Creative ways to repurpose your content

Five ways to get the most out of your limited writing resources 

You know what it’s like? You and possibly your team have spent hours, weeks and months slaving away over an extensive whitepaper or report that now looks fantastic. Great! Well done you!

So you have sent it out to all your contacts and put a link on your website, but now what? All that hard work is threatening to disappear off the radar completely, so how do you get this content to work even harder for you?

Apart from the obvious, which is to re-share on social media whenever you can, here are five ways that you can repurpose the content that you have already worked so hard to produce:

1) Create a snippet that can be shared on Twitter or Facebook

A snippet might be an image created from the original document, or a snapshot from the key findings or headline topic. It just has to be something that might pique the reader’s interest and make them want to find out more – just make sure that when you add it to Twitter or Facebook you link through to the original document. This is a great way to get longevity out of the same content without having to change much.

2) Pick the best stats and create an infographic

If your document is something that can be boiled down into stats think about creating an infographic. The purpose of an infographic is to present information in a visual way that helps people immediately understand what is being conveyed. Here are some examples of brilliant infographics  on social media,  our July social media snap shot, or the journey of a tweet: http://buff.ly/1qpwId3.

3) Create it as a presentation on Slideshare

Slideshare is a great way to reformat your existing content into a sharable format that can be edited down or added to depending on the original document. You can then load it onto the SlideShare platform which will go into their community to be shared, or use it as a piece of visual enticement on a LinkedIn post.

And if you need a hand, Slideshare have a great “How to” Slideshare presentation here: http://slidesha.re/1iUomYt

4) Turn it into a webinar

A webinar is a really easy way to engage your clients or customers with a low cost, quick approach but still give yourself the ability to control the content. It’s also a great way to open up the content to people outside your existing customer base if you promote the webinar on your social media channels. And if you have already created your Slideshare presentation, a webinar is an easy win. There are a number of webinar platforms that you can use such as GoToMeeting, WebEx or even Google+.

5) Rewrite as a blog post

Depending on the depth and length of the original piece of content you could generate a number of blog posts out of it. If it is possible to separate out chapters or complete thoughts it should be easy enough to divide up. Or you could write a blog post as a piece of commentary on the original piece with a link to it embedded into the blog. Apparently the optimum length for a blog post is 7 minutes (or around 1600 words depending on how many images you include) but I guess my advice would be write as much as you need to make sense, and don’t worry about the supposed short attention spans online.

For some more hints and tips on how long to make all your social media content check out this great blog post from Buffer: http://bit.ly/1z40new

So if you have spent the time and effort creating fantastic content in the first place, spending a little more time repurposing can ensure it gets the long life it deserves.

by Claire Waddington
Marketing & Communications Manager, ANZ in Special.

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