If you’ve ever felt like turning one piece of content into ten more is just too big to tackle, this one’s for you. I’m sharing what’s actually behind the dread and a solution that gets things moving. 4 reasons and a funeral for excuses. Hah!
Enjoy the episode!
🧰 I love me a good digital marketing tool. This week’s recommended tool is if-so plugin for WordPress.
The thing I most use it for is showing different copy on a page depending on where the visitor is coming from. For a client of mine in particular, has a contact inquiry form on multiple pages. After the form is submitted, the visitor is taken to a thank you page. That thank you page has different copy depending on the page the visitor came from. Other personalization ideas use time of day, where they are located. So many options. The idea is to show more personalized information to increase conversion rates.
🎧 This week’s recommended podcast episode is Everything you’ve ever wanted to know about connecting with humans (but were afraid to ask) on the Zack Arnold Podcast. A new find for me that I’m really enjoying.
This episode was about how everyone is reachable via email. Even schools provide kids with email addresses!
If you listen to the book, let me know how you like it!
Find other recommended episodes here.
Other Resource Links
Webinar for Flexible Repurposing System
Listen on Spotify
tbdListen on Apple
tbdI struggle with repurposing for multiple reasons. Not just one. Mostly because it just feels like such a massive project because everything has lived in my head. So today I want share with you the reasons, of which you’re probably aware because you’re listening to this for a solution, however, I want to also provide some direction to help get your repurposing plan created and used.
I see 4 possible reasons why we haven’t started, found or maintained a repurposing plan for our content.
- Like lots of projects, it just feels so big! There’s so many choices and ways to do things. Not to mention everything we’re going to end up second guessing like what channels we’re on as we go through our plan. “Oh, I’m not on slideshare, maybe I should be there”.
- Write. It. Down. Store a link to the next step in the plan on every content document. Example… For each of my episodes, I have a link at the top of the doc that takes me to my creative assets. I don’t have to hunt for a next step, I know that it’s right there when I finish.
- Write. It. Down. Store a link to the next step in the plan on every content document. Example… For each of my episodes, I have a link at the top of the doc that takes me to my creative assets. I don’t have to hunt for a next step, I know that it’s right there when I finish.
- It feels “extra”. Similar to so big… it feels like extra work for little return. The second a blog post or podcast episode (ahem) is done and published, it’s like, uuuughggghgh, now I have to do more? I don’t like going back to something that feels completed.
- If this feels like your reason, consider the popular advice of chunking it. Break out what’s need into a list so you can see what all goes into it. Then break it up to fit your schedule. That might be different hours in the same day or across days in a week.
- If this feels like your reason, consider the popular advice of chunking it. Break out what’s need into a list so you can see what all goes into it. Then break it up to fit your schedule. That might be different hours in the same day or across days in a week.
- We’re winging it. Every. Single. Time. My arm just flew up in the air very definitively. This is so me. This reason is where my current repurposing plan has been camping.
- Write. It. Down. Or create a fun graphic that gets put at the top of your content calendar. Or put the plan structure in your calendar appt. Or put it in the content document. I have one that’s in my content calendar Google Workbook so I can just hit the tab and see it. I’d share it with you but it’s sorely outdated at the moment and I’m too embarrassed to share it because I’m not following it right now. I’m still winging it. I haven’t been able to identify my winging it reasons yet because I have written things down and I’m still winging it. So let this be the lesson that everything is ever evolving.
- Write. It. Down. Or create a fun graphic that gets put at the top of your content calendar. Or put the plan structure in your calendar appt. Or put it in the content document. I have one that’s in my content calendar Google Workbook so I can just hit the tab and see it. I’d share it with you but it’s sorely outdated at the moment and I’m too embarrassed to share it because I’m not following it right now. I’m still winging it. I haven’t been able to identify my winging it reasons yet because I have written things down and I’m still winging it. So let this be the lesson that everything is ever evolving.
- And the last reason is that damned perfectionist loop we get stuck in. I have a lot of ideas and creatives stuck in this graveyard. It’s just not good enough go out or it should be “complete” before it goes out.
- To get out of this one is a bit trickier because of the anxiety that piggybacks on it… we have to let it go. Let go of the fear that someone is going to comment that what we said is wrong. Or ugly. Or that they might get defensive and shame us for saying whatever we shared. The only way out of this one is to accept that what we put out is good enough.
Is one or even all of those reasons why you haven’t found a working repurposing plan? One of the best things that helped me get some forward movement is decide and accept on an anchor asset. The one piece of content that waterfalls into all the other channels.
The anchor asset is long enough it provides multiples ways to dice and chop up that you can saute it any pan, er channel.
Common examples include:
- A podcast episode
- A newsletter
- A long-form video
- A webinar
- An ultimate guide
- A zoom presentation you gave for a summit submission
I’ve evolved mine. I used to use my blog posts as anchor assets. Then it was my podcast episodes. Now, I’m using my free monthly webinars. I started this just last month and I am loving it! I decided on my monthly webinar topics for the remainder of the year. Each webinar is broken into 4 podcast episodes. Those are repurposed into my weekly newsletters.
Having the anchor asset is a stable foundation for the repurposing plan. Which leads me to the reminder about the webinar that’s going down next week on Thursday July 30! It’s called Messaging Momentum: A Flexible Repurposing Plan.
It’s covering:
- How to tell which pieces of content are actually worth repurposing, and which ones aren’t
- A short list of tactics that are productive to getting your plan done
- How to separate your content structure from your message, so the plan holds for a quarter while the words inside it stay flexible
- A simple scoring system to sort through your backlog of ideas, so you know what’s worth repurposing and what’s not
Here’s The Takeaway
Pick an asset. All the reasons dissolve, some faster than others.
About This Show
The Get More Website Traffic Podcast covers the strategies, tools, and tactics that help small business owners get more people to their website and turn that traffic into leads. Host Barb Davids breaks it down in plain language every week, with bonus episodes featuring other business owners sharing their expertise on topics that matter to running a small business. Produced by Compass Digital Strategies.
