How To Get More From Your Content And Assets
- June 5, 2020
Repurposing your existing content and creative assets can be a low-cost way to develop new content, experiment with new formats, and extend the value out of past investments.
All of our content and assets have attributes that can me re-imagined and changed to create something new.
In this video, Philip breaks down how even a piece of content that appears unusable, can be transformed into a variety of valuable content that can be used across all of your distribution channels.
How to Get More From Your Content and Assets
Repurposing your existing content and creative assets can be a low-cost way to develop new content, experiment with new formats, and extend the value out of past investments.
The idea itself is simple enough. But it’s not always that easy to imagine something in a new and unique way.The key to effectively repurposing content and assets is a high-level creative approach.
Purpose, medium, distribution, message, style, tone, format, length…
All of these are attributes that can be re-imagined and reshuffled to extend the value of your existing assets and content.
Even re-thinking what it means to be content can unlock new sources and opportunities.
Alright, so let’s imagine a couple examples here. Your company has a professionally produced on-boarding video for new hires. You repurpose the footage of your facilities into a new digital video that showcases your best-in-class technology.
Now let’s look at another example. Your CEO delivered an impassioned speech at an industry event, and the event producers recorded a video of that speech. The problem is the video quality was brutal and you can’t use it. The audio quality however was fantastic. You could just take that audio recording in it’s entirety and release it as a podcast, however let’s get a little more out of it. We could chop out a clip, add a graphic to it and then use that to promote the podcast. But I think we can get even more. There were some great soundbites in this speech, so we’re going to take out the best quotes. We design a quote graphic template and all of a sudden we have a series of content that we can use on social media. But that’s not quite enough. I think we can still get a little more out of this speech. When we originally posted that podcast, what we did of course, was transcribed it to make it accessible for people with hearing impairments. Now we can take that text, edit it and reformat it for print, and we have a new blog article.
So we started with what seemed like a broken asset; the speech at the conference with unusable video. And what we ended up with was with a podcast, short-form video content to promote the podcast, a series of branded graphics, an accessible and searchable text alternative to the podcast, and a whole new blog article. This content can now be distributed in a number of different ways, including on your website, as well as your social channels.
