There is a saying in some sports circles about teams getting into playoffs or tournaments and losing their first games. The phrase is: one and done. Not particularly clever, but certainly descriptive.
Here’s the corollary: When creating content for your company, it doesn’t have to be one and done. In today’s communications landscape, there are so many additional options to maximize that content.
You can take a blog post and make it into a news release – and reach an entirely different audience. You can take that blog+news release and make it the feature article in a newsletter. You can take that blog+news release+newsletter article and tweet about it. You can take that blog+news release+newsletter article+tweet and turn it into a video to post on YouTube.
We could go on, but you get the idea.
It’s called re-purposing. But it’s not being lazy and just trying to re-use the same old, tired content. Allowing for some crossover, most organizations will be reaching different audiences with the different tools. What’s more, each time you re-use that content, you’re probably going to modify it somewhat to suite the new medium where you’re using it.
Each time you use it, the content – or the emphasis – may change slightly. Think about imaging. You have still images and rolling video. Each medium may treat each image(s) differently.
It’s all part of re-purposing – getting the most bang for your buck. Your content does not have to be “one and done.”