Manley Creative Team

5 Ways to Repurpose Content

May 15, 2024

You’ve heard the saying “Content is King”. And like any memorable king, it also takes an investment of time, money, and resources.

In the digital realm, content not only reigns supreme—it multiplies its power when smartly repurposed. Recognizing this potential, we introduced our digital arm back in 2022 alongside our 16-year production history to transform content into a relentless force for our clients. As advisors, implementers, and analyzers, we bring strategic, innovative plans to help them maximize their content across a variety of digital mediums.

We’re sharing our best tips for repurposing content, ensuring it works harder and lasts longer for your brand.

1. Start With a Strategic Plan

This might seem obvious, but it’s necessary. A strategic plan doesn’t just outline who you will reach, but how you will reach them, where they will see your content, what you need to engage them, and why they will be taking action. Build this plan, and the content opportunities will show themselves.

 

2. Build a Content Library

The most effective use of content is by using stuff you already have on hand. Past shoots, footage, photos, and even newsletters can be powerful amplifiers for net-new content. By implementing a content management catalog, you can effectively archive content that can go the distance for your marketing.

 

3. Identify Your “Swappable” Pieces

Imagery, taglines, and even copy can be considered “swappable” to freshen up content without reinventing the wheel. Identify what components of your campaign can be eligible for this, especially in campaigns that are running longer than 3 months. This is a cost-effective way to maintain brand consistency and messaging without drowning your audience in overdone ads.

 

4. Lean On Your Other Channels

Executive content, PR, user generated content, and employee engagement provide a wealth of opportunities to reshare and repurpose content. On one hand, the brand can tap into these mediums for relevant storylines, messaging, and even assets. On the other hand, encouraging executives and employees to reshare brand-generated content with their own spin is a great way to extend a campaign across channels in new and impactful ways.

 

5. Think Beyond Format

A great video can become a GIF headline for a newsletter. A written review can be incorporated in a social video. Just because a piece of content is generated static or motion doesn’t mean it needs to stay that way. When building out your campaign, consider other formats of content that you have on deck to enhance your messaging. Get creative with how you tell your story, and don’t be afraid to color outside of the lines to create dynamic, memorable pieces.

There’s no one-size-fits-all when it comes to repurposing content, but these tips can guide you in the process for how to effectively manage your content investments. Embrace these strategies to breathe new life into existing content and amplify your brand’s voice across multiple platforms. Remember, in the ever-evolving landscape of digital marketing, versatility and creativity are your greatest assets. Utilize these approaches to ensure your content not only reaches but resonates with your audience, turning every piece of content into a lasting legacy of your brand.

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