Reduce, Reuse, Recycle: Designing Content That Lives Forever

Producing great content is hard work, and constantly coming up with new ideas and topics can be even harder.  According to the CMI’s B2B Content Marketing Report 2016, the number one challenge marketers claim they face in content marketing is producing engaging content. If you have done content marketing for any length of time, you know how time-consuming it can be to keep up with an effective content calendar.

The good news is, it’s possible to reuse some, if not all, of the content you worked so hard to create. This way, you can not only get more mileage out of your marketing efforts, but you’ll also be able to bring your older content back to the top of your audience’s mind.

No wonder 57% of content creators are considering finding better ways to re-purpose their content as one of their top priorities. And why not? Striking a balance between quality and quantity is what sets OK marketers apart from damn good ones. Re-purposing content is a great way to achieve that balance.

Here are some tips that’ll help you reduce, reuse and recycle your content effectively.

Reduce – Trim the Fat off Your Content Efforts

Simply producing a boatload of content doesn’t cut it, nor is it a feasible option for all types of companies. You don’t want to skimp on the value you’re creating for your customers and target audience. Solution? Identify the purpose of every piece of content you produce and ask where it adds value — to your customers and your business. You should stop investing time and money in content that doesn’t have a well-defined purpose.

Here’s a quick checklist for you to decide if your content is worth what you’re spending on it:

  • What is the purpose/goal of this content?
  • Does the content communicate your voice, your brand values, etc.?
  • Will this content help your brand stand apart from the crowd?
  • Is the content time-sensitive or will it have a lasting value? (We recommend having a balance between both types.)
  • Will this content format help achieve your goals?

You could also cut down the average time spent on your content creation by involving your readers and audience in the idea generation stage. For instance, you could take feedback or comments shared by your audience / followers and expand upon them. Or you could ask them directly what they want to read about next. This will not only reduce the amount of time your team spends on coming up with new ideas, but will also make your audience feel more valued.

Reuse – Refresh Your Old Content

Sifting through old content, you may find that some blogs contain information that’s relevant now. You could easily give them a facelift and reuse them. How? Turn them into infographics, a presentation or webinar, or break them down into bite-sized chunks to be turned into social media posts.  

Similarly, you could split up long-form content pieces such as longer posts, white papers, or e-books, and make them into more easily digestible pieces. This makes sense because they involve a lot of original research, rich info, and statistics. You could re-purpose such content into:

  • Blog series
  • Infographics
  • Webinar
  • Video series
  • Podcast series

While this approach may require additional resources, it will still allow you to make the most of your existing content and make it more accessible and engaging to a wider audience group.

Recycle – Go Green with Content Marketing

To be effective at content marketing, you don’t necessarily have to increase your content production. You may have plenty of good stuff already available. Don’t hesitate to turn it into new pieces of content. However, it’s equally important to create — in the first place — content that has the legs to stay relevant for a long, long time down the road. For instance, content that teaches people how to do something has a long shelf life. Similarly, quick tips and hacks have an evergreen appeal. Creating these types of content could help you reap dividends far into the future.

When it comes to content marketing, less can be more. With a little effort and a little creativity, you can put a whole new spin on your older content and make it shine like new