Content Heavy Lifting: How to Recycle (and Upcycle) Your Content Over and Over Again by Megan Costello (Now What? Conference 2016)
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We spend all this time building channels to house our content, but many of us are strapped for time and talent (sometimes treasure!) to keep the content production in high-gear. In this talk, Megan will walk through 10 ways to make one piece of content work across web, social and print to help you—or your clients—think creatively and strategically about making small amounts of content do the heavy-lifting across all your channels. From the 2016 Now What? Conference: www.nowwhatconference.com
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Content Heavy Lifting: How to Recycle (and Upcycle) Your Content Over and Over Again by Megan Costello (Now What? Conference 2016)
- 1. HOW TO RECYCLE (AND UPCYCLE) YOUR CONTENT OVER AND OVER AGAIN CONTENT HEAVY LIFTING: @meggo_costello
- 2. I LIFT WEIGHTS HI, I’M MEGAN
- 7. I ALSO LIFT CONTENT
- 9. Art by Dylan Moriarty
- 10. ADDITIVE BIG PICTURE THINKING STARTED FROM THE TOP NOW I’M HERE: PUBLICATIONS ▸ Cover stories ▸ “Hero” stories: ▸ Profiles ▸ Long-form narratives ▸ Q&As ▸ Day-in-life ▸ Origins stories ▸ Sidebars ▸ So much more…
- 11. LET’S TRY SOMETHING NEW… A CONTENT HERO: ART (?!)
- 12. CONTENT HEAVY LIFTING WHAT I LEARNED ▸ Don’t forget print. Let it be your bird’s eye or your grounding force, or both. ▸ Set aside time, even small amounts, to think big — it can be an important piece of upcycling/recycling. ▸ Use art with intentionality to tell your story. ▸ Think deliberately about your artist/designer and their story. ▸ Use easy photo editing tools (Canva, Pablo) that even non-designers can use!
- 13. BE P&G HOW WERE WE GOING TO TAKE THIS FARTHER? https://www.pgeveryday.com/products-reviews
- 14. DIVISIBLE CONTENT PRINT+WEB+EMAIL MARKETING + BEYOND https://uwmadison.app.box.com/lsnewsletters https://parent.wisc.edu/newsletter-story/initiative-helps-ls-students-chart-their-futures/
- 15. STARTED FROM THE BOTTOM NOW WE’RE HERE TAKING CONTENT BEYOND
- 16. CONTENT HEAVY LIFTING WHAT I LEARNED ▸ Be P&G when you can. ▸ Think divisibly about your message. ▸ Always share. ▸ Print + Web = always, right? ▸ Think people first. ▸ Leverage your hero’s network. Be P&G.
- 18. CONTENT HEAVY LIFTING I DIDN’T PLAN THIS
- 20. CONTENT HEAVY LIFTING WHAT I LEARNED ▸ BE YOUR OWN EVANGELIST. Remember your “Who”! ▸ I shared, shared, shared with my network (divisible). ▸ I followed, followed, followed my content (additive). ▸ I kept that running and rolling elevator pitch content fresh.
- 21. THIS IS AWESOME
- 22. SO I ASKED FOR THIS http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf
- 23. WISHING FOR DIVISIBLE CONTENT SOME MISSED OPPORTUNITIES (STEAL THESE IDEAS) ▸ Guest posts on medium.com? Tumblr? ▸ Promoting Greg’s blog posts for social ▸ Listicle content from our annual report or the new course: Steps that Matter, Choosing a Major, Fresh Advice ▸ social media promo? ▸ sharing with alumni network? (LinkedIn!) ▸ email marketing to students? ▸ Instavideo “Did you know?” ▸ So much more!
- 24. SO, FROM PRINT
- 25. CONTENT HEAVY LIFTING TO EVENT COLLATERAL & MARKETING Photo by: Bryce Richter Art by Dylan Moriarty
- 27. CONTENT —> MESSAGING THAT MOMENT WHEN…
- 28. CONTENT HEAVY LIFTING PRESENTATIONS, TALKING POINTS, SPEECHES ▸ Rolling list of accomplishments ▸ Success metrics and data points ▸ Anecdotes and quotes ▸ Stories about people
- 29. ADDITIVE SOCIAL CONTENT AND ALSO FUN STUFF
- 30. CONTENT HEAVY LIFTING ADDITIVE CONTENT ▸ Year in Review/Looking Back ▸ Looking Ahead/What’s Next ▸ Asking our audience
- 31. STEAL THESE IDEAS SOCIAL LOW HANGING FRUIT ▸ #TBT ▸ Holidays ▸ ‘Best of’ on social/web ▸ ‘Click to Tweet’ ▸ Boosting Facebook posts and using Facebook video ▸ Infographic of metrics of success ▸ Quoted/featured in the news
- 32. THANK YOU! GET OUT THERE AND LIFT