content strategy

Creating ridiculously good content is hard. Which is why you have to squeeze every drop of juice out of whatever content you create—as C.C. Chapman and I wrote in the fifth “rule” in Content Rules: “Reimagine; don’t recycle.” “Recycling is an afterthought; good content is intentionally reimagined, as its inception, for various platforms and formats,” we wrote. “[C]reate content that comes to life in various formats, across many different platforms, and that can address multiple audiences.” In other words, instead of using a “one and done” approach, treat anything you develop as pieces of a larger whole. View all of the pieces of content you plan to create as expressions of a single, bigger idea. Or, alternatively—if you are starting with something larger, like a white paper or an e-book—think about how you can create smaller chunks of shareable content from that single content asset. Jason Miller of LinkedIn draws