Re-purposing your content and marketing assets may not feel completely natural, but there are several reasons why using existing material will help your marketing staff and your company image. Reusing content can be daunting since it requires not only strategic creativity, but also tactical planning. Read below to find some pointers and advantages on how to re-purpose your library of digital signage content.
Wait, where is that? You can’t reuse it if it’s nowhere to be found. Have an efficient and organized cloud-based file storage system in place, you will thank me if we ever meet. Disorganized filing systems, or the lack thereof, are not the only reasons great content gets missed or forgotten. Marketing teams are not the only departments that supply content. The sales and operations departments may not communicate as much as they should with the marketing department about current and past projects, letting great content opportunities slip through the cracks. Another occurrence is that there might be a new hire that is now responsible for scheduling and creating the content for the company. Issues will arise if new person does not realize that a press release was created about a similar topic or a video was produced for a similar campaign months before the new hire started. One way to alleviate this problem is to establish weekly/monthly/quarterly meetings to make sure everyone is on the same page and understands the broad marketing plan goals for specific time intervals
Why in the world do I need to make marketing materials for this? Understanding the objective is crucial. The past content is a great tool to explain the present. Merely telling the motion graphics designer you need a video or telling your copywriter to create an article defining a topic is not enough. People like to understand why they are doing what they are being asked to do. The old content is a great place to start the conversation. The old content needs to be accessible for everyone in order to understand what was created. This is when you'll be wishing you had an organized, cloud-based file storage and sharing system in place.
It all looks like it works! Brand continuity can benefit from re-purposing. Cross promotion is a strategic method that brings multiple channels together. Unfortunately, a company’s website often looks completely different from the motion graphics videos posted on their YouTube channel and digital screens. This lack of brand continuity creates confusion for the customer. It kills me when a company does the research and knows their target market, but still can’t get it right. Your current and future campaigns must have some trace of what has worked in the past. Again, this will save time and be more effective in reaching your desired audience.
It’s alive! …Again! Breathe new life into old assets and content. Your marketing team has a lot to do and it isn’t just producing new material every day. There is planning, vision, strategy, measurement, budgets, etc… With the continuous bombardment of different imagery and videos, a buyer is bound to miss/overlook a few of your motion graphics videos or blog articles. Resubmit this content by making minor revisions to the motion graphics videos or copy of the blog to ensure it is current. You never know, tastes might have changed since it was last used and it might go viral this time.