Have you ever published a piece of content and thought to yourself, “Now what?”
Taking a closer look at the wealth of content you’ve accumulated over time and identifying new ways to put it to good use is the perfect way to maximize performance, and get the most value from your efforts.
Below, I’ve listed four creative ways to breathe new life into your existing content.
1. Change Up The Voice Over
Unlike traditional Tv advertisements, which are aimed solely at one particular outlet and audience, in the digital realm you can instantly transform a video by simply adjusting the voice over to fit a brand new audience.
Big brands use this tactic regularly - for example, Oreo will often use the exact same visual assets and create a range of different commercials by voicing them in different languages.
That's one option to consider, but you can also change the messaging, the focus, and re-shape the emphasis of the ad, giving you more bang for your advertising buck.
You don’t always need to recreate and produce fresh new video content all over again. Instead, keeping the visuals and trying different options will make your initial concept go a long way.
2. Cut it Down
Yes, creating an impactful piece of content is great, but using that as source material, then editing and customizing it to fit a variety of different platforms, is even better.
One quick and easy way to do this is by creating short clips of your videos and redistributing them on social platforms, which generally see better response to shorter clips.
In some cases, these small nuggets of visual content can serve as teasers which entice your audience to go watch the full version.
Whatever distribution strategy you decide on, trimming your visual content and repurposing it to fit other social platforms is a great tactic to target a broader audience, and maximize your content creation efforts
3. Use it for Internal Education
Creating valuable and engaging content can take an abundance of effort and resources. So why do it solely to educate your customers?
If you’re looking to repurpose your content, look no further than your own team. Another strategy to make your content serve a greater purpose is to use it internally by adding it as a fresh new component to your training materials, like your company manuals, guides, presentations and onboarding sessions.
Think about repackaging an old blog post and turning it into a helpful product learning guide in your company handbook, or transforming a client case study into a chapter on customer learnings.
This will instantly increase the value of your work, while also keeping your training materials fresh and relevant.
4. Plan ahead
The next time you create content, think about the different formats it could take - whether it'll be part of a blog post, embedded in a newsletter, or turned into a helpful infographic.
Considering all the possible outlets from the very start will help spark ideas on future ways to leverage your creative output.
In essence, in order to maximize the value of your content efforts, you need to be constantly considering other ways in which your material can be used. There's a wide range of content options, and almost every post or video you create will be able to be transferred to several other formats.
The more you can get out of each post, the more you increase its value, and the return on your time and cost investment.