The rapidly increasing amount of content generated each day means that businesses have to stay atop of their content marketing game if they want to remain in the search rankings and hold their audience’s attention span.
Fortunately, there is a way to create content without having to start from scratch every single time.
Much like recycling old materials into arts and crafts, repurposing content is a way to use your old content as a base to create new, engaging content.
1. dataSpring: More options, more opportunities
dataSpring is a Japan-based company providing market research data and solutions through its suite of online and mobile samples from all across Asia. Their use of both online and mobile methods to gather data proves their understanding of how people respond to different types of media, and this also applies to the repurposing of their content.
A dataSpring ebook based from a guide on their website
For instance, a blog on biking trends in Southeast Asia can be collated along with many other articles into a monthly email newsletter sent to subscribers. A guide to the essential of mobile research can be made into a downloadable e-book for offline perusal. Data gathered from their panels are transformed into infographics and posted on social media. Repurposing content is a great way to reach a lot of people with the content you already have, and all it takes is a bit of editing and knowledge on what types of media your customers are more likely to consume.
2. Korchina TNC: Adapting content to multiple platforms
Korchina TNC is a business consultancy company founded in Hong Kong whose services and operations extend to other countries such as Singapore, Vietnam, Taiwan, Malaysia and Korea. Dealing with a wide range of clients would mean that their content would have to cater to multiple audiences, a dilemma which repurposing content can help with.
Korchina TNC’s Facebook post cascaded from their blog
Content from their official websites gets funneled into their numerous social media platforms. A post from their official blog is cascaded into a short summary posted on Facebook. The same goes for this Instagram post about Taiwan’s Fitch ratings, which come from an e-newsletter posted in both Naver and LinkedIn. Their self-hosted live webinars are cut into small informative snippets and then posted in their YouTube channel, along with a link to the full archive back at the official website. This cascading strategy ensures that content reaches as much of their target audience as possible, and in turn directs more traffic back into their website.
3. Global from Asia: Content atomization at its peak
Global from Asia is an e-commerce community dedicated to supporting business leaders as they engage in cross border business in Asia. One of Global from Asia’s primary forms of content is their weekly podcasts featuring guests from all sorts of fields, hosted on their website, Spotify and Apple Podcasts.
A video podcast from Global from Asia featuring Mirasol Aguila
From this podcast alone, Global from Asia was able to publish numerous types of content. From a podcast interview with a Filipina art and music business owner, Global from Asia generates a video for their YouTube channel and an article of the transcript posted on their site. Taking a notable quote from this podcast already makes for a great social media post on Facebook, Twitter and Instagram. Blogs also adopt the same strategy—certain blogs have an accompanying vlog for those that prefer a more personal or visual experience. Content atomization or the breaking apart of content into smaller bits helps content marketers be efficient with the resources they have on hand, and the sub-content they create can be more updated, specific or strategic in marketing to their audiences.
4. Yummy PH: The power of visuality
Yummy PH is a food media brand owned by Philippine media company Summit Media that features a wide variety of recipes, tips and news regarding culinary matters. Its content revolves mostly around written editorial content, which it repurposes into video content on YouTube.
A compilation video featuring previous recipes posted on Yummy PH
A recipe for Kung Pao chicken pasta can be compiled with other recipes to make a feature on YouTube recommending chicken pasta recipes their viewers should try. With cooking being a multi-procedural task, video guides provide a great way for readers to follow the needed steps, which Yummy PH does with this recipe for beef sukiyaki. Then, from the YouTube video a blog with additional tips can be formed. Yummy PH is also on Pinterest, a well-known visual discovery engine, where they offer a wide, well-categorized selection of pins that are supplemented by high-quality, tempting photos of food with a link back to their website articles. Video marketing continues to gain more ground as the amount of video people consume increases, which makes repurposing content into video format highly desirable and recommended.
5. INTRO Travel: Refurbishing old content into new ones
INTRO Travel is an Australian travel company that manages tours to tourist spots in Australia and Asia. Most of their content comes from their blog, where they post articles detailing possible destinations, activities and tips for potential customers to browse. INTRO Travel’s repurposing content strategy mixes and matches content from older articles to create newer ones.
INTRO Travel’s backpacking guide in the Philippines
For example, a guide on backpacking in the Philippines posted on February 2021 draws references from an article about potential Philippine islands to visit posted five months ago. In this listicle on tips for solo travelers posted in January 2017, its third tip (“3. Stay safe”) gets its own article in May 2020. With tourism at a decline due to the pandemic, repurposing content allows INTRO Travel to remain consistent in creating and publishing content, and along the way update it with more relevant, timely information.
Content requires time, effort and resources to make, and at times, it may be difficult to make from scratch. The practice of repurposing content offers you some leeway to remain consistent and engaging with your target audience, and at the same time gives you the chance to redirect content to newer audiences, experiment with marketing strategies or update existing information.
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Visual by: Russel Sastrillo