Clever Ways to Update and Repurpose ‘Old’ Marketing Content

OlufisayoOctober 5, 20210281 views

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Certain pieces of content – like those advising on how to effectively set up a new iPhone model straight out of the box – can quickly fade in relevancy. Other pieces, however, could age like a fine wine and even become more topical over time.

Various forms of marketing content – like articles, blog posts, graphics, and even videos and podcasts – originally published years ago can be effectively refashioned into ‘fresh’ material. Here are some especially strategic ways you could make this happen.

Create a ‘then and now’ piece

Old videos can be notoriously difficult to update in a way that makes the old and new components look seamless and like they were originally filmed around the same time. However, that might not quite be the effect you want or need anyway…

Remember that ‘new iPhone model’ mentioned earlier? If you originally filmed yourself opening its packaging on the day of the device’s release, you could now produce follow-up footage reviewing how this iPhone has stood up to long-term use.

Turn popular blog posts into YouTube videos

If you do want to create seamless-looking videos, you should probably create them from scratch… or from a blog post that has proved especially popular with your site’s visitors.

According to one statistic shared in a Business 2 Community article, YouTube attracts over 1.9 billion visitors every month. So, if your blog inspires videos you post to this platform, you could find that they attract interest from people who have never seen the original content or even visited your site.

Extend or shorten existing content

Maybe some of your blog posts are BuzzFeed-style ‘listicles’ you could benefit from fleshing out. Alternatively, you could have just read a particularly lengthy article you were originally responsible for and thought, ‘Did this really have to be so long’?

Now would be a good time for you to chop seemingly redundant words from it – especially as research highlighted by TIME reveals that 55% of visitors to a webpage spend fewer than 15 seconds paying attention to what it has to offer.

Change text-based content into pictures, infographics or instructographics

While not all of your copy would be suitable for converting through any of these means, you could generate more interest in certain articles by peppering them with more pictures.

Other textual material could be recreated as infographics – where people get an easily digestible, step-by-step visual outline of the original content’s meaning – or instructographics. The marketing expert Jeff Bullas calls these “similar to the former except geared more towards ‘how to’ articles”.

Make usually live content available ‘on demand’

A webinar, for example, is something you might have traditionally preferred to deliver live. However, it’s also perfectly possible to save a recording of it for accessing online later. It’s not just people who actively participate in a webinar who could benefit from seeing it.

The ON24 Engagement Hub is one example of a customer engagement platform that can be integrated with your website to enable you to offer on-demand webinar content there.

Photo by Vlada Karpovich from Pexels

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