Sure, it all makes sense. Social media takes time and time is money. So why not stretch your content when and where you can? It ensures continuity of messaging, keeps all of your communication platforms looking fresh and increases touchpoints with your target audience. But at what point does repurposing become synonymous with diluting? Can you post a new spin <gosh I hate that word> on the same news too many times?

In an age where we are taught that people like to receive information on their own terms, it seems logical that we would offer the same news on every platform possible. And that we would tweak the content to fit the medium. While I’m not saying this theory isn’t valid, it has some holes in it.

Spamming If I sign up for a spa’s e-blasts, receive their hard copy newsletter, read about them in my local newspaper and engage with them on Twitter, it would seem that I have an interest in their brand and news. But if I receive the same news item in each communications, let’s say it is an ad for a new line of nail polishes, at what point do I start to feel like I am being spammed? To that end, at what point do I become indifferent or resistant to the spa’s message?

Deleting If a brand consistently sends the same news across all communication platforms, when do people start deleting the content? If I know the e-blast is going to revisit the news I just read about on Twitter, why should I open the e-blast? If there is a pattern of no differentiation or added-value, people will begin deleting or trashing your communications before they even read them. This is wasting time and money.

As we continue to do more with less resources and stretch communication dollars further, we need to remember that regurgitating isn’t repurposing. Without something new and fresh sprinkled in with the mainstream news, repurposing can easily become synonymous with diluting. And diluted news, if distributed frequently enough, may become as valuable as issuing no news at all.

• 10 February 2012 : Doing It Right & Doing It Wrong
• 9 February 2012 : 5 Ways that Bloggers Are Like the Cool Kids in High School
• 8 February 2012 : Drop the Salesman Mentality
• 7 February 2012 : Giant PR Lessons from the Super Bowl Champions
• 6 February 2012 : Video: Job Interview Conversations That Should Be Had

Reuse – So just how bad is your business?

Perhaps it’s my obsession with not using stale content or maybe it’s my love of a new and exceedingly creative ad, but reusing old ads makes me cringe. More accurately, it makes me skeptical. If I were to see a consumer electronics brand recycle an old ad after a few months of not advertising, my thoughts would immediately turn to how bad their business currently is. More importantly, if I buy a product from a company in these implied circumstances, will they be around to provide customer service if I need it?

Reduce – Why not try this?

If the budget is limited, why not advertise less frequently but invest in developing ads that break through the clutter and make a long-lasting impression? I would much prefer to consume a few amazing advertisements than many mediocre or duplicate ads. Yes, frequency of message exposure is key, but there are many lower- and no-cost alternatives that can be used to supplement brand building during an ad hiatus.

Recycle’s Best Friend – Repurpose

While reusing old ads and recycling the exact same content gets a bit irritating for the audience, there is no law against repurposing. Take the 60-second ad and cut it down into a few super short videos for Facebook and YouTube. Take a still of a frame from the tv spot and use it in a print ad. Stick some links to online content in your e-blasts. Get the idea? I only wish some of these ad reusing brands did. You can still have content that looks new without breaking the bank. And this alternative, while not generating unique content, is better than looking desperate and stale.

As marketing and communication budgets continue to shrink, I anticipate that reused and recycled content is here to stay. But what is the cost to the brand? Is it a loss of consumer faith? The perception of nearing extinction? Or, an implied lack of concern for delivering what the audience wants?

• 10 February 2012 : Doing It Right & Doing It Wrong
• 9 February 2012 : 5 Ways that Bloggers Are Like the Cool Kids in High School
• 8 February 2012 : Drop the Salesman Mentality
• 7 February 2012 : Giant PR Lessons from the Super Bowl Champions
• 6 February 2012 : Video: Job Interview Conversations That Should Be Had