By Catherine Lang-Cline
You are seeing everyone post, post, post… in LinkedIn, Instagram, Facebook, newsletters, podcasts, etc. Where are they finding this content? Continuously coming up with content can seem daunting and it doesn’t have to be. It can be repurposed.
There are companies that require a ton of information that goes out daily and they have teams to get it done, but a smaller company might not have the same need. So how do you keep up? You start with the first thing.
Share information. You might see an article or post that someone else has written and your people might be interested in it, too. Credit the author and share it. Easy. Your clients see that you are keeping up with the latest information and you have their best interests in mind by including them.
Write a blog post. Keep it simple and keep it on a subject that you know really well. It doesn’t need to be a novel, keep it about a page long. Have a lot to say? Break it into parts! Having a short(er) blog shows people that you are respectful of their time and can get your thoughts across quickly. Keep that blog on your website for people to view AND add it to your LinkedIn. Use a link to get people back to your website and learn more about you.
The same content can be shared in a newsletter that goes directly out to all of your contacts. Craft something that addresses the person receiving it and why you think they might be interested,
The same content can be a podcast. Podcasting is a wonderful way to expand on the subject you are writing about. Using the blog as a prompt, talk about all the points that you were trying to make in the blog in more depth. Have a guest speaker join you and make it a conversation.
Like talking first? Make the podcast a blog. Send it as a follow-up for listeners.
The same content can be made into soundbites and videos that can go on your social media.
Create a graph or image about what you talked about and add that to your social media schedule.
Does this still seem like a lot? Let’s wrangle this up a bit. Think about how your customer might want to receive the information. Are they readers? Are they listeners? Do they prefer videos? Do images speak to them? Those are the things you want to focus on. Then you want to create a schedule. Start with a few topics and think about when you want that communication to go out. You might want to talk to your client once a week, bi-weekly, or monthly. Maybe it’s a newsletter and a post on social media this week and something else next week.
You are the expert in your area and a good judge of what your customers would like to know. You also know that they all consume information in different ways. Not only does repurposing your content gets that information out and heard, but it can also save you a lot of time.
Reduce. Reuse. Recycle.