Today I’m panicking a tiny bit only because my three-and-a-half-year-old is calling for me, but I bet you all know what that’s like since everybody’s at home all the time right now. That is why I wanted to talk about repurposing your content.
There’s a difference between people who are just starting out and someone who is further in their business. People often think that they need to come up with new stuff all the time, but you don’t.
In fact, the whole point of marketing, or the whole point of amplification, is so that everybody hears your story.
You need to be repeating who you are, why you are the person to work with other people, and why now is the time to work with you so much more often than you think.
In fact, if you’re not getting sick of your message yet, you’re not saying it enough.
Remember that bigger brands do not worry about whether too many people have heard their message.
Someone advertising in the Super Bowl doesn’t stop and think, “People have heard from us before.”
No, they think, “How can we get more attention? How can we get more people to know who we are? How can we become a big player and a household name?”
Take Zoom, for example. Six weeks ago, the only people who knew Zoom were people like me who were using it for conferencing in their already existing online businesses.
Now, my preschooler has Zoom calls with the preschool. My family keeps asking about Zoom, and we do family get-togethers using my zoom account. Everybody knows about Zoom.
However, marketing means coming up with something great. It isn’t something you have to do a whole bunch.
Think of the biggest names you know, and I don’t mean Apple because they have a huge product line. But think of someone like a personality.
In the finance space, it’s Dave Ramsey, right? You could put all of his nuggets of information all of his wisdom, all of his knowledge, everything he disseminates onto an 8.5 by 11 inch piece of paper.
He doesn’t have to come up with something new.
He needs another person to learn about his baby steps. He needs to get his message in front of more people.
And so what he does is he takes this one message, and he has a radio show, a huge following, and he has Facebook groups with people talking through the baby steps.
And that’s it.
You know, he has a couple of different products that he sells but everything is within that knowledge.
He does not have a “time the market” stock picking strategy for investing. He doesn’t talk about Bitcoin. He stays narrow in his field, and I think that’s something you need to remember when you’re coming up with content.
Maybe you send a newsletter to your list and you think, “God, what do I have to say today?”
The things that you say over and over and over again are the things that you need to say.
It’s just how to get your point across.
Remember your email list. They’re your inner circle. If you have a bigger following on Twitter, say the same thing on Twitter that you said in your newsletter.
I recently bought a content distribution spreadsheet reminder because I wrote a big piece of content that I needed to share everywhere. It’s been a really good reminder that there are all kinds of places you can go to amplify existing content.
I have a client right now who is not writing a new blog post this year.
Last year a hundred percent of her clients came from Google and she is not writing more content.
Instead, she is optimizing her existing content for the keywords she wants to rank for. She is updating those posts to make them sound better, to make them beefier, and then she’s republishing them.
So, if you’re thinking, “I don’t know what else I can possibly say next in an email or in a blog post.”
Just republish something you’ve already published.
Look at the number of people in your analytics who are there for the first time. Most people are. They are just now getting to know you.
So, just because you said something a hundred times and you’re sick of hearing it does not mean the world is.
Repurpose your existing content to amplify your message.