Clever ways to update and reuse “old” marketing content

Certain content – like advice on how to effectively set up a new iPhone model right out of the box – can quickly become irrelevant. Other pieces, on the other hand, could age like a good wine and even become more topical over time.

Various forms of marketing content — like articles, blog posts, graphics, and even videos and podcasts — that were originally published years ago can be effectively repurposed into “fresh” material. Here are some particularly strategic ways in which you can achieve this.

Create a ‘then and now’ piece

Old videos can be notoriously difficult to update in a way that makes the old and new components look seamless and appear like they were originally shot around the same time. However, that may not be quite the desired or needed effect…

Remember that “new iPhone model” we mentioned earlier? If you originally filmed yourself opening the box on the day the device was released, you can now create follow-up footage that will verify how this iPhone has held up over the long term.

Turn popular blog posts into YouTube videos

If you want to create seamless-looking videos, you should probably create them from scratch…or from a blog post that’s proven particularly popular with your site visitors.

According to a statistic published in a Business 2 community Articles attracts over 1.9 billion visitors to YouTube every month. So if your blog inspires videos that you post on this platform, you might find that they pique the interest of people who have never seen the original content or even visited your site.

Expand or contract existing content

Maybe some of your blog posts BuzzFeed-Style “Listicles” that you might benefit from drafting. Alternatively, you could have just read a particularly long article that you were originally responsible for and thought, “Does it really have to be that long?”?

Now would be a good time for you to cut out seemingly superfluous words — especially as research from has highlighted TIME shows that 55% of a website’s visitors spend less than 15 seconds engaging with what it has to offer.

Convert text-based content into images, infographics or instructional graphics

While not all of your text would be suitable for conversion in this way, you could generate more interest in certain articles by peppering them with more images.

Other textual material could be recreated as infographics — where people get an easily digestible, step-by-step visual overview of what the original content means — or instructional graphics. Marketing expert Jeff Bullas calls these “similar to the former except geared more towards ‘how to’ articles”.

Typically provide live content “on demand”.

A webinar, for example, is something you’ve traditionally preferred to hold live. However, it is also possible to save a recording of it for later access online. It’s not just people actively participating in a webinar that could benefit.

The ON24 Engagement Hub is an example of a customer engagement platform that can be integrated into your website so you can host on-demand webinar content there.

Photo of Vlada Karpovich out pixel

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