Serve First, Sell Later Marketing
Serve First, Sell Later Marketing
#39 Smart Strategies to Repurpose Content and Boost Visibility
In this episode, Sylvia discusses the importance of repurposing content to maximize reach and efficiency for busy professionals. She explains that repurposing involves transforming existing content into various formats to engage different audience segments across multiple platforms. The key benefits of repurposing include increased visibility, improved efficiency by leveraging existing content, and enhanced SEO and online presence. By implementing these strategies, professionals can work smarter, not harder, and extend the life and reach of their content to engage their audience effectively across multiple channels.
Resources:
Need help with your content, book a call here
#7 Beyond Webinars: Secrets To Take Your Online Events from Ordinary to Extraordinary
#18 How To Fill Your Prospecting Pipeline
What Listeners Will Learn:
- The significance of repurposing content to enhance visibility and engagement.
- How to efficiently leverage existing content to save time and effort.
- Strategies for identifying high-performing content that can be repurposed.
- Different formats for repurposing content, including videos, social media posts, and email campaigns.
- Practical steps for transforming blog posts and webinars into engaging formats.
- The importance of setting clear goals and scheduling for content distribution.
Episode Chapters:
- (02:00) What is Content Repurposing?
- (04:34) Key Benefits of Repurposing
- (08:57) Types of Content to Repurpose
- (11:05) Actionable Steps for Repurposing
- (16:00) Creating Social Media Micro Content
- (17:28) Integrating Repurposed Content into Email Marketing
Rate, Review, & Follow on Apple Podcasts
"Love listening and learning from the Serve First, Sell Later Marketing Podcast” If that sounds like you, please consider rating and reviewing my show! This helps me support more people -- just like you. Click here, scroll to the bottom, tap to rate with five stars, and select “Write a Review.” Then be sure to let me know what you loved most about the episode!
Sign up for our free 2 hour workshop happening on Oct 2nd, 2024!
Sign up for our free LinkedIn newsletter on marketing your professional practice
Click here for a free strategy call
00:02 - Sylvia (Host)
Hello everyone and welcome back to Episode 39 of the Serve First, sell Later Marketing Podcast. In this episode, I'm going to be diving into a topic that's not just timely but important for you as professionals, and that's really repurposing content to maximize your reach and efficiency. Now, I know most of you don't love the idea of content creation in your practice, but it isn't just a luxury, it's a necessity, and so your ability to create and share valuable content can significantly impact your practice. So let's face it, creating new content from scratch is pretty time consuming and it can feel overwhelming, especially with the demanding schedules that we face. But that's where repurposing comes in, and by leveraging existing content, you can save time, you can increase your visibility and engage a wider audience without reinventing the wheel. So why does this matter so much? Why is it so important? And, I think because producing high quality content consistently can be very challenging. Repurposing gives you an outlet. It gives you a way to meet this demand, but to meet it more efficiently. And what I love about this concept is that, by transforming a single piece of content into various formats, what you're doing is you're allowing yourself to reach a different audience segment across multiple platforms. So let that sink in for a moment. That's pretty powerful. Platforms. So let that sink in for a moment. That's pretty powerful. When we repurpose content, we are reaching different audiences across different platforms, and it allows you to build brand awareness, to boost your online presence and really improve SEO rankings.
02:00
All right, so what exactly is content purposing? And, for really simple definitions, it's really, and so, to put it simply, it's really just the art of taking your existing content and transforming it into different formats or platforms. So kind of think of it as giving your hard work a new lease on life, if you will. Your hard work, a new lease on life, if you will. So instead of letting that well-researched blog post gather dust, you're turning it into maybe a series of social media posts, maybe an infographic, a podcast episode the options are endless. So now I guess the next question is as professionals? So now I guess the next question is as professionals, you are busy and your schedule is continually booked between client meetings and endless paperwork.
