How To Repurpose Corporate Content
The old business adage ‘time is money’ may sound tired, but it’s still valuable. Today, we’re talking about that idea in conjunction with your company’s digital footprint.
A brand’s online presence is extremely powerful and drives sales. Reputation is increasingly important to consumers. Your website and social media profiles are a vehicle to express your values and corporate personality.
But… What Do I Post?
That all sounds great and even exciting to a lot of marketing teams. The trouble is, it takes a huge amount of content to drive these digital profiles. You have to keep them active, fresh, and on-brand. If customers sense you’re phoning in your efforts, your reputation takes a nosedive.
Even worse, they see you as out of touch with their interests and the world.
Don’t panic. You can manage your social media on a budget.
One of the easiest ways to simplify your digital marketing efforts is to adeptly repurpose content you already have. You spent time and probably money to create it. Therefore, if you leverage it right, you’re actually coming out ahead.
Here are some suggestions we have and how companies like ours can help.
Repurpose Corporate Content: Run Video And Hire Editors
Anytime your company does something worth noting, get someone to film it. This includes behind the scenes moments during commercial shoots, energized moments at team meetings, eureka moments in product development and corporate giving opportunities.
You’re already doing these activities during your normal course of business. Your customers will appreciate seeing the inner workings of your company. People love exclusive content because it brims with relatable moments.
Ok, so maybe you don’t have to film everything, but start seeing normal business activities as a potential social media moment. This is especially true during corporate events from conferences to social gatherings.
Chopping And Changing
The second part of this tip requires a relationship with an editor. We think it’s most effective to hire a videographer to shoot your footage in the first place as well as edit it after the fact. If you establish a long-term relationship with this company or individual, they have a wide breadth of your content to pull from for future projects.
You can ask them to repurpose existing content in a variety of ways and they already have the footage on hand or have a familiarity with it. They also have an understanding of your corporate persona.
Repurpose Corporate Content: Photography
Want to maximize your spend even more? Ask for some still shots in tandem with your video services. By doing this, you’ll have an incredible amount of original, branded content to use in your marketing, training and commercial materials.
Establish a dropbox or external storage depository that different teams within your company can access. This gives them a one-stop-shop for the content they may need during campaigns or other events.
Repurpose Corporate Content: Written Content
Are you blogging or microblogging on social media? You’ll need photos to accompany those posts. Upload your interesting corporate videos and link between your profiles to build online authority and provide more value to your audience.
In fact, a picture or video can provide inspiration for written content by serving as the basis for a blog or the text of a post. Guests speakers at events can be transcribed and released as blogs, ebooks, and even notable quotations to crush your Instagram game.
The Big Picture
Ultimately, we want you to start thinking about your content as the lifeblood of your business. Maximizing the take from every effort will keep your digital outreach strong without costing you an arm and a leg.
Inbound marketing is already infinitely more affordable than traditional marketing. Stretch your budget even further with creative content repurposing.
We’re big fans of social media and we understand the mechanics of inbound marketing. This helps us create a variety of deliverables that meet clients’ needs. If you already have content you need repurposed or want us to shoot your next event, contact us today!