Repurposing Content: Why bring your old content back to Life?

The constant grind for producing original content can seem as though it is a never-ending battle, as you seek to create new and exciting interactions for your audience. However, this ongoing desire to create new ideas can become tedious and time-consuming when you are having a creative-block or have time-constraints.

However, this is not a dire situation, as you already have a wealth of excellent content that is just waiting for you to use. This is of course, your old posts which have become a distant memory in the sea of continuous content production.

repurpose_smb_blog_post(Source: Carabiner Communications)

When trying to decide whether or not repurposing content is the correct avenue for you or not, consider the following points and how reusing past posts can lead to greater opportunities into the future:

  1. Reach a New Audience
    • Over time you may find that your target audience has shifted or that your brand is now appealing to a new audience which was previously not associated with your brand
    • Through repurposing content we are able to revive successful content of the past, apply a new twist and target our content to a new audience in order to grab their attention and create engagement
  2. Double the Return on your Time
    • Creating content that has a single use means that there is a constant need for new material, while it also suggests that you are putting time and effort into a piece of content that will only be seen once
    • By taking this old content and giving it a twist, we are able to ensure that a single piece of content can be used across various platforms and speak to a range of different audiences over time
  3. Reinforce Your Message
    • Repetition is key when ensuring that your brand is front of mind with your audience, as the more that an individual sees or interacts with a brand, they are more likely to recall or recognise your brand in the future
    • Remaining active with your audience and continuing to repeat the same core messages is essential, while repurposed content will provide similar content that will already be familiar to your current audience
  4. Bring Back Audience Favourites
    • Over time audiences adopt images, sayings and a variety of in-jokes which create high levels of engagement, ensuring that the audience remains active
    • Reviving classic content can renew engagement with those who may have become less active with your brand, encouraging your audience to interact as a community, increasing their brand affinity (liking) for your brand

(Source: WebDam)

When it comes to determining what content can and can’t be repurposed, there are no defined rules that everyone agrees upon, however there are some guidelines that can be used to give you a general idea of what content can/should be reused:

  1. Use the Evergreen
    • When looking to bring content back to life, ensure that what is being presented is still relevant to your audience and is also not outdated by new updates
    • This point is core to any piece of content repurposing, as providing your audience with valuable content is a core focus at any stage of content delivery
  2. Refresh the Outdated
    • At times, content can remain active and continue receiving attention far beyond the time that it is current and relevant for your audience
    • Use this opportunity to take your old, popular content and update it with the latest thinking or trends to provide your audience with an updated perspective that can ensure that your popular content remains relevant over time
  3. Check your Analytics
    • With the importance of data analysis increasing over time, especially within the realm of social networking sites, it is essential to review and understand what content has performed well and connected with your audience in the past
    • By identifying what type of content has worked in the past, you are more likely to repurpose content that will continue to resonate and engage with your audience into the future
  4. Change the Platform
    • When looking to repurpose content, we need to ensure that we are spreading our ideas across a range of different platforms, rather than just focusing all our effort on one and neglecting our others
    • With repurposing our content over time to different platforms, we are able to engage with a variety of different audiences and ensure that our content is different over time, rather than just being the same static content being reposted on the same platform every few months

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