Serve First, Sell Later Marketing

#58 Master Content Repurposing with AI Tools

• Sylvia Garibaldi • Season 1 • Episode 58

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In this episode of the Serve First, Sell Later Marketing Podcast, host Sylvia Garibaldi explores the power of content repurposing for busy legal, mediation and divorce professionals. Discover how to elevate your practice by breathing new life into existing content, establishing yourself as a thought leader, and reaching a broader audience. Sylvia shares practical strategies and AI-driven tools to efficiently convert blog posts, presentations, and more into engaging formats like videos, podcasts, and social media posts, maximizing your content's reach and impact.  This episode is a powerhouse of practical tips that you can put into action immediately!

Resources:

 Key Takeaways:

  • Content repurposing saves time while significantly amplifying your professional voice and impact.
  • Transform existing materials by using AI tools to extend their reach.
  • Tailor content to resonate with different audiences across various platforms to create an omnipresence.

Episode Chapters:

  • (0:04:26): Strategies to extend content reach and increase brand awareness, with a focus on presentations and webinars.
  • (0:19:51): Tips for creating omnipresence on social media and tailoring messages for different audiences.
  • (0:26:40): Content repurposing for success and personal growth.


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00:00 - Sylvia (Host)
Hello everyone, and welcome back to Episode 58 of the Serve First, sell Later Marketing Podcast. 

01:39
As professionals, I know that you are all incredibly busy. Between client meetings, maybe court appearances and the endless stream of paperwork, finding the time to consistently create fresh content can feel very challenging. But there is a way to significantly amplify your reach and impact without having to constantly churn out new material, and that's where the power of content repurposing comes in. And this is exactly why I want to talk about this in today's episode, because I'm going to really explore how to take your existing blog posts, maybe your presentations, even client consultations and transform them into new and engaging formats, and by repurposing your content, you can save valuable time and effort while reaching a wider audience and really establishing yourself as a thought leader in your field. I'm also going to be sharing some favorite AI tools and other software to make it easier, faster and more efficient for repurposing content. And I think this episode deserves your attention, because repurposing content is not just about taking content and dividing it or changing it into various pieces of content. It actually does so much more when you repurpose, and I'm going to cover some of that in a few moments, but I just wanted to allude to the fact that it is much more than just taking a piece of content and dividing it into different pieces and getting it out there. 

03:19
So let me define what I mean by repurposing content, the definition of it, if you will. So, essentially, it takes something that you've already created and it gives it new life. So, for example, imagine that you've written a comprehensive blog post on co-parenting after separation. So, instead of letting it sit on your website, what you can do is you can turn it into a short video, and you do this by pulling out the key takeaways and create a concise and engaging video for social media platforms. You can transcribe it into a podcast episode, either record yourself reading it aloud or have someone else narrate it. You could create an infographic, and that means visualizing some key statistics or creating a simple flow chart to illustrate the co-parenting process during divorce. Okay, you could also break it down into a series of social media posts, share some key takeaways and quotes throughout the week to keep your audience really engaged. And this is just one example. 

04:26
Okay, clearly one example. Let's say you delivered a compelling presentation at a recent conference on high conflict divorce. What do you do with this presentation? Well, you can repurpose it. How do you do that? You could record your presentation, go through Zoom or whatever platform you want to use. You can upload it to YouTube or your website for easy access, or you could create a shorter version for social media, share a few key slides with some insightful commentary. Maybe you want to take those presentation slides and put them into a downloadable PDF guide, so that is really a valuable resource to your audience and you can set it up so that they have to give you your email address. That's just another example. 

05:16
Now, what about webinars? You could edit a webinar recording. You could chop it up into shorter, more digestible video clips. There you go You've got another social media post or video that's been repurposed. You could also transform the webinar recording into some key takeaways for a blog post. You could create a Q&A document and post it on your website just from that webinar. 

05:45
Okay, so you see what I'm saying in terms of how you can repurpose content. You can repurpose content so that you've got multiple pieces of social media or marketing material that you can create from this. But is that just the only advantage of repurposing? And I would say absolutely not, because the real power behind repurposing and why I highly recommend it is yes, it saves time, and that is a major perk, but it can also significantly amplify your voice, and a lot of people aren't talking about this. They talk about repurposing content. It's a buzzword, saves time, but what about amplifying your voice? What do I mean by that? 

