Who really wants to read the same story over and over? When writing a press release or an article about yourself or your business it can be easy to fall into a trap where the same issue is continuously addressed. Not only does it make the story very one dimensional, but it can also switch your audience off and, if online, can sometimes have an effect on your SEO (search engine optimisation).

There is the idea that all stories stem from the same seven plots. But that doesn’t mean that they are overdone. Instead, it means that writers have to be more creative, create better narratives and more intricate lifelines for their characters in order to have a lasting impact on the reader. As a result, the same goes for stories about people and businesses. You don’t have to reinvent the wheel; you just need to be able to use it in different ways. So how do you repurpose content?

Is the story worth repurposing?

Some stories have the timeliness and/or quality that deems them worthy of repurposing. Others are a one-hit wonder. Before going through the effort of repurposing a piece, make sure that it’s already been published in the best place possible. If it is and there is more to say, or more attention needed, then go about repurposing it by following the suggestions below.

Who is your audience?

Do you have multiple types of people you are looking to target? What are they interested in? If you have a story already written, think about whether it will appeal to the different audiences you want to talk to. From there, pick an angle most relevant to the audience and see if you can expand on it.

For example, if you’re launching a new product and you want to tell your customers about it, are there specific features that different customer segments would be interested in? Some may just be interested in the features themselves, while others may be more interested in the technology and the processes behind making this product. This is one of the easiest ways to repurpose a story without sounding repetitive.

What are people looking for?

Reframing the question this way, it may direct you to a simpler way to tell a story. Some people will be more facts oriented, while others will want to know the who and why behind these facts. Every story has different angles, play to what people want.

Can the story be simplified?

If the story is complex, is there a way to break it down and create a three-part story. Think of it as if you’re teaching your parents or grandparents how to use a new form of technology when they’re the opposite of tech savvy.

Create a visual

Infographics, presentations and videos can be a great way to repurpose content. These are a great way to engage more people, especially those too ‘time-poor’ to read an article. It can also be a really effective way of emphasising certain points in a story. These are especially good for ‘how to’ and fact focussed pieces.

What are the consequences?

SEO

We have already mentioned that it could impact your SEO if the stories are published online. This can be both a positive and negative consequence of repurposing content.  Repurposing content effectively can generate additional opportunities to target a desired keyword and opportunities to create quality backlinks to your website. If content is repurposed without much consideration, so it looks like a replica of information, it can have a negative impact on SEO as it looks like spam.

Stale

Is news really news if it’s already been read before? There is only so much a reader can take in, and when all the stories say the same thing or take the same angle on an issue – is it actually news? This is why when there is a big crisis, such as the war on Syria, the media are continuously looking for a new angle that will have an emotional connection with the reader. After all, for many people their emotions carry a lot of weight in their overall perception of the world.
All in all, repurposing content can save time as you are not having to look for new information and can be a great way to get you and your business out in the market place as a thought leader in your industry. It just has to be done with a bit of thought and attention.