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Home > Digital Marketing Blog > Top 10 Ways to Repurpose Existing Content

Top 10 Ways to Repurpose Existing Content

Top 10 Ways to Repurpose Existing Content
April 28, 2020

Top 10 Ways to Repurpose Existing Content

Apr 28, 2020
Ayushi Kothari

Ayushi Kothari is a Digital marketing strategist with a keen eye for all kinds of content. She is also the founder of T’Cleo Studio – A boutique digital marketing agency offering specialised & accelerated digital solutions to brands across the globe. Be sure to find her painting, listening to reggae tunes or chasing sunsets when away from her laptop. Instagram @tcleostudio


Social media platforms have evolved along with their users. Today we see maximum users on social media as compared to the last few years. With the evolution of fast internet, user interfaces and a plethora of content on social media, the attention span of users has lowered in the past few years. To keep up with this, brands and personalities on social media today are more prompt, more consistent and more engaging than ever before. 

Keeping this in mind, the importance of relevant and constant content creation for social media has grown tenfold, especially if you want to gain visibility. However, in order to keep up with this consistency, one would have to churn out engaging and new content regularly to capture the attention of the audience. This is where the problem arises. 

Churning out new content on a regular basis is hard and often brands end up facing an issue called the ‘content crunch’, which means that they have run out of content to stay active. Why does this content crunch happen? Because creating this new content can have its limitations, here are some of them -  

  • It could drive costs up as creating new content always comes with a production cost.
  • The effort to push out new ideas and content everyday could get cumbersome, and could put a lot of pressure on your content team, which in turn could affect their productivity.
  • New content does not always mean better content, in the race to deliver fresh content; relevance and quality of the content could take a hit.
  • In the pursuit of creating new content, the focus of your marketing effort could lean towards content creation rather than content marketing, which defeats the purpose of visibility.

To conclude, fresh content is not imperative to the growth of your brand online. Old content could be upcycled in a constructive way to help gain that visibility and engagement!  

So how do you upcycle old content to give you fresh, interesting content? 

Here are 10 Tips on how you can reuse old content – 

1.Arrange Existing Content into a Series 

This one specifically applies to video and blog content. Many a times we post standalone videos or blog posts that are relevant at that time. However when facing a content crunch, you can segregate this content into a series. This could be done as a playlist on YouTube or a thread of blog posts as a category or even for Instagram stories! How? By consolidating stories from your archives into a highlight as per the category, it fits in. For example, if I have posted many customer testimonials individually on stories, I could put them all together under the Instagram Story highlight titled as ‘Testimonials’. This adds value to your page by creating ease of browsing and could then resurface old content that could still be relevant today. 

2.Cross Posting across Platforms

Many brands and blogs started their official pages a long time back, back when they probably were only active on one major platform or back when the social media apps did not have the updated features it has today. As a result, a lot of the content posted earlier can now resurface as fresh posts on another platform and still be relevant and engaging. For example, an old YouTube video can now be posted as an IGTV video on Instagram. This cross posting of posts can ensure that you have revisited your old content and adapted it to today’s time in order to engage with your audience in a consistent way. 

3.Editing Existing Content before Resurfacing 

Edit your content in different ways - Edit your old posts by adding a filter. Edit the copywriting, captions, or blog posts by changing some words to make it relevant to today. Edit your old videos by adding a new effect or cropping and stitching a few videos together. In this way, you change the visual and the communication in a way that it looks new and fresh! For example, I can apply a black and white filter to my old social media post and make it look like an old photograph from the archives which then I can post as a “Throwback” post that also speaks of the journey from that day until now. 

4.Reformat into new layouts 

This is a great way to upcycle old content! Reformatting essentially means to use the same content in a different format. This could be as simple as changing the format from a static image to an animated GIF or recycling a blog post by taking a quote or a tip from the blog and creating a social media post out of it or using the entire blog article to create a YouTube video. In fact, a great way to create bulk content on social media could be by breaking down a blog article into 10 -15 social media posts or numerous tweets! Use this hack to ease up your content crunch in a creative and constructive way! 