06:31
So, firstly, repurposing dramatically increases your reach. So how does that happen? So imagine that you've poured your heart and soul into a blog post on high conflict divorce. So, as I said, maybe you've got it sitting on your website and you can turn it into a video. You can share it on social media. So guess what we've just done here? You've reached a whole new audience who might not have stumbled upon your blog post from your website, because now we've put it onto social media, there's other people on your social media that may not be visiting your website. So this is how we dramatically increase the reach. Secondly, it boosts your brand awareness. 

07:14
So I want you to think about those ideal clients who might be scrolling through LinkedIn or some other social media platform and come across a thought-provoking infographic that you created based on your latest webinar. It's really a subtle yet powerful reminder of your expertise, and I think here's the real game changer. Repurposing helps you establish yourself as a true leader in your space. Why You're not just sharing information, you're consistently demonstrating your knowledge and providing valuable insights across multiple platforms. And this is really key because it builds trust and credibility with your audience, making them more likely to choose you when they need expert guidance. 

08:06
And let's not forget about omnipresence when you are repurposing content, you are putting yourself out there in multiple places. That's what creating an omnipresence is all about. So what about the return on investment? Right, you've already invested time and effort into creating that initial piece of content, so repurposing allows you to maximize that investment, because you're getting more mileage out of your hard work, which means a more efficient use of your valuable time and resources. So I hope this is making sense because, instead of spending countless hours creating new content from scratch, you're really leveraging existing materials to maximize the impact, and really this translates to a more efficient use of your time and resources. Okay, so we all know the struggle We've all been there keeping that content flowing for websites, for social media, for marketing materials and everything else in between, and it can be really difficult to write those blog posts and come up with those catchy social media messages. 

09:21
I understand it's challenging, so here's what I want to drive home. As tedious and time-consuming as this might sound, this is truly a non-negotiable in keeping visible in your industry the consistency of posting and, by the way, it can be just text without video, and, by the way, it can be just text without video Does work, but it only works with being persistent and consistent. So if you understand this principle that this over time, when done consistently, will bring you more of your ideal clients and more revenue into your practice, then you're going to want to know how to accomplish this, knowing that your time and knowledge or skill of how to do this your marketing skill, for example might be limited, right? So this is where I think it's important that you can relate to the experience of sitting down to write a blog post or a social media post, and maybe you're writing it about the emotional impact of divorce on children, and as you're doing this, you're finding yourself staring at a blank screen for hours, just completely uninspired. It's as if you know, our brains have gone on vacation, if you will, and I think that there's a secret weapon that can really help, and that's AI, artificial intelligence and it's like having a super smart assistant that can help you with all of your needs. 

10:52
And by now, most of you already know AI. You're probably using it, and I want to talk about how you can use this to repurpose. So let's say, for example, that you've written a comprehensive article about estate planning. You can use AI tools like ChatGPT, gemini, jasperai or Copyai to quickly summarize it, and what this does is this allows you to share the main points on social media without overwhelming people with a long article. Or maybe you've written a detailed guide on the five most common estate planning mistakes and AI can help you create short, engaging social media posts, like mistake number one not having a will, or learn how to avoid this common pitfall in our latest blog post. 

11:46
Ok, so it doesn't really stop there. These AI tools can help repurpose content in various ways. So you could take a long form article about child custody laws and go to AI and ask it to create a series of short LinkedIn posts highlighting key points. You could ask it to create an infographic summarizing the main ideas, or maybe develop a script for a short video. You could ask it to write an email newsletter summarizing the article for your clients. So these are just a few examples. Then you can take this content and put it into Grammarly to review it and further refine it for clarity and readability of text. 

12:32
Okay, so there are so many AI tools out there and I want to share a couple of really good ones that we know work well. So think about how these can really help you move forward in creating and repurposing content. So some professionals can find themselves really just staring at their phones wondering what to post about maybe about the latest changes to family law or workplace law, and so AI writing assistance, along with tools like Sprout Social, which can provide caption ideas for you, or maybe HubSpot AI social media, which can help come up with creative and engaging posts in no time. Right, so these are some additional tools for captions. So, for example, if you're working on a case involving grandparents' rights so, for example, if you're working on a case involving grandparents' rights, ai can help brainstorm creative captions like grandparents' rights, understanding your legal options or navigating the complexities of grandparents' rights in today's landscape. Just a few examples right, these AI tools can come up with these different captions and headlines for you. So these AI tools can help you stay on top of trending topics in your field. 

