Best Practices in Repurposing Content

1.      P.O.P.E.* – Publish once, push everywhere

In today’s online world, content is king. When your company has content, whether it is owned, earned or paid, it is important to take on the role of editor and curator.  How do we plan for our content and how do we organize it?

To push everywhere means both internally and externally, using email and newsletters for your employees and customers (don’t forget you board of directors and vendors) and, to use social media channels such as LinkedIn, Facebook, Google+, Twitter and others as appropriate.

*Similar to “COPE” found in a LinkedIn discussion last year.

2.      Ask to be shared

As marketing professionals we are pretty good at posting news to our personal channels, but rarely do we ask others to “share” or to “cut and paste.”  By providing your internal and external audiences suggestions for posts, and making it easier for them to share, you grow your visibility exponentially.

3.      Channel your content

Content is born and then needs to be channeled; similar to the P.O. P. E. practice, not only do you want your content to have a broad reach, you want it to have some depth.  It is not unusual to post the same content, with a different message, to various channels.  Many house their content on a blog or website newsroom and push it out over time.  The theory of “one and done” no longer applies.  In fact, a great piece of content can be shared from different perspectives in numerous ways over time.

4.      Tag relevant influencers

If your content is authored by someone in your company, give them credit.  Tag them on LinkedIn, Facebook and Twitter.  If it is authored by a reporter or other influencer, follow them and then tag them using @ sign.  Twitter, Facebook and now, LinkedIn all recognize the tag symbol.

5.      Share others’ content

It is no longer a best practice to share only your own content; it is important to also share others’ content, including your customers, vendors, influencers and those who have an impact on your industry.

6.      No expiration date

Content doesn’t have an expiration date.  If something was written last year, most likely parts of it still apply.  Resurrect your content and give it a refresh.

7.      Repeat

When done, rinse and repeat with #1.