Repurposed Content and Repromoted Content Lessons
We all feel the content crush as consumers and marketers.
It’s not just the overwhelming amount of information but it’s ubiquitous presence. From the moment we wake till we close our eyes, there’s always a device or platform with a message.
Mark Schaefer dubbed it Content Shock.
During his Content Marketing World keynote, Jay Baer politely stated and later published the full text on his blog, “We have enough content, thank you very much.” A comment many marketers can agree with.
BUT, facing the dual forces of a voracious audience and resource constraints what’s a content marketer to do?
Stop publishing content altogether? For most marketers that’s not a viable option since once you stop producing and distributing content, you’re off your audience’s radar.
Instead, examine Baer’s activity. He’s the wizard of repurposed and repromoted content; he creates 8 pieces of content from 1 video. He calls this atomized content.
For marketers the repurposed content versus repromoted content discussion often gets muddy.
Repurposed content vs repurposed content definitions
To clarify the challenge, let’s define repurposed content and repromoted content.
Repurposed content definition
Reuse your existing information and marketing collateral to update and give it new life for targeted platforms and audiences. Rebecca Lieb applies the Thanksgiving Turkey analogy to content to provide many portions of useful information.
Repromoted content definition
Redistributes your relevant content to new and existing audiences to help it attract attention. It is quality information that didn’t break through initially, needed another context or was forgotten.
Repurposed and repromoted content are both critical elements of your content marketing offering. But not all repurposed content is repromoted content.
The overlap occurs when repurposing content results in repromotion of the existing content. Examples of this type of content occur when you link to existing content or update existing content.
5 Rationales for repurposed and repromoted content
- Saves money by maximizing resource (budget and people) use and in the process improves content ROI. This is best done before you start content creation.
- Employs different media platforms: owned, social media and third party media.
- Utilizes various content types (such as text, images, video, audio and in-person) to appeal to broader audience preferences.
- Supports search and social media optimization to make your content more findable.
- Keeps your content offering fresh and up-to-date.
Repurposed content vs repromoted content: How they are similar
1. Know your audience (aka marketing persona)
- Discover your readers’ key pain points and questions.
- Find out what types of content they like to consume and when they prefer to consume it. This is particularly important for social media sharing and engagement.
- Determine their media consumption. Where do they turn for information and who’s opinions do they trust?
- Use intelligent content. Add appropriate metadata and tagging to monitor your content to repurpose and repromote it.
3. Measure content performance
- Track what content is performing well, what formats, what platforms, and how your audience is reacting to it.
- Measure your audience. It’s more important to have a targeted audience than a large audience. Joe Pulizzi considers this a key metric.
- Assess revenues and quality lead generation.
- Calculate operation cost reduction.
Repurposed content vs repromoted content: How they differ
- Plan content creation to develop all similar pieces of content together. This ensures consistency and minimizes extra resources to rethink new variations of the same content.
- Tap into non-marketing content creation to extend content utility and marketing collateral. Consider user manuals and employee guides for example. Make them more user-friendly and extract relevant marketing content.
- Schedule regular content updates to keep it relevant and evergreen. Don’t let your existing content fall off your radar.
- Incorporate content redistribution into your calendar. This includes slicing and dicing content for social media. Think beyond the weeks immediately following publication. RazorSocial’s Ian Cleary regularly promotes an older post in his email newsletters.
- Target your various audiences differently. Don’t assume one promotion will reach everyone.
- Empower employees to distribute your content. Let employees know via email or other alert method about new content. Encourage them to share it with their personal networks where appropriate.
- Entice readers to help you. Add social shares, related articles, and other internal cues. But more importantly create content that makes them look good by sharing it.
- Schedule related advertising where appropriate.
- Thank people who share your content. Show your appreciation.
2. Resource use
- Budget for resources to add or enhance existing content. This may require specialists such as audio or video. While it’s best to plan reuse in advance, you’ll always find existing content that needs updating.
- Optimize your content for search and social media findability. Use great titles and metadata. Also, link to relevant existing content.
- Add budget for promotion where appropriate.
- Use software to manage your repromotion where appropriate, such as pre-programming promotion and mining past articles for similar content.
- Include content curation as a critical element of your content marketing plan.
- Allocate resources for related advertising where needed.
The bottom line:
Repurposed content vs repromoted content doesn’t have to be a choice for content marketers.
Both are necessary to ensure that your content marketing strategy yields the maximum results while optimizing resource usage.
Small firms need to make every marketing dollar count while larger companies need to manage and reduce complexity.
Make sure to incorporate repurposing and repromotion into your overall content marketing plans and editorial calendars.
What’s your favorite example of either repurposed or repromoted content and why?
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