As a mar­keter, it’s your job to engage your audi­ence through­out the buyer’s jour­ney. For brands, con­stant­ly cre­at­ing new assets for the vary­ing audi­ence types and pur­chase stages can be a tall order. In a sur­vey of B2C mar­keters, near­ly 50 per­cent said they pub­lish new con­tent dai­ly or mul­ti­ple times per week and cite pro­duc­ing engag­ing con­tent as a top chal­lenge. Mar­keters invest so much time and ener­gy into pro­duc­ing high qual­i­ty, mem­o­rable con­tent it would be a shame to waste those efforts on a one-hit won­der. It’s for this rea­son that repur­pos­ing con­tent should be an inte­gral prac­tice for any con­tent cre­ator.

When it comes to con­tent repur­pos­ing, Lowe’s Home Improve­ment is sim­ply nail­ing it.

Lowe’s is no stranger to cre­at­ing com­pelling con­tent. Its #Lowes­Fix­in­Six series on Vine gar­nered the brand sig­nif­i­cant buzz for it’s cre­ative, snack­able tips that weren’t about sell­ing.

And, Lowe’s is doing more than just cre­at­ing fun Vine videos; it is build­ing a ful­ly inte­grat­ed con­tent expe­ri­ence.

A How-To in Leveraging Content

A cor­ner­stone of Lowe’s con­tent strat­e­gy is cov­er­ing the “how-to” theme. The brand has built a library of resources across chan­nels to pro­vide con­sumers with tips and instruc­tions to exe­cute a vari­ety of home improve­ment projects at vary­ing skill lev­els.

By pick­ing an over­ar­ch­ing cat­e­go­ry such as “how-to’s,” the team has cre­at­ed a con­sis­tent start­ing point for devel­op­ing new con­tent. While this isn’t exact­ly repur­pos­ing, this for­mu­la­ic approach to con­tent cre­ation is a close rel­a­tive.

One such how-to idea was for build­ing an out­door fire pit.

To start, Lowe’s cre­at­ed a 3‑minute long video demon­strat­ing the step-by-step process.

To sup­ple­ment this video, Lowe’s also pub­lished the details for this project on its web­site.

More than a year after post­ing that project, the brand came out with this Vine for a Fire Pit How-To.

Same con­cept, re-imag­ined.

Then, to go along with the Vine, Lowe’s post­ed a sta­t­ic visu­al ver­sion of the steps on Pin­ter­est.

Final­ly, there’s a fun ani­mat­ed gif that links to anoth­er video that com­piles a hand­ful of out­door liv­ing space ideas (includ­ing the fire pit how-to).

3 Repurposing Tips Brands Can Learn From Lowe’s

Experiment With A Variety Of Media

Lowe’s excels at try­ing new out­lets for its con­tent – from hyper­lapse videos to it’s own brand­ed mag­a­zine. Branch out when it comes to con­tent deliv­ery in order to reach a vari­ety of audi­ences who con­sumes in dif­fer­ent ways.

Each chan­nel has a unique lens to the con­sumer. Even if the con­tent isn’t fresh­er, there’s a good chance the view­ers are.

Organize & Curate Complimentary Content

In addi­tion to pro­duc­ing con­tent, Lowe’s has a knack for orga­niz­ing and curat­ing con­tent to cre­ate new con­sump­tion expe­ri­ences for audi­ences. The brand has made use of YouTube playlists and Pin­ter­est boards to group sim­i­lar video top­ics

‘Never Stop Improving’

This is the mot­to of the brand, and it seems like its mar­keters have tak­en it to heart when it comes its con­tent strat­e­gy. Lowes makes the most of its con­tent, iter­at­ing on assets its pro­duces to fine tune for audi­ences and out­lets.

Just as Lowe’s encour­ages its cus­tomers to roll up their sleeves and get to work mak­ing improve­ments, so to does its team do with opti­miz­ing its con­tent.

Why Repurpose Content?

Take a cue from Lowe’s and add repur­pos­ing to your con­tent mar­ket­ing tool­box.

By grow­ing upon and re-imag­in­ing your exist­ing con­tent, you’ll be able to extend the shelf life of your con­tent and cre­ate momen­tum for the top­ics and themes that mat­ter most to you. Along the way, you’ll be keep­ing audi­ences engaged with new mate­r­i­al deliv­ered in a vari­ety of for­mats and tar­get­ed for vary­ing pur­pos­es to build­ing rela­tion­ships with con­sumers across their life­cy­cle with your brand.

Is repur­pos­ing con­tent part of your con­tent mar­ket­ing strat­e­gy? Why or why not?