Repurposing is a resourceful and cost-effective way to generate more value and return from your content. It can also help maximise your potential reach, improve quality, refine audience targeting, and even diversify your output to capture new audiences.
But, while it can be tempting to try and squeeze the maximum value out of every single piece of content, it’s also vital to know when you’re stretching something too far. Overuse of materials and unnecessary repetition will undermine your credibility or make it seem like you’re short of original ideas.
Here are four key considerations for knowing when it’s right to repurpose:
1. To resurrect or not to resurrect?
It’s often said some things are best left to rest, but certain content can be given a whole new lease of life with a simple reshare or a light refresh. Don’t be afraid to repost or share old material if it’s theme or topic has resurfaced or is just as relevant now. If done right, it will only reinforce your position as forward thinking or ahead of the curve. However, make sure you remove any outdated or time specific references wherever possible.
2. Will it transform into other formats?
Some content has valuable potential to be transformed into other formats. An engaging webinar should offer plenty of quotable material for snippets or short clips, and if you can get hold of the transcript, it can also provide the basis for a new blog post. Strong whitepapers should have enough content in them to craft multiple blog posts, and similarly, old blog posts can even be turned into short guides.
Plus, it’s always worthwhile to think about what would translate well visually. For a start, eye-opening stats and astounding data can be extracted for infographics. These are just a few starting points, but there’s a whole range of possibilities to explore and experiment with.
3. Will it repurpose for social media?
Social media is a great tool for repurposing marketing materials, as almost everything has potential on social media if the content is of good quality. For example, intriguing stats and thought provoking quotes from whitepapers can be used as social posts that capture people’s attention. Great phrases from articles or blog posts will draw people in and, if they’re paired well with powerful imagery, they can be used in slideshows, animations, or videos. The same applies if poignant questions or sound bites stand out during webinars, simply posting them on social media can drive engagement and interaction with your followers and stimulate fresh discussion.
4. Most importantly, is it evergreen?
The final and most important point is to recognise how some content is ‘evergreen’ and has greater repurposing potential. While there’ll always be a place for repurposed content in your campaigns, you’ll get far more value in the longer term if you plan your strategies with future opportunities in mind and create content to stand the test of time.
We all know how current trends and terminology can quickly go out of fashion, so try to gauge whether you think something will last. If you always work with a longer term view in mind, then you’ll always have something that’s relevant or valuable, and can easily be repurposed in a short space of time.
On the whole, repurposing isn’t a shameful secret, almost all marketeers are at it. But the key is to understand when it’s the right time and when it’s definitely not.
Here at asabell we have extensive experience in helping clients shape their marketing strategy, feel free to get in touch if you’d like to find out how we can help you.