Using what you write more than once.
THE PRINCIPLE
A piece of work can serve several places with adaptation.
Writing separately for each channel is why most small businesses maintain none of them.
HOW IT WORKS
Write an article answering a customer question, on your website Send a short newsletter summarising it, linking to the full piece Post an extract on social media, linking to the same place
One piece of work, three appearances, each appropriate to its channel.
WHAT NOT TO DO
Paste the identical text everywhere. Each channel reads differently.
An article works on a website. A newsletter should be shorter and more direct.
THE ORDER THAT MAKES SENSE
Write the substantial piece first, on your own site, where it can be found by search indefinitely.
Then use email and social to bring people to it.
WHY YOUR OWN SITE FIRST
Content on your site accumulates value through search. Content only in an email disappears after it is read.
THE PRACTICAL RHYTHM
One substantial piece a month, used three ways.
That is sustainable, and it is more than most businesses manage.
