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
One of the best traits of a creative professional is passion. If you ask a creative about their inspiration or thought process about something, you'll often get an impassioned (and sometimes lengthy) response. However, that passion can also lead creatives into situations where even the best ideas aren't generating the right amount of success. Here are two creative traps you can avoid.
The Impatience Trap
One thing that is universal with creatives is that we are reaction addicts. We love to produce something and get that positive response. When that response doesn't happen as fast as we would like, it can demoralize our moods. Granted, in some cases, it might mean we do have to go back to the drawing board.
Other times, it could be an issue of patience.
The truth is, some projects don't generate instant gratification. You have to understand that in the beginning. Otherwise, demoralization will prevent gratification, and it was your fault.
The formula for success in blogging and podcasting are similar:
If it was a simple "build it and they will come" proposition, everyone would succeed. Plus, I wouldn't have to write this blog.
The One-Hat Trap
They fell into the one-hat trap.
In other words, they didn't take their marketing hats off and replace them with their consumer hats. They were thinking like marketers and not consumers. You can't do that and expect tremendous success.
It can be easy to fall into this trap. There are times where I caught myself before falling into it. As creatives, we can fall too far in love with a concept and forget we're not producing it for ourselves. As a content marketer, it's easy to forget you're also a consumer.
Don't forget that.
Ask yourself questions about your content as a member of your target audience. When you think like a consumer, ask yourself:
You'll give yourself another layer of invaluable insight, and you avoid the trap. Evading traps like these will increase the chances of celebrating the gratification you seek.
Talking about conceptual creativity, engaging content and pop culture.