Feeling the pressure to create new content? You’re not alone.

Whether it’s social media, blogs, newsletters or videos, the demand for ‘fresh’ material in a 24/7 news cycle is never-ending. But here’s the good news: you don’t always have to start from scratch. The most effective content strategies focus on getting maximum mileage from what you already have – more bang for your buck, so to speak!

At Fresh PR & Marketing, we work with clients who are sitting on a goldmine of untapped content potential.  Client wins, project milestones, media features, internal expertise – these are the stories already happening in your business. With a smart strategy, they can fuel constant content across your channels.

Think of content as a starting point, not a one-off task. That recent client case study? It’s more than just a blog post:

Here are five ideas

1. Turn it into a behind-the-scenes video or Instagram Reel
2. Create a LinkedIn carousel highlighting key outcomes
3. Extract a client testimonial for your website
4. Turn insights into a thought leadership piece
5. Use it for your next email newsletter

“We often see businesses invest time and energy into a single piece of content, like a blog or hero video – quickly ticking that off the list and moving on before they’ve stopped to consider how that same story could serve the business elsewhere,” says Maya Gurry, Director at Fresh PR & Marketing. “With a strategic approach, one piece of content can work much harder for you, not just across different formats, but different channels curated specifically to different audiences.”

Why content recycling works

It’s not about duplicating – it’s about reframing to multiply your message’s impact, to increase its amplification and to tailor your message for the format and audience, without reinventing the wheel. In doing this, recycling your content is more than just a time-saver (although it’s definitely that too!). When done strategically, it brings consistency to your messaging, strengthens brand recall, and helps to build your brand authority over time. It’s also a great way to make sure your content doesn’t disappear into the digital void after one use.

“Posting something once and moving on is simply a missed opportunity,” Maya says.  “People scroll fast. Algorithms are unpredictable. Recycling content helps ensure your message is seen, heard, and remembered, in the places that matter.”

Not sure where to begin?

Smart content planning starts by thinking beyond the initial format. To get things moving, try asking yourself three key questions:

1. Where else could this story live? (Think channels)
2. Who else could it serve? (Think audiences)
3. How can it be adapted for different channels? (The output)

Here’s an example of what content recycling might look like in action:

• Website case study: You’ve just completed a successful project and share the details on your site.
• Blog: Write a recap with insights, results and quality images – perhaps including a quote from your client so they benefit from the profiling as well, while adding credibility to your content.
• EDM: Highlight the project in a monthly update with a call-to-action to find out more.
• Video snippet: Share a short and engaging summary of the project coming to life, or even your team sharing their personal project highlights. These snippets can be great for Instagram, Facebook and LinkedIn and will tend to generate greater engagement.
• LinkedIn post: Share a key stat or takeaway with a team photo or testimonial, linking to the full case study on your website.
• Media angle: Pitch the project as a case study to your industry press, and work with an experienced PR gun to uncover the human interest or business impact story within the case study for local news media.

The secret ingredient? Strategy.

Without a content strategy in place, it’s easy to fall into reactive mode – posting when you remember, repurposing only when you’re stuck, and missing the moments to maximise your efforts. Strategy is what ensures you’re never just posting for the sake of it – it’s not just a tick and flick. You’re working smarter, with considered, creative content that connects across multiple touchpoints and really engages your audience.

If you’re not sure where to start or you’re struggling to get creative, the right support can make a real difference.

“So many outstanding businesses don’t share their message far and wide simply because they’re in the weeds of doing the work, and struggle to get creative about how to talk about its impact, let alone how to adjust that across multiple platforms without feeling repetitive,” Maya says.

“We love offering a fresh pair of eyes to uncover key opportunities for storytelling, and creatively shape your narrative for multiple outputs and audiences.”

It’s not about being on every platform or posting every day. It’s about identifying the stories that matter and finding the smartest, most strategic ways to share them. This comes back to building a cohesive content strategy, reviewing your current approach, and identifying untapped opportunities for meaningful storytelling.

Whether your team is creating great content but unsure how to maximise it, or you feel like you’re constantly playing catch-up with content demands — a Fresh perspective might be just what you need!