If you’ve ever thought,
“We already sent an email about that… I can’t post the same thing again,”
then listen up!
Many chapter leaders feel constant pressure to create something new every time they communicate. A new email. A new social post. A new angle. A new graphic. A new idea.
And if you’re juggling events, sponsors, volunteers, and your actual full-time job, that pressure can feel exhausting.
Here’s the truth:
Reusing content is not lazy. It’s smart marketing.
In fact, the chapters that communicate most effectively are often the ones that repeat their key messages consistently and confidently.
Let’s talk about why.
This is one of the biggest misunderstandings in volunteer-led marketing.
It feels logical to assume:
But that’s not how real-world communication works.
Not everyone opens emails.
Not everyone sees social posts.
Not everyone checks the website regularly.
Members are busy. They’re scanning inboxes between meetings. They’re scrolling social feeds quickly. Even highly engaged members miss things.
Repetition isn’t redundancy.
It’s reinforcement.
1. People Miss Things
Even well-written emails won’t have a 100% open rate. And even when someone opens your email, they may not read it fully.
The same is true for social media. Algorithms limit visibility. Posts get buried. Timing affects reach.
Repeating your message increases the likelihood that someone will see it at the moment they’re ready to act.
2. Repetition Builds Recognition and Trust
Think about brands you recognize. You don’t remember them because they said something once. You remember them because you’ve seen consistent messaging over time.
When your chapter repeats:
It builds familiarity. Familiarity builds trust. And trust increases engagement.
3. It Reduces Leader Burnout
Let’s be honest: most chapter leaders are not marketers. You are subject matter experts, volunteers, professionals in your field.
Starting from scratch every time you promote something is not sustainable.
Reusing content:
That’s not lazy. That’s efficient.
Let’s make this practical.
Example: Promoting a Chapter Event
You create one strong event description. From that single core message, you can create:
It’s the same core content — just presented slightly differently depending on the channel and timing.
You’re not reinventing the message.
You’re reinforcing it.
If you’re worried about sounding like a broken record, here are simple adjustments you can make:
Change the headline, not the message.
Your email might say:
“Register Now for Our March Technical Dinner.”
Your social post might say:
“Have you saved your seat for March 14?”
Same event. Same message. Different entry point.
Pull one sentence and reuse it.
If your email says:
“This session will explore emerging corrosion prevention strategies that reduce long-term asset costs.”
That exact sentence can become a LinkedIn caption.
Highlight different benefits.
One post can focus on:
Another can focus on:
Another can focus on:
You’re not creating new content — you’re spotlighting different angles of the same message.
Use event photos later.
Photos from your last event can become:
Good content can (and should) live longer than one day.
Here’s a helpful framework:
For any important event or initiative, plan to communicate it at least three times:
Most chapters stop after one mention — and then wonder why registration is slow.
The issue usually isn’t over-communication. It’s under-reinforcement.
Of course, not everything should be recycled forever.
Create new content when:
But for core events and recurring programs? Reuse confidently.
You do not need to be creative every week.
You need to be consistent.
Reusing content:
And perhaps most importantly — it makes chapter marketing sustainable.
So the next time you hesitate to post something “again,” remember:
If it’s important, it’s worth repeating.
And that’s not laziness.
That’s leadership.
Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!
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