With companies feeling the heat to produce more content more often, creating fresh, relevant content at scale poses a huge challenge. Fortunately, with a good mixed content strategy that includes original, curated, automated and/or licensed content, you can ease the burden without removing any of the power of your editorial voice.
Some may think this idea of remix culture is a new idea but we have been doing it for centuries in other industries such as music, fashion, and the film industry.
As I reflect on binge watching the second season of “Orange is the New Black,” I realize the value of sequels can equate to this content mix philosophy. In the show’s First Season, the show established a voice and worked on engaging the audience. For the second season, most of the characters are back such as Piper, Alex, and, my favorites, Crazy Eyes and Taystee. Like a content marketer, they established their strengths and what the audience can expect. With the second season, they were able to draw on that and develop it by adding new elements, like the character Vee. Sequels give a storyteller that opportunity to rely on what was previously created and to build in something new and compelling. In Content Marketing, your “Vee” can be real-time news, Twitter conversations that bring your original content back into the news cycle, or an opportunity revisit your original subject with an update to take into account recent events.
This is easy to package in a PublishThis-recommended format, the Digest Post. This is a bundle of mixed content types in a single post that tells a roundup or super-story and includes original, curated, automated and/or licensed content. Digests can be used to recirculate older content alongside real-time news and original commentary to great effect. Properly done, the Digest Post can show thought leadership from the links you select and commentary, SEO benefits from the original commentary mixed with the high quality links you included, and increased clicks and engagement with what could have been dead content from days gone by.
Add in a great title, tie it to a subject that interests you (like I did with this article), and promote it socially to maximize the chance that your remixed content can generate the kind of buzz the second year of Orange is the New Black did.
What are other thought leaders saying about remixing and recirculating? See below for some of my favorite recent articles that believe in the power of content remixing and recirculation.
Matthew Kumin | February 4, 2014 | Comments Amplifying the “scent” of your content through a unique taxonomy helps end users find your content through any route that is relevant to their current goals, enabling more impulse consumption through rapid and cross-linked discovery.
Star Wars, “Stairway to Heaven,” and the Apple Macintosh – what do they have in common? They’re creative and cultural works of genius that have shaped and defined generations. We might also think that they’re original works born of a lightning-in-a-bottle, “aha!” moment of creation by the lone inventor.
Ever have one of those dreams where you’re running a race and if you don’t win, you’ll turn into a big blue chicken. How about running a race only to find you never actually finish because you’re on a treadmill. That’s how a lot of marketers feel about their Sophomore content marketing programs […].
We’re all looking for ways to work smarter instead of harder. That’s the beauty of repurposing: It allows us to produce something that feels new without having to start from scratch. Repurposing is always a good call when you’re stuck with leftover chicken – transforming it into a great stir fry, soup or salad makes.
If you can repackage old content, you can take reach of a new audience. Posting an article on your company’s blog doesn’t have to be a one-time deal. There are ways to continue to profit from your previously published work. By repackaging content, you reuse the same articles and blog posts again and again to.
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