CALM Not BUSY: How to Manage Your Nonprofit's Communications for Great Results by Leroux Miller Kivi

Author:Leroux Miller, Kivi [Leroux Miller, Kivi]
Language: eng
Format: epub
Publisher: Bold & Bright Media, LLC.
Published: 2018-01-31T00:00:00+00:00

CHAPTER 16

Create Agile Content

R epurposing your content is essential to your success. You don’t have enough time to create original content constantly, and your community needs to hear your messages and calls to action in clear and consistent ways over and over anyway. Repurposing content makes sense, and it works!

As you’ve seen in previous chapters, I like “simple rules” that create reasonable and repeatable workflows. So I created five of them to help guide your repurposing strategy. To make them even easier to remember, they are all “rules of three.”

Rule #1: The Editorial Calendar Rule of Thirds

As I’ve mentioned previously, when you plan your editorial calendar, think about the number of times you’ll be communicating in all of your given communications channels within a set amount of time. Plan for about a third of those slots to contain original content. Plan for another third to contain repurposed content (either from that first third or older content). The final third you leave open because you know something will come up that you’ll need to add. If it’s a slow time, repurpose more content into those slots!

Rule #2: Deconstruct Big Ideas into Three Smaller Chunks

When you come up with great ideas for content, as you are writing, think about how you would break that idea into at least three smaller ideas. For example, let’s say you need to do some wrap-up and thank-you messaging after a fundraiser. You might want to do one big post on your blog, but think about it in at least three chunks that you could parse out for other communications channels or smaller articles. Your three chunks might be: (1) How much you raised and what you will do with the money, (2) the photo gallery from the event and (3) some highlights or quotes from people who were there. By thinking ahead of time, even if you are doing longer pieces initially, your repurposing work will be so much easier.

Rule #3: Formats – Long Form, Short Form, Visual Form

Think about three different ways to format your content. When possible, do a long form, a short form, and a visual form. If that’s not possible, you can mix and match, or even do three different types of one form (e.g. a post on Facebook, Instagram, and Twitter, all tweaked to perform best in each channel).

Different Ways to Repurpose Content

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