Reboot or Repurpose Your Content
and Do It the Hollywood Way

7
SEPTEMBER 2016

Rebooting a successful content marketing approach, a blog, an article, or creating a sequel to that success is one of the best ways to go about refreshing your content marketing. And, rest assured, a reboot is not something that only Hollywood does. But since we have mentioned the movie industry, I believe that learning from this model is actually a great way to go. As a content marketer, you should know that there is no shame in finding a way back into the hearts and minds of your audience by reinventing or repurposing something they loved. The secret is to find a way to make it just as interesting and appealing. Think summer blockbusters like the new Ghostbusters, or the recent planetary success of the Star Wars franchise revamp, to see what I mean.

Let us take a short look at the recent blockbuster industry and try to learn a few valuable lessons out of it.

Think of Your Brand’s Content Marketing Success in the Past. What Made Your Audience Love It?

Let’s look at the below titles: Star Wars: The Force Awakens, Jurassic World, Avengers: Age of Ultron, Furious 7, Minions, The Hunger Games: Mockingjay — Part 2, Cinderella, Mission: Impossible — Rogue Nation. What do all these have in common? They were listed among the highest grossing Hollywood productions of last year. Now, take a look at the list again and use your movie buff knowledge: why do they sound familiar? All of them are a spinoff, a sequel, a revamping of old Hollywood material, a new version of a previous film. None of the films on that list are actually based on an original idea.

And yet, the audiences were so crazy after these titles that they actually flocked into movie theatres and made them the most successful productions of last year. What does this say about a brand’s audience? That they may not be necessarily looking for new, original and never-before-seen. But the key in attracting them to theatres was in recreating a recipe that turned out to be successful once and making it better, more relevant, modern and speaking the viewers’ language.

Yeah, I know, you will say that this is Hollywood and they may have it easier. But how do you sell your products when they are not as attractive to the public as a Charlize Theron vehicle might be?

As a brand, your content marketing goal should be to always stay innovative, always come up with new ideas. But let’s just sit back and think for a while. What are the odds of an idea being truly new, really? Through analytics, though, your brand can learn what content has been performing best with your audience. Once you have identified that, you can consider new ways of extending its value and lifespan.

Some people break up a good blog into smaller bits and share them via their social media channels. Or they will spin a hot topic into a new post, by reinventing its approach.  Once your brand identifies content that’s truly clicking with your audience, think about how it can be used to create “sequels,” “spinoffs” or “reboots.”

How do you create a reboot or sequel of your content?  As seen in Hollywood, the familiar mixed with the new is a classic crowd-pleasing tactic. Take a good look at your content pieces. Is there a good follow-up to a piece that performed well that can draw on interest in the original? Can the same angle be applied to another subject of interest to your customers? Maybe one of the successful past year articles can use an update of the information or a revisit of the subject, or perhaps the original just needs to be paired with some new and more relevant curated content to make it relevant again.

There are many ways to reinvent your old content. And, no, don’t be afraid that anyone of your audience might judge you as lacking imagination or ideas. As long as you keep the content informative, updated and relevant, as long as you don’t just copy-paste but put some work into it to make it a worthwhile read, success is guaranteed.

Need help with repurposing your old content? Get in touch with one of our content advisors and you can end up with a lot of successful reboots and spinoffs that will boost your sales and please your audience.

Annie Ianko

Content Happiness Advisor

Annie has 18 years’ experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.

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