On this podcast episode, I have a very special guest, my sweet friend, Keleigh Lauermann! Keleigh is a creative gal from New Hampshire and is the owner of Anchor Design Co. She loves strategy about as much as I do, so we always have fun chatting business! Her business helps Mary Kay beauty consultants run sustainable, profitable businesses.
In this episode, Keleigh is teaching us all about how to take the amazing content you are already creating and repurposing it to get more out of your hard work and to reach more people. We are talking through why repurposing your “juicy” content is important, tips on exactly how to do this, and even walking through specific examples. Seriously, I learned so much from Keleigh in this episode, and I know you will too!
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Why Should I Repurpose Content?
You might be asking “What does it mean to repurpose my content?” Great question! Keleigh starts us off in this episode by explaining that repurposing your content means to take your “juicy” content and break it up into smaller pieces so that it goes farther than just one place, like your blog, podcast, or on YouTube. You might think you’re repurposing things, but in reality, I think most businesses are completely missing this step.
Why is this important? Keleigh teaches us in this episode that repurposing your content by breaking it up and using it multiple times in different places helps people SEE our message. More than likely, thanks to algorithms, not everyone will see everything that you post. It also helps people feel more comfortable with your content and move them towards an action step once they have come in contact with the content a few times.
Another reason this is so important is that you get more out of all of your hard work! I know that you work so hard on your content and you can get more out of it by creating multiple posts from one idea. This also helps you prepare for those times when life gets busy and you don’t have as much time to create and post new content. Now, you have a backlog just waiting to be shared! It’s AMAZING. I’m personally very excited to start implementing what Keleigh teaches.
5 Tips For HOW to Repurpose Content
1. Look for content where you dig deep into a topic or idea and deliver the information in a longer format.
This could be blogs, podcasts, YouTube videos, emails, Facebook Lives. Check out this episode to hear Keleigh give a great example from my Instagram of a post that could be broken out into micro topics and used as additional content. (Here’s the post she’s referring to if you’re curious.)
2. Do not assume your audience is everywhere all of the time.
It might feel like you are repeating yourself over and over again when you are repurposing content, but Keleigh reminds us that not everyone is seeing everything you post on all of your platforms. As you sprinkle this content in over weeks or months, you are showing up for your audience and meeting them on their preferred platform.
3. Make a list!
This is very forgiving content and easy to come up with when you are short on time or don’t feel as confident in your copywriting skills. Keleigh says that blog posts for lists really only need paragraph form in the introduction and the closing. Your main ideas can be shorter, choppier thoughts broken into buy bullet points. The best part about lists is that they are EASY to repurpose! You can take each bullet and make it into its own post. This can be so big for SEO! If people are looking specifically for one of the things in your list, a more detailed post on that topic is more likely to rank in searches before the original post.
4. Go for bold.
Keleigh’s great tip to help you figure out what points to pull from your “juicy” content to repurpose into smaller ideas for individual posts is to take a look at the written version of your content and start pulling out the most impactful statements. These are statements you want to make sure people see even if they are only scanning your content.
If the content you are pulling from is video or audio only, you can have it transcribed using an easy and cost-effective service like Temi to help you have a really great starting place. When you have a visual to reference, it helps you stay focused and not miss anything while creating a beautiful flow to your content.
As a note of encouragement, remember that not every post that contains repurposed content has to reference the place it came from. This is where people tend to feel like they might be annoying their audience but you don’t have to feel that way! Listen to the full episode to hear Keleigh talk about the systems and strategies she uses to maximize repurposed content for her business.
5. You are an expert, but your audience is still learning.
Keleigh reminds us that when you are picking apart your content, it might feel like you are repeating yourself over and over again but remember, your audience doesn’t feel that way! You as the content creator are seeing every detail at one time but the audience is only seeing one piece of it at a time.
In this episode, Keleigh refers to her teaching background to talk with us about preferred learning styles. She says that by taking your content and repurposing it for multiple platforms, you are making it easier for your audience to learn from you and allowing them to have different opportunities to absorb the content that you are putting out into the world.
Ultimately, you work so hard on your content and by using these tips you can make that content work better for you and for your audience. Download your freebie and get started repurposing your content!
Links to things mentioned:
Listen to the Breakthrough Brand Podcast
Connect with Elizabeth on Instagram
Connect with Keleigh on her website
Connect with Keleigh on Instagram
Instagram Post Example on Public Speaking
Blog Example: How To Create The Perfect Contact Page For Your Website
Temi: Audio to Text Automatic Transcription Service
February 18, 2020
Great content! Super high-quality! Keep it up! 🙂