How To Breathe New Life Into Unpublished Content material


Repurposing profitable content material is outdated information. You already know how you can squeeze as a lot worth out of it as you possibly can.

However what about your content material that by no means made the lower? These property languish in your arduous drive or within the cloud, by no means fulfilling their authentic goal. They might be:

  • Weblog articles made irrelevant by breaking information.
  • Press releases by no means picked up by the media.
  • Thought management articles created for commerce magazines that ceased publishing earlier than your content material might be printed.
  • Case research tabled when your group’s priorities modified.

All is just not misplaced: Right here’s how you can breathe new life into that unpublished content material.

Discover the misfit content material

You probably don’t keep in mind every bit of content material created that by no means noticed the sunshine of day. To rediscover these potential gems, search your model’s server for content material that by no means moved to the following folder within the publishing course of. Have a look at your individual arduous drive (and ask crew members to do the identical) for accomplished drafts that had been by no means finalized. Peruse your content material administration system (CMS) for unpublished content material.

As soon as you discover a few of this misfit content material, it’s time to unearth their hidden worth.

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Revitalize rejected content material

In my 25 years as {a magazine} author, I racked up effectively over 500 rejections to my pitches. I saved every failed concept in a folder on my arduous drive, and on occasion, I’d undergo it to see if any of the concepts could be workable for a brand new publication.

In early 2020, an editor at a outstanding ladies’s journal requested me to pitch some concepts. I compiled a handful of rejected pitch concepts that I up to date and revised. A type of concepts ended up within the December difficulty.

You are able to do one thing related. Ship the as soon as rejected column written by your CEO to a different publication. Take that unique launch despatched to a reporter who by no means used it and switch it right into a launch for bloggers in your business.

Bear in mind, simply because a bit of content material was flawed for one outlet doesn’t imply it’s flawed for all of them. Or typically, you simply want to attend till the time is true. Have a look at your rejected work with a brand new eye, and ask: Is it this content material’s time to shine?

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In case your revitalized content material will get rejected once more, publish it your self in your weblog, useful resource web page, social media, and so on.

Remodel content material dismissed due to sudden occasions

After I ran a small content material studio, we developed an unbelievable report about how you can incorporate the ideas of girls’s journal journalism into B2B content material to “take it from ZZZ to OMG.”

Proper after we launched the report back to the world, the pandemic struck. All of the sudden, nobody needed to examine (or create) enjoyable, entertaining content material. Our new content material wanted to reveal we knew what was happening on this planet – the gloomy “new regular.” It made sense. Manufacturers that didn’t not less than give a nod to the state of affairs of their content material appeared out of contact and tactless.

However what concerning the superb piece of content material that appeared flawed to publish based mostly on what was taking place on this planet?

Tweak the content material asset: Typically, a easy tweak can flip your content material from “They stated WHAT now?” to “I have to learn this now.”

A month or so after the pandemic lockdown, we may have made the report work with a brand new design and lead, similar to: “We may all use a distraction lately. Right here’s how you can bump up the enjoyable in your B2B content material to present your readers a welcome break from the adverse.”

Reframe the concept: Perhaps the unique content material therapy nonetheless received’t work within the current, but it surely might be changed into on-trend content material.

Say you’re a house furnishings model. Simply because the pandemic began, you had been about to launch a content material marketing campaign on how you can create an opulent visitor room for summer season guests. However now, that angle was irrelevant. As a substitute, you may have reframed the content material into how you can flip an unused visitor room into a house workplace or classroom, and the marketing campaign can be proper on level.

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Do one thing else: With my content material studio’s ladies’s journal classes for B2B report shelved, we create new content material within the type of an infographic – 30 Artistic Alternate options to ‘Unprecedented.’ This amusing infographic confirmed an consciousness of the state of affairs. It additionally ended up getting much more consideration than we anticipated from the unique report.


Wait it out

If the content material went unpublished due to present occasions, reassess it just a few days, weeks, or months later to see if it’s now viable. We did that with our ladies’s journal B2B content material report. A number of months after the pandemic started, individuals did get bored with gloomy advertising content material, adverts that includes somber piano music, and emails from manufacturers about how we’re all on this collectively. We reposted and marketed the report in June, and it garnered a whole lot of engagement.


Prime Choices for Internet hosting (and Optimizing!) Your Content material

Your web site internet hosting choices could make a big effect on velocity, efficiency, and manageability – and the expertise that you just ship to your content material customers. Earlier than you select a internet hosting resolution, watch this chat with Harry Jackson of InMotion Internet hosting, the place he outlines the three major choices and explains the professionals and cons of every. Watch now!

Choose the great from the unhealthy content material

In some circumstances, the unpublished piece of content material is just unsalvageable:

  • The content material is so outdated it’s not value your time to replace it.
  • The case examine incorporates a buyer now out of enterprise.
  • The video targets a persona your model not serves.
  • The writer is not in good standing in your business.

Nonetheless, even this content material is just not lifeless. You may mine it for bits and use them for an additional piece of content material, social media, e-newsletter blurbs, testimonials, and so forth. For instance, seize out and reuse:

  • Quotes from subject material consultants
  • Useful (and nonetheless legitimate) suggestions
  • Sidebars or quick sections related to unsalvageable long-form content material, similar to white papers, books, and guides
  • Useful resource lists

Choose over that content material like a grandma utilizing a roast hen on day three. We’re in hen salad territory right here, of us. Don’t let any usable content material go to waste.

Your unpublishable content material is just not so unpublishable

You’ve delved into your content material and give you some losers you may flip into winners. In lots of circumstances, you’ll discover the content material wasn’t actually unhealthy. It was only a case of the flawed place or flawed time.

Now that you’ve these methods for reviving rejected, tabled, and in any other case unpublished content material, add a quarterly reminder to your calendar to go digging for content material gold. You’ll save money and time – and deal with your viewers to superb content material they in any other case would have missed.

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Cowl picture by Joseph Kalinowski/Content material Advertising Institute


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