Maximize Resources, Multiply Your Reach with a Content Repurposing Service

Many businesses get on the hamster wheel of creating more and more content—without getting the most from each piece. Content 10x CEO Amy Woods is out to change that. Here, Amy talks about founding a content repurposing service and offers tips to help all B2B companies adopt a content repurposing mindset.

Interview with Amy Woods, Founder of Content 10X

Content 10x founder Amy Woods noticed that many B2B companies were great at creating content—but didn’t seem to be making the most out of each piece. She knew that if she put together the right team with a range of expertise, she could help businesses maximize their content production and budget. And Content 10x, a content repurposing service, was born. 

Read on to find out more about Amy’s unusual career path and her passion for slicing, editing, re-formatting and re-messaging content to give it new life and new reach. Amy also offers practical tips for B2B companies looking to adopt a content repurposing mindset. 

Amy Woods interview

Amy Woods, Founder of Content 10x. She runs a content repurposing service.

Name: Amy Woods
Job title: Founder of Content 10x
Hometown: Manchester, United Kingdom
Degree: BSc, Mathematics & Management Science

Fun facts about Amy Woods:

📺 The show you’re binging right now: Succession
🎞️ Your all-time favorite movie is: Coming to America
🌍 Top 3 places you want to visit someday: Japan, South Korea, Costa Rica
🛫 Last place you’ve traveled to: California
🗨️ One of your all-time favorite quotes is: Change what you can’t accept, accept what you can’t change, and be smart enough to know the difference.

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Tell me a little about your background and how it led you to where you are today. 

Amy Woods: It’s not the most ordinary, expected journey! I graduated from university with a mathematics and management science degree and then spent a year traveling … and then it was time to start a career. 

I took a graduate position at Accenture as a management consultant and saw it as a two- to three-year plan. But two to three years became over a decade. I built a career working in large-scale change transformation programs, mergers and acquisitions, that kind of thing.

And then came the life change of having kids. The management consultant lifestyle meant I was going somewhere every Monday morning and then home on Thursday or Friday night. I wanted to be the best person in my career and the best parent I could be. And I couldn’t achieve both on the path I was on. 

I started thinking about setting up my own business, and I immersed myself in the world of online businesses. And then I took the plunge. 

Why did you develop a content repurposing service?

Amy Woods: I don’t come from a content marketing background, and I didn’t have any real passion for creating content, but I spotted an opportunity to work with businesses to help them maximize the content they create. 

In my own business, I was trying to find efficient ways to create big pieces of content and then make the most out of them by, for example, repurposing a video into smaller videos, infographics, posts, tweets. I recognized that many businesses create lots of content. But they don’t ever get enough from each piece; they just get on the hamster wheel of creating more.

To fully repurpose content, you need to assemble different skills and expertise and that’s time consuming and challenging. So I thought: let’s provide a content repurposing service where a client has one point of contact, we get to know the client and their brand, and work with them closely to maximize the content they produce.

I started Content 10x six years ago. It was me and a small team—and we’re not huge now. There’s 12 of us. We just found our way.

A content repurposing service is such a great niche. How does the process work?

Amy Woods: Generally, our clients create a core piece of content. In that piece, they share their expertise, their voice and their words. And that one great core piece of content contains everything we need to create lots of new content. 

We work with businesses that really own their content strategy; they know their ideal clients and can create these core pieces. But their challenge is that they create wonderful webinars or podcasts or white papers that aren’t maximized to their fullest potential. Once the main piece of content is published, they just move on to the next thing. We’re here to help our clients get more from what they already have.  

Why don’t more companies maximize or repurpose their content?

Amy Woods: A big part of it is time: if you keep pumping big pieces of content through, then you have the time for the next big piece, instead of deploying that time to repurpose the last big piece. Sometimes it’s pressure from leadership that wants to keep seeing big pillar pieces of content coming out. 

It’s a mindset as well. Repurposing is a set of systems and processes, which is what attracted me and my mathematical management consultancy background. I’m very systematic and I love that you can wrap robust processes around creating and repurposing, but not everyone thinks that way or wants to work in that methodical way. 