13:49
So, for instance, if there's a new decision impacting workplaces that affect the work that you do as a workplace mediator, an AI tool can really help generate a series of posts explaining the implications in simple terms. So these AI wizards can help write different versions of content. So maybe, as a mediator, you want a more formal version for your website, aimed at potential clients. Or maybe you want to use a more casual tone for Instagram or Facebook targeting younger audiences. You can use tools like WriteSonic and Surfer SEO, and what they can do is they can help tailor the message to the right audience. So, for example, you could ask AI to rewrite a technical article about estate planning law into the following pieces Maybe you want a formal, detailed version for your firm's website. 

14:49
You could ask it to create a simplified explanation for a LinkedIn post, or maybe a casual or engaging version for Instagram or TikTok, or maybe a more concise summary for Twitter. Okay, so see how these examples can really help create these different versions in different tones and manners that can really resonate with your audience, based on a specific topic, social media platform. Okay, I hope this is resonating with you and if you're looking for eye-catching pictures and videos to really grab people's attention. Tools like Midjourney or Dally 2 can really create amazing images from just a simple description. Okay, don't forget about using tools like Canva, which has some really impressive AI features, to design eye-catching graphics for your website, for social media, for presentations. So let me give you a quick example. If you're a mediator working on a presentation about the benefits of mediation, you could use AI to generate an image of two people shaking hands in front of a peaceful setting or maybe representing a successful mediation outcome. Okay, so think outside the box about how you can use some of these AI image tools. 

16:14
And AI can be a really powerful ally in generating ideas and outlines for blog posts and articles. So, for example, take the tool like WriteSonic, which can help you create drafts on various legal topics. So, for instance, if a lawyer wants to write about recent changes in employment law, they could use AI to generate a list of potential topics, maybe create an outline for the chosen topic, write a really rough draft of the article and then suggest SEO-friendly titles and meta descriptions. Okay, so see the power of this one tool and what it can do. So, of course, you really need to review and edit the AI-gener generated content to ensure accuracy and really add your personal touch, your personal experience, to the post or the piece that you're creating, and this can really significantly speed up the writing process when you incorporate that. 

17:17
While AI is such a powerful tool, we must not forget that it's representing us as a brand and, when it does, we need to make sure that our experience and that our way of communicating is reflected in these AI pieces. I can't tell you how often I see people using AI to create posts that really screams. I was written by AI, okay, because they haven't added their own voice and tone and manner to these posts or to any kind of marketing material that you want to create. So I'm really, really passionate about using AI tools, but really making sure that you go through it for authenticity, for your tone of manner, to make sure that it's accurate and, by the way, don't expect AI to create one piece of marketing for you and have it generated in just one try. Okay, it takes multiple attempts to get the right piece out there from a marketing perspective. So, while AI is fantastic, you just need to know that you have to play around with it. You need to create multiple versions of it in order for it to really reflect the tone and manner and really stand out, because you don't want it to sound like another AI piece that was just generated, so please be mindful of that when you are using these tools. So these are just a few AI tools that can really simplify and save you time as a professional, especially feeling overwhelmed about repurposing content, and what I love is that it can save a ton of time and really help unleash creativity and make content stand out from the crowd. 

19:05
Okay, so we've talked about all the amazing ways AI can help you repurpose your content, but here's the thing Creating awesome content is only half the battle. Okay, you got to get it out there. You need to make some noise and you need to let the world know about your expertise. So think about this You've spent hours creating a killer blog post on, maybe navigating divorce mediation. It's packed with valuable information, but if no one sees it, how can it help anyone? And that's where promotion comes in. And here's the good news Promoting your repurposed content doesn't have to be complicated, so I want to break it down into a few simple steps. 

