Efficient Content Creation: How to Write Once and Publish Everywhere

CapacityDigital MediaSEO + Content MarketingSocial Media

Are you spending too much time creating content vs the reach?

If you’re a content creator, the answer is probably “yes.” Creating quality content takes time, effort, and skill. And if you’re only publishing your content in one place, you’re not getting the most out of your hard work. The hardest work is creating the idea and original article, so it deserves to get the maximum possible attention.

The good news is that there are ways to write once and publish everywhere. By repurposing and syndicating your content, you can get maximum exposure for your work with minimal effort. While it isn’t as simple as copy & paste there are a lot of tips for efficient content creation:

1. Plan Your Content Ahead of Time

One of the best ways to save time on content creation is to plan ahead. By planning your content in advance, you can batch-create pieces and have them ready to go when you need them. This will prevent last-minute scrambling and help you stay organized.

We recommend using a digital marketing calendar to plan your content in advance, including your promotional plan.

2. Create Evergreen Content

Evergreen content is timeless and always relevant. This type of content can be repurposed and reused indefinitely, which makes it ideal for syndication. Write evergreen pieces that will be just as valuable a year from now as they are today.

A reminder that you should look to refresh these articles annually rather than creating a new one each year! 

3. Repurpose Your Content

Don’t let your hard work go to waste—repurpose your best pieces into new formats or for different platforms. You can turn blog posts into infographics, podcasts, or even video scripts with minimal effort. Get creative and think about all the ways you can repackage your content.

How to turn one article into many posts?

You have already had a great idea for an article and written it, it is time to get the most out of it. Here is a large resource on how to create different types of multimedia content. As you post your content across other channels, remember to link back to the main article after posting.

Here are ways to repurpose and syndicate content articles:

1. Create a video version of your article and post it on YouTube and Instagram. This can just be a quick explainer talking through the article and some additional takes. You can also use a tool like Zoom or Loom to record your screen for more dynamic content. 

2. Create a slideshow version of your article and post it on SlideShare. Google Presentations have great templates you can use and brand with your content. 

3. Create an audio version of your article and post it as a podcast episode or just upload as a SoundCloud file that you can then embed in the article to increase engagement. 

4. Right-size it – Break your article down into smaller bitesize pieces and post them as social media updates. AI tools can do this remarkably well, but more on this later. 

5. Infographic version – create a Canva infographic of the main charts and take-aways from a template. This can be added to the article, put on to a Pinterest board, and shared on Instagram. 

6. Submit your article to sites like Medium and LinkedIn Pulse. It may also be worth reaching out to partner websites to see if they would publish the article, remember to use a rel=”canonical” link back to the article on your website (rel=canonical: the ultimate guide to canonical URLs • Yoast) .

7. Create a printable PDF version of your article and make it available as a free download on your website. If you are able to add some additional content or checklists this can make for a great way to collect emails through a lead magnet. 

The key is to make your content work for you by repurposing and syndicating it in as many ways as possible. By doing so, you’ll get maximum exposure for your work with minimal effort. Once a process is built for these steps, it can make it easier to delegate this work to someone else on the team or an outsourced person. 

Promotional Channels

There are several different digital channels you can use to adapt your evergreen content. The key is for you to keep the audience in mind for each one and curate the content for that channel. The content you promote on Twitter will look different than the content you advertise for on paid search. Here are some ideas for adapting the same content for different digital mediums.

Paid search

When it comes to paid search, your content needs to be relevant and keyword-rich. That means including the keywords that people are searching for in your ads and on your landing pages. You also need to make sure that your ads are targeted and relevant to your audience. If you are paying to send traffic to a promoted article, make sure you are collecting emails

Paid social

With paid social media advertising, it’s all about creating content that is native to the platform you’re using. That means creating posts that fit the format of the platform (for example, images on Instagram or videos on YouTube) and using the right hashtags and keywords. It’s also important to post at the times when your audience is most active on each platform.


If you’re working with other companies or influencers on promotional partnerships, it’s important to create co-branded content that features both of your brands. This could be something like a joint blog post or social media campaign. It’s also a good idea to create exclusive offers or coupons for people who follow both brands.


With YouTube marketing, it’s important to create engaging videos that tell a story and capture attention. You also need to optimize your videos for SEO by including relevant keywords in the title, description, and tags. And don’t forget to promote your videos across other channels like social media and email.


Your website is often the first place people will go when they see one of your ads or promotional posts online. That’s why it’s so important to make sure your website is up to date and includes relevant information about your products or services. You should also include calls to action (CTAs) on your website to encourage people to take the next step, whether that’s signing up for your email list or making a purchase.


Email marketing is all about building relationships with your subscribers. That means sending them regular emails with valuable content that helps them solve their problems or achieve their goals. It’s also important to segment your list so that you’re sending relevant emails to the right people. And don’t forget to include CTAs in every email so that people know what they can do next.

Ways to Save Time Syndicating

Sure, syndicating content makes sense but there just isn’t enough time to do it. 

  • Upwork is a platform that connects organizations with freelancers for various projects and tasks. It allows you to find freelancers who can support your team with content writing from anywhere in the world. Freelancers can help you save time and money by outsourcing tasks like copywriting and content updates at a competitive rate.
  • AI tools can save you a significant amount of time and effort and help you improve the quality of your content. AI tools like Jasper.ai, Copy.ai, Rytr.me, and Peppertype allow you expedite that first draft and even write your promotional copy. Whole Whale has also started building custom AI tools for organizations that speak in their brand voice – contact us
  • Hootsuite or Sprout Social  offer a variety of features that make content creation more efficient. Both platforms allow you to schedule posts in advance, plan your content ahead of time and not have to worry about posting in the moment. Both platforms also offer analytics tools that help nonprofits track the performance of their content and see what is working well and what needs to be improved.
  • Zapier hooks for RSS can be very helpful to republish article links to other social media platforms. These hooks can also be used to update slack channels, spreadsheets, or email staff members. So, for instance, you could have a Zap that automatically assigns team members to create the types of posts outlined in this article after it goes live.

If you’re a content creator, you’re probably spending too much time creating content. The good news is that there are ways to write once and publish everywhere. By repurposing and syndicating your content, you can get maximum exposure for your work with minimal effort with automation and delegation.

These processes and tactics will take time to setup but will pay attention and efficiency dividends over time!