So you’ve just released that big report. You’ve spent months collecting information, writing content, sourcing images, working on the design and piecing it all together. Finally, it comes time to launch, you hit send, and then… nothing.
If the launch of your reports always feels like an anti-climax, you’re probably not utilising them in the right way. The truth is, reports should actually be the starting point for a continuous stream of content for months afterwards, rather than a ‘one and done’ situation.
The findings, facts and figures touted in your report can form the basis of a whole range of social media posts, blog posts, infographics and even educational videos. So whether you’re writing an annual, financial or number-heavy report, here are some great ways to make the most of all that hard work.
Remember to plan ahead
Report-related content isn’t drawn out of thin air; it should be factored into the planning process from the very beginning. When putting your report together, make notes about the most interesting findings as you go.
Much of the content can be pulled directly from the report itself, so keep this in mind when putting it together. Although the report should read as one cohesive whole, consider which sections could be repurposed as individual, smaller pieces of content.
One of the fastest ways to repurpose your report is to use it as inspiration for blog posts. Did it reveal something unexpected? Something worrying? Something positive? These are all great starting points for a blog post.
If your report included interviews with key staff and stakeholders, take the spare material and write it up into a feature for your blog. Even seemingly dry facts and figures can be repurposed into compelling blog content, if you can explain the truth behind the numbers in an engaging way.
Since you’ve already created the report, most of the work is already done for you. Don’t be afraid to copy passages directly from the report to save time – after all, you can’t plagiarise your own work!
Social is a great place to share quick, to-the-point summaries of your most engaging findings. Consider creating some attractive graphics for Instagram or a short, educational video for Facebook.
Once you’ve created the content, don’t let it disappear. On Facebook, you can share your content in relevant groups or boost it to a targeted audience of ideal customers. Want to find your way into the elusive YouTube algorithm? Make sure your video has a catchy thumbnail and clickable title.
Newsletters are an incredibly effective marketing tool, especially if you happen to have a rich email database. They’re a great way to drive traffic to your existing blog posts, but can also be used as a way to create standalone, unique pieces of content.
Why not release some exclusive post-report content to your email database, simply as a thank you for being a subscriber?
White papers are similar in content and tone to reports, so are a great natural pairing for creating extra content. They’re a great chance to go deeper on some of the issues covered in your report, and dig into the questions you simply didn’t have room to tackle.
If your report contains numerical information, you’ll most likely have created a series of graphs to better illustrate your findings. These are the perfect starting point for a compelling infographic, which can then be shared on social, over email or on your blog.
Infographics are a chance to tell the story of your report in a visual way, so make sure your design is up to scratch. Consider hiring a designer to craft the infographic for you, or make use of the many pieces of design software on the market, such as Canva or Procreate.