In this short Tell Your Story interview at a recent social media gathering, IBM’s David Pittman talks about his Reduce, Reuse and Recycle philosophy when it comes to content creation for communications and social media uses. His philosophy took shape when he was at a much smaller company than IBM, but you can put this thinking to use at all kinds of companies, regardless of size.
In short, he is saying that most companies have all of the content they need to consistently share their compelling stories through social media channels. The content already exists in various forms — sell sheets, web sites, press releases, brochures…etc. You just need to be resourceful with what is already created and reduce, reuse and recycle. Then, if resources and budget allows, get creative with developing new content.