We’re all attracted by the bright lights of ‘new’ and it’s certainly important to keep things fresh and appealing. But every piece of material you create has hidden value.
Have you squeezed all the worth you can from it?
For example, when you invested in interviewing a customer for a case study, did you explore what else you could get out of the meeting? Did you uncover the sales strategy? Writing up a separate piece with vital hints and tips for conversation starters and objection-handling can improve salesforce effectiveness. Did you gather additional sound bites? Quotes add substantiation and credibility to direct mail and brochures. Have you prepared a shortened version to include as a synopsis in a new product brochure?
I’ve said it before and I’ll say it again: it’s just common sense to make the most of the time and effort you’ve invested in assembling that lovely content. Right?
But this is more than just content repurposing; it’s about having a pre-planned and executable content strategy.