The idea behind this blog post is repurposed from LinkedIn posts I’ve already published.
But I’m not lazy. I’m getting more return on the ideas and time initially invested – and you can too.
Built environment (and other B2B) businesses are likely to have a wealth of valuable material ripe for editing and reuse: case studies, thought leadership/articles, award entries, reports, white papers, BIDS, etc.
Not only are you maximising the value of material that has already been researched, crafted and approved, but it is also far easier to work with existing content than to start a piece from scratch.
It’s not cheapening your content, it’s making the most of a chunk of work that’s already been done.
There are many ways of repurposing content.
Content repurposing ideas
The really obvious one is to take a longer piece – a thought leader or white paper, for example – and splice it into shorter LinkedIn posts, but what about updating a piece and then republishing?
You may have made predictions ahead of a government policy announcement or written about what you’d like to see. Were you right? Did your wishes come true?
What about those market expectations and trends you’ve talked about? How did what you say compare with what subsequently happened?
Do you have project case studies? Is there an industry theme, a common thread which you can pull out and turn into a separate thought leadership piece?
All the information is there, it’s just a case of joining some dots and reangling it.
Could you repurpose a piece for a different audience; take a technical piece written for peers and edit it so it’s more easily understood by those without the same level of knowledge?
For example, repurpose a technical legal piece into one that clients can easily understand.
That’s just a few ideas. Dive into your archive and get creative, you will no doubt find a wealth of material that you can turn into something new.
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