02:53
I think we can all agree that finding time to write fresh content consistently will be very challenging, and so this is why I felt compelled to bring this topic and bring it to you as an episode here on the podcast, because it can become a secret weapon to help you repurpose content and save time, but allow you to also reach a wider audience. So let me break this down into some of the key benefits, and I think the very first one that's important to address is visibility. So when we repurpose content, what you're doing is you're essentially casting a wider net. So maybe that insightful article you wrote, you can turn it into a video, and when you do that, all of a sudden it's reaching a whole new audience who prefers visual content. So you've created a video. Maybe you place it on your social media platforms. That's one place it could go. You could place it on YouTube. That's another platform it can go. So just think about the different audiences that you're going to be reaching when you repurpose that one piece of content and put it across different platforms. I hope this is making sense. Or perhaps you transform a podcast episode, or perhaps what you do is you turn this content, or perhaps you repurpose this content into a podcast episode, because there are people who love to learn on their commute, so different formats appeal to different people and repurposing helps you cover all your bases.
04:34
Second is efficiency. This is a really big one for time-strapped professionals just like you. Instead of starting from scratch every time you need to create content, instead of starting from scratch every time you need to create content, you're leveraging what you've already produced, so it's like having a content goldmine at your fingertips. And so perhaps you hosted a webinar last month. Well, now that webinar can become a series of blog posts, of social media snippets and even an ebook. So you're working smarter, not harder, and I know that for some of you, this concept isn't new. But it's all about how do you take that content and repurpose it, and I'm going to get into a little bit more detail about how you can do that and encourage you to take action.
05:21
So the last thing in terms of benefits of repurposing that I want to cover or talk about is SEO and online presence. So search engines love fresh, relevant content, and I think by repurposing and distributing your content across multiple channels, you're increasing your digital footprint, and that's really important. So this means more opportunities for potential clients to find you online. So what you're doing here is you're increasing your chances of growth and visibility, and, at the end of the day, that should be one of your priorities if you're looking to grow your practice and attract more profitable clients. So your online presence is very often the first impression potential clients have of you, and I think when we repurpose content, you're ensuring that that impression is consistent, that it's professional and that there's an omnipresence, meaning you can find it across multiple channels.
06:28
Okay, let's talk about a very important part of content repurposing, and that's identifying the gold mines in your existing content library. So what do I mean by that? Well, you've likely created more valuable content than you realize. A lot of professionals, when they think about content that they've created, they kind of scratch their head and say I'm not so sure I've really created very much, but you'd be surprised, when you go back and do an audit, what you will find. And so I want to encourage you to do this, because this doesn't have to be a daunting task, and I think if you start by listing all of your key content pieces maybe key articles that you've written blog posts, webinars, case studies, newsletters, even those LinkedIn articles that you wrote last year yes, you can go back to those as well and repurpose them. So I think the key here is to make a list of these materials and then go back and look for your high performers. So which blog post got the most shares or the most likes? Which article got the most shares, the most likes? The social media platforms like LinkedIn, facebook, instagram they all have analytics and you can go back and they will show you which posts are the most high performing in terms of the number of impressions, the number of likes, the number of reshares. So these become your prime candidates for repurposing. So these become your prime candidates for repurposing.
08:09
Don't forget to look at your webinar attendance numbers. So which webinars had the highest attendance? Which webinars you know really had very engaged, a very engaged audience because the topic resonated with them? So those are the sorts of things I want you to go back and look at. So, for example, let's say you're a divorce financial analyst and you wrote a blog post on financial mistakes to avoid during divorce and that piece got significant traction. So what that's telling you is that could be a good piece for repurposing and it could become a series of social media posts, it could become a series of videos. Maybe it becomes the basis for a webinar. So I think it's really important to look at your content and assess which ones were the ones that resonated most with your audience.
08:57
Now I like to break these content categories down so we can better understand how to repurpose them, and I think there's a few key ones, the first being educational content. So that could be a social media post explaining complex legal terms or complex financial terms, and then you can turn that into an engaging info, and you can, and then you can turn that into an engaging infographic. Or take that webinar on mediation, or take that webinar on family mediation and transform it into a podcast series or a series of social media posts. Maybe you take, understanding Alimony a blog post that you wrote and you turn that into a video, right, so that it's in simple terms that your audience can understand.
