Creating content at scale? That’s not a problem today. Anyone can do it, very easily.
Creating meaningful, valuable content at scale? That’s another story.
As AI-generated content saturates the landscape, it’s getting harder for B2B brands to break through. Partnering with creators and influencers offers a way to do it — maybe the way to do it Research shows that third-party sources are far more likely to be cited in AI search than brand-owned websites. On key channels like YouTube and LinkedIn, creator-led content is gaining an outsized share of AI visibility.
The beauty of investing in a well-planned, strategic, durable piece of influencer content is how you can maximize its impact through smart repurposing and extensibility by design. At a time when B2B marketing leaders are being pressured to get the most out of every dollar spent, this practice should be a tactical mainstay.
The art of turkey slicing
Our friends at LinkedIn fancy the term “turkey slicing” as a frame for content repurposing, and it always feels fitting here in November. The idea is that, much like a big plump Thanksgiving turkey yields plenty of leftovers, a single robust piece of content can keep feeding your content pipeline for weeks.
The turkey might take different forms in the days after the main event. A turkey hash for breakfast the next day. A sandwich smothered in gravy for lunch. A casserole thrown in the oven for the weekend.
These variations keep the same core ingredient feeling fresh and different. A smart content repurposing strategy follows the same approach. Read on for examples showing how you could take one single starting ingredient — a long-form interview with a trusted and influential expert in your industry — and slice it into 10 different content assets, all with unique formats, flavors and value to the audience.
One interview, 10 assets: Repurposing influencer content at scale
It takes work up front to create something worthy of breaking down and building out in this fashion, but leading brands are doing it. All of the stats below come from TopRank Marketing’s 2027 B2B Creator & Influencer Marketing Report and the survey data that informs it.
1. The podcast episode
The full conversation, lightly edited, is your main course. It’s also the format that most clearly separates top performers: very effective influencer programs are nearly twice as likely as all others to co-create podcasts with creators (37% vs. 19%). Record on video from the start, and every asset below gets easier to spin up.
2. The YouTube video
Publish the full video interview with chapter markers, a searchable description and a transcript. YouTube is the top channel where B2B marketers plan to increase influencer investment (54%). It’s also one of the AI-crawled channels where our report recommends distributing content from your highest-authority creators.
Here’s an example of a video episode from our Beyond B2B podcast series.
3. A series of short-form clips
Cut five to eight 30–60 second moments for TikTok, Reels and YouTube Shorts: the hot take, the surprising insight, the moment that gets a laugh. Short-form social content is becoming commoditized, but clips cut from a substantive interview avoid that trap because the depth is already there. These videos are quick to watch, and they send viewers back to the full episode.
4. A LinkedIn carousel with quotes and POV
Pull the three or four sharpest quotes and pair each with your brand’s perspective: where you agree, what you’d add, how it applies to your audience. In our survey, LinkedIn was the channel B2B marketers say delivers the strongest influencer results. The platform also plays to what marketers value most in creators, which is trust and credibility (46%).
5. The blog post
Turn the interview into a structured article with clear headers, direct answers and attributed quotes. This is your play for AI search, where blogs continue to play a valuable role. Make creator content citable by answer engines, with clear claims, named expertise and self-contained, quotable framing.
6. The newsletter feature
Give subscribers something they can’t get elsewhere, like an outtake that didn’t make the episode or the expert’s answer to a reader question. Newsletters are another durable format where leaders outpace the field (38% vs. 25%).
7. The sales enablement clip kit
Package short clips that address common objections or evaluation questions, plus a one-page summary that reps can drop into follow-up emails. Very effective influencer programs put influence to work well past awareness, at the evaluation (62% vs. 44% of all others), decision (63% vs. 48%) and post-sale (46% vs. 25%) stages.
8. A creator share kit
Give your expert pre-cut clips, quote graphics and suggested copy they can adapt in their own voice. Their audience already trusts them, and a ready-made kit makes it far more likely they’ll share, while also reinforcing the relationship. Ongoing communication (44%) and co-creating content strategy (42%) are the top relationship-building practices among B2B marketers.
9. A LinkedIn Live follow-up
Bring the expert back for a live session built around the questions the interview raised. This turns a one-off into a series, in line with the report’s advice to convert campaign-bound content into a durable, recurring format. Consistency pays off: 72% of very effective programs are always-on, compared with 27% of all others.
10. Expert commentary in your next research report
Use the expert’s best insights in your next report or ebook as commentary that interprets your data. Research reports are another format where leaders invest more (35% vs. 22%). An outside expert’s perspective makes your findings more credible and more likely to be cited.
Plan the menu before you carve
None of this works if you treat repurposing as an afterthought. Before you record, map the assets you want and write questions with clips and pull quotes in mind. If possible, bring the influencer into the planning.
Just as important: negotiate and agree on usage rights before the interview. Spell out which formats, channels and timeframes are in scope, along with any paid amplification or sales use. That clears you to slice the content however you need. It also means your creator knows exactly what’s coming. Instead of being surprised to find their face in a paid ad or a sales email, they’ll be ready and eager to promote each piece. Experienced influencer marketing partners build these terms into every engagement from the start, so the relationship stays as strong at the tenth asset as it was at the first.
This is all outlined in the action plan at the end of our B2B influencer report: build a repurposing plan so a single durable asset fuels multiple channels over time. It’s how one great conversation can keep reaching different audiences, in different contexts, and driving different actions long after the podcast episode drops.
