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  1. Gary Matthews wrote on

    Bravo, Glenn! You often say what I’m thinking, and now you’ve gone and done it again.

    Recycling is just lazy “writing”. As long as the world keeps changing, writers will always have new stuff to write about. Plus, writing should be fun, and regurgitating something old isn’t fun!

  2. Glenn Murray wrote on

    I think you’ve hit the nail on the head, from a writer’s point of view, Gary. Nothing worse than having to ‘re-purpose’ stuff. (Especially if it was shite to begin with!)

    1. Glenn Murray wrote on

      As usual, Greg, a pleasure to have you. Not in the biblical sense, of course. You’re too hairy for my liking! ;-)

  3. Sarah Mitchell wrote on

    Hi Glenn,

    The point that jumped out at me was the same one you used in your summary, “…people know when you’re giving fresh ideas and when you’re not.” Greg goes on to say his goal is to provide relevance and you can’t do that if you’re recycling content.

    I think where a lot of content marketers go wrong is confusing recycling with repurposing. It’s a great idea to use research or content developed for one medium and repurpose it for another. For example, if you’ve written a 15-page white paper, by all means develop the main themes into blog posts. Take a blog post and use the information to create an infographic. Make a podcast out of a presentation. Create a YouTube video of a presentation you did. This is how you extend the life of your content and gain new audiences. Throwing the same, tired rehash at your audience is not content marketing, it’s lazy marketing (and stupid).

    Thanks for the great post and insight from someone who is continually challenged to find new relevance in familiar content.

    1. Glenn Murray wrote on

      I agree, Sarah. There’s definitely more legs in re-purposing than recycling. But even there, you have to be careful. If it’s the same audience, they probably won’t think much of you if you flat-out turn a blog post into an infographic, for instance, or a preso into a podcast. I’d only do that if it adds value to the same audience.

      EXPANDING on points previously made, on the other hand, is a great idea.

      1. Sarah Mitchell wrote on

        Ha! I would argue if you have the same audience on every channel, why bother to have multiple channels? But that’s another post.

        And, yes, shaping the content to fit the medium is really important. Sometimes that means expanding and sometimes it means contracting. It could also mean using images instead of text or using sound instead of words. There’s a lot of ways to repurpose and make it interesting as long as you don’t recycle the same old thing.

        1. Glenn Murray wrote on

          Oh I didn’t realise you were talking about different channels. If there’s very little overlap in channels (e.g. email list vs Twitter followers), then I think recycling would be fine.

          I was assuming we were talking about the same (albeit growing) audience…

  4. Sarah Mitchell wrote on

    Now I’m depressed. The thought of recycling the same content in the same channel wears me out. I think marketers – and content marketers in particular – show a complete lack of respect for their audience when they do this.

    That’s not to say we can’t reiterate the same messages; of course we can and it often makes sense to do this. But I would like to see a stronger commitment to the content part and less focus on the marketing part of content marketing.

    1. Glenn Murray wrote on

      Grrr. Just re-read my previous comment. Not at all clear. What I meant was it’s fine to recycle old content so long as it’s going to a (mostly or entirely) new audience. Never to the same audience.

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