Content that works harder

By Jeff White: Oct 15, 2010

Filed Under: Content, Development, Jeff

In today’s world, with a premium placed on the consistent production of high quality marketing content, it just makes sense to have the content you create work harder. Can that blog post be repurposed as a commentary piece in your local newspaper? Can you leverage something you wrote online to get an interview in a new market?

There are a lot of ways to get your content working harder for you including:

• If you’re a B2B company, pitch your industry’s trade publications on running a monthly feature that’s essentially a re-work of the thinking from your blog.
• Upload your best presentations on Slideshare or re-format your best blog posts as mini white papers on sites like Scribd or DocStoc
• Repurpose your blog posts into an email newsletter
• Better serve mobile internet users by creating a mobile-friendly site or apps for specific smartphones like Apple’s iPhone or Google’s Android units.

It’s this last point that we tapped into for Halifax Magazine. Using a WordPress backend for the main site, we developed a simple iPhone app that dynamically pulls content to the mobile device. In the backend, we created a data feed for specifically-tagged posts. These posts are read dynamically by the iPhone app, and stripped of formatting to be presented in the app interface.

This is one of the reasons why having owned content is so important these days. The assets you create or have created for your organization can be reused, referenced or sold across a variety of media and delivery options.

How are you re-purposing your content?