Staying Relevant: Content Repurposing Strategies in the Digital Market
Why Repurpose Content? Because Recycling is Good for the EnvironmentIt's a well-known fact that we're killing our planet. The ice caps are melting, the ozone layer is thinner than my hair, and our landfills are overflowing with disposable coffee cups. So, why not do our part as digital marketers and recycle our content, too? After all, it's not like we're going to run out of ideas. In fact, they're the only thing we have more of than plastic pollution.
The Many Lives of Content: From Blog Post to Podcast to Interpretive DanceDid you ever think that your 2,000-word article about the benefits of argan oil could become a podcast, a YouTube video, or even – dare I say – an interpretive dance? Well, buckle up, because we're about to take your content on a magical transformation journey.
Step 1: Find Your Content's Inner ChameleonTo begin, you must first identify which pieces of content are worth repurposing. Look for evergreen topics that will continue to hold relevance and grab the attention of your audience. This is not the time to repurpose that blog post you wrote about the "Top 10 Hairstyles of 2008." (Though, I must admit, the Kate Gosselin "reverse mullet" was a true masterpiece.)
Step 2: Become the Picasso of Content – Deconstruct and ReassembleNow that you've chosen the Mona Lisa of your content, it's time to become a digital Picasso and deconstruct your masterpiece into a new, exciting creation. Break down the content into smaller pieces, like a puzzle, and rearrange the information in an engaging way. But, please, leave out the disfigured facial features – we're not trying to scare off our audience.
Step 3: Choose Your Content's New VesselThis is where the fun begins. You get to decide the new format in which your content will be delivered to the world. Will it be a podcast? A YouTube video? A series of interpretive dances performed by a troop of trained chimpanzees? The possibilities are endless, and the choice is in your hands. Choose wisely, but remember: the chimpanzees unionized last year and are demanding benefits, so it may not be the most cost-effective option.
Step 4: Become a Master of DisguiseOnce you have selected your shiny new content format, it's time to truly master the art of repurposing. Take your new creation and disguise it as something completely fresh and original. The goal is to make your audience believe they're being fed a five-star, gourmet meal when, in reality, you're serving leftovers from last night's dinner. A little re-seasoning goes a long way.
Step 5: Release Your Content Creation Back into the WildYour repurposed content is now ready to face the digital world once again. But this time, it's wearing a new outfit, has a fabulous new hairdo, and possibly has undergone some minor plastic surgery. Release your creation back into the wild and watch as it once again captivates your audience, extending its life and reaching new users who may have missed it the first time around.
Avoiding Digital Cannibalism: Don't Eat Your Own ContentAlthough the goal of repurposing is to reduce waste and get the most bang for your buck, there is a line that should not be crossed. We call it "digital cannibalism." This is when you begin to repurpose your repurposed content, creating an endless cycle of regurgitation that will leave your audience with a severe case of digital heartburn.To avoid digital cannibalism, ensure that you are constantly generating new ideas and creating original content to mix in with your repurposed pieces. Remember, variety is the spice of life, and your audience's palate will grow tired of the same flavors over and over again.
So, Go Forth and Repurpose with GustoNow that you have been armed with the knowledge and tools to repurpose your content, go forth and conquer the digital market like the environmentally-conscious marketing genius you are. Just remember to keep things fresh, never overdo it, and don't let the chimpanzees form a union – they're more organized than you'd think.