Organizations often create great content but unfortunately it doesn’t have a long shelf life. A few brilliant flashes announcing the content’s launch/availability may catch your audience’s fleeting attention but inevitably, the content will fade back into the dusty – and forgotten — archives. While you want to maintain the relevancy of your content, previously published content – white papers, videos, case studies, blogs, brochures infographics, customer testimonies, etc – may still contain great insights.
Repurposing content is not just about recycling content but “refreshing” and extending the life of your content relevancy. Benefits to repurposing content include greater efficiency, effectiveness, saving budget, and not having to start from scratch.
Considering repurposing your content mix? Here are some best practices and considerations to help you strategically repurpose content.
Create a new goal or positioning
Focus on the customer and how/why this content is relevant for them today. Maybe your organization released a report earlier in the year with information that is now more relevant than ever. Make sure that your customers are aware of the new information by sharing tidbits on a social media platform or even highlighting the new data in an infographic. Emphasize what is new and why it’s a benefit to your audience.
Include new information
You can’t just republish the exact same content; that’s lazy and your audience will notice. Approach the repurpose as a “refresh” with the addition of new information to bring it up to date. For example, new statistics can bring immediate relevancy to a previously published content piece. Did your organization release any new findings, services, products or solutions you can mention? You can also mentioned that the previously published content has been updated with just released new information.
Refresh content in different formats
What worked in one format can be changed to another format, if appropriate. As example, your previously published white paper might have a great infographic that is relevant today. One approach would be to republish just the infographic and blog/summary to support it. Another example would be to examine an older blog, refreshing it and then spinning it off into a new video.
Target a new/different audience
Along with a different format, consider the repurposed content reaching a different “new” audience. Can your content be refreshed in a way that adds more value and targets a new audience? For example, maybe a previously published report contains beneficial insights to a separate audience and would only require you pulling out the highlighted section.
In addition to these best practices, repurposing content can be beneficial to extending your budget. More and more these days, budgets are shrinking. With fewer dollars to spend, what do you have in your content arsenal that can be repurposed? What previously published content can you refresh to move potential customers along the purchasing journey? Overall, refreshing content can help keep current clients engaged and further extend the value of the content you produce.