Reduce, Reuse, Recycle.

You’ve heard it a million times. The three Rs of environmental conservationists across the globe. I was listening to a song by Jack Johnson when it struck me that the three Rs can be applied to content writers as well.

Every piece of writing you churn out comes from a process. Some of us follow established processes and while some of us just create our own over time. But it still boils down to this: Write. Rewrite. Rewrite. Rewrite.

But if you hate rewrites as much as I do, here’s how the three Rs can see you through.

Reduce: Online content is best when short. When you’re done with the first draft, go through it and cut out whatever is unnecessary. Remember your précis writing exercises? This is it. Ignore the ‘longer is better’ mantra of Indian schools, and keep only what is central to your message. In other words, reduce.

Reuse: Take a look at the communication. How many times have you re-emphasized your message? This is online communication, so remember no one reads. If you need to repeat “Download now” at three different places on the page, do it. If it works to have the benefits in bullets in a text box along with the content, go ahead. Maximize your communication through reuse of content. But be careful about how and where you do this. You don’t want to be perceived as a cut-paste artist.

Recycle: Great idea, but not for this piece? Witty line, but doesn’t fit? Store these little sparks of your writing capabilities. Over time you’d be surprised how long that list can grow. Don’t force fit something that sounds great. Its time will come. Recycle.