Thought Leadership: Repurpose, Repackage, Refine Messages

by | Jul 21, 2010

If you’re a blogger, you know that it takes a lot of time to continually write posts, and once it’s on your site, you have to start on the next one. You may be overlooking ways to “reuse” the content across other medias to generate new conversations. Here are some hints:

Repurpose existing content – collect all thought leadership you have created over the past few years that isn’t time sensitive. This goes beyond the posts you’ve done. Look at white papers, articles, presentations, webinars. You get the idea. Once you have a stack, organize them by various topics or themes that’s appropriate for your target audiences.

Repackage your content – there are so many different options. Here are just a few suggestions:

  • Powerpoints – can be converted to an online slide show and put up on slide share.
  • Case Studies – can be used as a series of  “Best Practices” and can be delivered by way of podcasts or webinars.
  • Industry News/Trends – use as mobile SMS alerts where folks can subcribe to your updates.
  • White Papers – turn into podcasts or a series of forum topics.
  • Position Papers – turn into podcasts, and if you haven’t already done a post on them, it’s an ideal way to reuse content.
  • Use Other Social Media Outlets – post comments on your Facebook wall, tweet about them and use the content on the appropriate groups on your LinkedIn account.

Refine content – optimize your content using your keywords to increase your site ranking. If mobile marketing is an important target for you, you need to reformat content so it’s reader friendly. Here are some helpful hints from Christina Kerley.

These are some of the ways I try to reuse content. I’d like to hear what you do.


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