The Small-Staff Association’s Guide to Maximizing Content Repurposing
In the fast-paced world of content creation, it’s essential for small-staff associations (or, let’s be honest, any association with limited staff, time and resources) to find innovative ways to make the most of their resources. Content repurposing is a strategy that allows organizations to extend the life of their existing content, provide renewed value to members, and reach a broader audience by diversifying content distribution across multiple platforms. Because small-staff associations in particular face challenges with defined bandwidth, content repurposing can maximize your member engagement while effectively prioritizing your team’s efforts.
The Power of Repurposing
Small-staff associations often face resource constraints and the need to prioritize tasks that are mission focused and drive the organization’s strategic plan. By working smarter and not harder on content creation efforts, as well as leveraging available tools, technologies, and partners, small-staff associations can achieve significant goals tied to their communications and content marketing.
To be successful with content repurposing, your association must have a plan. While there are countless ways to repurpose content, it rarely happens organically. It is crucial to have a well-defined plan that outlines how and when content will be repurposed across your platforms. By establishing clear goals, identifying valuable content, and using data analytics to identify content that performs well and engages members, you can make informed decisions on publishing, distribution, and revamping or fine-tuning the content to target different audiences or drive a desired action.
Repurpose, Reuse, Recycle
The key to successful content repurposing lies in finding multiple ways to strategically repurpose content across different platforms and formats to reach different audience segments who consume content differently. For example, transform a webinar into a whitepaper or e-book, rewrite long-form articles or interviews into blog posts or infographics, or transform the audio from videos of your conference sessions into podcast episodes … the ideas are endless. By diversifying your content formats, you can cater to various audience preferences and maximize your reach.
Content repurposing allows you to cater to the diverse needs of your member groups by expanding the accessibility of your content. By adapting content to different formats and platforms, you increase the likelihood of resonating with their experiences and capturing their attention. This approach helps you connect with members who are most active and engaged on specific platforms without requiring excessive staff or volunteer time.
Maximize Your Repurposing Resources
Small-staff associations clearly understand the need to utilize available tools that enhance their ability to work efficiently and increase productivity. Some valuable tools and technologies include content management software, AI content generators and newsletters, marketing automation software, member data management software, graphic design tools or websites, video creation and editing tools, and transcription software or websites. These resources can streamline your content creation process and optimize your productivity.
But it’s not just about tools and technology at your fingertips – one of the most valuable resources at your disposal is your membership. Engaging member volunteers can significantly enhance and amplify your content creation and promotion efforts. They can create and curate content, contribute to peer-reviewed articles, and engage with your fellow members on social media, often providing a more authentic experience and strengthening member-to-member connections. Additionally, consider building a network of freelancers or starting an internship program to expand your content creation capabilities.
Small Staff, Big Successes
The limitations faced by small staffs don’t mean your association needs to limit its ability to engage with members through relevant and impactful content. With proactive planning and by relying on the right resources, content repurposing becomes a powerful strategy that allows small teams to make a big impact.
5 Tips for Effective Content Repurposing
To effectively implement content repurposing strategies, keep the following takeaways in mind:
- Set reasonable and achievable goals for content repurposing.
- Develop a comprehensive plan for repurposing content across different platforms.
- Monitor data and analytics to build on the success of high-performing content.
- Prioritize initiatives that require staff knowledge and expertise.
- Embrace tools and technology like AI that allow you to repurpose content quickly.
