Repurposing Content on the Web is a Lost Opportunity

How many times have you been told, “Hey just put this or that on the website.” Those are the very comments that make online developers cringe in disbelief. There is so much repurposed content on the internet. I can’t believe the number of missed opportunities.

For example, why do the local news stations show clips from the 6 PM news? Just watching the same clip from TV on the internet is not going to do it. Why not show interviews from local viewers, take requests from your audience, show more live events to catch the moment. To me the evening news is just a repackaged highlight program that rarely gives you the depth of information you want. (Actually newspaper websites are in a great position to take on the local TV stations for live local in depth coverage over the coming years but they don’t realize it yet.).

If you are repurposing content from traditional media outlets to your website, you may notice that viewers are disappointed. Worse your customers don’t come back as frequently because they see through your thinly veiled attempt to push the half hearted attempt onto the internet.

Traditional media is a one way push and most content created for TV and print is created for this medium. The internet is a two way conversation with your customer with the customer controlling the conversation. The content has to be created or reworked to engage your audience.

Here are an examples of what we have done if you need ideas:

We have a Fan Photo section on indycar.com. This section allows users to upload their photos from the race they attend. They can share messages about their experiences at the events with others. Other fans, comment with similar reactions and engage the users. This section has led to one user getting his photo chosen to be on the cover for the 92^nd running of the Indianapolis 500 ticket. I can’t imagine any campaign more engaging to your audience than to honor them for attending.

These is an example of a basic Web 2.0 application that when planned up front will be very successful. This will have far greater impact than any traditional marketing campaign because you will see instant results and more importantly instant feedback.