Repurposed Content: Smart Move or Lazy Marketing?
Pro: The cost of creating new content adds up with the time taken to carry out thorough research, the skill, time and effort employed in structuring, as well as writing out and editing the piece. In comparison repurposing content is undoubtedly cheaper and less time-consuming than creating new content from scratch.
Pro: Picking out evergreen content assets to be repurposed is a great way of extending the life of your original content. Instead of letting good content rot away, buried under reams of newer material, it makes sense to update and refresh the content, modify the format for different distribution platforms and reuse it in your content marketing efforts once again.
Con: Reading the same or similar reposted content over and over again can be an irritating experience for a user who has already seen the original content a few times. Without a real change in the format, voice and context of the original content user fatigue can be a very real problem.
Con: The fact that you have the option of falling back on old content can mean the marketing team isn't working hard enough on new and cutting edge topics of conversation that your users care about. Such laziness creeping into marketing efforts is a death knell for quality content from your brand.
As you can see, the benefits of repurposed content far outweigh its negatives. In fact, with a little restraint and good management, the negatives can be avoided altogether.
A number of leading brands have caught on to something demonstrated by a recent study by Oracle: Nearly 60 percent of marketers repurpose content two to five times, with over half turning assets into "snackable" content.
If it works for more than 60 percent of leading brands, repurposing content definitely holds value for your brand, too. So venture forth into the realm of reuse, revamp and recycle with your content, but in a measured and planned manner.
Rohan Ayyar is the regional marketing manager for India at SEMrush. His blog, The Marketing Mashup, covers digital marketing from the perspective of B2B, B2C, lead generation, mobile marketing, SEO, social media, content marketing, database marketing including predictive analytics, and conversion rate optimization. In addition, he'll look at emerging marketing technology and how marketers can use it. Reach Ayyar at firstname.lastname@example.org.