Fetch Communications

Ways to expand reach and adapt content for multiple channels.

As we enter 2024, this is the ideal time to review your 2023 content strategy and sum up the past year’s wins and learnings.

Hopefully, you have already established KPIs (key performance indicators) from last year’s goal setting, and have charted your progress and identified your highest performing content. Bear in mind, content is a long game, and you need to stay focused on the long-term benefits that you’re building toward. With that in mind, let’s explore ways you can repurpose your best-results content to give your target audience more of what they like in the coming year.

WHAT IS CONTENT CHERRY-PICKING?
Content repurposing refers to re-using or recycling (all or elements of) existing content and presenting it in a new format to expand its reach & lifespan. The majority of our content repurposing for Fetch clients focuses on:

1) Finding creative, strategic ways to reintroduce your high-performance content; and

2) Selecting key topics from your existing content (we call this cherry-picking) to update, redesign and redistribute on more/new channels.

For example, we might expand on key selling points of your offering in formats that permit delving into more detail, I.e. blogs, whitepapers, digital brochures, email marketing, video, podcasts, case studies, etc.

WEBSITE COPY REPURPOSING EXAMPLES
Turn your FAQs into a product or service e-book or a new client presentation; create a “blog highlights” reel for social media; convert statistics into a visually dynamic infographic; reformat ebooks and white papers into multiple blog posts. The key is to adapt your evergreen content to meet the expectations of the different audiences on each marketing channel.

Expand on your strongest brand attributes, i.e “made from the highest quality ingredients” becomes a video about where you source your ingredients from, your rigorous quality assurance tests/standards, how you only purchase from certified fair trade suppliers, etc. 

BLOG COPY REPURPOSING EXAMPLES
Effective blog posts tend to be based on information that customers REQUEST about your offering. For example, blog copy might describe product features and applications, or the gains your clients have made by using your services. They’re a valuable source of vetted content — and thanks to metrics, you can identify high performance topics to repurpose into new format, such as:

• Product feature posts for social media
• Thought leadership quotes, case studies
• e-books, video tutorials, downloadable pdfs
• SlideShares, carousels, success stories, etc.

CREATE WITH REPURPOSING IN MIND
The best content strategy includes plans for repurposing content from the get-go. It’s more cost-effective (less time-consuming) to create multiple versions of content at the outset rather than later on. Consider how you can showcase the content you are developing to different audiences and what format they prefer.

Or, mine for ideas. Blog topics might be inspiration for podcasts, or product brochures could be adapted into e-mail marketing campaigns. Repurposing content involves rethinking it. It’s an opportunity to update, refine, revise and improve content while reformatting it to give it a fresh perspective and new life — as opposed to simply regurgitating the same thing. Be inventive!

We hope you found this post helpful. If so, drop us a hello in comments, and if you have anything to add, by all means, be our guest.