"I'm not a blogger."

Like many people who have come to the strategic* realization that blogging is good for business, I find myself uttering some version of "I'm not a blogger" often—usually when my blog has sat un-updated for weeks at a time. 

However, this morning, as I wrote my dozenth knowledge-bomb email/Moodle forum post/direct message to someone with a question for me, I came to the realization that while my blog might sit idle for stretches, it is not because I'm not writing for it ... 

I'm just not writing in it. 

I work with a lot of clients who have limited time, resources and people to create valuable content for social media. One of the things that we work on is re-purposing existing content for multiple platforms.

The content strategy pyramid. Adapted from Curata.

The content strategy pyramid. Adapted from Curata.

The idea is to minimize the effort required to create higher objects on the pyramid by using lower-effort items to bolster them. For example, if you’re blogging, roll those up to form the content of your newsletter every 4 blog posts. 

The converse is also true: every time you produce something requiring a lot of effort, think of ways to maximize its use on the lower levels of the pyramid. For example, if you create a white paper, see if its content can become several blog posts. Each blog post can be shared across your social media channels, adding to the curated content schedule. If you make a video, not only should you post it to YouTube, but you should embed it in your blog and tweet links to the blog post (not the video). 

Content can come from everywhere—even emails

But here's my eureka moment this morning: We may be able to pull content from the day-to-day information we share back and forth, in that bane of everyone's office existence: email. 

In my case, I realized I had 4 versions of the same question from multiple students. So, rather than compose 4 versions of essentially the same answer, I posted one answer to the class forum, and then sent all 4 students the link to it. (As a side benefit, I'm also teaching "check the forums before you email me.") 

How can you apply this to your organization? Try the customer service angle: Are there email response templates to frequently asked questions that could be turned into external blog posts? Or, what about research or professional development: How about a briefing about a conference or workshop that could be turned into an article? 

And sometimes, just taking 15 minutes to write out a eureka moment results in you being a blogger. Take this post, for example. 


*"We should blog! Because, blog!" is not a strategic realization, by the way.