How do I use this content now? Repurposing content in the pandemic era

The worldwide Covid-19 pandemic has had an effect in all walks of life. Online retailing may have undergone a boom during the lockdown period in some countries, yet there are other problems to contend with that may affect your brand’s standing in the market. It’s no exaggeration to say that the world has changed a lot – and in many ways – in the past few months of 2020, and to know when things may settle down is anyone’s guess!

What does the effect of the covid-19 have to do with repurposing content? Before we get into that in more detail, let’s have a look at what repurposing content is, and how it affects your brand’s online reputation.

Why Repurposing Counts

What is repurposing content? It can be one of many things whereby you take content that already exists and use it in another way. For example, you might have instagram posts that can be used reused with little work. The same information yet presented in a different way can make an impact. Or you may take an excerpt from your video content and use it in another video presentation for effect.

Now we come to marketing, and why repurposing must be considered carefully in these days of covid-19.

Repurposing your content the easy way – without enduring the mockery of the social media world.

Online marketing is a mixture of formats and platforms. In the past few months there has been something of a change. With people who previously would not have used online retail now turning to it, the subject of Social Proof (ensuring your brand is viewed in a positive way and seen as trustworthy) has become more important than ever. Consumers are spending more and more time online, especially those that work from home!

Where does covid-19 come into repurposing subject? Let’s say you have a product that you are promoting, and you use images that show groups of people together. In many countries across the world at this moment, that is frowned upon and may even be illegal. Social Distancing is the new way of the times – for now, and responsible consumers expect responsible retailers and service providers.

Now we come to the potential problem: social media is – to an extent – ungoverned. Furthermore, people on social media are unafraid to make statements without checking the facts. They see your group photo, and they start talking about how irresponsible you are for allowing this to happen during the present climate. In an instant, the conversation snowballs, and your social proof is plummeting as the negative comments overwhelm the positive.

This you clearly do not want or need, so the repurposing of old images needs to be carefully considered or explained. A notice saying ‘taken before lockdown’, ‘previous engagement’, ‘throw back’, or similar may be essential, if only to stop most people from jumping to conclusions. It’s simple, yet easy to overlook, and you could save a lot of effort by perhaps choosing repurposed images that will not cause such a reaction. If you are concerned, always post with an easy explanation or focus those efforts strictly on “throw back Thursday” days of the week.

Repurposing and the Future

One by-product of the covid-19 pandemic is that your customer base may have changed. Older people have been awoken to the convenience of online retail and search engines, and you might want to consider the new customers that are ready to engage. This may be an opportunity for you to repurpose content – whether old articles that can be added to a new blog, or video content that might appeal to the new breed of online customer – and reach a broader audience with little to no expense.

The trick to avoiding becoming a target for social media gossip lies in considering the elements of your content that may be somewhat controversial thanks to covid-19 and presenting relevant marketing content that is easy to digest.

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