Fresh, relevant content is the fuel that drives the inbound marketing machine. One of the best ways you can get the most out of your posted content is to repurpose it. It gives you that “be everywhere” presence.

Jimmy Fallon and the executives of The Tonight Show are brilliant at doing this. How many times have we seen Jimmy and Bruce Springsteen perform together and skewer Governor Chris Christie over Bridgegate? Or Jimmy and Neil Young sing a Neil Young classic. Their performances are posted everywhere — on The Tonight Show website, Huffington Post, and all over social media. Jimmy and his team are experts at repurposing their excellent content.

So how can we be like Jimmy as higher education marketers? We probably won’t be performing alongside Springsteen or Young any time soon, so we might need to be a bit more strategic in our approach.

First, 

Outline the content you originally posted. List the main points and adapt them to the outlet you are using so the main points come through in the chosen format (Twitter, Facebook, Slide Share).

Next,

Make sure the content you are using is the right content to repurpose. Data and analytics are always great to share and repurpose. Also, pick your most viewed pieces of content, blogs, and web pages to promote. Evergreen content is always relevant and perfect for repurposing.

Take a look at these best practices for repurposing your content.