RE-PURPOSING media

The saying goes that you should work smarter, not harder. Creating original content for social media and promoting your company to stakeholders can require a lot of time and effort. As part of your media strategy, you should aim to create content that can be repurposed across multiple platforms and at different times.  
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For example, say your company produces a short informational video on a new service you will be offering clients, with the purpose of presenting the program to board members. Assuming the video doesn’t include any confidential information, you could also repurpose this video in a number of ways. You could include it in a press release when the program rolls out. You could share it on social media (Facebook, in particular) when the service becomes available to the public. You can repost the video one year out, even, in celebration of the program’s success.

As anyone who has stitched together a video can attest, it is much easier to tweak content to reflect updated information than to start from scratch. Adding 10 seconds to the end of your video with updates is easier than creating something totally new.

Videos are not the only content that can be repurposed, either. Brainstorm different ways you can use infographics, brochures, photos, and interviews. Don’t diminish the hard work put into creating original content by only sharing it once with a limited audience!
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Don’t forget about content others create, either. Positive earned media can and should be repurposed. For example, say the local paper published a feature on your new CEO. Nowadays most stories can be found online, often with sharing capabilities. This makes it easy to share articles on Facebook, Twitter, LinkedIn-- you name it. Posting the feature on social media allows you to spread the word about your organization without creating new content or appearing to overtly self-promote. Sharing others’ content also increases your engagement with other organizations and shows support for local news outlets.