How to Repurpose Each Piece of Content
Let's talk about repurposing. So, create less, share more, and get more mileage out of your content. That is key to do. We don't want you guys, we want those batch days to go the distance. We don't want you to have a batch day every day, 'cause then you'll never run your business or get anything else done in your world. So, let's talk a little bit about... I'm gonna give you this example. So, let's say you've written an article, or I'll just call it a blog post, right? It would be most appropriate as a blog post, but basically it's just a piece of writing, an article. Here are some ways you could take that and leverage it. So first you can send it to your mailing list. If you have a newsletter list, people that opted in to receive information from you. If you're written a blog post or an article, they need to get it. Don't assume they will see it. If you've uploaded to your site, very few people are like, popping on and visiting your site every day. Unless like, that's what your world ...
is. Like your BuzzFeed or something. But I don't think any of us are. We all run businesses. So no one's coming to us for like their daily morning news. So, you need to actually send it to them. Alert them that this is available, right? Either send them the whole article, or you can link them back to your blog. I don't care. Whatever works for you. But definitely alert them that you have this cool, new piece of content. Then you could record it as a podcast. Now you don't have to do all of these things, by the way. These are just ideas for you guys. So, I have a colleague who, every single blog post, she will also record it as a podcast, which actually ends up being about five minutes. But she calls it the Go Podcast. So it's basically like a quickie treat that people can listen to, her very busy clients can listen to for five minutes, get an instant hit of excitement and happiness, and then go about their day. You could also... I have a lot of clients that do this as well; they will record it as a podcast, but they'll expand on it. So maybe their original piece of writing was like, fairly short, right? Maybe four or five paragraphs or so. But then they just take the overarching topic and they expand for a longer podcast. So if you're all heated about people wearing like, the same thing in photos, okay, that's gonna be one piece of content. But you can probably riff on that for a long time. You know, or just talking about how like, we need to shake things up in this industry. We need to come up with exciting ways to do photos. I love it. Here's some ideas. If that was you, you could easily do that and riff on that beyond the initial article. Okay, create a video on the topic. So again, you could literally just read your article out loud on a video and then upload it to YouTube. So now you've done two things. If your content consumer prefers video over the written word, now you're giving them two options to consume it, which is really fun for people because everyone's a different consumer. I hate watching or listening to things, but I love reading. Many of you are different, right? You're all different. You all have different ways you like to consume. So, that's a good thing to do. Then you're also leveraging YouTube. You could almost treat it like a YouTube show, and you can leverage audience off of there. So people that are attracted to them, then can come find you on your website. Even better. You could also do a live or a story. So when I say this I mean Facebook or Instagram have options to go live. Instagram has what's called Stories, Facebook has Live. And I love doing this, personally, every time I write a piece of content. I like to just hop on Instagram Stories and say, you know, alert them, like I wrote a new article today, link is in my bio. But then I'll expand on it. I just riff on it, right? Just like whatever I wanna say on that. Because more than likely, if you've batched, you've probably written that actual article like, a couple weeks ago. Sometimes even a few months ago. I batch my content so I'm six months ahead at all times. So by that point, there are all kinds of new thoughts I have on that topic. So I use it for this because then I can go live and be like, oh yeah, okay. So like, here's what went down, and here's how I feel. And so, that's a really fun one to do. You can just expand on it, or riff on it. Very off the cuff because it's live. You can also break it into snackable quotes. So all that means is looking at your content and is there any quote you can pull out of that that would exist on its own, right? Create less, or I'm sorry, consume less, create more, right? That was something I could pull out, put in a little image and share it on social media. Usually most articles have about two to three pull quotes in them. You might not even realize they are at first, right? Don't write with like, I need to write a pull quote. And you're gonna get like, stressed. But afterward when you look at it, you'll be like, oh yeah, okay this sentence stands on its own. Even if the sentence kind of serves as a cliffhanger, that's okay too. It doesn't have to all encompass every being of this article in order to stand on its own. As long as it's something that looks kinda cool as a quote, or serves as like, a little bit of a cliffhanger, or preview to your article, that's fine. So look for about two to three of those, and then that's what you'll share on social media. Whatever, wherever you're active. So if it's Instagram, put it in a little graphic. If it's using Canva or whatever you use. If it's Facebook, you can just, you know, link to the article; you could also do a graphic. If it's Pinterest, you're probably gonna do a graphic, 'cause I think that's all graphics. So again, whatever you're using, don't feel like you have to use all of the social networks; just whatever ones you're active on. And then you can also create an infographic or visual. This won't work for everybody but some of us are really visually inclined. We have very visual businesses, or we're very good with visuals. So in that case, you may want to repurpose it into... An infographic is usually something with the exact same content, but it's in a very visual form. Or it could just be like, taking the snackable quote and designing it into a cute little, you know, thing. Or it could be like, overlaying text on one of your photos. Something like that; a snackable quote on your photo. So lots of ways you can do infographics and visuals. I would say only do this if you're inclined to be visual, or you have someone on your team who does visuals for you. If this is not you, you can skip that. Don't do things that feel horrible for your business. Same goes for all of it. If you would rather die than record a podcast, then don't do it because it's gonna come through in your voice, and everybody is going be like, what is this? This is not, you know. So the intention is, you don't have to do all of these. You can pick two or three, right? But just pick whatever feels best for you. And if you wanna do all of them, that's fine too. It's up to you.
As the saying goes, “Content is king.” And that’s especially true when it comes to marketing your business. You might have fabulous products or top-notch services, but if you don’t have compelling content to help drive sales, you’re probably leaving a whole lot of business on the table.
But don’t make the mistake of slapping together a bunch of worn-out, half-baked ideas and calling it content. It’s critical that your articles, blog posts, reviews and videos are thoughtfully prepared and offer value.
Melissa Cassera, a successful brand and marketing consultant and screenwriter, will show you how to use Hollywood storytelling techniques to create content that entices people to read and watch, excites them to share, and moves them to buy.
In this class, you’ll learn how to:
- Understand your audience and the content they crave.
- Repurpose each piece of content for maximum exposure.
- Avoid creating boring or corporate content.
- Uncover your unique voice and style.
- Create a thriving content-creation process.
- Write sizzling headlines and effective calls to action.
- Leverage user-generated content for added credibility.