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

Internet

HOW TO RECYCLE (AND UPCYCLE)
YOUR CONTENT OVER AND OVER AGAIN
CONTENT HEAVY LIFTING:
@meggo_costello

EFFICIENT
&EFFECTIVE
https://ﬂic.kr/p/nKfNnT

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

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&G
HOW 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/lsnewsletters
https://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.

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.

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!

CONTENT HEAVY LIFTING
TO EVENT COLLATERAL & MARKETING
Photo by: Bryce Richter 
Art by Dylan Moriarty

TO FUNDING
PROPOSALS
http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf

CONTENT HEAVY LIFTING
PRESENTATIONS, TALKING POINTS, SPEECHES
▸ Rolling list of accomplishments
▸ Success metrics and data points
▸ Anecdotes and quotes
▸ Stories about people

ADDITIVE SOCIAL CONTENT
AND 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

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