If you're creating a dozen LinkedIn clips, X posts, blog articles, and email newsletters from every podcast episode because you can, this episode will change how you think about repurposing forever. In this solo episode of Pipe Dream, host Jason Bradwell breaks down why most B2B teams get content atomisation completely wrong and what to do instead.

Jason's core point is clear: just because you can create 50 things from one piece of content doesn't mean you should. The real problem isn't lack of effort, it's creating a little bit of everything instead of focusing on the few assets that actually move prospects through the buyer journey. Most teams are building redundancy, not results.

The appeal of content repurposing is obvious. You record one 60-minute podcast episode and suddenly you can create clips for LinkedIn, X, Instagram, blog posts, newsletters, listicles for SEO, and ads. At the end, you’ve got 50 things from one episode. Sounds amazing, right? But that mindset creates massive redundancy because you're not asking the critical question: should you actually create all of this? Can you create clips for X? Sure. But are your customers actually on X? Only three people subscribe to your newsletter, so why spend the time turning this into an email?

What B2B Better does instead is map the content they create from one flagship piece against the buyer journey, specifically the stages of buyer awareness: unaware, problem aware, solution aware, and product aware. When you map these stages on a grid, you can identify how to plug each gap using different distribution channels.

Take the unaware stage. There's a subset of your target audience that's unaware a massive problem is facing them. How do you reach them? B2B Better typically suggests running ads on platforms like LinkedIn or Google using content from your podcast that educates them about the problem. But you can't just hope that content naturally comes out of your recording. You need to script for it ahead of time. If you're running a guest-based podcast, ask questions that evoke answers and perspectives that educate unaware customers about the problem they're facing.

Now flip to the product aware stage. These are people who know about the problem and solutions available, but don't have enough trust in your product to pull the trigger. For this stage, interview your existing customers and have them talk about their experiences using your product or service. Then turn that content into something your sales team can use to hit leads who have already demonstrated interest in your business. This is the tipping point that moves them from uncertainty to actually picking up the phone.

This exercise of mapping different content types to different stages of buyer awareness is incredibly useful in evaluating not what content you could create, but what content you should create that's actually going to move people from podcast to pipeline.

If this is an exercise you're interested in learning more about and you'd like B2B Better to run it with you, drop them an email or message using the details in the show notes.

Chapter Markers

00:00 - Why B2B businesses get repurposing wrong

01:00 - Creating the wrong things instead of what matters

02:00 - Just because you can doesn't mean you should

03:00 - Mapping content to buyer awareness stages

04:00 - Targeting the unaware stage with strategic ads

05:00 - Building trust with product aware prospects

06:00 - Moving people from podcast to pipeline

Useful Links

Connect with Jason Bradwell on LinkedIn

Learn about Stages of Awareness framework

Explore Content Atomization strategies for B2B

Explore B2B Better website and the Pipe Dream podcast

Why Most B2B Businesses Get Content Repurposing Fundamentally Wrong | Jason Bradwell, Founder of B2B Better and Host of Pipe Dream Podcast

Pipe Dream | A B2B Marketing Podcast