Thursday, June 9, 2016

Recycling Your Marketing is as Important as Recycling Your Building Materials

Repurpose, Reuse and Refresh your Content

An article by Reed Dillon

I admit I am a crazy about not wasting things, especially food. I probably got it from my mom who was very poor as a little girl. Just the other night my wife pleaded with me not take home my daughter’s uneaten French fries as we were about to leave a restaurant. I told her I knew I could turn them into hash browns. Needless to say the French fries were left on the table which killed me. So upfront I admit I have an illness.

As it turns out my illness can also be a virtue. In fact repurposing things can be very useful especially when it comes to content. You may be sitting on a pot of gold that could increase traffic and you may not even know it. You can call it the three R’s - repurpose, reuse, and refresh.

What content do you have laying around that could be repurposed and reused again?

Do you have any old blog material? Don’t let old content go to waste. Repurpose it into other forms. Here are some ideas.

Videos: The Washington Post predicted in 2015 that within the next 5 years 85 % of all internet content will be video. The only thing that is holding us back now is bandwidth. Video is one of the best ways to educate, engage and keep visitors on your site. Videos are of course driven by content. What blogs, training and presentation materials do you have that could be translated into video content?

Podcasts: Turn your information sourced from another medium into a podcast. A podcast is easy to record and edit and is portable for the listener. Podcasts can be a compelling way to share information and are fun to listen to especially if you have one or more people joining in the interview or conversation. Sometimes I listen to them while I am working as I assume others do.

Infographics: An infographic is a simple way to communicate and articulate ideas in short-hand. Complex information can be broken down into easily understood graphics. A blog is in its essence a very short thesis on a narrow subject. You state a point of view and you back it up with information and/or bullet points to support your thesis. If you think about it in graphic terms you may be able to translate those words into visuals that convey or represent ideas or processes.  

PowerPoint’s & Webinars: PowerPoint’s and webinars are a part of conducting business presentations. Often a lot of time and effort is put into the gathering and organization of information for these presentations. The information, can be quite dense is delivered in a short period of time. Instead of gathering dust these forums and content can provide a lot of material that can be re-written and repurposed into blog posts, Slideshare’s, E-blasts or other material etc.

Blogs: It is a fact that every small business needs to regularly posts content on their website. Blog content helps grow SEO ranking but can obviously be difficult and time consuming to create. On the other hand businesses often produce volumes of written material that never makes it onto their website. This could take the form of training materials, newsletter material, brochures or email content etc.  All of these could possibly be repurposed and used in blogs. As well blogs can be repurposed into e-books. Take inventory and see if you may have potential resources.  

Social Media: With social media postings there are no limit to how much you can repurpose and posting content. I challenge you to think beyond that Tweet or Facebook post to how content can stay out there longer and attract more interest.
Think about your resources and the gold mine you may be sitting on. Repurposing may seem obvious but I’ll bet if you think about it there are many of us, self included that could be doing more of it. Consider formulating your own a 3R plan to repurpose, reuse and refresh today.

We welcome hearing your thoughts regarding the repurpose and reuse of brand content. Feel free to post your questions and thoughts in the comments section below.

ABOUT Reed Dillon - Reed Dillon is the owner of Creative Brand Content, - a marketing consulting company and, a subscription blog service for builders. Reed has spent nearly two decades heading the marketing departments of some of the industry’s leading modular manufacturers and earning numerous national marketing awards.

Contact can be made at or by phone at 540-488-2978.  

Some content for this posting were sourced from the blog: by Victor Clarke

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