Leaders and teams sometimes produce some amazingly great content.
For instance, a video that perfectly captures the vision, an essay on how AI will impact the team, or an Instagram post and photo describing the impact of music on well-being.
The content is typically shared, receives rave reviews, and then is filed away, erased, or discarded. Occasionally, the content is uploaded to YouTube, an internal Teams, or intranet channel so that those with an appetite might find it in the future.
Smart leaders reject the standard approach.
They know how valuable great content can be, so they actively seek ways to repurpose it for different audiences or in new formats and channels.
Challenging the team to think of ways to repurpose great content by giving it more lasting value typically produces some wonderful and practical ideas.
Updating and refreshing strong content can sometimes give it even more shelf life, but good leaders start with the premise that what they have right now could have more lasting impact if it were repurposed aggressively.
To save time and resources, they get creative, looking for ways to break down the content into smaller nuggets or pieces or to apply the lessons inherent in the content to a new audience that would benefit greatly from it.
Take the time to examine the content in the many posts, webinars, marketing documents, articles, social media clips, website descriptions, videos, slide decks, and outlines that are produced inside your team and organization.
For example, that superb copy describing your organization on your website should find many other uses and placements. Highlight the content that is hugely valuable and mostly timeless and find new ways of extending and expanding its reach.
In many cases, that content can find new homes for years after it is created. If it’s truly great, then it deserves a larger footprint.
There’s just too much average out in the world. Great content deserves an ever-expanding audience.
