Make Your Content Work for You Again and Again

header_swipeDeveloping great content is hard work. So, you owe it to yourself to maximize the impact of everything you produce. Never publish anything once, unless you are under a specific agreement with a publisher for “exclusive rights.” For everything else, repurpose to maximize the reach of every bit of content you have to offer.
The first step is to inventory the content that you have created. Look at each item and assess:

  • Is there anything new to add?
  • Were there any comments that you can incorporate to make the piece better?
  • Is the content related to anything in the news or trending on social media? This can allow you to write a new intro that positions the content as current and relevant.

Once you have assessed what you have and have a fresh sense of each item, start to repurpose. Here are many places to consider. Generally, the best approach is to use some or all of these opportunities, spaced apart to keep your ideas coming up fresh to new audiences.

With each new posting, think of a catchy headline or intro that is suitable for the particular placement. Also pay attention to the imagery that fits best for each placement.

Blog – Post the content to your blog or as a guest blog post at a relevant blog. Longer pieces of content, such as a white paper, can often be broken up into more than one blog post.

White paper – Speaking of white papers, the reverse is also true: a series of shorter, related items can be composed into one white paper. This provides a deeper single dive into your ideas.

Social posts – Tailor the content to each of the social platforms where you are present. Pay attention to expected content length and trim your content to suit. Follow any social community conventions such as using hashtags and emoji to increase the relevance of your content.

Images – Find a great illustrative image and add a key thought from your content over the image using Canva or a similar tool. Or, go further and create an infographic to present the key ideas of your content. It’s a great idea to link any image to a longer-form text version of the information.

SlideShare presentations – Convert the information to a SlideShare presentation. This connects you with an audience that likes to be more engaged with easy to read, visual content. A SlideShare deck also gives you a great basis to move your content from the online realm and into a real-time presentation.

Video or audio presentation – Use your smartphone or a free tool to record a video or audio stream of yourself reading or discussing your content. Now you are appealing to the growing number of people who prefer to get online content via video, audio, and other non-text formats. You don’t have to be slick, but you need to be engaging and make sure the audio is clear.