In this age of seemingly endless abundance of content, it’s easy to be lured into the fallacy that once produced, content is redundant and destined for general waste. But a more prudent approach may be to review instead what content assets within a business could be better utilised to enable more consistent communication across broader internal and external channels (targeting both internal and external stakeholders, audiences and customers).
Content can be used in its existing form or the messaging could be utilised to create additional high value content such as video. Social channels naturally also play a key role in the distribution of this content to specific audience sectors or in a wholesale capacity. Rather than throwing the baby out with the bathwater, as content is recycled and repurposed into higher value content, look to measure engagement and targeting to specific audience members within various stakeholder groups and across social audiences.
The content analysis or audit may extend across internal and external platforms and marketing channels. From a cost efficiency and resourcing perspective, historic content can be further leveraged thereby lessening the requirement for continuous production of new content, in turn boosting efficiencies for the resources producing the content. Through leveraging and utilising existing content assets, the volume and cadence of effective content will be boosted.
In the case of interactive video, content asset utilisation can be maximised through repurposing components of the content or adopting the content in its entirety. Virtually any form of content can be directly linked to the video within the viewing experience (such as links, information, videos, images and the like).
By reviewing internally what existing content and information can be repurposed into higher value content (Eg written pieces that could become video interviews) or integrated to assist in educating various audiences or providing them with key information or calls to action, the viewer is able to experience a curated journey and there is greater visibility of success and performance through the establishment of content and engagement metrics that can extend to each individual piece of repurposed linked content within the interactive video.
