Why it’s smart to re-use your content
Just like fashion, recycling is bang on trend when it comes to your content – with a few conditions, of course! We explain why you should re-use your content across multiple channels and how to nail it with little effort.
How to get it right
In order to achieve great results, you’ve got to start with one really great piece of content. It needs to be:
Cleverly-worded
Informative and interesting
Relevant
Succinct
Don’t forget that all-important call-to-action. Great content drives a result.
Then it’s time to reuse!
A new website blog is often the starting point when it comes to content development that maximises channel potential. Using that as our example, once your online content is live, it’s time to:
1. Share it to Facebook
Use a great image that illustrates your content. Include a snappy summary of what you’re sharing that intrigues people to learn more (and click through). Don’t forget to include key hashtags about your topic – three to five is a good guide.
2. Post it to Instagram
This is where dynamic content really shines. While static images work just as well here, Reels and Stories will drive organic reach beyond your expectations. Expand your hashtags into a carefully curated set that accompanies your post. Once again, this helps your content get found.
3. Off it goes to LinkedIn
Now you’ll want to consider the tone of voice. Chances are that you’ll need to make it more business-orientated, formal, and specific to your industry and category. Click that ‘alert employees’ button once your post is live, so your colleagues can on-share it to their connections.
4. Into your email newsletter
Hopefully you have a regular email newsletter in your communications schedule. Depending on your audience (B2B or B2C), you might need to tailor your tone of voice and language to suit. Keep in mind that only your key content should be included in email. Often, less is more.
5. See it in print
A great piece of content can easily be transferred into print. It could be a printed newsletter, poster, advert or advertorial. Include a short URL, so it’s easy for people to remember where to find the full article on your website. Or a QR code can deliver great results for certain audiences.
6. Where else should it go?
Depending on your target demographics, TikTok is a very clever idea when it comes to social. Innovative dynamic content that leverages what’s trending is an absolute must here.
The other channel you shouldn’t neglect is internal. Keep your colleagues updated with your brand’s content efforts. As we’ve suggested, it could be as easy as a LinkedIn button click or sharing it to your corporate page.
Investing in well-crafted content is a smart marketing decision
While we certainly wouldn’t encourage recycling a blog you posted a year or two ago, re-using fresh content provides multiple opportunities across your communications channels. The result? You’ll engage target audiences with ease – and get the maximum return on your content investment.
If you’d like more ideas on how creative content delivers real results, just drop us a line.