While on the boat, I got to chatting with a woman who told me she upcycles clothing. When she described what it was, my mind (as it often does), jumped to content. When I went to Google ‘upcycling content,’ it became clear that other people had already thought about this. However, I think it’s good to put some definition about what upcycling content is and why we need the term in our industry.
What is upcycling?
Why is upcycling content different from repurposing content?
- Information: What you are trying to say
- Format: The best way to say it for that audience (video for teens, executive summaries for busy execs, pictures for retail shoppers)
- Distribution: Placement on the appropriate channels where your audience spends their time
What is upcycling content?
- Rewriting technical content to make it more conversational
- Cutting down longer videos to make them shorter
- Putting together different pictures to create a Slideshare or slideshow
Let’s look at an example: You are a luxury hotel that has a small fan base that regularly publishes pictures on Flickr and Instagram. How about publishing that feed to your hotel’s website, or better yet, turn it into a slideshow that potential customers can flip through? You pick the best photos, give credit to the fans, and everyone wins.
What do you think? Are there examples of upcycling you’ve already done with content? Share those examples and we’ll post them to the blog.
Oh and the whales were great! Saw seven of them in the Salish Sea.