Let’s Upcycle Content Y’all!

By Michelle Bowman | March 21, 2025

I believe it’s my creative mind combined with a frugal/practical upbringing that makes up my approach to content strategy. Anyone who’s collaborated with me knows that I see such waste when a company takes time and talent to create content – video, article, or presentation – and not produce at least a dozen ways to upcycle it for greater impact.

That “one-and-done” mentality and implementation is simply a lost opportunity to any good marketer, as there are always ways to recondition and tweak content to expand their reach across multiple channels and platforms.

3 Tips for considering how to approach a content asset:

  • Before you start to create (or upcycle) a piece of content, ensure you know the right audience for it (don’t create a flyer without knowing who will read it/where it’s going)
  • Craft the content so that it resonates with your audience/channel and think through not only the type of asset you choose but how they will consume the message will determine its impact and reach.
  • Encourage interaction, even if it’s just asking them to “Like,” “Share” or “Click/email us for more information.”
  • Never think of it as a one-off as there are always ways to get more mileage out of your effort. For example, if an executive gives a speech, always record it so you can use not only content in the presentation but also video or audio for clips that are useful to add dimension to static materials. A press release without a plan to use it beyond its distribution is a wasted effort.

Here’s one type of content – a presentation for example – that is easily up-cycled into much more, with of course, ensuring the content is crafted with the audience in mind:

  • Recorded webinar
  • Press release
  • Bylined article
  • Audio/video snippets (social)
  • Checklist or Cheat Sheet
  • Infographic
  • Email campaigns
  • White paper
  • Blog post(s)
  • Partner Newsletter
  • Website/landing page
  • …and don’t forget, your Company Intranet so employees engage as well!

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