How do you balance repurposing vs. creating new content?
"Reuse and repurpose" is advice I hear fairly often, and it makes sense, but it does still take time. Simultaneously, I constantly have faculty members and other researchers emailing with new story ideas. How do I find the balance between spending time repurposing vs. creating new content/stories?
Let’s dive in.
Inventory what you have.
Start by creating a list of all the source content you’ve created in the past year. Include any story in any format, and reusable copy you’ve created to persuade or explain.
Tag each piece with:
The messaging pillar it supports (Don’t have these? Let’s talk.)
The audience it’s for
When it’s relevant during the year
Find the gaps.
Ask yourself:
Are all pillars represented?
Are all audiences served?
Are there seasons where content is thin?
This is how you prioritize what to create—when it fills a strategic gap.
Let relevance be the trigger.
When planning communications, prioritize what’s relevant, not just what’s new.
For broad audiences, connect to cultural moments, news, or shared experiences.
For students in your funnel, connect to their next decision.
For staff and faculty, connect to the academic calendar.
For clients, connect to their planning and budget cycles.
Basically: What would be most useful to them right now? If you already have it, reuse it. If you don’t, create it.
Retire or refresh as needed.
Two-ish years is a good rule of thumb, but relevance matters more than age. Some things expire quickly because the context changes. Others just need a light refresh to meet current expectations.
One last thing. Faculty bringing you story ideas is a dream come true. Don’t discourage them! Instead, help them think in terms of relevance versus recency so their ideas support your priorities instead of pulling you away from them.
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