January 09, 2020 Content | Digital brand management

One piece of content – many channels?

By Sophie Körner

In a world where millions of pieces of content are created and published every day, generating content for your own business might feel overwhelming. However, realising you can transform one piece of content into multiples will help save you both time and money and free up resources you can use to create quality, rather than quantity.

Being present and current on social channels is vital for companies. The problem today is, of course, that not only are there countless channels you need to be active in, but also that being in the loop means you have to post regularly - that is, preferably posting every week. Keeping up with this schedule might feel overwhelming – but fear not! The important part is knowing how you can transform one piece of content into many.

If for example, your company has recently launched a three-minute induction video, think of the various ways you can bring that piece of content to its full potential. You can take clips from the video and create mini snapshots suitable for your Twitter or LinkedIn account. You can also incorporate clips that fit your Facebook and/or Instagram stories. Plus, why not write an article about the making of the video? Or simply post an announcement on your website's news section? You can even grab a quote from the video and create a GIF of it to make your posts feel more animated.

As you can see, one piece of content can have a great number of uses – you just need to think about it in the right way.

Different channels, different purposes

The crucial point to remember is that you should not copy and paste content to your channels. Remember – they work and ‘speak’ differently. Take the time to think about the channels your company owns. Think about their individual purpose and how they differ from each other. At the end of this exercise, you will know how to angle your content and make it unique to that specific channel.

A good approach to angling your content differently is to reflect on how people use these channels in their everyday life. Are they sitting on the bus while scrolling through their Instagram feed? Are they standing on the tube and listening to a podcast? Are they lounging on the sofa at home while looking at their LinkedIn feed? This way, you can adjust your content to your viewer and make it accessible and unique.

Coming back to the induction video, let's say we wanted to create an Instagram post. Imagine the person scrolling through their Instagram feed on the bus. The person has probably seen hundreds of posts on that day alone, and is on their 24th one for that bus ride – how can we catch their eye by only using the induction video assets?

Moving images will make the post stand out, so using a two to three seconds-long snippet from the induction video would be effective enough. However, the person on the bus is probably not using any earphones and adding subtitles becomes crucial. Making these subtitles bigger and bolder will also make the 3 second video more readable and also distinct. They are on the bus, so they will most likely be using their phone to see this content. Therefore, making the video vertical rather than horizontal will be more effective, since this will make the video use up more space on the phone screen - again making a greater impact!

So the next time you create a piece of content, think on how you can transform it into multitudes and really make the most of your assets. Who knows, maybe most of the content you think you need to create already exists.

The art of transmuting the one into multitudes lies in adapting it to specific channels. So let's keep creating in smart, efficient ways – trust us, it makes life easier!

Are you ready? We are

Regardless if you are ready or not, we are. We help you get ready and drive your communication into the future.

Let's meet

Charlotte Naversten

Content Strategist/
Project Manager


+46 73 985 55 77

Rowena Crowley

Senior Consultant


+44 (0)20 8089 1588

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