And sometimes you work so hard on that big piece of content—you’ve done the scripting and the creating and the endless review cycles—and you finally get it out and you are almost sick to death of that topic. Do you want to pour another week or two into repurposing it and breaking it down? Or do you move on to that topic that you’ve been desperate to tackle?

It can also be a lack of skills or resources—the person that’s really good at writing may have capacity, but they don’t know how to edit the videos and turn the video into a podcast. That’s where a content repurposing service can really help.

People shouldn’t worry about sounding repetitive. Well done content repurposing takes bigger pieces of content and either changes the format or looks for different angles, different conversations, different points made, different questions. It’s about finding alternative ways to communicate and keeping content lively and different and interesting. 

What content repurposing trends are you seeing? 

Amy Woods: Recently we’ve worked with a few clients who started with a big piece of written content. You might think there’s not a lot of versatility with repurposing written content. But we’ve been bringing the written words to life with visuals—turning written pieces into infographics and checklists and animated visuals, like really engaging and animated carousels. 

It’s fun to see our clients be so willing to be creative and to see their research papers and webinars and white papers becoming more fun through the process of repurposing.  

The other big thing—this is no revelation!—is that short-form videos are massive. We’ve been slicing down bigger videos or audio files and putting them into engaging shorter video content. You see a lot of emphasis on highly engaging captions, colors and, if it’s on brand, emojis.

What advice would you give an in-house marketing team looking to adopt a content repurposing mindset?

Amy Woods: It could just start off with one question as you begin to work on a piece of content: What’s one thing that this will be repurposed into? Commit to that. After a while, one thing could become three things. And you can just start to grow it. Even just starting small, maybe write five associated tweets that will go out from an article. That’s a start.

And a few other ideas: 

  • embed repurposing in your processes
  • measure and communicate the results
  • recognize success, and make sure that repurposing is part of your planning

You will start to get people thinking about it more and hopefully shifting the way they view content. 

Repurposing should never be an afterthought. You don’t want to get to the point where you’re creating big cornerstone pieces of content, blog posts, webinars, videos, and so on and then starting to think about how you are going to repurpose it. Repurposing should be part of the plan from the beginning. 

Get into that mindset when you are approving content outlines; part of that approval process should be the plan for the distribution and repurposing of it as well.  

Do you have any suggested resources to help with planning for content repurposing? 

Amy Woods: Maybe I’m biased because we created it, but the Content 10x B2B Repurposing Scorecard is useful. It brings you through about 20 questions, but it only takes a few minutes and then it scores you in the different areas of repurposing, like systems and processes. 

More importantly, it gives some tools and resources that can help you get to the next stage. It’s a super simple thing, but it’s really helpful when you’re getting started. 

Thanks for spending time with us!

Thanks to Amy for introducing us to her content repurposing service—and thank you, reader, for spending part of your day with us. I hope you gained as much as I did from my interview with Amy. 

Here’s how you can connect with Amy:

● Check out the Content 10x website 
● Try Amy’s Content 10x Repurposing Scorecard
● Connect with her on LinkedIn
● Subscribe to the Content 10x podcast
● Follow her on Twitter

Want to read more about creating engaging B2B tech content?

Check out these related Uplift blog posts: 

7 Ways to Repurpose Your Case Studies to Extend Their Value
eBook Ideas for B2B SaaS: 5 Tips to Generate Topics
B2B Blog Strategy: How to Craft a Winning Strategy in 7 Steps

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6 Opt In Page Examples and Components to Help Your Page Convert

Your lead magnet will only get downloads if your opt-in page is compelling. Find out what 6 opt-in page elements you need to include to drive conversions.

Increase downloads with a great opt in page

Updated October 2023: As a SaaS marketer, you know it takes a significant amount of time and effort to create high-quality lead magnets, like ebooks, white papers and guides. But your lead magnet’s ability to drive downloads—and revenue—depends heavily on how compelling your opt in page (also called a landing page) is.