09:47
So the second type of content that I want to talk a little bit about are client success stories, and these are gold for building trust and showcasing your expertise. And you know, these detailed case studies can talk about how you helped a client navigate a complex divorce, and you can take that information and maybe break it down into a series of LinkedIn posts or create a short video testimonial. I mean, the options are endless. There's so much opportunity here, and I think the last piece of content I want to touch on is you know any industry news that you are privy to. So, as professionals, you're always on top of the latest changes in your field. So take that newsletter that you sent out about recent changes in, maybe, the divorce law and turn it into a LinkedIn article or a LinkedIn social media post, or maybe a YouTube video. Maybe you turn the content of that into a LinkedIn Live or an Instagram Live. There's so many options for you to use this and to repurpose it. So think about how you can do this and how you can actually start to reach other audiences across these different platforms.
11:05
So I want you to take a moment now and think about what I've just talked about and what three pieces of content have you created in the last year or so that really, that comes to mind to you quickly and resonated with your audience. So that could be a good place to start. You know, if you say to me well, I'm not sure I have the time to look at all of the analytics and I just want to get a piece out there and start repurposing it, then think about some of the key pieces that you've written and the ones that have kind of stuck with you because it really resonated with your audience. You've got a lot of likes on it, maybe you had a lot of engagement, there were reshares, there were questions asked, there were comments. So think about that piece and then commit to converting it or repurposing it to something else. And I want you to remember that every piece of content that you create has the potential to reach your audience in multiple ways, and that's the power of repurposing.
12:05
Okay, so let's look at some more specific ways to repurpose your content. So, first up, let's talk about transforming your blog posts into engaging videos. So this is a fantastic way to reach audiences who prefer watching or listening over reading, right? So here's a kind of like a step-by-step guide to get you started. So the first thing you want to do is you want to select your blog post and or an article that you've written. So choose a blog post or article that's really performed well and covers a topic that you know your audience loves, and then take that article and break down. And then break it down into key takeaways, and these will form the outline or backbone of your script for your video. Then you can write a script using these key points. Keep it concise, and you want to keep it conversational.
13:00
Now, if you want to speedy up this process that I've just described to you. You can do this by using this process and turning to AI to help you create the script. So you could use AI tools such as ChatGPT or Gemini. I mean, as most of you know, there are many AI tools out there, but those are some of the basics that you can certainly start with and ask them to turn your blog into a script. Now I want to be clear here AI is an excellent tool to create your first draft, or maybe even your second, but then you need to go in and customize it or put in more of your tone of voice. Your examples that you know are relevant.
13:47
You need to customize it, because I think what people need to understand is that AI, while it's an excellent starting point, it does require many more refinements before it becomes your own or just the way you like it, and for it to properly represent your brand and authentically you as well. So I think many people may have the impression that they can just turn to AI and, you know, crank something out very quickly and use it, but I think that that's a misconception, because there are. You know. Ai is a tool as a starting point, but it has to represent your brand and it does take a few refinements and ideas and concepts before it can actually become that piece. So I just wanted to share that with you and say, yes, if you want to use a shortcut, definitely turn to AI, but just understand what else you need to do before it can become that ideal repurposed script that I'm referring to. Okay, I hope that makes sense.
14:51
All right, so another thing you can do is you can transform webinars into multiple formats. This is really great. So webinars are content goldmines. You hear me talk about webinars, speaking engagements, and they are really, really powerful tools. So here's how you can repurpose them so you can break down the webinar and identify key segments that can stand alone as blog posts or maybe social media snippets. That's one way you could use it. You could create downloadable guides. Use the webinar content to create comprehensive guides that your audience can download, and don't forget to turn it into a lead magnet so that you can, you know, get their email in exchange for the downloadable guide, and that way you can continue the conversation and communicate with these interested prospects. You can also leverage the Q&A section with these interested prospects. You can also leverage the Q&A section and you know. So you can turn the Q&A portion of your webinar into a series of short videos or blog posts addressing each question individually, and that's another really great way to do that.
