A powerful strategy for extending the reach of and engagement with your credit union’s digital content is repurposing. Repurposing content means you take existing content and reformat it and/or change its target audience. The beauty here is that the bulk of the work is already done! You’re simply recycling your hard work and in turn doing more with less – a key to efficiency and effectiveness for any organization. Besides that, repurposing content enables you to deliver it in a variety of channels. A more conversational and edgy format that works well in Facebook, doesn’t work as well on your corporate website, for example. So, taking one piece of content and putting it into several formats extends its applicability across channels and audiences.

Now that we know why repurposing content is so powerful, let’s get started with some ideas for how to do it!

1. Rewrite a recent press release in a conversational tone and post it to your blog.
2. Take a series of blog posts on a particular topic and turn it into an e-book. You can even do a quick lead-generation form to download the e-book – I know we marketers love lead-gen!
3. Dive into that library of brochures, FAQs, and disclosures and try putting those FAQs into a quick presentation, post it on SlideShare and embed it on your website or blog. Or explain those disclosures in a casual, easy-to-understand podcast, post it on your website and link to it in your e-statements.
4. Any step-by-step guide (how to make the switch to your credit union or first time car buyer steps, for example) can be simplified into a compelling, sharable infographic or SlideShare presentation.
5. Feature those handy financial calculators from your website on your blog or Facebook for members to figure out “how much should I save for college?” or “how much will I need to save for retirement?” Those young members especially, will appreciate these planning tools!
6. Do you send members a periodic newsletter? Articles from a newsletter are perfect for short blog posts or information tidbits to share on Twitter or Facebook. PDF them and make them available as a download on your website as well.
7. Record your latest first-time homebuyer workshop for a podcast or video.
8. Do you have internal reports showing your credit union’s most popular products? You can put that data into an infographic to show members what they’re possibly missing out on. Or turn that data into a one-page case study or data sheet for download.
9. Retirement info for those approaching retirement can be rewritten slightly for a younger audience to help them get started sooner.

You already spend time and resources putting together valuable content for your members – make sure you’re getting the most out of it. You just have to think outside the box a little about how you can repurpose it to get more with less.

Article published in the March-April 2016 issue of The Federal Credit Union magazine from NAFCU.