Welcome to The Rachel Kurzyp Show.
You’re listening to episode five.
First up, I want to address a content marketing myth that is still doing the rounds.
The myth is that you can’t reuse and repurpose your content.
I totally blame the likes of biz owners like Gary Vee who promote creating daily content and documenting your life.
Of course, they don’t mention that they have a team of people who are supporting their content creation. And that they have the time, money, and creativity to invest into their content marketing strategy that most of us do not.
The myth I want to bust today is that it’s totally acceptable to reuse and repurpose your content (in fact it’s a smart move).
The pressure we put on ourselves to come up with new ideas on the daily, is one of the biggest reasons why my clients and community have trouble posting consistently.
If you’ve been told that you can’t:
? repost high-performing IG posts
? repurpose old blog posts into emails
? turn live launch videos into evergreen webinars
? Republish highly viewed podcast episodes
I’m here to tell you that you can!
Content marketing is all about creating valuable content and getting as many eyeballs on it as possible.
If you want your dream clients to discover your content and put your tips into action, then you need to put your key messages and learnings on repeat.
People need to see the same message 20-40 times before they buy.
And I want to add here that your dream clients need to see and hear your key messages in different formats too.
Which is why repurposing content across channels is just as important as reusing content that has done well.
When I say this to my coaching clients and students in my ecourse they often say things to me like:
But won’t my followers know I’ve just copied and pasted?
I don’t like reposting content I wrote months ago because it doesn’t resonate with my anymore
How do I know what content I should reuse?
And these are valid concerns and questions.
So I’m going to run you through how I reuse and repurpose my content and how I give it a little refresh so that it stays relevant and still feels good to me.
OK. So you’re gonna have to trust me on this. BUT your followers probably aren’t going to remember each post, blog, or podcast ep you’ve ever created. So they chance of them being like seen this before is super low.
And I know this to be true from experience because I’ve reposted Insta posts and the same people have commented on them again like it was the first time they have read it. And this is a good thing right because it means the content I’m creating is evergreen and will continue to add value to community over and over again. And that’s the type of content you should be creating.
But if you don’t want to do a direct copy and paste job. Here’s what I recommend. Update the image or graphic. And give it a new headline and call to action. I call this the top and tail method (which side note comes from how we prepare food. Often we remove the top and bottom of a vegetable and keep the middle). This will keep it fresh and enticing. Gotta love an analogy.
People often say that they like writing their content on the day because it reflects where they’re currently at, and I totally get that. But if you do this, you run the risk of not getting across your key messages, maintaining a brand personality, having a consistent tone etc. Because content marketing is both strategic and creative.
If you take the time to craft key messages – that is statements that represent who you are, what you do and how you help your dream clients. These statements are often tied closely to your values, purpose, and vision for your business. Then they should resonate with you all the time. Making them easy to reshare.
I have a list of about 5-7 key messages and 3 personal stories that I rotate through. One of my personal stories is the famous cried in the cheese aisle story. If you don’t know what I’m talking about, head to my about page to read it.
You might not have official key messages written down, but they are hidden in your content somewhere. So take the time to review your content and find the statements, phrases, and stories you use over and over again. Now you can intentionally share them and don’t have to wait until you feel inspired to create content.
And finally, I review how my content has performed every 90 days when I sit down to create my content. I have a 90-day content calendar and craft content in batches so I can ensure it matches my promotional plan and my business goals as a whole.
I see what content has got the most follows, DMs or email replies, downloads, and more importantly which pieces had resulted in sales. Note: I didn’t say the ones that have the most likes or opens because I want to focus on the content that moved people down my sales funnel.
These are the ones that I will reuse again. I then save them into a google document under my content pillars for example sales and launching. And I slot them into my 90-day content plan when it makes sense.
Sometimes I repost the same content on the same platform and other times I will incorporate it into a small or bigger piece of content on a different platform. For example I take well performing Insta posts and incorporate them into email sale sequences.
So there you have it. A behind-the-scenes insight into how I repurpose + reuse my content and how you can too.
And if coming up with ideas of what to post is holding you back, download my free guide 7 types of content to convert followers into clients.
Head to rachelkurzyp.com.au/7contenttypes to grab your copy.
I’ll walk you through what content to create and show you how to put the tips I’ve shared with you today into action through real life post examples.
Thanks so much for tuning into today’s episode.
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