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, I highlight how weight lifting can helps us think about the ways to make content work across web, social and print to help you—or your clients—think creatively and strategically.

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

2. I LIFT WEIGHTS
HI, I’M MEGAN

3. FOCUS
https://flic.kr/p/89hDcN

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

5. LONGEVITY
instagram.com/negharfonooni

6. RESULTS DRIVEN
https://flic.kr/p/AzLSz6

7. I ALSO LIFT CONTENT

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. Art by Dylan Moriarty

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. LET’S TRY SOMETHING NEW…
A CONTENT HERO: ART (?!)

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. BE P&G
HOW CAN WE TAKE THIS FARTHER?
https://www.pgeveryday.com/products-reviews

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. STARTED FROM THE BOTTOM NOW WE’RE HERE
PEOPLE: TAKING CONTENT BEYOND
http://host.madison.com/wsj/today-s-students-need-more-than-a-job-hunt/article_b857ec36-8d63-50c9-bd6f-3f5669bd6e56.html

16. CONTENT HEAVY LIFTING
WHAT I LEARNED
▸ Be P&G sometimes.
▸ Think divisibly about your message.
▸ Print + Web = always, right?
▸ Think people first.
▸ Share your content and leverage your hero’s
network.

17. CONTENT —> MESSAGING
THAT MOMENT WHEN…

18. CONTENT HEAVY LIFTING
PRESENTATIONS, TALKING POINTS, SPEECHES
▸ Rolling list of accomplishments
▸ Success metrics and data points
▸ Anecdotes and quotes
▸ Stories about people
http://photos.uc.wisc.edu/photos/
21504/view
https://parent.wisc.edu/content/
uploads/2015/08/
parent_pgm_calendar_15-16.pdf

19. SO, FROM PRINT

20. TO EVENT
COLLATERAL
& MARKETING
Photo by: Bryce Richter
Art by Dylan Moriarty

21. TO FUNDING PROPOSALS
(AND MUCH MORE)
http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf

22. CONTENT HEAVY LIFTING
WHAT I LEARNED
▸ Upcycle beyond content to people, things, places, events
— think big (with focus)!
▸ Keep a running list of accomplishments into your additive
story.
▸ Freshen up your divisible elevator pitch.

23. LET SOME THINGS
SURPRISE YOU

24. CONTENT HEAVY LIFTING
I DIDN’T
PLAN
THIS

25. 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

26. THIS IS AWESOME

27. SO WE ASKED
FOR CONTENT
FROM THE
COURSE
http://news.ls.wisc.edu/wp-content/uploads/2015/09/ls_ar_2015_FINAL.pdf

28. WISHING FOR DIVISIBLE CONTENT
SOME MISSED OPPORTUNITIES (STEAL THESE IDEAS)
▸ Guest posts on medium.com? Tumblr?
▸ Promoting Greg’s blog posts for social (who’s your star blogger? Social
star? Networker?)
▸ 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!

29. ADDITIVE SOCIAL CONTENT
AND ALSO FUN STUFF

30. CONTENT HEAVY LIFTING
ADDITIVE CONTENT
▸ Year in Review/Looking
Back
▸ Looking Ahead/What’s
Next
▸ Asking our audience

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. LIFT CONTENT
UPCYCLE OR RECYCLE

33. THANK YOU!
GET OUT THERE AND LIFT
@meggo_costello