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Reduce, Reuse, Recycle: Making the Most of Digital Content

This is a newsflash – ready yourself: not everyone has a seven-figure marketing budget.

When it comes to making the most out of every penny, there are tools, tricks, tactics and more that can make your budget stretch a little further.

But sometimes it’s just clever ideas and re-purposing content from one platform to another that can save time (and we all know time is money!)

Here are some great ideas for cutting costs while increasing output.

Step 1: Audit What You Have

So many companies have print, graphics, downloads and more that were all designed with the company and customer in mind. If we have a look – and I mean a really good look – through all the assets you have.

KEEP IN MIND: To get the most out of these you need the editable document; not the final product!

Some ideas of content types that work really well for our ethical recycling approach:

  • Infographics
  • GIFs
  • Images/ photos of all kinds
  • Video
    • Product videos
    • Venue videos
    • Webinars
  • Audio
  • Blog posts
  • News posts
  • Press releases

The list goes on, but if you have the will, there’s a way to upscale content based on what you want to achieve.

Step 2: Focus on Channels You Actually Use

The whole purpose of this exercise is to increase efficiency, so knowing what content you need is key. It’s important not to just “reinvent the wheel” by re-purposing content for channels or sources you just don’t use, or that aren’t effective in the first place.

As a general rule of thumb*, the example content types below get the best results on the following channels:

Content Type / Platform Examples Video Copy Infographics GIFs Photography Interactive (games etc.)
Website X X X
Facebook X X
Instagram X X
Snapchat X
Twitter X X X X X
LinkedIn X X X
Pinterest X X
YouTube X

*Heavily asterisked, do your research and know your numbers first!

Step 3: Ideas for Re-purposing Content

Here are some unusual ways to re-purpose content you already have, and what to keep in mind when rebuilding the content:

  • Infographics
    • Can become sharing cards for social media
    • Can become ads
      • the info and graphics can be used to make GIF ads, for example
    • Can become the data overlays in video
    • Can be ‘chopped up’ into smaller graphics to be used on the website
  • Video
    • The ultimate re-purposing of info!
    • Videos can be re-cut and cut again to make ads or short snippets for social media
  • Copy
    • Can be made into press releases
    • Can be made into blog posts or news articles
    • Can be reconstructed to be “expert comment” through PR channels

Now Just Watch Them Go!

By thinking smart and planning content that can be re-purposed, you’re already one step ahead to having a more efficient content marketing budget, with more bang for your buck.

Fat Media have a dedicated content marketing team, including video, social media and PR specialists. So, if you need a little help or support with your content marketing strategy, don’t hesitate to get in touch!