June 29, 2009
Liz published this at 9:15 am
Repurposing Content Is a Service
If you watch cable television carefully, you will see an interview clip from one program replayed again in another program. Perhaps you’ve had the feeling you’ve seen a show before, but then again . . . maybe not? Packaging and repackaging bits of content makes it worth more and last longer. Five uses for the same content stretches the corporate dollar.
It seems backwards doesn’t it . . . to reuse content in a time when there is so much of it? But it makes sense. If I know my content is accurate and high quality, I should share it with as large an audience as I can — particularly in this time of attention economy.
So Much Content . . . Why?
The amount of content and information available is more than anyone can read, yet we are all being asked to know more, and more, and more. If there’s so much content already, it seems miserly to repackage what is already published?
There are valid reasons to repackage content in this age of attention economy. Repackaging and repurposing content allows a publisher
- to custom publish for individual niche markets.
- to focus publications on key principles they want to highlight.
- to show their flexibility in the marketplace.
- to give old customers new reasons to buy.
Granted, those three points actually say the same thing in different ways. That’s exactly what repackaging is — tailoring content to suit the needs of the audience.
Just as some conversations are meant for an email, some for a meeting, and some are meant to be shared in person … content can be designed to fit the needs of the situation.
Giving the readers what they want instead of what we think they need — that’s a concept worth exploring. Much of existing content probably suits existing needs, if only we would structure it in way that our readers found it relevant and offer it so that they could use it as they want to rather than as we think they should.
How many ways do you offer your content? Just one? Is that enough?
–ME “Liz” Strauss
Work with Liz!!