16:00
Another way to look at purposing, or another way to look at repurposing, is something called social media micro content. So that's when long content, that's when long form content can be broken down into bite-sized pieces which are perfect for social media. So what can you turn into with these little micro pieces of content? You can identify key quotes and stats and pull out impactful quotes or statistics from your content and use that. You can create visuals, so you can use tools like Canva to design infographics or quote cards that are visually appealing and, of course, shareable. You can also create carousel slides with Canva to put on your social media and don't forget about, you know, including those images to stop the scroll. And, of course, there's so many places to get royalty-free images, but a well-known site is Pexels. That's a really great place to get some free images. You can plan your posts so you can schedule these micro content pieces across most of the platforms, like LinkedIn, instagram, facebook, twitter, to really maintain that consistent presence, and it's a really powerful way to make sure that you're consistently delivering your message.
17:28
There's also the possibility of repurposing for email marketing, and what I like about this is you get to integrate repurposed content into your email marketing strategy. So how do you do that? So, for example, you could create a drip campaign, and what that means is you're using existing content to craft not one, but a series of emails that gradually educate and engage your audience. So you could create a drip campaign on how to divorce, a with how to divorce peacefully or how to divorce. You could create a drip campaign and educate your audience on the power of mediation and how it can help you divorce more peacefully and with sound of mind. And you can, you know, create, maybe make it into a four series set of emails where you educate your audience on the power of mediation in each of those pieces and how it can help you divorce with more peace of mind. Right, so that's a drip campaign, a lead magnet. So you've heard me talk about this before. So you could convert a popular blog post or webinar into an ebook or checklist to offer as a free download in exchange for email signups, for example.
19:00
Okay, so remember that repurposing content is about working smarter, not harder, right? So by leveraging these strategies, you can extend the life and reach of your content and engage your audience across multiple platforms. Okay, so how do we pull this all together? So a great way to do this is to start by listing, as I mentioned, all of your content pieces that you've identified that you want to repurpose. So think blog posts, articles, webinars, case studies and more. So, for example, maybe you published an article in a local magazine or local online newspaper and that could be repurposed too. You could take the materials from that and repurpose it. So think outside the box.
19:46
So the very first thing you want to do is set your goals. What do you want to achieve with your content? Is it increasing engagement? Is it boosting SEO? Is it maybe just reaching a new audience segment? So have very clear goals about what you want to accomplish. The second thing in terms of what you should do for next steps is really choose that platform right. Decide where each piece of repurposed content will live and please remember you don't need to be on every single platform. Focus your time on the platforms where you know your ideal audience hangs out and just focus on those alone. Then you're going to create a schedule so you can use a calendar of some kind to map out when and where each piece of content will be published. So be sure to consider the best times to post on each platform for maximum engagement. I think that's important as well. And then, once you have this all set up and things are rolling, then you want to keep an eye on how it's performing. So I mentioned earlier that a lot of these social media platforms have analytical tools built in. So use those analytical tools to track engagement and be ready to tweak your strategy based on what's working and what's not. Okay, I hope this is making sense. So let me recap some of the key takeaways here.
21:11
I think repurposing content is a very powerful way for busy professionals to maximize reach and efficiency. Identifying high-performing content is important because you want to find pieces that can be transformed into different formats that you know your audience has engaged with and had some interest in. Practical repurposing strategies include turning blogs into videos, breaking down webinars into multiple formats, creating social media micro content. I mean, there's so many ways to slice this, but at the end of the day, just make it simple and be encouraged to just work on one piece first to get the ball rolling. And then, of course, the content calendar. Without a content calendar and knowing when you're going to publish things and where I think without it can become, it can make the whole process inconsistent. So what I love about having a calendar in place is that it keeps you on track and it keeps you consistent, all right.
22:16
So here's an actionable challenge for you. As I mentioned, pick one piece of content this week to repurpose, whether it's a blog post, a webinar, a case study. Transform it into a new format and then see how it performs, get it out there onto social media and onto the different platforms and analyze how it does and watch how your audience will continue to grow and expand. So thank you so much for tuning in today and if you found today's content valuable, make sure to subscribe to our podcast so you never miss an episode. I'd be honored if you rate or review the show. Thank you for joining in and see you in the next episode.