Article

Sarah Gate
Sarah Gate 27 May 2016

Content Rejuvenation: Reduce, Reuse, Recycle

Stop reinventing the wheel with your content development. Here's how you can work smarter, not harder, when publishing newsworthy content online.

Content Rejuvenation: Reduce, Reuse, Recycle - the three R's of content success and sustainability   

Recently, I spent some time with a Social Media Manager for one of the world's top banks and spotted some dated magazines on her desk. This piqued my curiosity*, I found myself naturally wanting to enquire as to what on earth she would need a magazine from 2012 for. 

"Content rejuvenation" she explained. Her team was currently busy scanning through dated content for relevant stories and people to highlight on their community blog. As an aside, don't you just love big marketing budgets and teams that allow for this type of resource? Of course, this isn't a new concept but having it brought to my attention was timely for this article I am now writing. 

As a marketer I have been there and hit the brick wall of content development. Ideas dry up, news stories are scarce and you just don't like the sound of your own ideas. Content rejuvenation is a fantastic way to combat this. Not only are you saving time but you are being resourceful in saving time on doing a lot of research. 

Quite often I will read something and want to rewrite it or put it in my own words or opinion, but content rejuvenation is more than that. It gives marketers a fresh look and a new angle when stuck in a content rut. 

So where to find suitable content? 

  • Do an information search for publications, blogs, news feeds from related sources in your industry
  • Find a brand partner or a content publisher who would be happy for you to share their ideas
  • Look for reputable sources only, ensure that you are not about to develop content that sounds unreliable or that your audience won't like 
  • What does your audience like? Look at competitors from overseas, even look into translating content that could very well be relevant had it been in the right language 
  • Simplify content that was once too complicated or not tailored to your audience but still relevant 
  • Look for stories on opinion leaders in your industry and develop new thought pieces 
  • Be sure not to infringe on copyright, and if unsure, ask permission

As mentioned earlier, this might not be a new concept, however it is a useful trick to have up one's sleeve. 

*cats are my spirit animal 

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