1. Repurpose
Let’s face it, budgets and time are inevitably tight, so if there is one thing I’d recommend you focus on in 2024, it’s repurposing your content.
Create LESS content, but make sure you maximise the value of what you create.
Splice, dice, repurpose and repost. Take the same content and reuse it in different formats and platforms.
Spend more time on how you are going to distribute your content. A good piece of content can spawn lots of smaller pieces that can fill several different channels.
It’ll save you time and help you reach more people.
2. Reset
Creating less brand-new content means letting some stuff go, which can be hard. Check in on your content goals. What channels and types of content are the most effective in delivering?
The old ways might still be working well, but they might not.
There is much more choice of where and how to consume content, but you don’t want to spread yourself too thin.
Most channels reward regular activity, so it is better to focus on being in fewer places and do them really well so they deliver.
If your goals have changed, you may need to reset your content strategy. For example, if you want to attract new talent, you need content that sends the right messages in the right places.
3. Refresh
Because there are so many options now, you don’t want to get stuck with the same old thing and lose out. Consider a refresh and try something new.
You could go big and try a new social channel or a new medium – podcast or video, for example.
But plan to give it a proper go because building a new audience takes time. You need appropriate resources and ideas to be consistent over a sustained period.
If that isn’t possible, think of more subtle ways to refresh your content. Repurposing existing content into a different format is one way.
You can also refresh and tweak your ideas. Think about different styles of features, a series of themed pieces or interviews, or maybe focusing on different voices within the business.
Take a look outside of your industry and see what other sectors are up to for inspiration.
It doesn’t have to be a long piece of research, it could be as easy as looking objectively at the last few pieces of content you engaged with, work-related or not.
Think about how they piqued your interest. What can you learn from that and apply to your content?
Let me know what you think.
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