I recently wrote a short article for a professional services client about a change in the law. They used it as a news item on their website.

With the main work on the article done, we set about repurposing the text for different channels. With minor changes, we also produced:

  • an opinion piece for a national newspaper
  • opinion pieces for different trade and regional publications
  • an e-newsletter
  • a branded flyer which their partners and staff were able to share with clients and contacts

The additional time and work required for each new communication was minimal, and they maximised the value they gained from using my services.

I, in turn, was delighted to oblige. Repurposing content for different audiences and publications, and making it appear fresh each time, is a great exercise in crafting.