“Repurposing” is a relatively new buzzword in the ever-changing world of marketing, although smart, forward-thinking organizations seeking ways to stretch their marketing and communications dollars have ascribed to this concept for a while. Cathy’s most recent article in the Knoxville News Sentinel gives an insightful look into leveraging your marketing assets beyond a single purpose and ideas for leveraging those assets.

Basically, repurposing is taking a single marketing strategy, perhaps originally intended for a narrowly defined audience and/or implemented through just one marketing channel, and finding additional ways to leverage it into other distribution channels, thereby reaching additional audiences.

The beauty of starting a marketing initiative with repurposing in mind from the get-go is that this is usually an excellent way to make your marketing expenditures more cost-effective because you can re-use the same content, creative, etc., once it’s been developed.

Here are some good examples of repurposing:

If the media writes a favorable story about your organization, send the article or a link to it to a list of your targeted prospects, customers and key influencers, with a personalized note from you which interprets your news in a way that is meaningful to them.

If your organization has internal communications channels, you can take positive external news that is published or aired and modify it for your internal audience, creating a great source of internal pride and providing your team with talking points to spread these messages within their individual spheres of influence.

Content and creative initially generated for printed collateral materials can frequently be used on your website and in your digital outreach initiatives (and vice versa).

A comprehensive case study can have multiple purposes and channels, including social media, YouTube videos, periodic print and/or online newsletters, trade publication articles, attachments to e-mail prospecting letters, etc.

While filming a single video, explore from the beginning how you can break it down into several “snippets” for use on social media platforms, the banner on the homepage of your website, YouTube and Facebook advertising, and various customer prospect presentations.

If you are delivering a speech to a live audience, videotape it to be used either in its entirety or as brief segments online and as part of sales presentations and even media updates.

You get the idea: The goal of repurposing is to cost-effectively utilize your marketing assets beyond a single purpose, thereby fully leveraging your upfront costs, and re-using the marketing products you generate for numerous other distribution channels.

The best way to ensure that this happens is to consider on the front end of a project all the ways you can utilize the marketing tool you are creating, and then be sure you build in those multiple purposes from day one.

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