November 29, 2018

The secret of repurposing

We all know that to build trust with an audience, we need to show up regularly. This is true in email, on Facebook, in LinkedIn groups, or wherever. You can’t just show up twice a year and expect good results.

The question then, is how. How should you produce all this content, without losing hours out of your day?

The answer comes down to repurposing and leverage.

These emails really are a prospecting exercise. I’ll often develop an email into a print newsletter or book section. Which makes newsletter and book writing a whole lot easier.

I also do 3-5 Facebook Live videos a week, talking about today’s email. There isn’t any additional content being created, I simply push ‘go live’ on Facebook, and talk about that day’s email for 5-10 minutes. I’ve already done the hard work by writing the email, so talking about it for five minutes isn’t much additional work. Really I’m leveraging the work I’ve already done in a different format.

A lot of the themes I write about cycle around over and over. There isn’t a new topic every day. I only really write about email marketing, Google Ads and storytelling. Although sometimes I go off-piste and write about something else.

(My list, my rules. Mwhaha.)

You already have all the content you need for a great email series, often stored away or in different formats. What usually is missing is a narrative to tie it together.

Just recently a client asked me about creating a series of blog posts from a few old reports they had. “Don’t just create a blog series,” was my advice, “convert it into a book, and pull blog posts out of the book content.”

If you’re going to do the work, leverage it into as many formats as possible. Then tie them all together with remarketing.

If you’d like to chat about leveraging your content, fill out the form here.

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.