Possibly you’ve been tremendous busy. Possibly you’ve simply had a little bit of author’s block recently. Regardless of the case, you want content material, however you simply don’t have the time or power to create one thing from scratch.
Excellent news: Chances are you’ll have already got an unlimited quantity of content material you’ll be able to already use, with a little bit of artistic repurposing. Right here’s the right way to determine these assets and switch them into one thing new that your audiences will love.
- Flip video into phrases
Have a implausible video of your CEO talking at a city corridor or occasion? Transcribe it your self, or use an automatic transcription service like Otter.ai, and also you’ll wind up with an overview for a thought management piece or an intranet put up. This can be executed with buyer or worker testimonials. Phrases are phrases, in spite of everything, and it’s easy sufficient to translate them from one format into the subsequent — do this trick with podcasts, too.
Equally, you’ll be able to flip one other written piece right into a video. Hop in entrance of a digital camera and description a previous article, recap a previous occasion or ask an worker to inform a narrative.
- Flip the format
The identical idea can work even when we’re transferring from one written type to a different.
Say you have got a beautiful conventional article that’s carried out nicely for you up to now. That info continues to be good, and also you might be able to resurface it to a wholly new viewers with a couple of little tweaks. Strive turning that basic article right into a listicle (like this one!). Or an infographic. Or a LinkedIn put up.
Now, do remember: When you depend on search engine marketing for site visitors, you’ll wish to be sure that it isn’t a precise duplicate. Add some new info, change a couple of issues round, re-word a couple of objects. Google needs authentic content material. Nonetheless, in the event you’re largely engaged on an intranet, e mail marketing campaign or different medium that doesn’t want search, there’s much less strain to completely overhaul.
- Do a content material roundup
At all times a basic for the end-of-the-year doldrums, you’ll find your hottest content material from the final month/12 months/all time and repurpose it right into a best hits package deal. Pop on an intro explaining what you’re doing, add your hyperlinks and a fast description of every, add a little bit kicker and also you’re executed. Individuals like the concept they’re getting the perfect of one thing, that somebody has gone to the work of curating for high quality so that they don’t should.
- Deliver again content material wholesale
Even less complicated than a roundup is, there are occasions when it’s OK to republish content material again in its entirety. You’ll see this method on PR Day by day the week between Christmas and New 12 months’s as we carry again our hottest content material of the 12 months, one for every day. We’ll add a tag within the headline and a topper in every article making it clear that this can be a “better of” article, not new content material.
This could be a easy option to not overtax your self at a time when your places of work are closed (glad holidays!), whereas nonetheless offering info topeople who’re nonetheless working and may need some high quality content material as they set themselves up for achievement in 2023.
Whichever method you utilize, simply do not forget that most content material is just not single use. With a little bit of creativity and transparency, you may give previous new life.
Allison Carter is govt editor of PR Day by day. Observe her on Twitter or LinkedIn.
COMMENT