The opt in page is so much more than just a form to fill out. It has to attract visitors and convince them that they need the content you’re offering. If your landing page doesn’t include the right components AND fails to communicate your lead magnet’s value, your efforts will be wasted.

In this blog post, we’ll answer the question, “What is an opt in page?” We’ll also share the 6 components you need to include in each landing page for it to drive conversions. And finally, we’ll provide 6 opt in page examples you can learn from.

What you’ll find in this post

What is an opt in page?

An opt in page is a page on your website crafted to persuade visitors to fill out a form providing you with their email address. In most landing pages, the visitor will receive a free, downloadable resource in exchange for their email address.

Opt in pages for lead magnets build trust with potential customers. They achieve this by showcasing your SaaS company’s expertise and offering actionable guidance.

6 opt in page components to drive conversions

Here are the 6 components you need to use to create a powerful, high-converting landing page that drives downloads for your B2B SaaS ebooks, white papers and guides.

Wireframe of typical opt in page that shows what 6 elements you need to include

1. Page title

The page title on an opt in page plays a huge role when it comes to readers deciding whether or not to download your lead magnet—so your title needs to make an impact. The best titles are strong, persuasive and benefit-driven. A great page title:

  • Grabs your readers’ attention
  • Clearly explains what the ebook will cover
  • Tells people what’s in it for them if they download your lead magnet

Opt in page example: Dialpad

Opt in page title example from Dialpad

What they nailed: This page title grabs the readers’ attention by speaking to their pain of having lots of individual solutions that weren’t built to fit together seamlessly.

What they can improve: The page title would be stronger if it identified the industry or role the ebook is geared towards—for example, “7 Reasons for Corporate Accountants to Ditch the Duct Tape and Embrace the Cloud”.

Best practice to steal: Start your page title with a number to capture your audience’s eye quickly.

2. Images

Incorporating visuals like photos, illustrations and graphics on your landing page helps pique interest in the content. Strong imagery is:

  • True to your brand’s visual identity
  • Colorful and engaging, but not too busy
  • Related to the topic of your lead magnet

Opt in page example: :Copper

Opt in page example for :Copper

What they nailed: This branded illustration is interesting, dynamic and created specifically for the lead magnet. It also clearly relates to the topic of the ebook.

What they can improve: The image header size could take up a bit less vertical space so readers are able to see the meat of the opt in page right away.

Best practice to steal: Ensure that your images reflect diversity as much as possible so readers can relate to your content and see themselves in the content.

3. Benefits

Your landing page should communicate the benefits visitors will gain from downloading the content. A compelling landing page:

  • Calls out a problem your audience is facing
  • Explains how your lead magnet can help address the challenge
  • Provides a sneak peek of the actionable takeaways the lead magnet includes

Opt in page example: Freshdesk

Example of how to use benefits to drive conversions on an opt in page

What they nailed: This section of the landing page sets up the situation and the need for a chat support strategy. It also outlines 3 ways readers will benefit from downloading the ebook.

What they can improve: Use numbers within the bullets to be more specific—for example, “discover 5 ways to provide exceptional chat support.”

Best practice to steal: List benefits in a bulleted list and start each bullet with an action verb that describes the benefit the reader will gain.

4. Social proof

Using social proof on your opt in page to demonstrate the importance of your lead magnet topic is a smart strategy for B2B SaaS marketers. Some great examples of social proof on an opt in page include:

  • Quotes from current customers raving about how the topic of your lead magnet (for example, marketing operations software) has impacted their business
  • Quotes that dispel myths or address objections about the topic of your lead magnet
  • Numbers that give weight to the topic of your lead magnet (for example, 10 million people use cloud software for B2B banking)

Opt in page example: Salesloft

Example of how to include social proof on your opt in page

What they nailed: By including this quote from an external source at a well-known company on their ebook opt in page, Salesloft establishes credibility for their product.

What they can improve: Testimonials are even more powerful when accompanied by a headshot. Salesloft could also add more context around whether Mary is a customer.

Best practice to steal: Highlight testimonials as pull quotes to draw readers’ eyes to them faster.

