2020 desgn dollar mulitiplyer 10

Re-purposing your Content

If you are interested in content marketing for your brand (You are reading this post!) then you will be interested on getting the most out of your content. I like to think of it like finding the best way to invest your money in life. There are different ways that lead to different results.

Content Marketing is becoming more and more popular with brands. The reason for this is simple. People are online doing research before they buy. This research includes an average of 10 sources before they buy. People are also online in general. Much of the time they are online it is for these 3 reasons:

1. To become more educated on a topic
2. To connect with friends
3. To be entertained

This post covers how to plan and get more out of your content assets. The 3 areas above are the main 3 motives for search or pulling up a website or app. With these 3 motives in mind a brand should develop a strategy for repurposing the content they have.

This is the same question that Coca-Cola asked in Chapter 9 of Content 2020, “We need a lot more stuff without a lot more dollars”. By ‘stuff’ they mean content. A fluid approach to the content production is needed. This can only happen by planning ahead for multiple content types.


How to Re-purpose Your Content

Re-purposing is the answer for getting more out of your marketing budget. Re-purposing is making changes to the content including persona type, goal, and overall structure. Planning ahead is a must, so that content is not duplicated. Duplication is not the goal!

Your content normally starts with a story that you want to communicate. Most likely, the story idea will come about with the medium connected to it. Let’s say, you have an idea for a personal interview video with your CEO. The next step is thinking, “How can we take that content and multiply it as many times as possible?”

If you produce the video and afterwards plan on multiplying it, you are creating extra work for yourself. It will be a rocky transition. The finished content will not be as polished as it could be. It is more effective to plan re-purposing from the start. The script can be written for the video including the other aspects of how it will be used. It is good to set a number for the re-purposing of content. Can you get 10 or 20 extra pieces of content out of your original idea? This is maximizing your content marketing dollars!

Planning Tips

Don’t plan content based on the needs of your channels. For instance, don’t plan starting with Facebook. The planning of content should start with the focus of meeting company goals. This is an important difference. After planning and writing the first draft of content, it can be re-purposed for a particular channel-like Facebook. It is not the other way around!

Let’s say you start with one company goal and brainstorm it. As a result, there is an idea for a video. How many parts should the video have? If the video topic is then used for podcast conversations, how do these two different uses inform each other in the planning process? You may have a video topic with two videos but for pod casting it can be used for at least five podcast. This is something that could happen because podcast can be more of a conversation between a host and a guest.

Planning Your Content

When planning your original content it is important to think ahead to how it will be repurposed. The categories you will need to re-purpose your content are below:

• Marketing channel/ channel integration
• Personas changes
• Goals
• Structure
• Editorial planning

Below I list descriptions of each:

Marketing Channel

Below are some of the most popular options for channels:

• Company blog on your website
• Facebook
• Twitter
• Slideshare
• Linked-in
• Google +
• YouTube
• Vimeo
• Pinterest
• Foursquare
• Instagram
• Flicker
• Tumblr

Only use channels that your target audience in on. It is also better to do 3-4 social channels well than 5-8 poorly. Quality control is a must.

Persona Changes

Your target persona may change from channel to channel. Your Facebook target persona may be different than you’re Linked-in. In this case, always ask who is going to be reading this, or what position are they in? This will allow you to fine-tune the content for each persona.

Content Goals

The original content idea had a goal. That goal may be on point for the video, but when the content gets re-purposed for Linked-in, we need to think about why we are on Linked-in as a brand. Does this channel have a different and specific goal in our marketing strategy? The content then needs to be adjusted for this particular channel goal.

If content cannot be re purposed it would be better to not use it at all on that channel. On the other hand, the major issue would be to have the same content with the same titles across all channels. There should be some adaption to the channel and the focus of the goal.


This includes standards for each type of content developed. If it is video, let’s say the video should not be under two minutes and not over three for this particular project. If it is text for a blog, you could set a standard of 900 to 1,300 words per post.

Editorial Planning

When editing your content for the different channels, see how you can be consistent. How can you tie it all together? This should also be included in your planning from the beginning. Make sure that you have an editor who is not doing the majority of the writing. The editor needs to be able to look at the content with an outside perspective. The content pieces should have the same brand voice, quality, and company direction. An Editorial Manager can help to add the needed consistency to your content.

Take Away

The number one planning tip: plan it all at the same time. Make it easy, and see how much you can multiply your content-with keeping quality control. By doing this, you can make the content marketing budget go further. You can also reach out to an audience on their favorite channel.

If you can’t keep the quality of the content, maybe the spreadable limit has been found for that piece of content. Quality control is not just about the message; it is also about the presentation. Quality images are important. First, it is important to have images in your content. Secondly, the quality of the image can make an impression.  Why not think creatively and wow people with your images? That is a part of my presentation strategy with this blog. I know that quality images will make me standout from the rest. I also enjoy taking the visuals of the blog post to the next level.

On a more practical side, Images keep readers on the page for much longer. Online blog posts and articles with images performed 91% better than those without images. Visual content is actually processed 60,000 times faster than reading text.

Planning your content re-purposing from the start is a best practice. All of this planning and development flows from company goals not from the needs of individual channels. It is good to set a re-purposing number for content pieces. This gives you a goal to meet. This post concludes my writings on Content 2020. Thank you for reading!