that sticks.

And here’s the kicker: this is just one of the ways your marketing might be working against you.

In our ebook, 7 Ways Your Marketing Could Be Working Against You, we cover the most common missteps B2B companies make - and how to fix them.

👉 [Download the ebook to see all 7 missteps and their solutions.]