It’s a common misconception in the nonprofit sector that in order to attract more supporters and potential partners, you need to be churning out a ton of different, diverse content- all of various formats and styles. In fact, the opposite is true. Recycling, reusing, and reformatting your content can not only save you time and energy, but the results can make a significant impact.
Here’s how and why:
1. Give your old content a new life.
The first step is to decide which content pieces to reuse. Evergreen content pieces that are non-time-sensitive do well because they are still relatable and don’t tend to become obsolete. For nonprofits, evergreen topics include: fundraising, raising brand awareness and recognition, and recruiting volunteers and employees. Think of other platforms that would work well with the existing content to give it a new lease on life. For example, if the narrative was on a blog post, perhaps you can divide it up and use it as segments on social media, or, if you have the capability, you could turn the topic into a podcast. Make sure that whichever piece you are recycling was successful to begin with.
2. Reach new supporters.
Not everybody uses the same platforms to consume content. Some may have a preference for Twitter over LinkedIn for topics of interest. Reusing existing content by posting it on different mediums will ensure that your reach is substantial because you’ll be reaching people who wouldn’t have necessarily seen the original content. Make sure that the platform you use is where your target audience is spending time.
3. Boost SEO.
Search Engine Optimization, or SEO, is a huge prerequisite when it comes to website content and marketing strategies–every organization wants to be at the top of the list of any search page and nonprofits are no exception. Search engines ultimately work by promoting quality content that contains keywords that users are searching for. For example, if a certain blog post gathered a lot of interest, why not recycle it and reformat it into an infographic on a social media platform? That way you’ll get to use the same keywords again (if still relevant) and it’ll improve your ranking and visibility.
Knowing which content pieces you think can benefit from being recycled, reused, and reformatted is the most important step. Once you have that figured out, you can get creative without exerting too much effort. This simple tactic will not only elevate your brand, but will also help your organization gain more recognition in the long term.