How to Repurpose Your Content for Longevity

Have you seen the new live-action adaptation of The Last Airbender series on Netflix? If you’ve seen it, you will notice some changes in some scenes or characters compared to the animated version which was released in 2005. These changes were made because, while the original gained attention, certain aspects may not have resonated well with today's modern audience.

The reality is that new trends constantly emerge, and what was popular two years ago may not be relevant today, there’s nothing we can do about that. This is just the nature of the internet, and as content marketers, we need to adapt accordingly.??

Why Repurpose Content Is Important

First of all, you need to understand what Content Repurposing is. Content repurposing, or recycling, basically means taking existing content and finding new ways to use it. It involves the strategic practice of adapting and reformatting your pre-existing material to serve different purposes or cater to diverse audiences.?

This approach allows you to maximize the value of your content by extending its reach across various platforms and formats. Instead of starting from scratch, you repurpose your existing content to make it relevant and engaging for different channels, audiences, or marketing goals.

Imagine you have a piece of content, like a blog post or a video, that you created a while ago. It might still contain valuable information, but it's just sitting there. It might have caught some attention, or maybe not, but the thing is, it's no longer the hot topic. Time has passed, your target audience has moved on to other things. Instead of letting it fade away in the digital shadows, why not give it a second chance? Repurpose it.

While I was working on this article, I had a chat with Nadine Heir, and I asked her, "What's the most important thing content creators should know about content repurposing?"

Her answer was straightforward:?

"When it comes to repurposing, we should focus on boosting our top-notch messages or presenting them in ways that a larger audience might find appealing."

In simpler terms, the beauty of content repurposing is that it allows you to maximize the value of your best existing content. Instead of constantly creating new content, you can make the most out of what you already have. It's a cost-effective way to reach new audiences and reinforce your message across different platforms.

In a YouTube video by Google Search Central, they discuss how duplicate content is pretty common on the web, making up about 25-30% of all content out there. So you're definitely not alone. In fact, the fact that so many people are doing it suggests that it's actually effective in some way.

Effective Ways to Repurpose Content for Longevity

I often advise content creators to use the AREAL framework, an acronym that encapsulates five key rules for successful content repurposing.

Before diving into the details of the framework, let's check out some benefits of repurposing your content.

• Retained Audience Attention

Let's be honest, all eyes won't always be on your content. That's why it's worth considering repurposing your content. Instead of losing your audience's interest after one piece, you can keep them engaged by delivering the same core message in different formats or across various platforms. This strategy keeps your audience coming back for more.

• Time Efficiency

Imagine the effort it takes to create a well-researched blog post. Now, if you can repurpose that content into various forms such as social media posts, infographics, or even a podcast episode, you're essentially getting multiple pieces of content from the initial effort. It's a smart strategy that allows you to work more efficiently and make the most out of your creative efforts.

Now let's break down each letter of the AREAL framework and understand how you can apply them:

AREAL: A Framework for Effective Content Repurposing

• Adaptability

When creating content, it is important to think about how it can work well across different formats and platforms. Take Red Bull, for instance. They're known for their creative content strategies, like the "Stratos" campaign in 2012. In this campaign, skydiver Felix Baumgartner did an incredible space jump from the stratosphere, capturing global attention and millions of views.

Red Bull didn't just leave it at that. They took the footage from the Stratos jump and repurposed it into various formats to reach a diverse audience. The original live stream became bite-sized clips for social media like Facebook, Twitter, and Instagram. They also made longer videos for YouTube, offering detailed coverage and behind-the-scenes insights.

But they didn't stop there. Red Bull turned the Stratos jump content into documentaries, captivating photo galleries, and even interactive digital experiences on their website.Through adapting the content to different formats and platforms, Red Bull significantly expanded the reach and longevity of the Stratos campaign.

Your content needs to be adaptable to resonate with a wide range of people. It should be able to mold to fit the preferences of different groups across different platforms, making sure it has the biggest impact and effectiveness possible.

• Relevance

When you're in the process of crafting content, a fundamental aspect to always keep in mind is maintaining relevance. One crucial factor to consider is that your audience today may not be the same as it was three years ago. It's not necessarily about a change in the people themselves, but rather the evolving landscape around them – exposure to different things, new technologies, and emerging trends.

Imagine you're managing content for a fashion brand. Your audience three years ago might have been captivated by a particular style trend or design aesthetic. Fast forward to today, and they might have been exposed to new fashion influencers, innovative designs, or sustainable fashion movements. To assume that what trended three years ago would have the same impact now might not resonate as effectively with your current audience.

Here's how you can navigate this:

• Adapt to evolving audience preferences
• Embrace new technologies
• Stay informed on industry trends

These key three things will help you get your content to that relevance stage you want it, it will be well suited for new trends and resonate with different kinds of audience.

• Engagement

The point of your content in the first place is engagement. Thats how you know that your content is actually getting to the audience it is meant. Understanding the nuances of engagement across various content types—be it videos, articles, podcasts, or infographics—can significantly enhance the impact of your repurposed content.

In 2019, Adobe launched the "Photoshop for iPad" app, recognizing the need to engage their audience on a new platform, Adobe repurposed their traditional tutorial content into interactive and engaging experiences tailored for mobile users.

They did this by transforming their standard step-by-step tutorials into interactive guides within the app. Users could now swipe through, tap, and interact directly with the tutorial steps, creating a more engaging learning experience. To encourage active participation, Adobe introduced in-app challenges where users were prompted to apply what they learned in the tutorials to complete specific tasks, fostering hands-on engagement and skill application.

So, when you're thinking about engagement in content repurposing, consider the preferences of your audience. For instance, transforming a step-by-step guide into an interactive quiz or creating visually appealing carousels for Instagram can elevate audience engagement, making your repurposed content not just informative but also inherently appealing and participative. This approach ensures that your content resonates more effectively with your audience across diverse formats.

• Authenticity

There's a fundamental truth about content: without authenticity, it loses its essence. Even though content recycling can be a valuable strategy, it ultimately falls flat if authenticity isn't present, especially in content marketing. So, how can you ensure that your content maintains that genuine touch?

Firstly, pay attention to the signals you're sending out on social media. If your social media posts align with the core values and tone of your content, it reinforces authenticity. Audiences appreciate a brand that stays true to itself, whether it's on a blog or a tweet.

Also, how are you positioning your repurposed content? Is it seamlessly integrated into your overall marketing narrative? If your audience feels a cohesive story from social media to your blog and beyond, it fosters trust. That trust is the bedrock of authenticity.

When it comes to evergreen content, make sure your repurposed pieces are timeless. Even if you're breathing new life into something old, ensure it remains relevant. This not only maintains authenticity but also adds long-term value to your content strategy.

• Leverage

You need to understand the strengths of each platform for effective content repurposing. Different platforms offer unique features and cater to distinct audience preferences. Customizing repurposed content to align with these platform strengths enhances engagement and resonance with the audience.

For instance, platforms like Instagram thrive on visual content. Repurposed content on Instagram should focus on visually appealing images and short videos to capture audience attention. The emphasis is on aesthetics and visual storytelling to make an impact.

X( formerly known as Twitter) on the other hand needs concise and to-the-point messaging. When repurposing content for X, it's essential to condense key points into short, tweetable statements. This ensures that the message is easily digestible in X environment.

And this principle applies across the spectrum of social media platforms. Each platform has its own language and nuances, so the way you approach content repurposing varies.

Takeaway

While content repurposing can be a valuable strategy for your marketing efforts, it's essential to approach it with a strategy to ensure real and effective results. You need to be strategic in your approach, this way, you can achieve more and strategically position your content to gain visibility.