We usually think of writing as a singular contribution, but writing is really a long-term investment. Read on to find out how to repurpose your projects and ensure that your work brings a future return.
Our clients spend a huge part of their day on writing tasks. But starting over again and again on reports, white papers, newsletters, presentations, and internal and external business communications can make writing into a giant bore.
Update your approach by overlapping content and repackaging it for new readers.
To recoup calculable benefits from one-off writing, effectively repurpose and repackage your work. Think:
1. Beyond the basics: The more complex a project, the more reusable material it contains. Ignore shorter press releases or memos; identity pithy sections from larger works and use them as a springboard.
2. Beyond the first form: No written doc should remain in its original form. Think cyclically: presentations become SlideDecks; SlideDecks become infographics; infographics become social media updates.
3. Beyond the copy-and-paste: All written work must offer use-value. A list of bullet points copied from a prospective-client presentation doesn't resonate on a website.
4. Beyond the summary: Identify a new audience's expectations. Web readers expect a good story; white paper readers expect researched arguments. Summarize old material, but make it new.
5. Beyond the one-and-done: Repurposed content is evergreen, of course!
Make your written materials work harder for you. The effort may not mean less writing, but it does mean less work.
English PhD, former arts administrator, obsessive cook, native East Coaster, and mom to two rabblerousers.
English PhD, former high school teacher, obsessive organizer, native Midwesterner, and mom to three troublemakers.