Repurposing
Creating content is expensive and it has a short shelf life.
Since your core content may benefit parts of your audience in different ways, you can adapt it (repurpose the content) to reflect this.
Plan to create content in ways that enable it to be reused in many forms in multiple media.
Examples are extracts of video used on instagram or articles that become multiple tweets.
Principles
- Adapt content to reflect the needs of audience segments.
- Write multiple synopses for the same core article.
- Spin each synposis into new posts and tweets.
- Write and post in context: geography, season, time and culture.
- Focus on the channels and media that yield actions.
- Create white papers and e-books from your best work.
- Use these to start conversations and drive conversions.
Ready to consider the 3 P's? (Planning, Process and Pitfalls). It's time to start your plan: