Doing More With Less: Recycling Brand Content
Discover the secret to boosting your brand’s visibility by recycling old content.
Chris Savage, CEO and co-founder of Wistia emphasizes the value of evergreen brand content that can be repurposed in various ways. By reusing videos on different platforms or updating them with fresh content, brands can effectively save costs and resources while reinforcing their key positioning messages.
Approaching the fourth quarter of 2023, economic uncertainty is still top-of-mind for most executives who are being tasked with making budget and staffing decisions that will positively affect the company’s bottom line. For many marketing teams, this may mean an expectation of creating the same amount of content with fewer resources. With 19% of businesses maintaining last year’s video budget and 40% feeling unsure of their moves for 2023, marketers need to consider recycling past content in fresh, new ways.
The reality is that most brand content is evergreen and can take on countless forms. Reusing a video, whether through another channel or as part of a new and improved video overall, can ultimately save money and resources for a brand while reiterating your company’s top brand positioning points. Here are some ideas to consider.
Recycling Your Content To Better Optimize SEO
As the technology and marketing industries grow and change, updating past content is a great way to show your audience you’re staying up-to-date with the latest trends – whether creating a response to a video or updating an existing one.
Recycling old content, like blog articles, can boost your SEO ranking and credibility. This is because Google rewards more recent content, even if the old content is well-written and relevant to the topic at hand. Marketers can intentionally review their blog articles to identify the ones that are successful and the ones that are not. For the successful ones, they can explore ways to maximize the content’s potential. As for the underperforming ones, they can update and optimize them to ensure they deliver value to the readers.
Using old content like this is beneficial, but updating it with fresh and new information is a great way to drive more traffic to your website. By editing existing videos, you can also transform a video that once did not reach its true potential into an exceptional one. Marketers can trim, rearrange, and polish their videos to make them look brand new. In addition, they can stitch together the best clips and smooth transitions to make videos look fresh and update video thumbnails to drive more plays.
You can do simple and quick things to refresh content, like updating a blog post by crosslinking to additional blogs you wrote.
Using existing content to brainstorm and generate new ideas can be an easy way to repurpose materials more broadly. For example, when our team analyzed the data from a video we created about shooting content on an iPhone, we noticed that a portion of the video about iPhone settings was rewatched several times.
See More: Will AI-Generated Content Overtake User-Generated Content?
Repurposing Content on Socials
SEMrush’s State of Content Marketing Report of 2023 stated that 42% of marketers reported updating and repurposing existing content led to successful marketing campaigns. Repurposing video or audio clips for social media is another excellent way for brands to drive traffic to their content and site. Marketers can reformat long-form content into short, shareable clips that resonate most with that social channel’s specific audience.
A practical approach to marketing your content is to decide what the best angles of an episode are to see if there is something noteworthy you can call out in another form. Podcast episodes are a great place to find inspiration to repurpose content into articles and videos. Posting clips from a podcast on socials can increase engagement on a specific episode that just launched or even draw new attention to a past episode that discusses topics related to a current event.
Transforming Your Webinars
Webinars were the most popular live events for businesses in 2022. Webinars are meant to be transformed into many various forms of information. Repurposing the information from a webinar into a blog or case study allows you to reach a broader audience, such as those who prefer to consume their content in a way other than video.
In addition, snippets of the webinar can function as a trailer on socials for the entire session.
One webinar could have great clips for TOFU-type (top-of-funnel) email drips or campaigns, drawing interest in the brand or product you are discussing. Other webinars align more with the BOFU (bottom-of-funnel) phase. Webinars have the potential to be very successful at the bottom of the funnel, with higher conversion rates from those merely interested in learning more about the brand to becoming actual customers of their product.
The Future of Content
Despite economic uncertainties that could impact overall budgets, many brands still plan for increased video and content output. These brands must look closer at their current content plans and determine if repurposing existing content makes sense for their team.
Looking at existing content with fresh eyes can lead to new and better engagement with your brand’s audiences without breaking the bank. Finding ways to do more with less will help brands draw more traffic to their brands while increasing overall success.
What additional practices can marketers adopt to enhance their content strategies? Share with us on Facebook, X, and LinkedIn. We’d love to hear from you!
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