Welcome to Marketing Monday, where I give you tips and tricks for being your own content marketer. This week’s post is all about how and why to repurpose you content like Disney.
I’ve talked more than a few times on this blog about the importance of repurposing your content and I frequently see other content marketers talking about it on their blogs. One day I was thinking about Disney and all the content they pump out, including Broadway musicals and live-action movies based on some of their most popular cartoons. This hit me when I was recently thinking about their Frozen musical. I’ve always been a huge lover of musicals (and Disney), but my first thought when I heard about that musical was, “Why would I pay to go see that when I can watch the movie whenever I want?”
But you know what? Lots of people have paid to see live musical versions of their favorite Disney movies. They also pay to go see them on ice. And to be able to dress up like their favorite characters. And go to one of two parks in order to hang out with these characters and go on rides through their world.
My point? Disney is a genius when it comes to repurposing content.
But you’re a small business owner? How can you possibly be expected to compete with a giant conglomeration like Disney?
Put A New Twist on Old Favorites
Disney has made their fortune by putting their own twist on classic fairy tales. From Cinderella’s friendly mice making her a ball gown to a version of the Ice Queen that still focuses on sibling relationships, but in a very different way.
You can do the same with your marketing content. I just wrote a blog post about writing blog post. There are plenty of blog posts already out there with tips for writing blog posts, but my post has my own viewpoint, and honestly, it’s a topic on which people are always looking for new tips. You can do the same by finding something in that’s been covered in your industry, but not the way you would cover it.
Give Them More of What They Want
People already love Disney’s movies, and for the true fanatics, they can’t get enough. They want to listen to the songs over and over, dress up like their favorite characters, and hang out with them as much as possible. Disney is just giving the people what they want by giving people many different ways to enjoy every aspect of the Disney experience: the music, the spectacle, the heartwarming stories. People love it and Disney provides many different ways and places for them to love it.
Like Disney, you should find out what your customers want and how and where they want it. Use that information to inform the kind of content you provide for them and where you publish it.
Quality Over Quantity
Disney can afford to provide a large quantity of content and experiences that are also high quality, but if you’re like most small business owners, you need to focus on one or the other. Disney doesn’t do anything half way and neither should you. No matter what content you decide to provide, no matter the topic, make sure it’s high quality, because if it isn’t, no one will come back for more.
Go Where Your Customers Are
People go to the movies all the time. They stream videos on Netflix and they buy DVDs and blu ray discs so they can watch their favorites whenever they want. But they also go to musicals (and buy the soundtrack albums) and they like ice shows. They also like dressing up for Halloween (and just because). By making it easy for people to incorporate Disney into what their customers are already doing, they reap the benefits.
Your version of all this should be your blog and social media. Find out where your customers are hanging out and how you can get your brand in front of them (thanks to the internet, this is easier than ever).
Focus on the Most Popular Content
Frozen has already been through a dozen iterations because it’s easily Disney’s most popular movie in a long time. Disney isn’t wasting time putting Pete’s Dragon in front of everyone, because that movie wasn’t nearly as popular as Elsa and Ana.
The same should go for your blog. When it’s time to repurpose content, take a look at what’s been really successful. Which posts have gotten the most traffic? The most engagement? Those are the ones you should be focusing on. Get the most out of them by repurposing them into social media posts, newsletters, writing follow up posts, etc. You already know your audience likes that content, so all you have to do is give them more of what they already want.
Last year I was told by my business consultant to start bundling my services, and as I sit here thinking about it, I realize Disney does the exact same thing with their princesses. A few years ago, they decided to start making each of their Disney princesses into official princesses – they have a ceremony and everything.
After that, it was a simple matter of combining their princesses into books, collectible figurines, etc. They also tend to bundle similar princesses together. For example, Cinderella, Snow White, and Sleeping Beauty tend to get bundled together because their movies came out around the same time. The same goes for Belle and Ariel.
If you aren’t already bundling your products/services, you should seriously consider doing so. The same goes for your content. When you come up with a good topic, don’t just blog about it once and think you’re done. Create a blog series. People love series (it’s why Disney keeps making sequels, even if they never do as well as the original). That way, when people read one blog post in the series, you can point them to the other posts, which helps you provide value to your audience, while also prompting them to spend more time on your website.
Can you think of any other ways Disney repurposes their content that I might have missed? Feel free to let me know in the comments.
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