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Repurposing 101: how politicians can make the most out of their content

Want to make an impact and have many different goals but lack time, energy, and resources? If you’re involved in politics, make a living as a (part-time) activist or work for a NGO, this is probably a familiar feeling. You’re not blessed with the same workforce that multinationals or fast-growing start-ups have, and have to wear many different hats every day.

But the inconvenient truth is that showing up in person is no longer enough to get your message across - you have to be active on all kinds of online platforms to run an effective political campaign. Sending out an occasional post on Facebook or Twitter won’t cut it either. If you want to bring about political change you have to come up with engaging and compelling ways to reach your audience online. You’ve got to think about your website, Facebook, Instagram, Twitter, LinkedIn, and possibly even TikTok if you’re trying to reach Gen Z. You also need to mix up the different kinds of content you post: varying between longer written captions, nicely designed visuals, professionally produced videos, engaging with your audience authentically (live) on camera, and maybe even producing a short podcast series.

All of this can seem incredibly overwhelming. But the answer is pretty simple: take a leaf out of my book back at university and apply the art of repurposing to your political campaign.

Besides helping you reach a broader audience with limited resources, repurposing also ensures your content is clear and consistent across platforms, helping strengthen your messaging. Did you know that on average, people need to read something 7-11 times before they actually remember it? So repurposing really is a win-win. The key to repurposing is to focus on creating original, valuable and shareable content that you can reuse in lots of different ways. Just one piece of high-quality content can go a long way. Here’s an example of how you can do it:

Step 1: Start by writing a blog post, sharing your (organisation’s) unique point of view on a current political debate. Step 2: Brainstorm all the different ways that you can repurpose this content across different platforms to maximise your audience reach. One blog post could become:

💥 a LinkedIn article

💥 a LinkedIn post

💥 a Facebook post

💥 a Twitter thread

💥 an Instagram (carousel) post

💥 a series of Instagram stories

💥 an Instagram Reel or TikTok video explaining why the topic matters

💥 an IGTV episode where you explain the content of your blog post

💥 the topic of an Instagram or Facebook Live conversation

💥 the topic of an ‘Ask Me Anything’ conversation on Reddit

💥 a YouTube video

💥 a section of your email newsletter or podcast episode if you have one

So there you have it: minimum effort, maximum results. And that's what Buro Politics is all about.


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