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Croutons were created as a way to reuse and repurpose old bread.

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Croutons were created as a way to reuse and repurpose old bread.

Croutons were created as a way to reuse and repurpose old bread.

The term ‘content’ is a catch-all phrase to describe shareable information. It’s about as descriptive as asking someone to bring bread to a potluck dinner. This information can include the latest industry research, a simple explanation of a detailed topic, details about important industry events, or your personal opinion on hot topics within your industry. The only rules for creating content is to make sure the info you’re sharing is accurate and up-to-date, and to make sure the topic is relevant for your target audience.

You need to decide how to share this content with your audience.

Here’s where the art of repurposing comes in: you can use the same information in multiple formats to produce tons of content in a short amount of time.

For example, imagine your industry publishes a 75-page annual report each January. Just take data and repurpose it in several ways, including: writing an executive summary of the major topics within the report, creating an infographic that summarizes the data, writing a blog post on how the research will affect your industry, or creating a long-form document which discusses the key takeaways of each section.

By repurposing information into summaries & details, you’ve created value for your audience by sharing the information in various ways and allowing them to choose the format that works best for them. And selfishly, sharing this content gives your team additional touch points with your audience and positions you as a thought leader within the industry.