"Content upcycling" might be a new term for many, but it's an innovative approach to video production and content marketing. Rooted in the concept of creatively repurposing existing assets, content upcycling is about maximizing the potential of your existing media library.
The NFL’s Success with Asset Libraries
A prime example of effective content upcycling is the NFL. Their structured approach to video production, ensuring consistency in capture techniques and equipment specifications, has created a vast and versatile asset library. This immense pool of content allows them to continually remix and repurpose assets for new promotional materials without starting from scratch each time. Their partnership with Amazon Prime to showcase Thursday night Football highlights just how potent this strategy can be.
The Upcycling Approach for Brands
So, how can smaller brands harness the potential of content upcycling? It starts by building a robust asset library. With just a week's shoot, brands can potentially produce enough creative content to last an entire year. By strategically capturing each product and scenario, brands can end up with a wealth of material. From photographs on varying backdrops to multiple video scenarios, this content becomes the foundation for myriad marketing campaigns.
Stretching Your Production Dollar
The focus of content upcycling is efficiency. Traditionally, brands may spend considerable time and resources perfecting one commercial or ad. But with upcycling, brands can be agile, learning from their audience and quickly iterating based on real-world performance.
This method doesn't just save money during the production phase; it empowers brands to A/B test multiple ads, allowing them to pinpoint the most effective content and messaging. It's about moving from the realm of subjective opinions to data-backed decisions.
Editing as Storytelling
One of the linchpins of successful content upcycling is effective editing. At its heart, editing is a form of storytelling. With a well-stocked asset library, brands can continually weave new narratives without incurring additional shooting costs. An asset, like the timeless design of a Coca-Cola can, can be repurposed endlessly, allowing editors to craft various narratives that resonate with different audience segments.
Moreover, editing offers a cost-effective way to churn out high-quality content. By shooting a foundational set of assets and then relying on skilled editors to repurpose them, brands can consistently produce fresh content without continually draining their budgets.
Closing Thoughts
The age of content upcycling is upon us, pushing brands to think beyond traditional video production. By building a rich asset library and leveraging the skills of talented editors, brands can produce more engaging and effective content than ever before. In the ever-evolving landscape of creative production and content marketing, it's the brands that can adapt and innovate that will truly stand out.
