Don’t archive content, revive it. Repurpose content into new marketing assets.

Your content is one of your most valuable assets. It is used to make sales, generate leads, get brand recognition, obtain followers on social channels, engage customers or potential customers, monetise through paywalls and licensing and many more use cases. When you archive content, a problem arises. It is hard to keep current, re-use, re-purpose and re-engage. There is so much to keep track, over many years, and it is stored in so many places. We call it unstructured data.

The current life cycle of content is that is pushed hard for the first 30 days from release. After that, it sits dormant on the metaphorical shelf, locked up in a folder, gathering “dust”. If you didn’t get a return on investment for the content, even if it was great, it’s seemingly consigned to the annals of history.

Not anymore.

Long gone are the days of using content once. By using the power of artificial intelligence, Sonnant has released many ways to give your content a new lease on life and push that return on investment to new levels.

What’s so important about my archive content?

In 2020, 61% of marketers stated that “updating and repurposing existing content” was the most efficient content marketing tactic implemented by themselves and their team. Source: SEM Rush


Creating new materials for content, and the associated content marketing, requires a lot of effort. You must create fresh ideas, research, produce, create, publish and promote. To make sure that content hits the mark and reach the desired audience at scale, there will need to be multiple skill sets needed to complete the process: copywriters, designers, SEO experts, social media marketers and others. As we know, this makes creating content and marketing, expensive and quite an investment. Fortunately, any and all of your content can be repurposed into something new and different, continually stretching your investment and marketing reach.

Long gone are the days of using content once. By using the power of artificial intelligence, Sonnant has released many ways to give your content a new lease on life and push that return on investment to new levels.

There are some great examples of repurposing content for maximum effect:

  • Copying and pasting old blogs into Medium > 20,000 new subscribers
  • Creating slide deck for SlideShare > 10,000 new subscribers
  • Creating an E-book from blog posts > $30,000 sales revenue of book

But the list doesn’t stop there, and in audio and video (where content creating time and costs are so high, and effort to reach an audience so extreme) the reasons are even more noteworthy, especially if your content is “timeless” or “evergreen”:

  • Turn podcasts and video interviews into blogs for your website > drives SEO
  • Create SlideShare – B2B engagement via LinkedIn
  • Turn long for content into short-form snippets > post to social media
  • Align short content clips with customers via newsletter > engagement
  • Cross-promote – Take a YouTube video and put it into website, social, newsletters

The bottom line is the bottom line, smart use of your content, especially turning archival long-form into short-form, ensures you can post to every channel, post regularly, engage constantly and curate relevant experiences for your audiences. That is how you really get noticed in the competitive content space.

Increase engagement and visibility, reach new audiences and monetise

The first thing that you need, in order to make the most of your library of content, is a way to surface the appropriate content at the appropriate time.

Currently, searching spoken word audio and video content is hard to do. Sonnant has made it easy to discover and quickly find your content. Every piece of content is automatically tagged (people, places, organisations, speakers, topics, subjects, keywords, summaries and more), every word is transcribed, and everything is then made searchable. Having a searchable, centralised, library makes it easier for people to find and obtain the content they want and are interested in.

The written word unlocks SEO

If you have voice and video content, there is a lot being said and discussed in it. Usually, some incredible topics are discussed, great quotes, funny bits, discussions about people, brands, organisations, countries and much more.

But if you haven’t had that content transcribed it’s impossible for Google and other search engines to find it and show it to people looking for it. Transcription and voice to text is also the first step in being able to create a blog from audio/video content, being able to create a web page or social post.

Snip, clip, audiograms and share your archive content

Using Sonnant’s AI tools, you can quickly identify topical content. For example, if the topic of the day was “Olympics”, you could quickly find any mention of the Olympics in all of your content with a quick search.

Once surface, all you need to do is select the relevant words, and you have created a clip that can be embedded, exported with captions to your social platforms, and you will have all the suggested hashtags suggested for you to maximise engagement and discovery.

Using these simple, best-practice, steps to re-purpose content you can increase engagement by up to 25%, listens and downloads by 15% and following on socials by up to 18%. Source: Disciplinn 2020

Monetise your library

If your content has been tagged, stored and structure, you can easily engage and monetise.

We have seen customers with valuable content, embed Sonnant search on their website so audiences can discover the depths of their content. For example, Universities do it for lectures, training companies for courses, professional archives do it to create licensable assets for others to purchase, member-based organisation (e.g. CLE / CPD) make it easy for members to find and media companies do it to sell the best bits for brands and organisations that want great product word-of-mouth (almost like a media monitors function).

Then, if people want to use that content, access it, share it, it is simple to have the player embedded in your website, with that content easily searchable, crawlable, shareable, ‘clippable’ and much more.

Don’t forget, if you have internal company content, which is just as valuable, you can make it easy for staff to find relevant customer content, training content, seminars and anything where this is the spoken word.

By packaging a range of archive focussed tools together in one platform, we are enabling content creators, podcasters, promoters, advertisers, marketers and content library owners to liberate all of their spoken word data, enabling it to be better monetised, more engaging for their audiences and empowered to be more effective for advertisers.

We have a Free Trial of Sonnant available, get 2 hours transcribed into your library for free. Sign up here.

Sign up for a free trial of Sonnant. No payments and instant access to our time-saving tools.

Start Your Free Trial