Public Relations & Social Marketing Insight

Repurposing is a common best practice among the most effective content creators: you can be much more efficient and prolific if you take a single idea and turn it 15 different ways rather than trying to come up with 15 brand new ideas.

Ideas are super hard to come by, and when you get a great one you have to grab on with both hands and squeeze as much value out of it as you can.

If you’re not sure what I mean by “repurposing,” think of it as taking a great idea and building off it to create something completely new. Kind of like IKEA Hacking, but for marketers.

Repurposing comes in three different flavors:

-  atomization, which is breaking a single asset up into smaller pieces;

-  aggregation, which is pulling smaller pieces together into larger long-form assets; and

-  amplification, which is using the themes & messages of your core content to create related pieces that build the strength of your brand’s connection to the idea/topic overall.

We’ll dive into each option separately so you can think about which method or methods makes sense for your content mix and marketing team....