Like Fine Wine: Repurposing Content for New Markets

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Some quick tips to help you turn your tired old content into a goldmine of potential new posts.

A big mistake that a lot of marketers make is constantly pushing for new and unique content which while certainly admirable, can be taxing on your team. You can still use your old content by modifying the information to a new audience or recontextualizing it for a different channel. With that in mind, we have a few do’s and dont’s for repurposing old content into something new and exciting.

Do's and dont's of repurposing content - Finger pushing cubes, changing the word "don't" to "do it"

Do’s and Dont’s of Repurposing Content:

Do: Keep things fresh

 

While the bulk of the content and information from your old content can be reused, you should make sure that the way in which you present it is different. You can adjust things like the length, tone, and the accompanying assets for a particular piece in order to breathe fresh life into it.

 

Don’t: Be Lazy

 

When repurposing content, it can be easy to simply copy and paste sections from your old posts into new ones. But your audience will notice, make sure that you’re taking the time to really change things up with your use of graphics and the style of the post. Making old content new again is economically sound and cuts down on the time your team needs to produce content, but it should never be a cop-out.

 

Do: Make Use of Multiple Channels

 

That blog post you made a few months ago might be too long to post on Twitter or Facebook in its entirety, but there are definitely a few snippets of information in there that would make great social media posts. This goes for social media posts to long-form media too. Just because your tweet only had 140 characters doesn’t mean you can’t take that idea and expand on it to create a longer blog post.

 

Don’t: Limit Yourself When Repurposing Content 

 

Confining your repurposed content to a single channel can be detrimental. That Facebook status that gained a lot of traction for you probably isn’t going to kill it on that same platform any time soon. But by using it as a baseline to create content for your other channels, you can make sure that you are reaching your widest possible audience with the same message.

 

Do: Update Information

 

Make sure that your refreshed content still has relevant and up to date information. Exact statistics from 2017 aren’t likely to still be applicable in the current year. Even general trends or common knowledge might be dated if the content you are using is a few years old. Do your due diligence and make sure that your content is up to date.

 

Don’t: Discard Data

 

Just because your old statistics may be out of date, doesn’t mean they’re suddenly useless. Comparing old data against new information can help show your audience how your company is improving, or give them a glimpse into larger changes within an industry. Showing these changes is the perfect way to re-contextualize old content and bring back the curtain a little to give consumers a better idea of how things work behind the scenes.

 

Do: Make the Most of Interactions

 

While your audience may not all be industry experts, their comments on your content can help to generate new ideas for future posts concerning the same topic. Check through comments sections on your blog and social medias to see if people have questions, or for general throughlines in the discussions. These comments can help give you valuable insight into what kind of content your audience wants to see more of.

 

Don’t: Count Anything Out

 

From social media comments to reviews, listening to what your audience has to say is extremely important. Because ultimately, they are the ones consuming your content, so make things that they want to read and listen to.

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