//output maximisation
//with visual storytelling
Efficiency in content marketing
Producing content is a key part of the work of anyone who communicates messages. Whether it's a long specialist article or a social media GIF, both need to be conceived and created. And that takes time and creative resources. In line with our enthusiasm for sustainability, we want to encourage resource-saving content management, or content recycling, so to speak.
The principle: create new content from existing content – and thus generate added value. Similar to Lego bricks, pieces of content can be reassembled, modified and supplemented with visual components. Transferred to a different content format or distribution platform, the existing content becomes a new product.
From long to short
Take an information-intensive format and extract lots of smaller pieces of information from it. What you generate are lots of content snippets that can serve as starting points for new publications. This means that, with a little flair, a graphic from a long presentation can become a great social media eye-catcher. A quote from a white paper can be animated to create a teaser for downloading the white paper. Figures from an article can be turned into visual nuggets of information when presented as infographics.
Where to get it, if not by stealing?
Content can be found wherever something is communicated, wherever messages, facts or arguments are conveyed. Therefore, you usually don't have to look far to find content. It's worth drawing from your own content pool. The big advantage of this approach is efficiency. With a few design tricks, new content can be created from original content.
The range of services offered by maiwald & mates began with presentations and has expanded specifically in line with customer requirements. This is precisely where the reuse of similar visual content enables greater impact to be achieved in less time and with a smaller budget.
Rethinking inspires
Of course, content cannot be transferred one-to-one from one format to another or from one channel to the next. The content must always be adapted and modified according to its use. However, this also results in further added value: existing content must be rethought and re-examined.
“Curating from what already exists will help you discover awesome content that can inspire your readers and not only that, but help you stay inspired in your own original content creation.“
Julia McCoy, CEO of Express Writers
Microcontent – for a small dosis in between
One form of this content update, which capitalises on the current media world with its speed and fast pace, is microcontent. Microcontent can take the form of GIFs, charts, images and much more. To use an everyday example, microcontent can be the starter that whets your appetite for more. The beauty of it is that this ‘minimal dose’ of content can be created from all content formats.
Turning old into new
Maximising output does not mean simply republishing content. Systematically reworking content also takes time. However, this approach ensures that new content is created consistently, messages are reinforced and the potential of your own content treasure trove is finally exploited to the full.
Happy content recycling!
