content heavy lifting: how to recycle (and upcycle) your content over and over again by megan...
TRANSCRIPT
HOW TO RECYCLE (AND UPCYCLE) YOUR CONTENT OVER AND OVER AGAIN
CONTENT HEAVY LIFTING:
@meggo_costello
I LIFT WEIGHTSHI, I’M MEGAN
FOCUShttps://flic.kr/p/89hDcN
I ALSO LIFT CONTENT
UPCYCLE (ADDITIVE)
RECYCLE (DIVISIBLE)
https://contently.com/strategist/2016/01/26/additive-and-divisible-content-the-trick-thatll-double-your-content-success/
https://flic.kr/p/9JMmD3
Art by Dylan Moriarty
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…
LET’S TRY SOMETHING NEW…
A CONTENT HERO: ART (?!)
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!
BE P&GHOW WERE WE GOING TO TAKE THIS FARTHER?
https://www.pgeveryday.com/products-reviews
DIVISIBLE CONTENT
PRINT+WEB+EMAIL MARKETING + BEYOND
https://uwmadison.app.box.com/lsnewslettershttps://parent.wisc.edu/newsletter-story/initiative-helps-ls-students-chart-their-futures/
STARTED FROM THE BOTTOM NOW WE’RE HERE
TAKING CONTENT BEYOND
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.
LET THINGS SURPRISE YOU
CONTENT HEAVY LIFTING
I DIDN’T PLAN THIS
CONTENT HEAVY LIFTING
http://www.ls.wisc.edu/documents/CI_e-update_4-6-15.pdf
http://www.ls.wisc.edu/careerinitiative-progress.html
OR THIS
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.
THIS IS AWESOME
SO I ASKED FOR THIS
http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf
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!
SO, FROM PRINT
CONTENT HEAVY LIFTING
TO EVENT COLLATERAL & MARKETING
Photo by: Bryce RichterArt by Dylan Moriarty
TO FUNDING PROPOSALS
http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf
CONTENT —> MESSAGINGTHAT MOMENT WHEN…
CONTENT HEAVY LIFTING
PRESENTATIONS, TALKING POINTS, SPEECHES
▸ Rolling list of accomplishments
▸ Success metrics and data points
▸ Anecdotes and quotes
▸ Stories about people
ADDITIVE SOCIAL CONTENTAND ALSO FUN STUFF
CONTENT HEAVY LIFTING
ADDITIVE CONTENT▸ Year in Review/Looking
Back
▸ Looking Ahead/What’s Next
▸ Asking our audience
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
THANK YOU!GET OUT THERE AND LIFT