There is nothing quite like taking something old and making it new again. How many times as a child did you take something like an empty paper towel roll and turn it into a telescope? Or, transform an old jar into a decorative planter for your mom? Ah, memories.
While this blog isn’t about the whimsy of arts and crafts with recycled items—I think the kids may be calling it upcycling now?—magic can happen when taking old content and making it new: the magic of repurposing; of saving money while reinforcing your current content marketing program.
(In short, adult magic.)
And the key to making this magic happen is knowing what content to keep and what content to kick to the curb, by asking these questions:
Why Repurpose Content?
Repurposing content is typically done when a company, such as yours, is rebranding or launching a new/updated website. During this time, they will rifle through old materials to see what can be reused for optimization or tossed. The value of repurposing will essentially come down to time and manpower. If they have good content that just needs a quick facelift, they can save the company money and time without sacrificing quality. Follow their lead, and take a good hard look at what you have and what you need.
How Can Content Be Repurposed?
There are a number of ways to utilize yesteryear’s content with a quick buff and spruce to look like new:
- Remake an old PowerPoint presentation into a how-to video
- Turn content from an old blog or news post into an infographic
- Update old blogs with new information and republish them under a catchy new title
- Use old content from marketing materials to fill out empty spots on your website
HOWEVER, before you dust off your content and start the makeover, you should first perform an audit of all of your content to ensure that you’re using the best of the bunch. One of the best ways to do that is to utilize analytics to determine how well content pieces have done in the past (and if you’re unsure where to start, be sure to give us a call).
As part of this process, it’s also a good idea to give your content an editorial touch up as your style has likely changed over the course of time. Do you still capitalize headlines the same way? Have you done away with the Oxford comma? Has the tone taken a different direction? These are the types of things that need to be assessed.
When Does Repurposing Not Work?
As stated, the goal of repurposing is to take some old content, make it fresh and have it work for you with as little effort—and money spent—as possible. Sometimes, though, pieces that may have worked in the past aren’t worth the effort. They can prove more cumbersome to rework rather than writing something from scratch. Sadly, these pieces should be tossed. Keep in mind that it is also difficult—if not impossible—to repurpose news events or content bogged down with a lot of outdated statistics.
As long as you ensure that your old content can work for you with just a touch of elbow grease, repurposing is the way to go to save you both time and money. After all, why reinvent the wheel if you don’t have to?