Why I See "Repurposing Content" as Disrespectful
So you have a really great blog idea. Inspiration from an article. A case study or perspective that deserves to be shared. So you sit down and you write it out and you put it in the world. GOOD. FOR. YOU. That takes bravery.
This isn’t about that. This is about the language of marketers. It’s about people who consult and do the work of content marketing.
It seems like my feed and email newsletter subscriptions offering tips on how I can be a more effective marketer are frequently offering tips and advice on how marketers should repurpose content, repackage it, reuse it. Up the cadence. Fill the editorial calendar.
When it’s framed this way, it feels gross. It feels like marketers are encouraging their clients and employers to be a part of the clutter, chaos, and noise. Just slap a new coat of paint on something and call it new again!
Here’s a better way of discussing evergreen content: reenergizing, reframing, revisiting, renewing, and reassessing it.
When you believe in your words enough to put them out there in the world as a service to help people make smarter decisions, you are will think about helping, not just selling or clickbaiting or attention-seeking.
Marketers who are focused on being of service, respect their audience’s time and attention. People who are focused on being of service write things they think are worth reading, not just writing to keep up in the race for clicks.
Here is how I see content marketing:
Write with the intent to serve (inspire, inform, engage, bond)
Share and don’t worry so much about how many, but who and what happens next
Revisit the archives on occasion and consider whether something deserves another look - a new perspective, an update, a correction - and reenergize, reframe, revise
Remind and reshare, because a ton of people didn’t see the first iteration, but they could benefit from seeing the next.
The race for clicks and the casting of the wide net is disrespectful of our limited time and attention. Marketers should focus on the value of the information they offer in content and the meaningful connections that information might create.