How to Repurpose Content Like a Champ
Before you even hire a photographer, videographer or content creator you need to have a plan driving your shoot. In the preliminary process of creating content you need to determine:
What this content is for? Is it for a banner on your website to promote an ongoing sale? For an instagram post to establish or maintain an emotional connection with your audience? To promote your company’s culture to potential employees?
How will it be used? Something that I touch on in the last point, where it will be used is just as important as what it is used for. If it’s primary purpose is going to be as an instagram post it needs to look good in a 1:1 format, if it’s going to be a banner on your website it would need to be a horizontal image and have negative space that could be used to place your copy.
Is this something that can be reused or repurposed? There will be some cases where content can be used for more than one purpose or across multiple platforms. If you plan on using the content that will be created for you in this way, it is important to communicate that with your team or the team/individual that you hire. While choosing to have one shoot that can be used for multiple platforms might seem more expensive upfront, it is saving you a lot of money in the long run because it saves time in planning and executing additional shoots. Another reason why communicating any multi-platform campaigns is necessary is because different platforms require different formats and other conditions that need to be met for optimal display and results. For example, a video created for instagram does not have to have the same resolution as a video created for a billboard in times square. One is displayed on a small phone in a small 1:1 ratio and the other is displayed on a massive screen that may have a different orientation than that of instagram. Your photographer, videographer or in house team will ensure that the resolution, aspect ratio (length x width) and outcome match the largest of your planned displays.
If you’re hiring an out-of-house team, determining these three key items before you begin to hire your photo and video team will save you a lot of time and money because you will know what to look for in your team and what they offer and it will ensure that everyone is on the same page in terms of the specifications of the shoot as well as the required deliverables.
If you’ve already done a shoot and are looking to go back and reuse some old content you