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Think back to when you were a little girl. How often did you request the same bedtime story? You would beg your mom or dad to read to you over and over, regardless of knowing the ending. And as a parent, did you also read your children’s favorite tales, wishing your kids would pick another book for once? My daughters had me read Good Night Moon until the pages started to fall apart.
The repetition makes us feel comfortable. We know what is coming and what to expect.
So why do we, as female business owners, avoid repeating ourselves? Why are we constantly reinventing the wheel with everything we write? We feel frustrated and spend time creating new content, afraid to use something we’ve used in the past.
But we should be doing the exact opposite. We want our messages to be consistent, so we should repeat the same information.
Embracing repetition can be a relief, freeing us from the pressure of constant innovation. We can recycle our content with a fresh perspective or make it available in different formats.
ProTip: People like to receive content in various ways. Some prefer to read, while others enjoy watching videos or listening to podcasts. Ensure your audience has the ability to receive your content in the method they desire.
Here are ways you can take the content you already have and repurpose it so you aren’t starting from scratch each time:
Break down your podcast appearance into bite-size pieces
You might have appeared on a podcast, webinar, or live event that can be sliced into smaller pieces of content. If you’ve taken the time to speak on a podcast and write articles, why not reuse the information further to show your authority and expertise in your field?
Podcasts are typically half an hour long, and as a guest, that’s quite a bit of talking. You can extract pieces of that conversation and repurpose them into an email. Plus, as a call to action (CTA), you can promote your appearance and share what the host thought about what you said.
For example, when I spoke with Sabrina Victoria on Her Talk, she asked me about email marketing statistics. Did you know that 99% of people check their email daily, some 20 times a day? And emails are 40 times more effective than social media in obtaining new clients.
ProTip: I can copy-paste those few lines into an email to my list as I write about the benefits of email marketing, and I can use each line separately as a social media post.
All three references should include a CTA with a link to encourage the reader to listen to my entire conversation with Sabrina.
Turn a webinar into a newsletter or blog
In addition to podcasts and lives, you may have hosted a webinar to share your knowledge with your audience. You can use the information you shared to create a blog or a newsletter. Select software that can convert the video file to a transcript or text document that you can edit so you don’t have to start writing from zero. You may also be able to upload and convert a Zoom recording to get the text.
Suppose you’re giving a webinar about 3 exotic places to go on your honeymoon. In this case, each subheading in your newsletter can be about Hawaii, Bora Bora, or Costa Rica. Be sure to write an introduction (you have that from the beginning of the webinar) regarding the joys of finding the perfect honeymoon destination. Add a CTA at the end of your blog or newsletter so your future clients can contact you to book their vacation.
Adding new blogs to your website enhances traffic, improves SEO (being found online), establishes authority, and increases engagement.
ProTip: Add a PS at the end of your newsletter or blog to encourage your reader to watch the webinar recording if it’s available.
Repurpose an article into shorter emails
You can make the blog into shorter emails just as you repurposed your webinar into a blog or newsletter.
Expanding on our honeymoon example, you might want a weekly email focusing on each exotic destination. Weekly emails build relationships with prospects and keep you top-of-mind. Your future clients want to hear from you consistently and love the wisdom and value you provide.
The first email could be about Hawaii and which island you and your partner might choose as the ideal spot to start your new life together. The following email might be about the wonders of Bora Bora and the best time to travel there. The third email will be about Costa Rica, its tropical rainforest, and its unique wildlife.
ProTip: Add a PS at the end of your emails to send your reader to your website to read the specific blog. Once the prospect is on your website, they will surf to see what else you have to say, and they might make a purchase.
Scale down emails to become social posts
By now, you should notice a trend. You start with a large piece of content and condense it into smaller pieces. Your emails can become social media posts. Hawaii has many islands, so a social post could be about Maui, and another might be about Honolulu.
You are using the same information, not reinventing the wheel and paring it down into bite-size pieces based on the format for the particular platform.
Why you should repurpose your content
Your prospects receive the same information from you in various ways. They can listen to your podcast, read your blog, receive your email directly to their inbox, and see your posts on social media. You already have the ideas and basis for your content, so you can efficiently reuse the text.
Your audience feels comfortable when you are consistent with your words and phrases. When all your content aligns, you don't give off mixed messages or create confusion. There’s no reason to start from scratch and reinvent the wheel. Recycling your content is an excellent strategy to reach your audience and tap into the method they prefer to engage with you.
Feel free to reach out if you would like more information on creating an efficient and effective content strategy.
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Meet the expert:
Annette Mashi is a magical copywriter and content strategist who assists female business coaches, consultants, and service providers by writing enchanting content to increase their visibility and attract clients they really want to work with. Escaping from an international corporate high-tech company, she's been casting spells for individuals and companies looking to stand out and tell their unique stories. With her mystical process, she captures your authentic voice, so her writing resonates with your readers as if it were conjured by your own hands.
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