Content repurposing might sound like a fancy term but it’s not. It’s important to understand what is content repurposing? We all have a favorite campaign from a brand that doesn’t leave our minds. It is more like a part of our childhood. And then, years later, we see a redone version of the same campaign, which invokes a sense of nostalgia. This situation would encapsulate that content repurposing has been implemented.
Simply put, companies recycle their content when they cannot create more. Or repurposing is done when a company creates monumental content that can be tweaked and used repeatedly.
But before we unpack the benefits of content repurposing, let’s understand what the term means!
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What Is Content Repurposing?
The digital world undergoes many changes every minute. There are a gazillion marketplace trends that every company has to cater to. This is inevitable to stay on top of the game. But these changes restrict brands from reaching their audiences effectively. Every campaign or advertisement cannot invoke the same feelings as a successful one. And so much investment and resources go into making campaigns. The audience not receiving it well is a very disappointing situation. So companies reach out to content repurposing to get their A-game on. It’s reserved for stressful times. But it is super effective for gaining momentum.
Redoing the same content is an excellent strategy. But that is when it’s done efficiently. Content repurposing involves using pre-made content and expanding it to reach more audiences. The point is to enhance engagement and gain more recognition. A company image is enhanced when a certain campaign does well. And the catch lies in them being able to use it as their patent to repeatedly get the same recognition. This is a fantastic benefit that content repurposing gives, and companies should always use it.
Why Should Content Repurposing Be Implemented?
The answer is simple. When nothing works out, you use the oldest trick to gain popularity. And that trick is content repurposing. The main benefit of this technique is that it gives more room to focus on other areas while you recycle previously made content. It caters to the reality of content not being generated daily. But, some concrete reasons to implement content repurposing are:
Organic Viewership
Every audience knows what forced viewership looks like. It seems like a brand is begging to be seen. And that never resonates positively. Moreover, audiences completely ditch the brand if it gets on their nerves. But content repurposing unlocks more positive aspects. It can rebuild visibility organically. The entire aim of any growing business is to boost its searchability.
Plus, every brand wants its content to rank the highest when a user searches for suggestions. Pre-made content would cater to marketing trends that were popular when it was made. But when a company wishes to repurpose content, it can optimize it to gain more traffic. To gain more traffic, it is favorable for companies to optimize content according to the platforms they operate on. And who doesn’t like to be visible in an authentic way? Every company does and content repurposing assists in that.
Strengthening The Message
Let’s accept it. Some companies believe they have included essential topics to stir a much-needed conversation. But sometimes, the message is not conveyed properly or is misunderstood by audiences. Much of this is because audiences may not have been ready to understand a campaign when it was created. However, times have changed, and people wish to have real conversations. Audiences are done with surface-level content that does not speak volumes. That is where content repurposing comes into play. Not only does it fortify the message, but it helps in connecting audiences with the message. Repurposing content is more like a confirmation for things to work out.
For example, nostalgia marketing can be considered a branch of content repurposing. Mcdonald’s is an audience favorite and is globally recognized. But their Happy Meal packaging has undergone a million changes over the years. But in 2022, Mcdonald’s returned to the classics and reintroduced the original Happy Meal packaging for some time. Obviously, Mcdonald’s did not need the popularity, but the campaign did just that. They repurposed existing content and targeted it for adults only. The response was fantastic, and audiences just loved the idea altogether.
Connecting With New Audiences
There is no such thing as having a set quota for audience members. Companies are in a constant struggle to gain more customers. They are always in a rut to invent exciting ideas so that they can trigger thought-process. But that is a hit-or-miss situation. Sometimes, content that does not carry much weight instantly connects with the audience. And other times, they do not understand the content that companies invest a lot in.
Content is always made according to the trends and business landscape. But it can always be redone according to new trends. Audience behavior also alters, and they are the ones who make or break a trend. So it is always suitable to use the same content but in a different direction. It may have not resonated previously, but if newer tactics are applied, it definitely can.
Ways To Repurpose Content
There are several ways to repurpose content. Thanks to digitization, content can be changed and posted across various platforms. The best part is you can make changes according to every platform and still successfully reinforce the message. Here are some ways to repurpose content:
Asking Audience Members To Contribute
A fool-proof way of successfully repurposing content is offering audience members to help. This can be a way of personalization. Audience behavior has changed, and they are ever ready to pitch in and give their opinion. And that should work wonders for companies. This is because making audience members a part of the process brings automatic engagement. Also, it makes them feel special and acknowledged. It does not matter whether the content that is supposed to be recycled did not become popular previously. It surely will if you let the audience take charge.
