Your team is hesitant about repurposing content. How can you convince them of its value?

When my team is hesitant about repurposing content, I remind them of the efficiency gains it offers. I explain that repurposing allows us to maximize the value of our existing content without constantly starting from scratch. It saves time and resources while enabling us to reach new audiences across different platforms. I show them how repurposing can breathe new life into our best work, keeping it relevant and extending its reach. By doing so, we can maintain a consistent message and focus our creative energy on new ideas, ultimately making our content strategy more effective and sustainable.

The best way to approach the subject with the team would be to highlight the strategic value of using high-performing, good quality content. This allows us to repurpose content to be redirected across different channels, bring to life new and different creative approaches, reach broader audiences and reintroduce any important campaign or key messaging that we need to get across and also assist with improving SEO ranking. It is an efficient and effective way to manage time and resources.

Es una forma fresca de ir recolectando y de jugar con ideas, colores, palabras, formas, etc. Se trata de hacer hábito y estar cachando copys, palabras clave, imágenes, gifs, vídeos que permitan hacer tu propio banco de recursos. Es cambiar el enfoque y el uso. Es estar más atentos a lo que ha funcionado y mantenerlo, tener la habilidad de reutilizar es tener la sagacidad de crear.

Find real life case studies and stats start. Take a good look at how much time it takes to create content and then to repurpose it. With these facts, you can start the conversation. Then request a testing period to implement your repurpose strategy and give it time to mature.

The first stephere is to understand that different audience segments may prefer different content formats. For instance, while some users are drawn to the in-depth analysis provided by a blog post, others might prefer the concise and visually engaging nature of an infographic or the on-the-go accessibility of a podcast. By converting a single piece of content into multiple formats, you cater to these varying preferences, which can help boost engagement across different platforms.

Search engine optimization (SEO) is crucial for enhancing online visibility, and repurposing content can significantly boost your SEO efforts. By updating and reusing existing content in various formats—such as turning blog posts into infographics, videos, or social media posts—you can reach new audiences and reinforce your content’s relevance. Repurposing also helps in maintaining a steady stream of content, improving keyword rankings, and generating more inbound links, which can drive additional traffic to your site.

Repetition of core messaging, values and CTA's *works* It cements itself within audience consciousness in a way that 'one and done' simply cannot in a space where attention is currency. If you consider that only 10% of your audience will see your content (dependent on platform etc) then it's even more vital to 'tell 'em, tell 'em and tell 'em again.

Repurposing content is not the same as repeating content. Just ask Taco Bell: They use the same ingredients for every item on their menu. But everyone is still excited when they come out with a brand new remix of meat, cheese, and tortilla. If you create high-quality content from jump— you should be able to repurpose it at least 5 times and have people think it’s something new.

"Our team is hesitant about repurposing content because they worry it might seem repetitive or lose its original impact. They’re concerned that reusing material could dilute our brand’s message, leading to less engagement from our audience. There's also a fear that adapting content for different formats could compromise quality, making it less effective. Additionally, the team is unsure how to best tailor existing content to new platforms while maintaining relevance and authenticity. Despite understanding the potential benefits, these concerns make them hesitant to fully embrace content repurposing."

Do you know how, for Christmas lunch, you end up cooking enough food for a regiment, even though it’s just maybe eight people tops? The best thing is that for most of the following week, you’ve got breakfast, lunch, and dinner sorted. Breakfast? Turkey sandwich. Lunch? Red cabbage and potato sandwich. Dinner? Turkey sandwich with a side of antipasti. Breakfast? OMG how big was this bloody turkey? Lunch two weeks later? Bah. Humbug. I solemnly swear I’ll never eat a sandwich ever again.

Repurposing content doesn't have to mean cut and paste. Every medium has its style and way in which things have to be said. Looking at the bigger picture can help you realize that in reality, repurposing content is kind of a "brain gym", where you can see how much you tweak/adapt your content for the intended audience. his not only lets the creative juices flowing but also helps to stay relevant across mediums, making it a win-win for all!

To quote Ogilvy "repeat your winners until the sales go down". With Omni channel approach you're more likely to reach new audiences regularly, inviting more people to participate in the conversation.