Repurposing With a Purpose: How to Make Your Content Live Longer

So, you gave a great speech at a conference, wrote an article for an industry publication, or were quoted about a business trend in your local paper. You’ve maybe even reached that most rarified of air: an interview spot on local or national news.

What do you do with that now?

You’ve got options. By taking advantage of one or more available channels, you can highlight and share that good work with other audiences. Here are seven ways to get the content you already have into the hands of more people:

1. Website

This is a fundamental tool in repurposing the content you share. Your website should act as a clearinghouse and repository of everything you do, with specific sections for information about your practice, honors, presentations and appearances in the media. Frequent updates also will make the overall site more relevant and easier for search engines to find.

2. News Release

Whether sent directly to targeted reporters, distributed through an online PR service, or simply posted on your website, a well-written news release is a good way to summarize content, position your work as a possible news story, and draw attention to your expertise.

3. Email

A short email to select clients and referral sources that links to your article, presentation, or video can be a highly effective tactic. Clients like to see that you’ve been quoted by the media, and that you’re a keen observer of industry trends and issues. Linking the content also drives the recipient to your website, giving you a way to track “clicks,” gauge interest and identify possible targets for referrals and new business.

4. Client Alert

A more formalized and comprehensive way to communicate to your key audiences is through the distribution of an electronic client alert or e-newsletter. As with direct email, keeping the amount of text to a minimum and linking to content on your website will make the finished product easy to read and use. This approach offers an opportunity to further brand the content, as these communications can follow a standard format and easily accommodate a firm logo and similar graphics.

5. Another Format, Another Outlet

Since you’ve already invested time and effort to develop that PowerPoint or answer questions in a news interview, it may be fairly easy to exchange one format for another. Are there elements of a presentation that would make an interesting article? Could that interview form the basis of a presentation for an upcoming meeting? Hint: Yes it can.

6. Social Media

Your social media accounts provide a quick and effective way to post content or alert your audience about what you’ve done, where to find more information, and how to contact you. Just be prepared to adapt each update to conform to the structure of the specific social media platform.

7. Revisit and Revise

You likely follow very closely a key set of issues and topics. So you’re in a good position to notice when a new development in your area of interest offers a chance to update content you’ve already offered. It may be a news article or a research study you described in an earlier client alert or LinkedIn post. That gives you yet another chance to redistribute your content, offering an update and your perspective. Sometimes it’s as easy as adding a short comment to a social media post.

Hopefully, these examples provide you with a few ideas about how to make the most of your expertise and hard work. Don’t limit your good advice to just one audience: repackage and reuse it. Doing so will not only allow you to reach a broader audience but will also give your content longevity.

James Bingham

Content Marketing ManagerView Bio

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