Content Marketing is now essential. You know this if you often consult blogs!
The cornerstone of your digital presence, it allows you to animate your website, your e-commerce, your blog, and, of course, your company’s social networks.
But do you have to constantly create new content? Not necessarily!
To save time without losing quality, you can also recycle existing content. How to proceed? We reveal 6 ways to do it.
Why companies reuse content
Whether you are running your own blog, doing branded media, or doing social media promotion or mailing lists, you’re constantly in need of lots of quality, fresh content. The more promotion channels you use, the more materials you need: articles, posts, letters, videos, pictures, and lead magnets.
You can release the required number of original texts for each promotion channel when you have a large editorial office. But what about those who do not have a staff of copywriters, authors, and editors?
Recycling content means adapting the material to different formats. Here, in addition to saving energy and time, you also increase the coverage of the material, making it more accessible to the audience. Someone prefers to receive information in text form, and someone can perceive it only by ear or through video.
As a result, you will not only reduce the cost of one post, video, or article but also increase the loyalty of the target audience, and attract new leads. In addition to repackaging materials, be sure to use and update old publications.
We at MagentoBrain have adopted a zero-waste content production scheme to produce more quality content for different projects. We will figure out how to reuse any content, update old materials and reduce their production cost.
What does repackaging give?
Saving time: Repackaging finished content is more accessible than creating new content.
Saving money: Repackaging is cheaper than new copyrighted content.
Expansion of audience coverage: By serving the same repackaged content on different sites, you can attract more of the target audience due to the material that is more focused on a certain category of people.
Traffic growth: By submitting content in a new format, you keep the interest of regular visitors who continue to stay on your resource. And you get a new audience that did not know about your site before.
How to Repack Articles, Posts, and Videos
First, let’s deal with repackaging content for different promotion channels. In order to release new materials quickly – especially for newsbreaks and news – you will have to set up the work of the author, Social Media Marketing specialist, and marketer. Colleagues in content must quickly communicate information to each other and know where to quickly find the right texts or pictures.
You can start repackaging with any material: videos, webinars, articles, or media commentary. The easiest way is to go from more complex and large formats (for example, articles or webinars) to short ones – posts and mailing lists. Just build on the material that you have available.
1. Transform your videos
Did you opt for a video strategy long before it was trendy? Perfect!
You can easily reuse your old videos provided you update them. We are talking about the content, of course (especially if you present figures or examples), but also about the form.
Comply with social media standards. Prefer a square format that will offer reading comfort on all media, including smartphones which are widely used today.
Also, remember to add subtitles for those who do not activate the sound when watching a video.
Enriching the content and illustrating it by adding infographics is also relevant at a time when Internet users are very visual. In addition, the image helps to better convey the message.
Finally, you must seduce from the first seconds. If necessary, rework your introductions so that your videos have the best chance of being viewed in their entirety.
2. Divide your videos
If you have videos of several minutes, do not hesitate to divide them into different parts.
Internet users are in a hurry and they will more easily watch 5 one-minute videos than a 5-minute film.
Each video can deal with a specific idea or be a sub-part of the initial video. You will be able to create episodes and an appointment with your audience to engage. You will increase your visibility in the long term.
Even for these videos, remember to make the important transformations:
- Powerful intro
- Added infographics, etc.
3. Rework articles
If video content is important, so are your articles. Especially for those who are not video enthusiasts, and for search engines.
Just like videos, you can divide your longest texts in different topics, especially your ebooks or your white papers, into a series of small articles.
Or you can turn it into a dynamic video, using tools like:
- Lumen5: Use this tool to create impactful videos from your existing content and make it renew.
- PlayPlay: A simplified online video creation tool for your company’s marketing teams.
- Animaker: An online tool that allows you to create animated videos in several styles: 2D and 2.5D, handcraft, infographics, whiteboard videos, typography, etc.
- Genial.ly: Simple to use like Canva, just drag and drop the models you want to feature in your video.
- Biteable: An excellent online video creation software made easy.
Use your best articles or a list of relevant resources to create interesting emails for your readers!
4. Use infographics
Infographics are an effective option for recycling your content.
This makes it possible to illustrate the main ideas of your article, highlight the important figures, and simplify a given piece of information. Finally, this format is shared very well on social networks.
5. Adapt content for social networks
Image source: kevinpepperphotography.com
The same content can have different formats and thus be recycled and broadcast on several media. If we take the example of the infographic, it can be cut into several visual tweets or be integrated into a specific board on Pinterest.
An article transformed into a video will find its place on
With the same content, you reach your entire audience!
6. Share your presentations
You probably have a folder of PowerPoints on your computer that will no longer be used, which you have prepared for clients or during company meetings, for example.
What if you used these presentations to convey an expert image on the Internet? How? Revise them if necessary, optimize your slides, and share your professional presentations on Slideshare.
SlideShare is a website for hosting and sharing presentations and other professional content for free.
This platform of expert presentations is also a source of information for several million Internet users. By recycling your PPT presentations on SlideShare, you maximize your chances of gaining notoriety and therefore gaining traffic on your website!
Recycling content saves time and optimizes the impact of your Content Marketing. This highly recommended practice is very easy to set up, as soon as you understand the principle.
Get into the habit now, as soon as you create content, of declining it in several formats for your different media. The return on investment of your digital marketing will be even better!