Getting extra life out of your content doesn’t have to be hard, and it can save you and your team time and money in the process. Whether you’re repurposing print for digital or reworking a piece of digital content for another format, here are tips for making it work.
1. Ask yourself what purpose it will serve
The first thing you should ask yourself is whether or not you should repurpose this content. In other words, what are your goals for repurposing this piece of content? Would repurposing your blog into an ebook serve your purpose of driving sign-ups to your newsletter? Would transforming a newspaper ad into a Facebook ad get people to come to your event?
Knowing what you want to accomplish ahead of time can help you know whether or not the effort is worth it. If it’s not driving a chosen KPI or supporting your brand goals, it’s probably not.
In addition, it’s important to consider who will consume this content. Make sure that wherever this content will live, it’s speaking to the right audience and will make sense to people in that context. For example: is this piece of holiday content going to go up at the right time of year?
2. Repurposing print to digital
Often times, print content has to do more lifting than digital, meaning that it has more pieces of information in a given composition. A piece of print content might have a quote, stats, visuals, and other items that come together to make the whole. With digital, those individual pieces can often hold their own for something like a Facebook post or tweet.
So, when transforming print into digital content, it’s best to break it into those component parts.
Whatever smaller ideas are part of the larger piece of content can be transformed into their own self-contained pieces. This could be a magazine article subheader being expanded into a blog post, an individual item from a weekly ad being made into its own image post for social media, or even a quote being made into a tweet.
When you go to make the change from print to digital, please, please, please don’t just slap your existing image as is into whatever format you’re using and expect it to work.
Find out what image dimensions make the most sense for social (1:1 image ratio on Facebook, for example), and decrease the DPI from 300 to 72 if necessary. Make sure the image is strong on its own, conveys a single idea that supports the content, and is uncluttered by text or extra elements. For copy, make sure it fits the tone of the platform. This will vary from ebook to blog post to social media, but again, consider how someone will consume the content and speak to them conversationally where possible.
If you can, stick to one single idea that is aligned visually and textually, and you should be just fine.
3. Easy ideas for repurposing digital to digital
If you’re just repurposing digital content from one format to another, you should have it a little easier. All you need to do is repackage or break apart (similar to print to digital). You can even take an old piece of content and update or refresh it to repost.
In terms of breaking apart a piece of content into smaller pieces, digital really shines. You can take an ebook or case study and make an entire article or video out of each main point that’s shorter and more digestible. Whatever you decide to do, pick a single main idea and stick to it for your new content. Keep it simple.
With your main message in mind, think about whether or not any of these formats would be a good vehicle for your goals:
- Blog post/article
- Social post
- Quora post
- Email newsletter
- Case study
While this list isn’t exhaustive, it can be useful for jumpstarting your reformatting process.