Whitepapers, reports, webinars, videos, blogs: If your association is like most, you probably produce a lot of valuable industry content for your members. And, again, if your association is like most, you may feel overwhelmed by the idea of continually creating content to keep your members engaged. (Not to mention, keeping your prospective members interested.)
Well, what if I told you there was an easier way?
Repurposing your content - rather than always creating new resources from scratch - will make your content strategy more...well, strategic. Think about it:
Different people best retain information through different channels. If you’re constantly hosting webinars, but only hosting webinars, you’ll miss out on engaging an entire group of people who would find the content of the webinar valuable, but would rather read it in a report. (Or vice versa! You get the idea.)
More importantly, you’ll be spending your time more wisely. You and I both know that constantly coming up with new content is a challenge: If you can cut down on your own frustrations while serving your members (and the industry at large), well, that sounds like time well spent to me!
So, how do you work on repurposing content? Here are a few tips:
- Break existing content down. Let’s say you wrote an entire five-page eBook: Are there three or four blog posts you can get out of it? Or a couple video scripts? Your larger pieces are a goldmine for creating a handful of smaller, related pieces.
- Organize by topic. Wherever your content is stored, see if you can classify or tag resources by topic(s). That way, you can easily identify where there may be gaps in different types of content for that particular topic. (This should be a cinch if you use an LMS or some other content delivery solution.)
- Revisit old content. Look at anything over a year old and see what updates you can make, and then re-release that resource. Chances are, you’ll have a few things that will need some changes or that you can add to.
- Revisit old copy. Similarly, let’s say you’re about to write a report on new hiring trends in your industry, but you know you just wrote a similar blog post. Don’t be afraid to reuse some of that copy! Or if anything, read back through it to get some inspiration for the new piece.
- Create comprehensive campaigns. Moving forward, make a commitment to actually planning out a set of resources on one particular topic. (And, plan the distribution for each resource, too.) Working on the big picture from the start will give you better results and free up your time in the long-run.
By making your content machine work smarter, you’ll have time to tackle bigger initiatives. And with a variety of content on the horizon, why not start an online learning program? Whether it’s for some type of certification or simply a way to deliver valuable resources to members (and non-members!), an online learning program is a game-changer in terms of membership value.
And it’s easier to get started than you may think! Check out our guide: