The importance of content cannot be emphasized enough. Repurposing Content should be your key to doing this.
Every organization, irrespective of size and strength is battling to put quality content out there.
All of them want to be noticed, want to be spoken about and want to be followed.
Hiring content writers, having a content and design team, and researching on coming up with creative content are all – must-haves.
But let’s pause here.
Most often corporates are in a tearing hurry to build content afresh.
That’s great.
However, work smart and why don’t you look at repurposing what you have already.
This does not mean reposting the same content again. No.
It means – take a hard look at what you have. See what can be reused with a fresh new twist.
Can a blog be converted into a crisp video?
Can an article be made into a podcast?
Can an interview be made into an infographic?
Can you make a series of photos for Instagram?
So, if you start thinking on these lines – ideas are limitless. Possibilities are endless. It may be a worthwhile spend of your time and you may enjoy this exercise.
- Save Time and Resources
It saves time and effort and gives you an opportunity to assess what you have. It may take you probably five working days to create a new article. Instead, in the same five working days you may have six to seven pieces of reusable multimedia content. Specially for organizations that are struggling with resources, this is cool hack.
“When it comes to content marketing, everything is content. Content can be the words you write, the picture you paint, the business you build, or the life you live.”
― Josh Steimle, Author
- Attract New Audience
Yes, this is true. I have realized that people who are not big fans of long form content enjoy a quick video or a colourful infographic. Its easy to read your article again and take the essence from it and go on camera to record a video. It builds your brand, and your potential audience is happy to see a face to the concept you are advocating.
“Content creation is come up with ideas to solve a problem, design systems and frameworks to get results.”, Chinmai Swamy, Author Coach
- Be Present Everywhere
As aggressive as this may sound. It gives the firm to be present on all channels enhancing their visibility. If you can build a series of provocative conversation threads on Twitter from an article on your website – imagine the traction you may receive. Twitter known for its punch one liners – will garner more followership for your ideas. The same if made into attractive photos with catchy captions on Instagram you have a fabulous chance to be discovered by new audience.
“If you want to be an authority on digital marketing or social media, get comfortable maintaining, updating and distributing content online.”
― Germany Kent, Print and broadcast journalist
- Contextualize Content Smartly
Many of the content pieces you have penned may hold good still. They may have a point that is being debated currently. Bring that out and demonstrate how you have been a thought leader on that topic. It will surely bring out your knowledge and mastery on the same. But for this you have got to be on vigil and watch out for current affairs and draw parallels from your existing content.
“Imagination is the Engine.
Content is the Fuel.
Social Media is the Highway.
Marketing is the Roadmap.
Sales is the Destination.
Culture is the GPS.”
― Troy Sandidge, Growth Strategist
- Add Fresh Pointers
Taking an old piece of content and adding new quotes, new statistics and updating it with recent developments – is yet another way of repurposing. A long form article can still be an article, but you can add some illuminating statistics to it, a quote from a celebrity on the same topic or anything that will give it a new twist. It can even be an attention-grabbing photo to it.
“Consistency is the key to get success in content marketing.”
― Dax Bamania, Author and Growth Partner
- Involve Your Clients
What can be more interesting than bringing in your clients into the discussion. You can pick one of the most well researched articles from your repository and hold a webinar or panel discussion with your key clients. Even your potential prospects. Putting them under the spotlight can earn brownies for you and keep you relevant as well.
85% of internet users enjoy video content. Source: Statistic.com
- Make It Personal
Always make it a point to share this with a personalized note to your target audience. Specially with their name, and tell them you are happy to share this with them. Nothing to beat a personal mail, phone call or a Whatsapp message. It doubles your reach and puts you in their radar.
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These 7 hacks are only the basic tips that will set you on the path of repurposing existing content. Like I said, creative ways of reusing your content gold mine are infinite. So go sit with your content writer and see what best you can do with what you already have. Hold your horses before you start building afresh content.
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And yes, you can read more of my blogs on Branding and Content Marketing right here. And would love to talk to you to discuss your content marketing goals for your organization – bhuvanarajaram9@gmail.com or + 91 98415 96366 (Whatsapp also).
