When I tweeted this a few years ago, I didn’t know it would take on a life outside my small Twitter circle.
Now, it makes its rounds on LinkedIn every few weeks with content marketers commenting on their admiration for Taylor, their ideas about repurposing, or how it’s totally irrelevant because of Taylor’s massive fan base. As an homage to Taylor Swift’s re-recording project, affectionately referred to as (Taylor’s Version) or TV, I wrote this post to encourage my fellow marketers to think about their old content and how they can improve it.
How to repurpose old content
The main point I conveyed in my original tweet is that, as marketers—or as individuals on social media in 2024—we don’t need to reinvent the wheel every time. Instead, we should leverage our old content and enhance it.
Take inspiration from Taylor’s “All Too Well.” The original version was a concise 5 minutes long and quickly became a fan favorite. When Taylor released “Red (Taylor’s Version),” she included a 10-minute version of “All Too Well (From the Vault).”
How does this translate to digital marketing?
If you have a YouTube video that performed well in the past, expand on the theme and making it even longer.
Create a shorter version to post on TikTok or Instagram Reels.
Transcribe your video and publish it on your website as a blog post.
Then post snippets as multiple threads or X posts.
Pro-tip: Use Pinterest to drive traffic to your website or video.
You don’t always have to write new articles for your blog or create new videos with new information. If you have a successful piece of content, reuse it, repackage it, and repost it. Use it to strengthen your brand. Get creative. The information is the same, but the delivery changes. As marketers, we should constantly iterate to achieve better outcomes.
Becca Risa Luna 