What is repurposing?
The word ‘repurposing’, by English definition, is the use of something for a purpose other than its original intended use. Repurposing an item can be done by modifying it to fit a new use, or by using the item in a new way. The practice is not limited to physical items. It's common to repurpose marketing material and content. Every digital marketer can attest to the reality that marketing ideas run out sometimes, having experienced the mental realm known as ‘writer’s block’. Having to create fresh, unique content every single day can be a challenging adventure but the use of content repurposing can save you time, effort and resources.
Repurposing vs Revamping
Content repurposing is similar, but not identical, to content revamping. These two methods are often mistaken, one for the other. Revamping content involves customising or updating content to remain relevant to the correct audience. Content repurposing is re-using existing content and presenting it in a new format to expand its reach and/or its lifespan. Repurposing could include taking a video and recreating it into a series of images or into a blog, but carrying the same message.
Why should you repurpose marketing content?
Repurposing your marketing content is necessary when exploring new different customer personas. For example, customers that respond positively to video media as opposed to blog articles, may find your blog content unrelatable and they may not indulge. Repurposing also gives you the ability to scale and increase the lifespan of your content. Conveying the same marketing message in a different way will save you time that can be spent on writing, filming or designing infographics or videos from scratch.