Policy teams, you’re creating way too much new content!

A sustainable content strategy isn’t about creating new material over and over again. It’s about reformatting and repurposing existing content effectively.

Creating social media content can feel like running on a hamster wheel. One week you scramble to create content for a new position paper launch. The next week you’re back at the drawing board looking for new ideas. The cycle never ends.

𝗛𝗲𝗿𝗲’𝘀 𝗮 𝘀𝗺𝗮𝗿𝘁𝗲𝗿 𝗮𝗽𝗽𝗿𝗼𝗮𝗰𝗵 𝘂𝘀𝗶𝗻𝗴 𝘁𝗵𝗲 𝗽𝘆𝗿𝗮𝗺𝗶𝗱 𝗺𝗼𝗱𝗲𝗹:

From macro to micro

Start with your macro content. Long form pieces like position papers, reports, webinars, events, keynote speeches, full-length videos or podcasts. Then break these down into micro content. Smaller, focused pieces adapted for different channels.

A complex policy argument from your paper might become an animated infographic for LinkedIn. Key statistics could transform into shareable social cards. Video clips from your event can be edited into short highlights and reels.

Each piece of micro content acts as a bridge, leading people back to your macro content while multiplying the reach of your key messages many times over.

Refresh and repurpose

Well performing content pieces can then be refreshed and repurposed, giving you a much bigger return on investment from your efforts. Focus on evergreen content. This content stays relevant over time like explainers of key policy positions or fundamental industry challenges.

Instead of constantly hunting for new content, you’re maximising the impact of your strongest pieces. Your position paper isn’t just a stand alone document. It’s a source of dozens of engaging content pieces that keep your message alive and reaching new audiences.

The key is planning this from the start. When developing that position paper or organising that event, think about how you’ll break it down into smaller engaging pieces.

This way you’re building a series of highly focussed posts that work seamlessly together to consistently drive your message home.