Turn a little into a lot by repurposing content. If you have a great story, are you utilizing it across channels? That includes your website, social channels, e-blasts, direct mail and more. Just remember to tailor the content for the channel. Social posts should be short, bite-sized information with links to longer stories online. A research document is going to have a different tone than a blog post. While tone and length may vary, that doesn’t mean you can’t repurpose the same story across channels.
All you have to do is look at social media (TikTok, Instagram, Facebook, Snapchat, etc.) to see that videos reign. However, no one wants to watch a grainy video in a poorly lit hospital hallway, so doing it right means investing the right resources. While that may seem daunting, it doesn’t have to be. You can get tons of great video content out of a single day of shooting. The trick is planning out your shots and interviews well in-advance and having a detailed approach to the content you plan to capture. That shot list will help you maximize the video crew’s time on the day of the shoot. Then that video content can be edited into multiple videos for you to share across channels.
When it comes to the design of your materials, remember to keep consistent with your brand. Having a strong brand is a matter of repetition. Your materials across channels should align in a cohesive manner that makes your brand front and center. New ideas are excellent but be sure they align with your brand. There can be a pull to do something different – especially when you’re the only person generating these materials each day – but be sure your hospital’s brand stays consistent. A brand style guide is key to staying on brand and on message.
