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Create once, share twice: How to get more from your contentCreate once, share twice: How to get more from your content
April 14, 2022

Create once, share twice: How to get more from your content

Hey 👋🏼

Something short n sweet ahead of the Bank Holiday. Hopefully, you’ve got a quick minute to read this ahead of a restful weekend. Creativity happens during rest.

We’ve been playing around with our content formats over the last few months, figuring out what works and what doesn’t. I’ve also been looking at how other brands and individuals create/distribute their content — good job I love digging into how brands do things.

One thing I noticed is there are SO many brands with great blogs or videos on YouTube but a lacking social presence.

I think this is often due to assuming the audience on one channel is the same on another and that everyone sees the ‘main’ piece of content.

This is mostly not the case, which is why this is so important.

👉 thinking

Create once, share twice.

All young brands struggle with content creation.

Creating great content takes time, and if it’s not a skill of yours, it costs money. If you’re going to spend time and money on something, you want to get as much out of it as possible.

We know the struggle, but we also have the solution.

👉 practical

How to get more from your content

It’s not about working more; it’s about working smarter. Work you put into one piece of content can deliver far more value than you might realise. So, where do you start?

1. Start with one BIG piece of content.

It could be a podcast episode (your own or be a guest), a piece of research or a long-form blog post. It could also be a film or YouTube video, a speaking gig or even a live Q&A on Instagram.

2. Break this big piece of content down into smaller pieces.

Shorter articles, short videos, quotes, images, memes, stories.

3. Distribute across social media and other channels

Stories, reels, quote graphics, message graphics, carrousels, paid ads.

People like to consume content in different ways, so the more formats you can put your original content into, the better.



Keep being an outlier 💪

J + K