I wrote an article for Monster.com on netiquette and your job search. They used it to create a webinar, adding some additional content, and put it up on SlideShare. This is a great example of a content development strategy that I help clients put to use -- take one piece of content and work it into new forms for new channels that further extend your reach to your target audience.
From one piece, many forms
Here's an example. I was asked to help a client develop its own one-time educational webinar. Beyond hosting it and posting the slides online, I came up with a plan for a series of materials that extended the source content's value and reach by:
- Generating a range of ideas for additional content forms and channels
- Filtering ideas based on the audience's needs and channel preferences
- Choosing direct email outreach to relevant professional associations; a print and online FAQ; status updates for use on Twitter, Linkedin and Facebook; clips on video-sharing sites and slides to slide-sharing sites; and a dedicated sub-site to house editorial, slide and video content (the first such site in the company’s history).
More efficiency, better reach
The result? Obviously, we got a lot of additional materials from one big piece of content, extending its value and spreading its total cost across several assets. The array of assets -- some taken as-is from the source content, others modified -- created a cohesive set of materials that allowed the client to reach its audience on multiple channels. Taking this strategic approach reduced cycle times because we had approval on the source content and only needed another review for modified materials. We also did this all in one fell swoop, again improving productivity and efficiency.
You can learn how we do this in detail by checking out this slide deck from a content management webinar I presented earlier this summer.