When Opportunities Arise
The best content to reuse is the timeless kind. Repurposing old marketing content to drive new customers to your business should be useful content that can be read at any time and be considered helpful.
An article or graphic that advertises a specific time-sensitive event like the 2013 Fall Festival will not glean much of a viewer’s attention in 2020. However, content shared like memories from the 2013 Fall Festival in 2020 or a community standards article updated and written from 2013 could be used year after year. Do not be afraid to reuse old content when you can. It’s not lazy or unoriginal if utilized correctly.
Revisions
You should always update for a new/growing audience. You can do this with old content by editing the language or using more recent/better graphics. It’s not beneficial for a hotel to have old photos of outdated decor or outdated services on the website, just like it isn’t beneficial for a restaurant to have old menus on a website or social media. Revise some items with your content when needed and you should be able to use it multiple times without boring your audience(s).
What Platforms to Use?
Sending content on the wrong platform can decrease engagement. A post meant for Twitter should look different if posted on Facebook. If you share a photo for aesthetic reasons for engagement, you may have a better time posting it on Pinterest or Instagram. If you make a Pinterest post, you can always share that link on other platforms to increase engagement on both media platforms simultaneously.
If a customer or another business is seeking company knowledge, you’ll have a better time utilizing LinkedIn or Facebook before any other platform, aside from your website. Meticulously utilize platforms for many forms of content. Shy away from sharing the same things on every platform so your audience can grow on each form of media. Why follow on Instagram if it’s the same content as Facebook? This way, you’ll have an inclined advancement to having a good following on all forms of media, and you can still repurpose content on each platform. Shared a post on Instagram nine months ago but not on Facebook? Now you have an opportunity to revise your content and reuse it on another medium without the risk of oversharing the same content too soon.
Conclusion
Businesses across all industries can benefit from repurposing content. Remember to use old marketing content when the opportunity is present, revise the content if needed, and utilize the best platform to share it on. You can deliver positive traffic and engagement without always having to reinvent the wheel.