5. Single conversion goal

Including a strong, clear call to action (CTA) on your landing page can increase your conversions by 80%. A great CTA:

  • Uses clear, concise language
  • Guides your reader to the specific action you want them to take next
  • Pops off the page with eye-catching design

Opt in page example: Five9

Example of how to focus on a single conversion goal for your opt in page

What they nailed: This “View Demo” CTA is short and sweet and specific. The pink button jumps off the page.

What they can improve: Always aim for active language. “Watch Demo” is a bit more active than “View Demo”, which is a bit more passive. Try A/B testing to see which version performs better.

Best practice to steal: Use a brightly colored button to make your CTA stand out.

6. Short contact form

Score a touchdown with your contact form by keeping it short. Don’t ask visitors for too much information—just the basics, like:

  • Email address (this is the bare minimum)
  • First name (this is helpful so you can personalize emails to your new lead)

Remember that asking for additional information could make filling out your contact form seem like too much effort, which would cause you to lose leads.

Opt in page example: Helpjuice

Example of short contact form from Helpjuice

What they nailed: Helpjuice knows their audience’s time is valuable. This contact form doesn’t ask for much, just a name and email address.

What they can improve: Use an asterisk (*) to show that these fields are required.

Best practice to steal: Combine first and last name fields into one field to make your download form shorter—or just ask for a first name.

6 opt in page examples to inspire you

1. Headline for your opt in page

The best opt in pages have attention-grabbing headlines. Your headline should convey the urgency of downloading the content on the page, like this example from CrowdStrike:

Example of a headline from Crowdstrike for your opt in page

You can test headline copy for your SaaS landing page using Coschedule’s free headline analyzer. The tool evaluates how well your headline will drive traffic and shares.

2. Persuasive copy

Compelling, benefit-driven landing page copy can boost your conversion rates. This example landing page from Splunk shows readers how they can achieve the same success as heavy hitters like Nasdaq, Slack and Dominos by downloading the content.

Example of how Splunk uses persuasive copy on its opt in page

3. Social proof

Opt in pages that include customer logos allow you to leverage social proof to drive downloads. You can also use social proof to demonstrate the caliber of your customers or the size of your user base. Or, include testimonials to increase your credibility, like this example from Paycom.

Example of how Paycom uses social proof on its opt in page

4. Relevant images or graphics

“Well-chosen images can provide support for the copy and make it more persuasive. They can also be used to make your landing page easier to skim. This helps the potential customer to quickly figure out what it is that you are offering,” says this article by Clickfunnels

Your landing page should cater to visitors who prefer visual content, like this example from HubSpot.

Example of how Hubspot uses relevant images or graphics on its opt in page

5. Opt in page form

The best opt in pages have short forms that make it easy for visitors to give you their email addresses. Your form shouldn’t ask for any sensitive information that could deter someone from filling it out. This example from Okta knocks simplicity out of the park.

Example of form on Okta's opt in page

6. Call to action

Your opt in page should include a call to action (CTA) that guides your visitors to where you want them to go next. This will improve your chances of converting visitors into subscribers. Your CTA should be clear and easy to spot, like this example from Workday.

Example of a compelling call to action on Workday's opt in page

Opt in page checklist: 8 ways to drive traffic

Congrats! You now have all the information you need to create a powerful
opt in page for your lead magnet. Your next step? Getting eyeballs on it. Here’s how:

  1. Promote your lead magnet on social media
  2. Write a blog post that teases the lead magnet
  3. Showcase the lead magnet in your newsletter
  4. Include CTAs to your lead magnet in related blog posts
  5. Optimize your the page for search engines
  6. Share it in industry Slack channels and other online communities
  7. Promote your lead magnet through guest blogging
  8. Boost traffic to your page with paid advertising

And check out these landing page examples for good measure.

Need help with your B2B SaaS ebooks, white papers and guides?

Uplift Content is a boutique content creation studio that works with high-growth B2B SaaS companies to develop well-written, informative and actionable content that generates leads.

Check out our content writing services today.

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