Content is a double edged sward for modern PR professionals and marketers. On the one hand, it is an effective way to attract, inform, and engage audiences. It is great for SEO and can even help get the attention of journalists and influencers. On the other, it is almost impossible to create enough of it. I don’t know a single person in our field who would say that they have all of the content they need.
So what can you do? Well, it turns out the recycling isn’t just for water bottles. Old content can be made fresh and new again if you apply the familiar, “Reduce, recycle, reuse” paradigm.
This might sound crazy, but hear me out. You can get more out of your content by creating less of it. (Mind blown?) The trick is to focus on quality, not quantity. (The next couple of sections will help address the need for quantity.) It is much smarter to invest your time and budget in a few pieces of content that tell your brand’s story in a unique and compelling way then it is to churn out 20 ho-hum blog posts. By narrowing your focus to just those assets that will propel your business results, you can spend more effort perfecting and promoting them.
Having a limited number high-quality assets makes it easy to address the need to have lots of content to use over all of your channels. An effective approach is to change its form. If you have a great eBook for example, you can use the ideas and graphics to create a related post for your blog and infographic for your social channels. A customer case study might work well as a video or a guest blog attributed (with permission, of course) to your customer. When your asset is finished, don’t ask, “What should I do next.” Ask instead, “What else can I do with it.?”
Just because you’ve posted and promoted content once doesn’t mean that its useful life is over. Go back and look at the assets you’ve created in the past. Has a new industry trend or development in the news made them relevant again? If so, why no promote them now? Another approach is to review your old content to see if any could use an update. Just an added paragraph or extra bit of commentary could freshen up an old post. Why not create some assets featuring excerpts from your most popular content or a post that aggregates your content on a particular topic?
If you put quality first and wring every ounce of value out of the content you create, you can step off the content treadmill and really enjoy the fruits of your labor.