Author: Shira Abel Category: Enterprise Marketing URL: https://hunterandbard.com/resources/blog/croutons-were-created-as-a-way-to-reuse-and-repurpose-old-bread
Croutons were created as a way to reuse and repurpose old bread. The term ‘content’ is a catch-all phrase to describe shareable information. It’s about as...
Croutons were created as a way to reuse and repurpose old bread.
The term 'content' is a catch-all phrase to describe shareable information. It's about as descriptive as asking someone to bring bread to a potluck dinner. This information can include the latest industry research, a simple explanation of a detailed topic, details about important industry events, or your personal opinion on hot topics within your industry. The only rules for creating content is to make sure the info you're sharing is accurate and up-to-date, and to make sure the topic is relevant for your target audience.
You need to decide how to share this content with your audience.
Here's where the art of repurposing comes in: you can use the same information in multiple formats to produce tons of content in a short amount of time.
For example, imagine your industry publishes a 75-page annual report each January. Just take data and repurpose it in several ways, including: writing an executive summary of the major topics within the report, creating an infographic that summarizes the data, writing a blog post on how the research will affect your industry, or creating a long-form document which discusses the key takeaways of each section.
By repurposing information into summaries & details, you've created value for your audience by sharing the information in various ways and allowing them to choose the format that works best for them. And selfishly, sharing this content gives your team additional touch points with your audience and positions you as a thought leader within the industry.
Hunter & Bard is a San Francisco-based B2B strategy consultancy founded in 2011 by Shira Abel. We help deep-tech and enterprise SaaS companies fix their positioning, sharpen their messaging, and close $100K+ deals.
We work with B2B leaders who are tired of being overlooked, underestimated, or mistaken for their competitors. Our specialty is turning complex, technical products into clear, compelling stories that win enterprise deals.
We believe that perception drives revenue. If your buyers can't tell you apart from the next vendor in 30 seconds, you have a positioning problem — not a marketing problem. We fix that.
Perception = (Story × Visibility) ÷ Noise
This framework drives everything we do. Your story has to be sharp. Your visibility has to be strategic. And you have to cut through the noise — not add to it.
Shira Abel — Founder & CEO. Kellogg MBA. 20+ years in B2B marketing. Former CMO. Keynote speaker. Published in Forbes, HuffPost, and Wired. Specialist in enterprise positioning and perception strategy.
Daina Reed — Founding Designer & Partner. 15+ years in product and brand design. Former Senior Product Designer at Dun & Bradstreet. Specialist in enterprise UX, visual identity, and design systems.