Leverage Your Content With the Repurposing Pyramid
Do you look at your to-do list and it’s like:
- Write a blog.
- Write an article.
- Record a podcast.
- Do a Facebook live.
- Create 10 Facebook posts
And you’d rather stick your head down the toilet? Yeah? Me too.
For coaches and thought leaders, a lot of how we build our brand, our audience and our businesses is through content and intellectual property. We also know that consistently good content really matters. A study done by McKinsey & Company found that consistent customer experience increases customer satisfaction, builds trust, and boosts loyalty.
But the reality is, we’re not all in our ‘Zone of Genius’ when it comes to creating consistent, great, and relevant content for our audience. Who has time to blog, write articles, do social media posts on top of all of the other things in our business? But, when we neglect content and the role it plays, we struggle to build that ‘know-like-trust’ factor with our audience and potential clients.
So, what do we do about that? How can we build better, more consistent content to help us leverage our online presence and reach more people?
In this article, I’m sharing with you my 3 top tips for creating consistent content, even when it’s outside your ‘Zone of Genius’:
1. Leverage your content through repurposing.
Do not reinvent the wheel every time you go to create something. You’re never starting from zero. You never have a blank page. Think about it this way – if you’re a coach or thought leader who has already created content – whether it’s blogs or even workshops, seminars, webinars – you already have content just sitting there.
If you ran a webinar on one topic one time, but haven’t re-used any of that content, it’s not leveraged. You haven’t used it to its full potential. The truth is, not everyone’s going to watch your webinar. Hell, Google can’t index your video for search terms, so really, unless you’re chunking that down and reusing it in blog posts, social posts etc., there is so much content just going to waste.
Always think about the ways you can get the most mileage out of your content. And, if you feel like you’re repeating yourself, that’s a good thing! You know your content, your Intellectual Property (IP), so well, that, of course, you feel like you’re just banging the same old drum. But, your audience doesn’t know it as well as you. And they’ll need the repetition for your message to hit home. Plus, you’ll be seen as being ‘consistent’ (which is super important) and ‘on message’. And who doesn’t want that?
2. Systemise: The repurposing pyramid.
The next step is to ‘systemise’ this process. This is where we really start to get leveraging. The way I like to do it is with my repurposing pyramid.
At the top, I have videos. These are really easy for me to create. I batch process them (13 videos a quarter), and then the content can get reused in audio form, as blogs, newsletters and filtering down into social posts.
This is a really simple and yet efficient system that means I can effectively create a whole quarter’s worth of content in just two hours. I set up my lights, my camera, do my make-up. Smash out 13 videos (these are a maximum of 3 minutes long). And then I’m done.
And that’s because I also use my 3rd tip which is ….
3. Outsource the repurposing.
As a coach or thought leader, your key jobs should be to: ‘Think. Create. Sell.’. If you’re spending hours and hours trying to repurpose content, it’s probably not the most efficient use of your time.
That’s why I highly recommend that coaches and thought leaders engage a highly skilled Virtual Assistant (VA) or Content Manager to handle the repurposing for them. Now, I know that when I say, “VA”, most people have this idea of paying someone offshore $5 per hour to do simple, process-driven tasks. And, that’s certainly one type of VA. But not the one suited to this type of work.
When I had Rosie Shilo on my podcast, one of the things that she explained so well was hiring a VA who knows the business culture that you’re in; who works collaboratively with you. Who wants to see you succeed. Who is more like a partner.
And for that, you’ll likely need to find someone who is onshore. Who you can connect with, and who understands your business culture and genuinely wants to see your business succeed. If you find such a gem, they can take over a large part of the repurposing for you. They can take your videos and turn them into blog posts. They can repurpose blog posts into newsletters. They can extract social media fodder from your content. Basically, with a great VA or Content Manager, you can effectively be creating all of your content in just two hours a quarter, like I do.
Putting this into practice.
Depending on where you are in your business journey, you might start with DIYing this process. So steps 1 and 2 – repurposing your existing content and systemising that process. But it’s when you finally get a team around you to support you in that work, who can take that load off, that’s when you will get really consistent and start to dramatically increase your ‘know-like-and trust’ factor with your audience.
So, do you repurpose your content? Do you do it in a systemised way? Do you have a VA or Content Manager helping you with this?
Let’s chat in the comments below.
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