Content repurposing is receiving increasing attention as it has proven to be a fast and effective way to engage with different audience segments while efficiently utilising available resources. However, repurposing is often undertaken without much consideration about its potential effectiveness. Many media organisations rely on simply cutting and republishing available content from one channel to another. While this approach is not inherently bad, it is often executed incorrectly, leading to poor performance and, subsequently, wasted resources.
The good news is that achieving ultimate efficiency in your repurposing workflow requires only dedication and following 5 key components below.
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Build a long-term strategy: Everybody knows that in order for intended actions to bear consistent results, they have to be planned thoroughly beforehand. However, an ad hoc approach still prevails in content repurposing, which can potentially damage brand image, the effectiveness of shared content, alignment with target audience expectations and efficient resource allocation. To avoid such unwanted aftermath, your repurposing intentions have to be aligned with a broader content strategy and requirements for every target distribution channel. This aspect is important, because every platform has its unique target audience with different preferences and behaviour, as well as technical requirements. Carefully planned repurposing strategy ensures a consistent engagement from your target audience, optimised content distribution workflows, more monetization opportunities, coherent brand image and efficient resource allocation.
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Incorporate automations: Manual and repetitive work can be a great way of having full control over the outcome, but it has substantial downsides. It hinders creativity-centric tasks; has a high rate of human error; is limited for scaling up, and slows down an overall performance. As a result, maybe your teams can have full control over the process, but it limits innovation and optimisation opportunities. Fortunately, strategically utilised automations can significantly improve the effectiveness of your repurposing workflows. For example, such tasks already can be effectively automated: content adaptation and personalisation based on numerous predefined rules; seamless content delivery over different platforms, and continuous performance analysis for further automated optimisation.
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Get your digital archive in order: It doesn't matter how much thought and effort you put into making repurposing workflows work if your media archive is not organised well enough. Even though content plays a central part in the media industry, its preservation and discoverability are often overlooked. When it comes to repurposing workflows, a disorganised archive inevitably leads to challenges in finding and accessing the required assets, as well as the risk of creating duplicates of existing content. A truly organised and accessible archive goes beyond just having a file in the right place. It requires a logical folder structure, standardised naming conventions, detailed metadata for each asset, and a version control mechanism in place. All of these aspects ensure that your teams don't waste time on content discovery but rather focus on the creative aspects of repurposed content. Moreover, an organised archive provides a necessary edge for scalability, helping your team to handle increasing content volumes more efficiently.
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Streamline collaboration with digital tools: Repurposing workflows involve multiple parties, which can create ideal conditions for inefficient collaboration. If not addressed, your teams can chronically suffer from misinformation, poor task coordination, delays, disjointed feedback, and version control issues. The impact of utilising collaboration tools is often underestimated. However, they can make a significant difference in streamlining repurposing workflows. By strategically using collaboration tools, your teams have a central and easily accessible place for real-time communication, progress tracking, task management, file sharing, collaborative feedback and monitoring of any modifications.
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Foster data-driven decisions: In the present saturated and dynamic market, nobody can afford to make groundless decisions. Only one uncalculated move can easily make your audience switch to many other alternatives. To stand out, media organisations have to maximise the effectiveness of the content by tailoring it to the preferences and behaviour of specific audience segments. This level of personalisation can only be achieved with detailed insights into your audience, market, competition and internal operations. Data plays an essential role in enhancing the efficiency, effectiveness, and impact of repurposing efforts in the ever-evolving media landscape.
Content repurposing has great potential when it comes to reaching new audiences with available content. At the same time, without proper planning and consideration, these efforts can go to waste. With the above listed 5 key components, media organisations can maximise the benefits of content repurposing, strengthening their presence across different channels and solidifying their brand identity in the minds of the audience.
