Bringing old content back to life (the right way)

Don’t let the title fool you, we’re not suggesting that you simply reintroduce old content into your social feeds. In fact, we feel so strongly against this that we went as far as dedicating an entire Serious Social podcast episode to NOT repurposing content.

There is, however, a way to leverage old content for maximum social impact. The secret: keep what worked, and ditch what didn’t. Audiences don’t want to hear the same thing twice. But when key excerpts of a content piece remain accurate and can be applied to current times, audiences are able to absorb the message through a different lens.

Here are some ways you can leverage old content, and what you can turn it into:

Video interviews

In-person video interviews aren’t as accessible as they used to be, and you may need to rely on content that was shot when gatherings were still permitted. While this may be the case, do not simply upload a dated interview. Instead, chop down the good bits and apply it to what’s happening today.

Then, switch the format up. Grab the audio and make an audiogram. Take an impactful quote and create a still social card. Anything that’s easily digestible and doesn’t lead your audiences down the exact same content journey.

Blogs

Your corporate blog has entries dating back years. Are all of the entries relevant? Absolutely not. But some may have a message that can be reshared in a different way.

Use an old blog post as a base and record a podcast episode on the same topic, but more off-the-cuff. This allows you to create unique content and gives visitors an incentive to read and listen, without having to go back to the drawing board every time.

Case Studies

Tread carefully with case studies – using older entries can do more harm than good and you need to ensure what you share remains relevant and above all, accurate. But, if you have a healthy, longstanding customer relationship but only an outdated case study to prove it – you can introduce small snippets that can keep it alive (and effective).

Grab a quote and ask your customer for an update. Rather than having them write it down, record what they say. Share it as an audiogram on your channels – let your audiences hear it, rather than see it.

Resources are tight right now, and we can see the appeal of simply reusing what’s already been produced. But your audiences are smart and will see through this and won’t reengage with what’s already been done. Only grab what’s relevant, make it concise and switch up its format. If you need help with your social content, drop us a line.

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