SOR 030: Repurposing Content
Very popular with traditional businesses – especially online – repurposing content is the practice of taking really great promotions that you’ve created and modifying them to be used again in slightly different ways. You don’t have to start from scratch, but you’re just making some adjustments and edits to tailor the content for a particular audience and channel. It can save you a bunch of time and create compelling marketing pieces, but when done wrong it can drive people away.
In this episode:
- what is repurposing content – what it looks like and how it’s different from using the same content in multiple channels
- staying on message – how repurposing content makes it easy (in some ways unavoidable) to stick with a consistent marketing message
- how it breaks bad – why your ticket sales can actually drop when you repurpose content poorly
- why you need a flagship content piece – a large, impressive marketing piece that you put a lot of time and energy into
- selecting channels – figuring out the marketing channels where you want to be seen
- tailoring your content to the channel – all content needs a little massaging to be ideally suited to the audience in each of your channels
- last minute marketing – a listener question about what to do when your show’s already opened and you discover the marketing you’ve done up to this point isn’t getting the job done
- The Open Book Project – a new project where you look over my shoulder as I promote a theatre production in real time
- Using Social Media To Promote a Show At the Last Minute – an blog post from a while back where I talk about things you can do on social media when your scrambling to promote your show in the 11th hour
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