Avanan gives new life to content repository with Tofu

A Constant Need for Fresh Content

For B2B marketing teams, content plays a critical role in engaging potential customers at every stage of the funnel. Creating fresh, relevant content consistently presents a significant challenge, especially for fast-growing companies where resources are stretched thin. The content team at Avanan, a Check Point Company and leader in the cybersecurity space, faced this exact problem. They had thousands of blog posts and a huge repository of content created since 2016, but the task of continually updating and generating new material was daunting. The team needed to create new content across multiple channels to maintain a strong market presence and saw repurposing both existing content from their repository and net new assets as a strategic way to scale without sacrificing quality or devoting excessive time and resources to content creation.

Jeremy Fuchs, Content Marketing Manager at Avanan articulated their dilemma of needing a constant stream of fresh content while facing huge time constraints and other demands. "The biggest problem for our team, and one I imagine most other content marketers face, is the constant need to continually update and create new stuff with only limited time," he said. Avanan had a treasure trove of content stretching back years, yet repurposing this in an organized and efficient manner was not somethiing they were previously able to accomplish. 

Scaling Content While Maintaining a High Quality Bar

Jeremy and the team were on the hunt for a product that could help them scale their content efforts without growing the team or needing to spend on expensive agencies. Tofu offered Avanan a way to repurpose its massive existing content repository effectively while maintaining their extremely high quality bar. By leveraging Tofu’s capabilities, Avanan could utilize previous works and transform them into fresh content pieces. The team cared a lot about quality and brand consistency and found other tools or just using ChatGPT wasn't hitting the mark. They loved Tofu's ability to ingest all types of content from links to pages, PDFs, and even call transcripts and then spit out high quality assets in different formats for different channels and organize them by campaign. Jeremy alone had written over 1000 blog posts and now with Tofu he can spend his time on more strategic things while also getting a ton of leverage from his previously written content. He was able to feed Tofu an old whitepaper and turn it into a blog post on: "Understanding the Risks: How Your Outlook Inbox Can Be a Gateway for Cyber Attacks". He was even able to turn a raw call transcript into a case study in a matter of minutes; a process that would have previous taken numerous hours!