The Gist: Content remixing is similar to, but different than, content repurposing. Here's how it's different and why it's better and more strategic.
However, I did know two things:
- I wanted to focus on helping people with things like repurposing content and getting new results from old content
- I did NOT want to be known solely as "a content repurposer" or "the content repurposing person."
I do love repurposing content, and I like to think I'm pretty well known for talking about it, having spoken about it for INBOUND, Forget the Funnel, and more.
But I DON'T love the conversation usually happening around content repurposing.
And I didn't want to contribute to this problem of focusing on the wrong problem and wrong solution.
So I didn't want to be Brittany Berger: Content Repurposer.
Instead, I created my own term, and created my own methodology.
That methodology is minimalist content marketing, the overall mindset of getting results from as little content as possible.
And the tactics you use? The actual actions you take in minimalist content marketing?
That, my friend, is what I call content remixing.
What is content remixing?
I define content remixing as anything that gets new results from old content.
So it INCLUDES, but is not limited to, content repurposing, or adapting content from one channel on another.
That might also be something like creating a new social media campaign based on messaging from a past promotion.
Or it might be repromoting a blog post from two years ago.
And it's definitely things like creating a new blog post from a customer support video that's been sitting in your help docs. You know the one. The video that's super helpful, that customers have actually complimented you on, but that no one wasn't already searching for it has ever seen.
It's leveraging ALL of your existing content assets in new ways, before creating totally new content.
How it's different from repurposing content
You know that saying, "every thumb is a finger, but not every finger's a thumb?"
That's how you can think about content repurposing and content remixing.
All content repurposing is content remixing, but not all content remixing is content repurposing.
Because as I said earlier, over-focusing on content repurposing distances you from the actual problems you're having.
Are they actually problems that more content will solve? My guess is no.
By zooming out from one specific tactic, you have more flexibility to create the best solution for whatever problem you're facing.
Content repurposing is just one tool in the bigger remixing toolkit.
It's there when you need it, but there are other options for when you don't.
Because repurposing content isn't a cure-all.
Why should you remix content?
So, why isn't just creating enough? And why isn't creating and then repurposing content much better?
More isn't better
First of all, both creating and repurposing content are focusing on putting out MORE.
Having more content for people to consume, just maybe on different platforms or websites. But like I said before, that doesn't work unless every piece of content you create is perfectly on point in terms of strategy.
Additionally, repurposing and putting out more can really only solve the problem of reach.
If your content is already converting to customers at great rates, and you just want to expand the audience you're inviting into that journey, then great! Please proceed.
But if the rest of your content marketing funnels, the journey taking someone from content consumer to customer, isn't amazing already? 😬
Then just increasing your reach or audience size won't help much.
Is repurposing content a good idea if there are still gaps in your content strategy? Don't act so fast...
Evergreen isn't immortal
While we're busting content marketing myths today, let's address another: that evergreen content is basically immortal. It's easy to think that the topic is all it takes to make a piece of content evergreen, and if you pick the right ones, they'll be good forever.
I like to recommend thinking of the plant evergreen content is named after. A lot of people hear "evergreen plant" and think "hard to kill" or "always alive."
But all plants still need nurturing and care, even evergreen ones.
And so does your evergreen content.
Remixing content includes refreshing, re-optimizing, and redistributing content, which is required for evergreen content to "stay alive" and keep bringing in results.
New isn't needed
Finally, you want to remix content because it keeps putting content in front of potential audiences without creating multiple pieces on the same topic.
Because when you prioritize your publishing schedule and "consistency" over the customer journey on the other end of the content, here's what tends to happen:
You stick to your consistent publishing schedule for awhile, covering new topics that you need to build out that customer content journey. And for awhile, all's well and you have plenty of important, needed topics to talk about.
Then, however, once you're a year or so into weekly posts, ideas that are both new and relevant are harder to come by. Everything you NEED to have content on, you already do.
So you either start repeating the same topics with just slightly different angles (creating a confusing experience), or you start reaching for less relevant and strategic topics (which won't serve your overall goals as effectively).
I've seen it happen over, and over, and over.
Instead of tripping up on the new content, more content treadmill, you can remix to make the most of what you already have.
Plan your perfect repurposing strategy
Download my free content repurposing planning worksheet to figure out the most strategic and intentional way to reuse and recycle your content.