I’m betting you’re getting pretty sick of this business strategy: “We need to do more with less.”  Haven’t we just about ridden that pony as far as it’ll take us?  Well, in a strange twist of cosmic timing, we’re at the point right now where it’s possible to do more with less by doing less with more.

Yeah, I’ll explain.

The beauty of a content-driven online marketing strategy is that you don’t need to spend a lot of money to get great returns. That’s “do more with less.”  And, once you get the pump primed, you’ll find it takes less effort to  increase returns as your content library grows. That’s “do less with more.”

But hold on a minute, you say. Doesn’t it cost more to continuously develop content for a website?  Not really. Your company already has the subject matter experts needed to create interesting, provocative white papers, thoughtful articles, engaging webcasts, and insightful blogs.

You likely already have all the tools you need to gather, publish, and distribute content; a browser and a camera. Publication costs are, frankly, negligible. If you spend a little on distilling and packaging that content into a lasting asset that furthers your online marketing strategy, it’s an expense worth incurring.

Over time, you can begin to shape the content you produce for one purpose with an eye toward recycling it for future use on your website. This saves even more costs and, in the spirit of the green movement, is a way to wring more value from your precious human capital.

How do you do less with more? What types of content does your company recycle for online publication?