There never seems to be enough money in the budget for marketing materials. Yet, how often do companies create Web pages, brochures, press releases, newsletters and case studies with completely unique and unconnected content? You will save time and money by allowing your content to multi-task. Not only that, you’ll wind up with a message that’s more consistent–and more memorable.

Here’s an example. We recently completed an 8.5 x 11 corporate brochure for a client, Salazar Packaging, Inc. We made one entire page a case study drawn from a press release we had created earlier about Salazar Packaging’s work for Project Save Our Soldiers.

The case study itself, which goes into more depth on the packaging application, will be printed as the first in a series of Salazar Packaging customer profiles.

We have (at least) three ways to use content, all coming from one customer interaction. The information will be seen by different people at different times for different reasons, and if some see it twice–that’s fine, too. Helping U.S. war veterans is a message worth repeating.

Bottom line–when you have a good story to tell, tell it every way you can.