The biggest challenge that many content marketers face is creating enough content to reach prospects and customers at the right places and times. Re-purposing or recycling content is a critical strategy.
When you recycle content, you can amplify your message, reaching different parts of your target audience at different stages of the decision cycle. For example, the content developed for a single webinar could be recycled into white papers, blog postings, infographics and videos.
But there’s an important distinction between ‘recycling’ or repurposing content and simply re-using it.
Think of the analogy of a glass bottle. When you re-use it, you simply wash it out and use it again in exactly its same form. From an environmental point of view, this is great because it takes the least energy.
The same is true for re-using content across channels – putting a press release on your social media sites or in your blog takes less energy than actually doing something with it.
Here’s the catch – from the reader/viewer’s perspective, it’s clear that you’ve basically punted and chosen the low-energy strategy. And that doesn’t work in your favor.
Worse, content designed for one use (such as a press release) doesn’t usually work well in other channels. The social media world is filled with examples of content re-use gone wrong.
Content “don’ts”: Looking lazy or clueless
- Don’t automatically push all your Facebook posts to Twitter. It’s frustrating to read a truncated post on Twitter, in which the call to action has been cut off or the message cut in a way that makes no sense.
- Beware of pushing press releases, verbatim, to social media sites like LinkedIn. At the very least, write something pointed and relevant about the ‘news’ in the comment, then attach the release.
- Don’t cut and paste big chunks of content, verbatim, across white papers and ebooks (with the exception of boilerplate text or definitions). When someone encounters the same paragraphs in different places, they’ll either put it aside thinking they’ve already read it, or conclude that you’re a small-time operation without adequate resources.
4 steps to successful content recycling
It doesn’t take a lot of effort to repurpose content appropriately.
- Identify any limitations or characteristics of the target(s) for your recycled content (Twitter, Facebook, images, blog posts, etc.)
- Think about the audience for that medium. Are the people who visit your blog the same people that might go to your page on Facebook? LinkedIn? If not, you’ll need to adjust the style and/or messages.
- Rework the content with the audience in mind. Take snippets or pull out certain key sections to amplify in different ways. Rephrase or rework the ideas – so even if the same person sees it in both places, they’ll still follow through.
- Think across media – create an infographic for a paper, for example, or a video from an ebook.
Yes, it takes more work to recycle the content appropriately than re-using it without change, but you’ll ultimately get more value from that content.