5.Repurposing LIVE videos

A lot of brands and personal profiles use the LIVE feature on Instagram, Facebook and YouTube. These videos share content that is consumable at that moment, and not on demand; however, you can always tap into those videos and post them as fresh content! This could work the other way too, existing blog posts can be turned into a LIVE video! Additionally, these videos are often long enough to break them up and use in parts too. A bunch of the videos can be consolidated into a series as per point 1 as well or can be posted across platforms too! The opportunities are abundant when it comes to repurposing video content! 

6.Use Stock Footage or Images

When you are stuck in terms of reinventing old content, resort to using stock footage or stock images. These are widely available on the internet for a small price or no price at all! Using stock images or footage can give your existing communication a fresh visual or can replace outdated visuals at ease. 

There is a bunch of free stock image websites available online, although to help you further, here is list of recommended free stock image and footage sites – 

7.Create New Digital Assets with Existing Content 

Use old content to create new digital assets online, this could help you venture into a new vertical on digital. For example, you could use your blog posts as an outline for a webinar or an online course where you can refer to the blog post and go a step further to show the viewers an actionable demonstration too. You could also create presentation slides and PDFs based on a blog post or a video. In this way, you can also monetise your existing content or enter a new channel to gain visibility and reach a new audience. 

8.Collaborations with other platforms

Repurpose existing content for new audiences, by collaborating with another brand or person who would love for your content to feature on their platforms. In this way, you can use existing content but it would still be fresh content for the new audience that you are reaching out too. So if content creation cannot be repurposed or you are facing a problem in doing so, try to reach new audiences to keep content relevant and repurpose it in terms of relevance then. This also gives you the added benefit of gaining visibility. 

9.Create Mood boards 

Sometimes when you are posting visual content over a period - such as Pinterest posts, Instagram and Facebook posts, you forget what content you have posted in the past. Creating a mood board of your existing visual content could add aesthetic value without you reaching out for new content. You could create a theme for a mood board and choose the pieces of content that fit that theme, and bring it together to create a visually pleasing post or board. For example, you could use a colour theme like Green, and have all your posts that are green in the mood board. 

10.Sharing with Community groups on social media 

Last but not the least; repurpose content in terms of relevance by sharing existing content with groups on WhatsApp or Facebook. If you are a part of a group, you can share posts with the rest of the group members, this could serve as a platform to share existing content to new channels. For example, if you are a Gardener and have done a video on “How to Remove Weeds Effectively” you could share your video with other gardeners or budding gardeners on Facebook community groups for gardening or plant enthusiasts. This ensures that you are reaching the right audience and adding value through your existing content. 

THE WAY FORWARD

So, that’s it! You now hold the knowledge on How To Repurpose Old Content. This gives you an idea of how content can be planned and used effectively! Therefore, to take this forward, here is a list of things to keep in mind when creating new content in the future. 

  • When planning content, remember that versatility of the content is key, so that you are creating value for your content in the future.
  • Create graphics or designs that can be adapted to different sizes for different platforms and layouts. 
  • Write detailed blog articles that could serve as a base for creating or building new content blocks. 
  • Save all your LIVE videos and ensure that the quality of the live video is good enough for reuse.
  • Maintain a sound content bank of all past content so that it is easy to go back and select pieces for reuse. 
  • Create headings and descriptions of content in a way that they can be used as headings and descriptions for posting across all other platforms.
  • Join community groups on Facebook and Whatsapp to have a platform to share existing content.
  • Maintain mutually beneficial and collaborative relationships with likeminded people or brands so that you can have an outlet for existing content when facing a content crunch.

FINAL THOUGHTS 

Content Creation and Content Marketing are important verticals of Digital Marketing. Without these verticals, you cannot engage with your audience and build a long-term relationship with your online community. These hacks for content creation will ensure that you are on top of your content game.

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