The way people consume information varies – one person may lead with their visual sense and prefer to read and study written material or they may be attracted to the images and layout of an Infographic. While others could be more auditory and prefer to listen to podcasts. And, moreover, we talk today about ‘personas’. Not particularly a new concept just a new name for what we used to call profiles, and they categorise customer sets by behaviours and goals. We can get up close and personal enabling us to map the message, format and delivery more precisely. And this is what Content Repurposing does for us.
Let’s look at an example; you have a white paper which you have used many times in its basic printed format at events. In effect, that white paper has reached only one audience. By repurposing that whitepaper, say into a video, and posting it on YouTube you give yourself an expanded audience reach and you are penetrating audiences who may have a learning preference for that format. What’s more you could summarise the whitepaper and post it to your blog, have the whitepaper, Infographic or video as downloads and tweet it across the ether to an even wider audience.
Repurposing makes your content go further and you actually end up creating less and marketing more. Just remember there are three main areas of intervention – the message (written words), the format and the channel or platform: