Purna Virji believes that repurposing content is a key strategy to make the most out of a big idea, allowing it to take on different forms and reach different audiences.
- The Big Idea Benchmark: 10 Uses
Discovering a truly big idea is marked by the ability to envision at least 10 different applications for it. This benchmark challenges content creators to think beyond the initial form, prompting considerations like turning a podcast interview into articles, blog posts, and various social media snippets.
- Timelessness: Tapping into Enduring Quality
Purna emphasizes the timeless nature of certain content.
Spotify Unwrapped -It is a yearly phenomenon that keeps audiences hooked. Why? Because they understand the power of renewal. Each year, they add a fresh twist, a new layer of personalization.
Moz’s SEO- The enduring success of Moz’s beginner’s guide to SEO showcases the power of evergreen content. Regular refreshes and updates maintain its relevance, making it a go-to resource over two decades.
Edelman’s Trust Barometer – If your idea generates annual buzz, create a content ritual around its release, engaging your audience with the latest insights.
- Diverse Voices & Collaborations
Apple’s Product Launches – They follow a familiar pattern, yet each year feels unique. The CEO’s inspiring story sets the stage, followed by product deep dives and expert commentary. This multi-angle approach caters to different audience preferences, ensuring everyone gets a taste of the apple (pun intended).
Collaborations – Partner with other brands or experts related to your idea. Host joint webinars, interview each other, or create co-branded content – the possibilities are endless!
To conclude, Purna believes that repurposing isn’t just about saving time; it’s about maximizing the impact of your ideas. It is a strategic approach to extract maximum value from your big idea, giving it new spins and discovering its full potential.
Exercise & Homework :
Instead of constantly creating new content, analyze and repurpose your top-performing pieces from the past six months. Identify the audience, understand the contexts where it thrived, and explore new angles for its application.
Listen to full conversation between Purna and Jasravee Kaur Chandra on our Youtube Channel
Jagged with Jasravee, the Marketing Show
Conversations at the edge with thought leaders in marketing & business
Jagged with Jasravee, the Marketing Show 
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