Visual Content
Static posts have become dated because audiences only vouch for visual experiences. It’s about activating all senses to make an informed decision. Lengthy posts with too much information are not paid attention. And the reason is audiences are becoming super busy. They want to consume content, but it has to be less time-consuming. The hook should be instantly present.
And the only way to do that effectively is by turning it into visual content. For example, take a static post, do not change the topic but just turn it into a short-form video. The engagement will be different as views will also be considered. Plus, the repurposed content is more likely to gain more traffic. People will share it, and the video can get viral. Just doing this will open new doors of success. And you will be grateful that you did not discard the content altogether!
Updating Blog Posts With New Findings
Blog posts will always remain a part of the business world. All major industries run blogs because they have different groups of audiences. Some only like visual content, others have time to read blog posts and share their feedback. A successful company will always be smart enough to cater to both parties.
But every company has encountered a stage where they cannot gather content for their blogs. But their campaigns do not restrict them from finding more sources of information. The best part is the content can remain the same, but the context can change over time. People can interpret a campaign differently, which is the power of perspective. All one has to do is tap into the blog archive and choose blog posts that can be redone with a fresher tone. Information keeps updating, and companies can add them in those blog posts for readers to see what is new.
Join Hands With Influencers
An exciting aspect of influencer marketing is that it can be used in various ways. Only some influencers are picky when it comes to collaborating. The majority say yes to collaborations because it is a two-way road. The influencer gets money, and the brand they collaborate with gets recognized through their audiences. The best part is famous influencers already enjoy a solid following. And their followers swear by the products or services they support.
If a campaign did not do well previously, joining hands with influencers can automatically market it in a better way. A review or a shout-out can amount to many people seeing what the campaign is about. A simple click or view can amount to increased engagement. Also, influencers have the convincing power to encourage audiences to make a purchase. So, this is a win-win situation!
Trends In Content Repurposing
Presenting A Learning Opportunity
An excellent way to repurpose content is by giving a learning opportunity to your consumer base. There can be two situations. Either the original content was not up to the mark and needed to be redone by making it more informative. Or simply redoing it and allowing the users to display their opinions is also possible. Every type of content has a topic that can be redone and presented as a questionnaire or survey.
This trend is widely used nowadays because it can increase response rates. Online questionnaires and surveys are super effective in getting a fair idea of what your audience prefers. So repurposing content in this way can heavily benefit a company for future endeavors. They can use the responses and create something that has the power to resonate with their thought processes.
Take Help From The Comments Section
Content repurposing can get instant inspiration from the comments section. Businesses have comments sections on their blogs and posts but often forget to utilize them. That is where the users tell them their views and what they expect from a company. And these comments should be received with an open heart and mind.
If a company chooses to repurpose content, it can easily do it by including its audience’s remarks in the comments section. And then set out to create a campaign that aligns with their sentiments. The restructured campaign will enjoy more engagement and traffic since the audience will feel their opinions have been taken into account.
How-To Guides To Become An Extension
Audiences love how-to guides. And this is an amazing opportunity for marketers to think of repurposing content that actually helps their consumers. Introducing a tool or product is fine. But going on about its benefits is useless if the audience does not even understand how it works.
Companies can still create how-to guides even if they’ve made a mistake before. That is the time to repurpose content and fix that mistake. How-to guides are excellent for giving a product or service breakdown. They also include complete information on setting up a device or solving a social media issue. Moreover, the viewership on how-to guides is insane. So companies should definitely try them out!
Making Global Content The Second Time
It’s not always possible to create content that opens doors for engagement like a ground-breaking campaign does. So businesses should always depend on the content that creates waves globally. And then, they can easily repurpose it for future campaigns. It’s all about using marketing techniques tactfully. And content repurposing is an extension of that. It’s not a last resort. It’s more like a life-jacket that has the potential to reap benefits like successful campaigns do.
