How to Successfully Repackage Your Existing Content

By: Chris Thompson on August 15, 2018 Categories: Content Marketing, Content Strategy
repackage exisitng content

Believe it or not, your best content doesn’t always have to be brand new. Crazy, right? As content marketers, we’re often led to believe we have to pump out as many fresh posts as possible to maintain visibility. While it’s always a good idea to have your hand on the pulse — your company might already be sitting on a potential content goldmine. Original pieces of content such as e-books, case studies, testimonials, videos, webinars, and white papers can provide a lot of value for a long period of time. These types of materials can take a long time to produce, especially if your company is very large with many levels of approval. The good news is that are creative ways to repackage your existing content to bring new eyes to your existing content. Here’s how:

Think Evergreen

Do you ever read random news articles from 1998? Probably not. That said, you might read a great profile in an older magazine because it still holds up today. That’s the same kind of mentality you need to have in repackaging existing content.

Content that is past its expiry date is useless to your audience. You need to offer evergreen content that will hold up no matter what year it is. There are a number of ways you can go about executing evergreen content, but it has to maintain relevancy for your audience no matter how much time passes.

This can come in the form of “how-to” guides or FAQs or any piece of content that is “timeless” in nature. That said, this also takes regular maintenance as even evergreen topics need to be kept up-to-date. If you write a blog post about the best content practices for mobile in 2012, there is sure to be information that needs to be modified to fit the current mobile landscape.

Your company is probably sitting on a stack of evergreen content that’s just waiting to be repackaged in an innovative way. Now it’s time to take some of that content and rebuild it with a fresh spin that will engage your audience through video, audio, and written formats.

Leverage the Power of Video Engagement

There’s a reason people love video content. It’s a visually resonating format through which you can condense large ideas in an easily digestible manner. A report from Cisco found that global IP video traffic will be 82% of all consumer Internet traffic by 2021, up from 73% in 2016.

Repackage your existing content

So how do you parlay some of your existing content to capitalize on this growing shift towards video? Use your blog posts as a jumping-off point.

Isolate some of your weaker performing blog posts that you’d like to repackage, and turn them into videos. It really doesn’t have to be complicated either. The mistake many people make when it comes to video content is thinking they have to put on some kind of show like they’re a seasoned television personality.

Repackaging a blog post into a video can be as simple as putting together some nice infographics or a powerpoint with the information already present and uploading it to your business page on YouTube. You don’t have to think about in terms of setting up a high-quality production shoot in order to engage your audience.

Interestingly enough, YouTube is the second-largest search engine in the world behind Google. Optimizing your videos for YouTube is a valuable practice that can garner the attention of your target audience through a powerful platform with serious lead generation potential.

Content to Consume On-The-Go

Videos are great, but you don’t always have time to watch them all the way through. This seems to be a trend with lengthy webinars that offer a boatload of great information in them. Sure, you can always watch them back later — but we all know “later” can end up turning into never.

One thing most people have time to do is listen. It’s much easier to fire up a podcast in your headphones while you’re doing individual work or on-the-go. Webinars are perfect for converting into a podcast format as they are already packed with useful tips and information for your audience.

If your webinar is already built for audio consumption, all you have to do is take the audio track and directly upload it to a platform of your choosing such as iTunes, SoundCloud, or Spotify. Since there is no longer a visual component to complement the content, however, you may have to make a re-recording to perfect your podcast.

While this does take some extra time to create, the benefits of re-recording are really two-fold. First of all, you’re able to adjust the podcast based on the original webinar script and take out anything that is not suitable for an audio format.

More importantly, re-recording the audio allows you to fill in certain gaps of information that may not have been covered in the webinar. If there is a particularly strong point that wasn’t able to be fully flushed-out live, a podcast allows you to really hone in on the best and most interesting pieces of content.

Prioritize Your Expert Voice

Interviews are one of the best ways to establish industry authority, particularly if your organization isn’t established in the space yet. Not only does adding interviews from industry experts enhance your content, with the assumption of research and time taken to gather data, there’s also a good chance they’re sharing and promoting your content through their channels as well.

You might already have a handful of blog posts that contain interviews in them. Take the very best information you’ve collected from those interviews and create an e-book with it. Instead of being repackaged as a blog post with an interview, really push the specialist narrative and brand this content as an expert advice e-book to bring in another audience.

An expert advice e-book can appear more authoritative than a blog post and the ability to download them also gives you a direct lead generation tool. Pick a compelling topic and build your interviews around the concept to create a cohesive body of content that is centered on your interviewee’s insights.

repackaging your existing content

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