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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)

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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

Published in: Internet
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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. 1. HOW TO RECYCLE (AND UPCYCLE) YOUR CONTENT OVER AND OVER AGAIN CONTENT HEAVY LIFTING: @meggo_costello
  2. 2. I LIFT WEIGHTS HI, I’M MEGAN
  3. 3. FOCUS https://flic.kr/p/89hDcN
  4. 4. EFFICIENT &EFFECTIVE https://flic.kr/p/nKfNnT
  5. 5. LONGEVITY instagram.com/negharfonooni
  6. 6. RESULTS DRIVEN https://flic.kr/p/AzLSz6
  7. 7. I ALSO LIFT CONTENT
  8. 8. 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
  9. 9. Art by Dylan Moriarty
  10. 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. 11. LET’S TRY SOMETHING NEW… A CONTENT HERO: ART (?!)
  12. 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. 13. BE P&G HOW WERE WE GOING TO TAKE THIS FARTHER? https://www.pgeveryday.com/products-reviews
  14. 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. 15. STARTED FROM THE BOTTOM NOW WE’RE HERE TAKING CONTENT BEYOND
  16. 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.
  17. 17. LET THINGS SURPRISE YOU
  18. 18. CONTENT HEAVY LIFTING I DIDN’T PLAN THIS
  19. 19. 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
  20. 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. 21. THIS IS AWESOME
  22. 22. SO I ASKED FOR THIS http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf
  23. 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. 24. SO, FROM PRINT
  25. 25. CONTENT HEAVY LIFTING TO EVENT COLLATERAL & MARKETING Photo by: Bryce Richter
 Art by Dylan Moriarty
  26. 26. TO FUNDING PROPOSALS http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf
  27. 27. CONTENT —> MESSAGING THAT MOMENT WHEN…
  28. 28. CONTENT HEAVY LIFTING PRESENTATIONS, TALKING POINTS, SPEECHES ▸ Rolling list of accomplishments ▸ Success metrics and data points ▸ Anecdotes and quotes ▸ Stories about people
  29. 29. ADDITIVE SOCIAL CONTENT AND ALSO FUN STUFF
  30. 30. CONTENT HEAVY LIFTING ADDITIVE CONTENT ▸ Year in Review/Looking Back ▸ Looking Ahead/What’s Next ▸ Asking our audience
  31. 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. 32. THANK YOU! GET OUT THERE AND LIFT

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