Four Strategies for Effective Content Repurposing
Content repurposing can be a big opportunity for associations looking to build on prior efforts and increase their reach. However, it takes time, and the effort can be a wasted one if not properly handled. Associations Now columnist Ernie Smith details four strategies for effective content repurposing, starting with building cornerstone content. Such content covers an essential topic at length and can be a terrific way to strengthen the association's position in search engines, Smith asserts. A second strategy is to retool new assets faster by leaning on older ones. This eases the need for creative teams to always be developing new ideas. Strategy three is to "move your offline content online," which could mean repurposing content from past association events to promote new ones. Finally, Smith urges associations to "take it to social media. Don't just link your content -- build new content for different social media sites!"
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