19:50
So, first things first. You want to blast your repurposed content across all your social media channels. This is what we call creating an omni-presence. This is what we call creating an omnipresence, and the great thing about repurposing content is that SEO case study. Please share it with the world. It's super important to do that and remember, different platforms cater to different audiences, like I've just mentioned, so tailor your message accordingly. Keep your LinkedIn post a little bit more formal but friendly. Maybe your Facebook post is really casual but engaging. So just think about the tone and manner you want to use for each channel. 

20:52
And don't forget about the power of a call to action. So you need to tell your audience what you want them to do after consuming your content. Do you want them to visit your website for a free consultation? Do you want them to download a helpful guide? Or maybe you want them to sign up for your newsletter? Make your intentions clear with that strong call to action. 

21:17
And, speaking of visibility, sprinkle some relevant hashtags into your social media posts. You know, maybe think of some keywords that help people discover your content and, if you can, research popular hashtags in your field and use them strategically to really reach a wider audience. And I think it's also super important to keep an eye on your results. So most social media platforms offer their own analytical tools that show you how your content is performing. So see what posts are resonating with your audience and look at what's falling flat, and I want you to use this data to refine your approach and keep churning out engaging content that gets you noticed. Okay, so by consistently promoting your repurposed content, you're going to maximize your reach, because you're getting valuable insights in front of more people. It's going to really save valuable time and resources, because repurposing is way faster than creating brand new content from scratch, and it really does help establish you as the go-to expert, because consistent, high quality content will always build trust and credibility with your audience, and I think that's super important for you to remember. So please don't give up on creating one post this week and then not getting back to it in the next three or four weeks. It's just, consistency will pay off. 

22:48
So you want to ensure that you're promoting your repurposed content, but here's something else I want you to think about. You really need to make sure that your content actually resonates with your audience, so think about it. What are the unique needs of families experiencing separation? Or what are the biggest challenges facing companies that are struggling to retain employees. So, whatever it is, whatever the biggest concerns are and challenges for your ideal target audience and the emotional well-being of children. For high net worth individuals, maybe you're going to focus in on topics like complex asset division, maybe minimizing tax implications and preserving wealth across generations For companies that could be struggling with employee retention. Maybe you're going to focus in on workplace mediation strategies like conflict resolution techniques and strategies for improving employee morale and engagement. Okay, so, really looking at the problems and then coming up with solutions and making those the focus of your repurposed content. And I think by understanding your target audience and tailoring your content accordingly, you're not only capturing their attention, but you're also establishing yourself as a trusted advisor who understands their unique challenges, and for most of you, that is one of your goals. You really want to achieve that. 

24:43
So I think it's important to remember that it's not just about creating content. It's about creating content that matters to your audience. So I'd love for you to think about how can you repurpose a piece of content strategically so that it reaches your ideal audience. So we've covered a lot of ground today, from the power of repurposing to the magic of AI, and I want to leave you with a few final thoughts. 

25:15
The first is repurposing content is not just about saving time. Okay, though that is a huge bonus, most people don't understand that repurposing content can do more than that. It can amplify your voice, it can reach a wider audience and it can really help you establish yourself as a true leader in your field. And let's not forget about the power of SEO as well when you are repurposing. So where do you start? 

25:48
I want you to think about starting small. Maybe choose one piece of existing content Maybe it's a blog post, a presentation or even a client testimonial and experiment with one repurposing strategy. Maybe turn that blog post into a short video for LinkedIn, or maybe create an infographic for your presentation slides. And don't be afraid to experiment with different AI tools like ChatGPT. Let them help you summarize your content and generate engaging social media captions, or even create different versions of your message for different audiences. And I would highly recommend that you not be afraid of experimenting with different AI tools that maybe you haven't tried before, and just experiment with it and see where it goes. 

26:40
And, most importantly, please have fun with it, because repurposing content should be an enjoyable process. Let your personality shine through. Share your unique insights and perspectives with the world. And, of course, if you are struggling to do this and you need some help this is something that we help our clients with every day Please reach out and schedule a consultation call with me. I'd be happy to help. So you've got this. I'm cheering for you and I can't wait to see what you achieve. Thank you so much for joining me, and if you haven't subscribed to the podcast yet, please don't forget to do so, and if you're inclined to write a review, I would be most grateful. See you next time.