Articles

What is content repurposing?

BY BOOM Editorial

Why start from scratch with new marketing materials when you can build on what you already have? Content repurposing is one of the best ways for businesses to realize maximum benefit from their existing videos, imagery, and other high-value brand assets. Discover the secrets behind repurposing content, and how BOOM digital asset management (DAM) makes it easier than ever.  

What is content repurposing?

Content repurposing is where you take an existing digital asset and adapt it for a use beyond its original purpose. Rather than just lifting the original asset and placing it in a new context, repurposing content often involves altering or reformatting it in some way. 

Here are some examples: 

  • Repurposing a photograph from a product listing to create a banner ad

  • Repurposing a website banner ad to create a Facebook advertisement 

  • Isolating an extract from a YouTube video into a snippet for Instagram 

  • Creating a SlideShare from the pages of an ebook 

  • Taking audio from one of your older videos and incorporating it into a podcast 

  • Transforming the graphical elements of an industry report into an infographic 

  • Altering an infographic before submitting it as a Quora answer 

  • Turning a series of extracts from a how-to guide into a Twitter thread 

  • Editing an existing blog post as the basis of a guest article on an external site  

Why is content repurposing important? 

Scalability 

As any marketer knows, growing a brand means creating and distributing a lot of content. For a strategy made up of multiple channels and geographic markets, the demand for fresh material can sometimes seem overwhelming. 

Management-wise, rather than having to create new assets for each fresh initiative, it’s a lot easier to scale up production if you can repurpose existing assets for new purposes.

Cost 

Audiences seem to love multimedia campaigns - so marketers do, too! But if you are constantly commissioning new videos, photography and graphic design, it’s a guaranteed way to burn through your budget. 

It’s almost always way cheaper to change an existing asset than to create a new one. Repurposing existing content means a lower production spend, leaving you with a healthier chunk of cash for actually pushing and promoting your content. 

Time-efficiency 

Whether it’s jumping on an emerging trend or launching a flash sale to offload excess stock, a campaign’s success is often dependent on how quickly you can get it live. 

Content repurposing is an awesome tactic for getting things done quickly. Identify a potentially reusable asset from your library, alter and reformat it in-house for its new purpose, and you’re all ready to go.  

Consistency and quality control 

Sensible marketing managers take brand standards seriously. One of the biggest challenges in marketing is in ensuring those rules are adhered to so your brand is presented in a consistent way across all channels. 

If you are creating all new content from scratch - often through external collaborators - there’s a lot of scope for creatives to veer away from those rules. By enabling access to pre-approved assets and by carefully defining the ways in which these ‘base assets’ can be altered, it becomes a lot easier to keep creatives on-message. 

Creative democratization

A member of your team comes up with a great idea to make an existing image even better for a fresh campaign. The trouble is; that they don’t have the technical skills to turn the idea into an actual thing.

With the BOOM quick editing feature, even if you’re not a designer, you can easily customize existing assets. Content repurposing becomes something that everyone can get involved with, opening up content creation to your wider team. 

What are some of the benefits of repurposing content? 

  • Content repurposing allows you to create material at a lower cost than starting from scratch. 

  • Quicker production can mean increased team productivity. 

  • It can mean lower reliance on external creatives.

  • Tweaking an already successful asset so it appeals to a slightly different demographic is an easy tactic for extending your market reach.   

  • When time is of the essence, repurposed content allows you to launch campaigns at speed. 

  • It allows for budget reallocation from production to promotion/ad spend. 

  • A content repurposing system helps to keep managers in control of content quality and message consistency. 

How do you repurpose content effectively? 

Organize your brand assets 

Make sure your digital brand assets are easily accessible in a single storage location. When an employee needs to create a new piece of content, they can head straight to this storage hub to see whether there are any existing assets that could be viably repurposed. 

If you have a system for annotating (tagging) assets and a search function within your storage library, it becomes even easier for creatives to find possible assets for repurposing. 

Flag up top-performing assets

Do you have certain images that attracted a particularly large volume of shares or likes? Are some of your videos better than others at converting leads? These assets are prime candidates for repurposing. Use your web and social analytics tools to identify your best performing pieces of content. Flag up the relevant digital assets, either by storing them in a specific folder in your asset library, or by tagging them. 

Adopt a ‘repurpose first’ state of mind 

These days, recycling is second nature to all of us. So it’s worth encouraging employees to take a similar approach to content creation, too. Get employees to always check the brand assets library for anything that could be repurposed before they create or commission anything from scratch. 

How can DAM help your content repurposing workflow 

There are two things you need to focus on for a content repurposing workflow: 

  1. The ability to locate an existing asset suitable for repurposing for a given situation.

  2. The ability to make the necessary changes to the asset so it fits the new use case. 

A really good DAM system should help you with both of these. With BOOM, you get a single, central location for storing ALL your visual assets, along with an automatic system for tagging each asset with metadata. Finding possible candidates for repurposing in any situation simply couldn’t be easier. 

What’s more, with the ability to customize and reformat assets on the fly, your old assets can be transformed for fresh new uses in just a few clicks. 

The BOOM Worksite is perfect for turning individual digital assets into amazing pieces of content, time and again. Check it out for yourself. 

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