Content repurposing extends the value of strong research by adapting it for different customer needs and channels. It should add context rather than copy the same material everywhere.
This practical guide explains content repurposing through clear priorities, ownership and measurement.
Choose source content with lasting value
Choose source content with lasting value requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Identify distinct audience questions
Identify distinct audience questions requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Match the format to the channel
Match the format to the channel requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Preserve accuracy and brand voice
Preserve accuracy and brand voice requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Create a production workflow
Create a production workflow requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Measure assisted value
Measure assisted value requires a clear definition of the customer or business outcome. Document the current position, the person responsible and the evidence that will show whether the approach is working. Make one proportionate improvement at a time and compare results over a suitable period.
Implementation checklist
- Define the objective and audience.
- Assign an accountable owner.
- Use reliable data and customer feedback.
- Document decisions and review dates.
Repurpose selectively. One well-researched idea can support many useful assets when every version has a clear purpose.