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I’m working on a project for a client that is a great example of how to be savvy about repurposing your content.
Every year, this client conducts their own research about employee engagement. They then publish the data and insights in a large “industry-agnostic” report that they share widely.
The beauty of repurposing content
Some might stop after that massive undertaking. But not these folks, they are very smart about how to get the most out of their content.
This year they hired me to use the industry-specific data they collected to write short (1-2 page) “mini-reports.” These reports aren’t as long as the full report and they include narrative around how that industry-specific data plays out for that industry’s workforce.
One report can produce many, many valuable mini-reports
Now my client not only has their amazing report. (I’m not biased, really…it’s beautiful, and their research team is top-notch.) But they also have at least a dozen, industry-specific mini-reports to:
- Provide as tools the sales team can use.
- Offer to website visitors and newsletter subscribers.
- Share via industry groups on LinkedIn, or at trade shows, or in industry meetings.
Really, the possibilities are endless.
Don’t have proprietary research? Don’t let that stop you!
You may be thinking; we don’t have access to a team of researchers.
Of course, you can hire a firm to help you undertake a research project.
Or, you can partner with an organization that has already done the research. (Just be sure to give them credit!)
I recently heard from the folks at Clutch.co – they have survey data related to HR topics. And it’s free. I always want to be sure the data is reliable, so I asked how they obtain their data. Here’s what they said:
“All our survey data and research is original. We design the surveys and use a trusted third-party resource – Survata – to run them.”
The lesson here: don’t let a lack of data derail this opportunity to create content.
Apply your expertise and insights
To repurpose any research, the important thing to remember is: apply your expertise and insight to highlight how that research applies to specific industries.
Not only do I think this approach is brilliant, I’m also having a blast working on this project.
If it’s something you’d like to discuss or try in the future, let me know.
