Give Your Old Content a New Lease on Life

 

Revitalize, Refine, Repurpose

The Pareto principle is also known as the 80/20 rule. About 80% of your best results will come from 20% of your efforts. When you apply that to a creative endeavour like content marketing, you might be undervaluing some of your content creative efforts. It can be expensive to create content, from scheduling videographers, photographers, models, or even having quality copywriters write a blog post. Chances are that you have some valuable content that can be recycled or repurposed with a little elbow grease.

What Does Repurposing Content Mean?

Recycling takes many forms. Repurposing content is recycling and revising it to make it more relevant and valuable to a new audience. You may need to change the SEO keywords. The way people search has dramatically changed in the past few years. Repurposing could also mean that you adjust the content for a different medium. Instead of using your slide show for a conference, you turn it into an Infographic. Maybe you adjust the message of your content for a different user or buyer persona. Put some polish on your most popular pieces for a successful content makeover.

Which Content Should You Revitalize?

Go through your analytics data to find content that performed well a year or two back. If the content is still relevant to today’s market, update it with new references and statistics to bring new life to it. Look for content that can be transformed into new mediums. Your internal data is perfect for case studies. Old webinars can be changed into how-to videos. Older videos can be made into shorter ones that are ideal for posting on TikTok or Facebook reels. Give your audience the opportunity to find new content by reusing old content in new forms. Find content that has a timeless message when you’re looking for content to recycle.

Consider Using Digital Asset Management Software

You wouldn’t try to manage a huge inventory of products without a system to help you track every item. As you get more invested in content, you need a system that helps you manage your digital assets. Users create content in your system, then the content can be reviewed, edited, approved, and stored in one place. This can help you see what you have and track what you need when you’re working with a content agency. Instead of scripting and filming a new video, you can take what you need from a previously made one. Rather than take all new photos for a digital ad, you can use photos that were taken on another shoot.

Invest in Quality Content

Don’t create content just to have content that is published on your site. Make sure you are getting quality copywriting and editing to have meaningful content that can be repurposed. MintCopy has a team of talented content creators who can support your digital strategy with different types of content. Contact us for more information.

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Resources:

• https://tenovos.com/downloads/Guides/Tenovos-The-Art-Of-Reusing-Content-A-Creative-Lookbook.pdf
• https://blog.hubspot.com/blog/tabid/6307/bid/27256/5-creative-ways-to-recycle-content.aspx#
• https://www.wordstream.com/blog/ws/2015/02/03/repurposing-content
• https://www.semrush.com/blog/guide-to-repurposing-content-in-2020/