RHB Banking Group

In the highly connected world today, we are being flooded with information everywhere. Social media, TV, Digital Signboard, you name it. We will only consume the content that captures our attention and we are learning things faster now. Hence, we might not even notice that our attention spans are shrinking.

Have you done anything on the content that has been “swiped” away?

Blog posts with less view? Instagram videos with low engagement?

Your clients or bosses might abandoned those “failed” content after the completion of a campaign. Yet, every piece of content comes with sweat and tears. And ultimately cost of production too. (Time, personnel, and tools).

Content Repurposing Strategy

"One Man's Trash is Another Man's Treasure"

The objective of content repurposing is to transform the existing content into different format/style across channel in order to get the maximum return from it. Now, let’s delve into the “How” section.

1. Assessing Platform Suitability

The key aspect of assessing a platform suitability is to understand the platform format to resonate with your audience. You have to consider the content genre, length of a video, hashtags and character limits for your content repurposing and optimization. Please take note that certain social media platforms have high sensitivity for specific keywords (Xiaohongshu) and some platforms might no longer be accessible in some countries today due to geopolitical restrictions (TikTok). Make sure you stay updated with the platforms that your target audience is active on.

"We always heard the phrase “Content is King”, the question is “How long can your content remain as the King?”

2. Content Format Conversion

A. From Text to Visual

"A picture is worth a thousand words; a video is worth thousands pictures" - The low hanging fruit is to convert text-based content into visual format for the ease of storytelling.

• Text to Image

Find out all the blog post that you have created in the past, summarize its content with tools like ChatGPT and create infographics with Canva. The infograhics could design a step by step guide or comparison between few items in charts.

• Text to Video

Use market survey findings to create short videoes. For instance, “90% of Gen Z prefer cashless transaction in the CBD area and Credit Card paywave is their number 1 option among other payment option like Apple Pay, Google Pay etc.”

By using tools like Synthesia, you could generate informative AI clips to share with your audience.

B. Content Minimalism

“Less is more” – Short sentences and short videos are easier to digest and memorize.

• Long to Short

You may have some past live stream videos with influencers for interview or promotional campaign. Upload them into video editor tool such as Visme, slice and dice them into 30 to 60 seconds video, add background music and captions. Now you have some short teasers to share! Remember to get their consent before you repurpose their videos.

• Many to One

Saw the collage of photos sticking on the wall in your company? Find out the digital copy (JPEG, PNG, PDF) of the past event photos and group them together. Use tools like Adobe Express to create a slideshow video. Holiday themes are an excellent method to boost social media engagement while also creating excitement about your brand. You can’t go wrong with Valentine’s Day, Christmas and New Year content.

Key takeaways

Content repurposing is not about copying and pasting. Content repurposing is to make use of your available content creatively to re-engage with your audiences at a lower cost. You need to optimize your content to suit every platform and provide value to your audience at the same time.