Choosing The Right Content To Repurpose In Your Online Community

3/29/2017

Earlier this week we talked a little about repurposing content from your social channels into your member-only communities.

To be clear – what we’re talking about here is not simply re-promoting content you’ve already written on social media. We’re also not talking here about rewriting or updating old content posts in a new way.

There’s nothing wrong with re-promoting or rewriting – but repurposing content is about creating new content in a new medium based upon what you’ve already done.

We hear it all the time, “Our Association doesn’t have the resources to create new content for a virtual environment.”

Facts are Facts…..You have TONS of great content. Chances are, you probably also have quite a bit of content in your archives that you’ve invested a lot of time into creating.

What are the Benefits of Repurposing Content Into Communities?

Reach more members
Deepen the impact upon readers
Take a little pressure off your team

There’s a lot to be said about how to repurpose content, much of which comes down to your organizational culture, the type of content you create on your social accounts, the needs of your members, your goals as a professional association, and the type of content that will appeal to your members. We polled our team of Engagement Professionals at Next Wave Connect and these were their TOP 3 suggestions for repurposing content into your member-only communities:

1. Foundational Idea

Consider the topics that are essential (core) to your Association’s mission. Most likely, these are the topics your members are most interested in. Your members NEED to read more about this-point blank. This is prime content to repurpose.

2. Evergreen Content

Look at your content that doesn’t date itself. This will enable you to repurpose it without fear of that repurposed content dating. This gives you the opportunity to refer to it numerous times into the future and gain maximum impact for your investment.

3. Content Has Already Been Received Well

If you have published a post that has been well-received on your social channels, move that conversation behind the wall of a member-only community. Give your members the freedom to comment directly without fear of outside influence. Look into your analytics for your most popular posts and you’ll probably find something you could repurpose.

Repurposing content is a great engagement tactic to spark new conversations with your members that can happen relatively quickly. So, as you are creating new content don’t forget about your archives. Some of your older posts and topics might actually be the best ones to repurpose. Dig back into the vault to find the hidden treasure.

Author

Calli Dretke
President & CEO

Calli stands at the forefront of one of the fastest moving Association Software industry trends: member engagement. Described by her peers as a “unicorn”, Calli exhibits passion, intellect, creativity and detailed execution in everything she does.

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