In the game of content marketing, the ability to create new, compelling content is the key to successful campaigns. Creating successful content, however, is not an easy task. If you find yourself hitting a creative wall when writing content, why not use a resource you already have: existing, successful content. Repurposing successful content is a great way to create successful content marketing campaigns.
Before you get started, do an inventory of all of your successful content from the last few years. Choose content to repurpose that was successful, but that is also still relevant. In particular, try to identify old content that deals with any topic that may have suddenly come back into discussion. For instance, if you wrote a blog on app security, it may make sense to update it to discuss the Heartbleed Bug. Once you identify good content, you can start repurposing.
Repurpose to Breathe New Life into Old Content.
Share it Again.
Sometimes repurposing is as easy as sharing what you already have. If you have a white paper, blog article, video, or other piece of content that was successful in the past, simply share it again. Read it first to make sure everything is up-to-date then post it to social media, or email campaigns. People who may have missed the content before might see it now, or even re-read it if they have seen it before.
Update it.
You can repurpose content by editing it to make it more timely. If you have a piece of successful content that HAS become outdated, it might be time to update it. Go through the blog, and create a new version that deals with current topics using current terminology.
Re-target it.
You can repurpose content by targeting it to new audiences. Did you write a white paper on social media targeted at c-level executives? Why not re-write it as a series of blogs targeted at IT professionals? Adjusting your target audience and adjusting content to match can breathe new life into a content campaign.
Optimize it.
If you created a piece of content a few years ago, it is probably formatted for old versions of social platforms, or old versions of Google’s search algorithms. By updating copy and images with current versions of platforms in mind, you can give your content a new lease on life.
