If content is king, building the kingdom can be exhausting, especially if you’re a small staff association. However, creating for your audience doesn’t have to be that way. Using your content in multiple ways will extend its life and make you a more efficient producer. The key to maximizing your content is creating a content library.
How to Create a Content Library
Using your content effectively takes organization. Find a method to record what you have, where it is, and the topics it addresses. The Excel sheet example below is one I use.
Tracking Your Content
The primary use for a content library is organization. It tells you what you’ve covered and where it can be found. It takes only minutes to create and can be updated easily each time you post.
You could also add a column for content strategy. To do this, list out your goals for content in broad terms. For instance, your goals may be member recruitment, member engagement, and thought leadership. All of your content should be produced with one of those in mind. Listing the goal helps you see your content breakdown.
Using your Content Library to Repurpose Content
A content library is an efficient tool to help you create and repurpose content as well. There are 3 main types of content:
- written (blogs, articles, whitepapers)
- visual (infographics, images)
- multi-media (video, podcasts).
If you want to maximize your distribution and grow your audience, ensure that each piece of content you create exists, at least partially, in all 3 formats.
Using the blog post example above, here are a few suggestions on how you can repurpose that written material with very little effort:
- Visual: Take an image you own and add a tip (from the blog post) to it. Share it with your social media outlets.
- Multi-media: Talk about your blog post topic on a podcast and how it relates to your industry.
Take a moment to look at the NOTES column in the sheet above. This is the place for stats that will require updating in the future. Updating is important if you want your content to be evergreen (something you can use months or years from now). Set yourself a reminder to edit old stats. This gives longer life to your posts. You can also revisit your posts in the future and write an updated version. Hollywood does this all the time by reworking classic movies.
Using Your Content Library to Create New Content
In addition to using the NOTES column for updating content, you can use it to create spin-off content. In the video entry I wrote that Greg talks about Gen Y. While this isn’t the primary topic of the video, it might be something worthwhile to explore in future content with Greg, an association member, or a staffer.
Capturing future content ideas as they present themselves will save time and resources. Plus you’ll have a better view of the content web and how your posts are connected with your content strategy. You can build in links accordingly.
Posting to your content library takes only minutes each time you create content. Filling in the content library ensures your content is in line with your content strategy and exposes additional content needs.