Content: recycle and reuse
It’s readily acknowledged that the more content you produce, the more engagement you’ll drive. Maintaining a steady stream of content establishes your chambers as an authority in your specialist areas, solves problems for your audience and raises brand awareness.
But, none of us have a limitless list of ideas and endless time in which to write new content. So, recycle and reuse instead.
It isn’t cheating. In fact, it’s a good opportunity to put a fresh coat of paint on an old – but highly reliable – machine, and make sure new audiences see past content at more convenient times or places.
Here are some ideas of how to get started with recycling content:-
E-books and white papers
Larger content pieces such as these are robust enough to get you through a quarter before having to push out another one. If you’ve got a lengthy resource in this format, release it at the beginning of the quarter then use it to fuel the rest of your content strategy for those months.
Pull segments, paragraphs or sections and repurpose them into shorter blog posts or emails. All you’ll need is a new headline, introduction and conclusion plus perhaps a few minor text alterations. Link these shorter content pieces to your e-book or white paper as a call to action.
Blog posts and emails
As an opposite tactic to that suggested above, instead of distributing your e-book or white paper at the beginning of the quarter and using it to write shorter content, do the reverse. Use your shorter content to write your longer content, and release the lengthier piece at the end of the quarter.
Pick out the posts or emails related to the larger topic umbrella, connect together like a puzzle and revise accordingly so the content flows smoothly.
Another way to repurpose these shorter content pieces is to simply share them again. To re-share, include an “ICYMI” (“In Case You Missed It”) tag and create a new caption. This tells your current audience that they’re seeing something they have already read, and informs your new audience that this is an important piece of content that’s worth sharing again.
Social media platforms don’t let your entire audience see each one of your posts, not without paying for coverage anyway, so it’s in your best interests to recycle the content that you post. Again, re-post on a different day with an “ICYMI” in the title or caption.
A few words of parting advice:-
- Don’t post the same content twice on the same day.
- Don’t re-post to the same channel or page with the same caption.
- Don’t post on a business page and then re-share on Facebook from your personal page on the same day.
- Don’t forget to tweak the language for different platforms. 140 characters for Twitter, no hashtags on Facebook and LinkedIn etc.
Keep recycling to really see the fruits of your labours.