If you've been in content marketing for any length of time, you've likely heard a common term called repurposed content. If you're hearing it for the first time, or if you've always wondered what it is, know this - it's a necessary part of any content strategy. It also provides marketers with many benefits, especially those with limited time to create content.
Repurposed content is taking an existing piece of content and using it to create other types of content. For example, you could write a blog about ice cream recipes. After you post that blog:
1. You take a recipe and create graphic to share on social media
2. You then record a podcast episode and discuss the different recipes
3. You create an infographic showing the steps to creating one of the ice cream recopies
4. You produce a slide show featuring the different recipes
5. You produce a quick video showing how to make a recipe, a montage of ice cream creations mentioned in the blog, etc.
The 1-5 steps came from creating that one ice cream blog...
and made us all hungry for ice cream!Other ideas for creating repurposed contentOne reason why repurposed content is so critical today is marketing departments need to evolve into publishing departments. You can't rely on just one form of content (like blogs or print). Your audience consists of people who:
1. Don't like to read
2. Have short attention spans
3. Are having ads, CTAs, content, photos and the kitchen sink thrown at them online
4. Consume content different from other people
Also keep in mind it doesn't have to start with a blog. You could create a video featuring a conversation or sharing some valuable insights. Then:
1. Take the audio from that video and turn it into a podcast episode
2. Cut the video up into smaller quick-hit insight videos and spread them out on social media
3. Take the highlights from the video and write a blog (and feature the video on the same post)
Repurposed content gives you a path to maximizing your reach. Here are some repurposed content strategies from experts:
Colin Gray explains How to Repurpose Content for Your Blog and Beyond
Hubspot shares 12 Great Examples of Repurposed Content
Syed Balkhi (Entrepreneur) explains How to Repurpose Marketing Content for Small Business
Ann Smarty shares ideas for Repurposing Videos Into Many Forms of Valuable Content
Marketers aren't in control anymore, and they can't solely focus on promoting and selling in everything they do. The relationship between marketer and audience has changed, and if you've been in it for more than 20 years, you might struggle to adapt.
As Judy Ungar Franks, author and clinical assistant professor in the Integrated Marketing Communications program at Northwestern University, says - when you apply old-school media thinking to a new media world...nothing happens!
This is a key reason why marketers struggle to meet goals or get the best results from their content marketing efforts. The content on this blog will consider both parties in the audience and marketer relationship.
What changed in the relationship?
In simplest terms, the catalyst of change in the relationship between marketer and audience is the internet. In it, social media, influencer blogs, customer reviews and instant communication gave the consumer more control in the relationship. Marketers had a lot more power when the relationship was more linear, and they could just make sales pitches to a captive audience through TV, newspaper or radio.
Next thing you know, people could skip commercials and turn to the internet as an entertainment option. So, marketers followed them and tried to communicate with them the same way they would on traditional broadcast media. They found out the results are not the same:
As Dr. Franks points out in her book, Media: From Chaos to Clarity: Five Global Truths That Make Sense of a Messy Media World:
Old school marketing was about four Ps: Product, place, price, promotion
There was certainty in every medium, limited selection and media was products
Now it's about the four Cs of social: Content, connecting, community, curating
Media are strikingly similar (it's all on screen)
Media don't compete (they combine them all for a comprehensive, engaging experience) Consumers are the distributors and accelerants of your content
What Do Consumers Want in a Realtionship?
If the "sell" or "pitch" is the end goal, you can't spend all your time focused on that part of the conversation. However, recognizing the change in the relationship is only half the problem. The second half deals with a crowded room of people trying to build a relationship with the same consumer. If everyone is talking the same way, it's harder to make the case that you're the right one for them.
One of the best ways to optimize communication in a relationship is remembering to put yourself in the other person's shoes. This relationship is no different. You have to think like a marketer and a consumer.
When you're not thinking like a marketer, you and your audience probably have similar attitudes, emotions and reactions to online content:
Talking about conceptual creativity, engaging content and pop culture.