RHB Banking Group

In the highly connected world today, we are being  flooded with information everywhere. Social media,  TV, Digital Signboard, you name it. We will only  consume the content that captures our attention  and we are learning things faster now. Hence, we  might not even notice that our attention spans are  shrinking. 

Have you done anything on the content that has  been “swiped” away? 

Blog posts with less view?  Instagram videos with low  engagement? 

Your clients or bosses might  abandoned those “failed” content  after the completion of a campaign.  Yet, every piece of content  comes with sweat and tears. And  ultimately cost of production too.  (Time, personnel, and tools). 

Content Repurposing Strategy  "One Man's Trash is Another  Man's Treasure" 

The objective of content  repurposing is to transform the  existing content into different  format/style across channel in  order to get the maximum return  from it. Now, let’s delve into the  “How” section. 

"We Always  Heard The  Phrase “Content  Is King”, The  Question is  “How Long Can  Your Content  Remain As The  King?"  

1.Assessing Platform Suitability 

The key aspect of assessing a platform suitability is to  understand the platform format to resonate with your  audience. You have to consider the content genre,  length of a video, hashtags and character limits for  your content repurposing and optimization. Please  take note that certain social media platforms have high  sensitivity for specific keywords (Xiaohongshu) and  some platforms might no longer be accessible in some  countries today due to geopolitical restrictions (TikTok).  Make sure you stay updated with the platforms that  your target audience is active on.

2. Content Format Conversion

 A. From Text to Visual 

"A picture is worth a thousand words; a video is worth  thousands pictures" - The low hanging fruit is to convert  text-based content into visual format for the ease of  storytelling. 

• Text to Image 

Find out all the blog post that you have created in the  past, summarize its content with tools like ChatGPT and  create infographics with Canva. The infograhics could  design a step by step guide or comparison between few  items in charts. 

• Text to Video 

Use market survey findings to create short videoes. For  instance, “90% of Gen Z prefer  cashless transaction in the CBD  area and Credit Card paywave  is their number 1 option among  other payment option like Apple  Pay, Google Pay etc.” 

By using tools like Synthesia,  you could generate informative AI  clips to share with your audience. 

B. Content Minimalism 

“Less is more” – Short sentences  and short videos are easier to  digest and memorize. 

• Long to Short 

You may have some past live  stream videos with influencers  for interview or promotional  campaign. Upload them into  video editor tool such as Visme,  slice and dice them into 30 to 60  seconds video, add background  music and captions. Now you have some short teasers  to share! Remember to get their consent before you  repurpose their videos. 

• Many to One 

Saw the collage of photos sticking on the wall in your  company? Find out the digital copy (JPEG, PNG, PDF) of  the past event photos and group them together. Use  tools like Adobe Express to create a slideshow video.  Holiday themes are an excellent method to boost social  media engagement while also creating excitement  about your brand. You can’t go wrong with Valentine’s  Day, Christmas and New Year content. 

Key takeaways 

Content repurposing is not about copying and pasting.  Content repurposing is to make use of your available  content creatively to re-engage with your audiences at  a lower cost. You need to optimize your content to suit  every platform and provide value to your audience at the  same time.