Even if the original campaign is not successful. Identifying loopholes and creating a reformed campaign has bigger chances to get viral. Studying global trends and then including them is a better option than using another marketing technique. Following trends confirms the success of viewership. Plus, it is possible to entertain new audiences as opposed to existing audience members.
Opt For Classic Topics
There have been times when companies have tried to create content on concepts that sit well with the audience. But they miss the hook at times. That does not mean they have to push the campaign under the rug. Want to still get the message across? Always stick to the classics. But place them in present day circumstances.
Audience behaviors are prone to change and companies must adjust to those changes. It is more like a wake-up call to change their approach. Making campaigns on classic topics like family bonding or reaching out to loved ones always connects with the audience. You just have to position your product or service in a way that purchasing it becomes a necessity. Strategy plays a vital role in repurposing content so one should always pay attention to a cut-throat strategy.
Remake Content That Creates Conversation
Audiences have decided that content made for entertainment purposes does not have a place now. They need to view something that triggers their thought-process. Something that does not leave their mind for a while. Hence, companies need to sit down and research on redoing content and creating narratives that appeal to their consumer base at large. When repurposing content, research teams should be mindful of the redone content appealing to different audiences.
Catering to the Gen Z and Millennials is a superb idea to reclaim company reputation. A campaign not being successful does have accounts to a financial setback. Lots of resources and finances go into making content. But research needs to take the forefront when a company is giving a second shot to a campaign. Gen Z and Millennials will definitely talk about it. And the repurposed campaign can gain momentum on platforms like TikTok and Instagram.
Pros Of Content Repurposing
Catering To A Diversified Audience
Redone content is only implemented when the content research is stellar. That means the repurposed content will appeal to a larger audience and receive more engagement. The power of repurposed content lies in attracting more traffic than the original content itself. It’s more like a second shot at conveying the message in a more enhanced way.
Repurposed Content Is Cost-Effective
Since companies already have the content and data that is necessary, repurposing it won’t be too costly. Moreover, it’ll save them time and resources they might have to invest in if they create a campaign from scratch. By the time businesses wish to repurpose content, they should have an expansive team that can fix the loopholes created in the initial campaign.
When issues are detected, teams can work together to fix them in order to achieve the desired results. Finances will not be spent on gathering data. This way, those finances can be used for other areas that need focus while repurposed content is created.
Looking Forward To More Sales
It is a given. Revamped content says hello to more sales and recognition. And what could be better than this? It is a victory through and through! Finally, a company can reach a position where they feel like their efforts have been sufficient. Obviously, they consider new tools and technology to power the content. The idea is to make accessible content. So different methods need to be applied. Content that is readily available will boost sales and viewership. The traffic it receives will also be positively different.
Cons Of Repurposed Content
New Content Will Always Win
Audiences are extremely smart now. They know when a company reinforces a message that wasn’t received well initially. Obviously, the company has to admit that they’ve redone the content for it to connect with their audience. That alone is a tipping point for people to avoid it. Moreover, when they have numerous options for exploring new content, it only makes sense not to pay attention to repurposed content.
The Concept of Not Being Audience-Friendly
The main reason an audience rejects the initial content is when the concept does not click. So that should be the primary reason for a company to buckle up and develop something new. Choosing to recycle the content will only be a waste of time and effort. And it is always beneficial to focus on new market trends rather than being hell-bent on conveying a message that was not received well.
Yes, the setbacks are massive. But why welcome another one when you can create something new? Companies must stop getting too attached to particular ideas. And sometimes, be open to experimenting with marketing techniques. There are times when an alien approach miraculously works. One just needs to take the plunge!
Question Mark On Company Image
It is not a wise decision to opt for content repurposing if a company has already received criticism for the content. Let’s be realistic. A company struggles to win audiences’ hearts. But a single campaign that is unsuccessful can hamper their growth and image. So giving the same content another chance does not make sense.
Moreover, the company will be sacrificing resources that can be spent on a different department. Being obsessed with repurposing content will only make it appear forced. And the audiences will instantly understand that. Hence, it’s better to make peace with the content not being successful and moving on.
Is Content Repurposing A Solid Strategy?
Yes, but it depends on the approach a company has. They still need to bring a new flair to the repurposed content. A second shot is worth it when companies are more tactful and have the right team to implement strategies. Content repurposing is ideal for those who wish to reinforce a specific message without investing too much time and finances.Â
Featured Image: RenderForest
