Are You Repurposing Your Content? It’s a Missed Opportunity If You Don’t

Who likes Missing a Marketing Opportunity?

Sometimes repurposing content gets a bad wrap, as if it was week-old leftovers in the fridge. But seriously, that tuna casserole isn’t good anymore — throw it out. Eww.

In one of my early blog posts, I talk about how Eric Clapton rearranged “Layla” as a lesson for content marketing. We get stuck. All of us. Ideas evade us like Capone evaded taxes. Many of you also know that I started a product called “Launch With Words” to help small business owners blog. Ronald Huereca of Media Ron LLC built both the proprietary plugin for me and the plugin on WordPress.org.

So, what does a product have to do with repurposing content?

Repurposing Content Is Coordinated Marketing

Repurposing content isn’t shady or lazy. It’s simply a way of expanding your audience and coordinating your marketing efforts. I wanted to try my client’s platform and Rhonda Negard has been suggesting that I start a podcast ever since we sunsetted The Smart Marketing Show on the WPwatercooler Network

And, of course, I talked about the ideal use case for Launch With Words on The Smart Marketing Show.

For those wondering, I’m not new to podcasting. I was the co-host of that show for almost six years. 186 episodes are on Apple Podcasts.

Long story short, I killed a few birds and made the Launch With Words product into a podcast.

Wait. A Plugin and a Podcast?

Yes, Launch With Words is both a WordPress plugin and a podcast. But why? 

Now I reveal that I’m an evil (marketing) villain from a James Bond film — but with a borrowed cat.

Plugin transcripts are words. Those words are indexed by Google. Caption files (SRT) on YouTube are words. Google indexes captions. The description on YouTube is words. Google indexes YouTube descriptions. Have more things to tweet about while building my Premium Content Packs. Tweets have words. Google indexes individual tweets. Do you see the pattern?

I had three goals but one primary purpose to support my product — brand awareness.

Primary goal: get more results on Google for the phrase, “Launch With Words.” 

Secondary goal: help small business owners blog more often.

Tertiary goal: try the Castos hosting platform.

Pro tip: edit your podcast transcriptions — at the very least for correct spellings of the names of people and products.

Wait. The Plugin Was an eBook?

So, going further back into the origin of Launch With Words, we have to look at my eBook. Where did I get the blogging prompts for the Starter Pack? They came exactly from the blogging prompts that I wrote for the eBook Rhonda designed called, “If You Don’t Mind Your Business, Who Will?”

People asked why I offered a free plugin with blogging prompts. The eBook is around $10. The plugin is free. One person prefers to read a PDF another prefers a plugin. 

Repurposing an eBook in a Paperback

I bet you’re wondering if I repurposed my eBook in another way. I sure did. I included it as bonus content in my book for WordPress Plugin Developers. Why? Why not?

What’s the Origin of the eBook Idea?

If we go back further, the eBook idea came from my constant ranting to small business owners. (Hat Tip to Rhonda for the prompt to make it an eBook in the first place.) I kept emphasizing that it’s not my job — as an employee then or as a social media marketer now — to care more about the success of their business than they do. I know. That was quite a long sentence. 

But seriously. What is the lesson here? The lesson from the rant is that when you’re stuck and are having a hard time coming up with blogging ideas, go back to your core values. Go back to things you say a lot. Go back to your passions. Go back to your rants.

Back to Launch With Words — Repurposing a Podcast into a YouTube Video

The podcast that I’m repurposing into this blog post is also on YouTube. How? My podcasting host (and client) Castos includes YouTube Republishing as an automatic option in their Growth and Pro Plans. It was that feature alone that made me decide to choose the Growth Plan ($49/mo) over the Starter Plan ($19/mo). Yes, I am a paying customer. (Why wouldn’t I support my clients?)

Dear FTC: 

These are not affiliated links nor is this post a paid advertisement. Castos is simply my Twitter client and I only take on clients that I believe in. Why? Because I do care about your business — just not more than you do.

Maximize Opportunities by Repurposing Content

Is this reminding you of the movie Inception yet? Which came first, the podcast or the rant? The eBook or the plugin? Does it matter which order you repurpose things? No. What matters is that you maximize the opportunity to extend your branding as much as you can. This kind of content is like the little black dress. Change the accessories and you can wear that same dress 12 different ways.

Oh and because I didn’t just dump the transcript into a blog post, but also included it, this blog post is over 2,000 words and is now long-form content.

Winning.

Do You Think I’ll Repurpose the Launch With Words Podcast?

Yep. I wouldn’t be surprised to see this podcast become a small book available on Amazon this year.

Listen to the Podcast Episode

You can always go to the episode home or search Spotify, Apple, Stitcher, et al for “Launch With Words.” Isn’t Castos’ player nice though?

Podcast Transcription

(00:03):

Welcome to the Launch With Words podcast, with your host, Bridget Willard. We’re going to talk about all things, content, blogging, articles, videos, whatever has words and goes on your website.

(00:21):

Hey. Hey! We know you’ve seen those Netflix movies and situational dramas and comedies where the lifestyle blogger is writing about her experience at Brasserie Mon Chu Chu in San Antonio’s historic Pearl District. And how, uh, eating the filet mignon was like an orgasm in her mouth and the senses the senses and the music took her back to her time in Paris in 2017. Uh, but enough about me. Blogging. Is it just something that 20 somethings do when they’re trying to be a lifestyle blogger blogging? Is it just something that people do to express their feelings?

(01:11):

Blogging is publishing articles on your website. You’re at episode nine of this ten-part series, season one of Launch With Words podcast. So, uh, maybe this is your first episode. Maybe you need to go back and listen to the rest.

(01:29):

But I hope that you understand that blogging shouldn’t be taken lightly. It shouldn’t be dismissed. And definitely you should not avoid publishing on your blog for fear of feeling childish or juvenile or silly or ridiculous. Why? Because your blog posts educate and inform past, current, and future clients. You know, it’s so much easier to get a client back or to have return business from a client than to get a new one. You know? And you want to be seen as that person who is an expert in your field. That’s why you started your business, right?

(02:11):

So here’s the thing. Once you publish those blog posts, um, they’re on the internet basically forever until you delete your site. And then still there’s like the Way Back Machine, but that’s another episode. Um, we talked about the internet having a long memory in a previous episode.

(02:30):

So another thing that you could do with your blog posts is make them into an eBook. So, uh, I, what I did, for example, is I took my Keys to Being Social series that was written over eight years. I took those blog posts, put them into a Google doc, spent about a year editing them with my friend, Sarah Pressler, and turned them into a book called Keys To Being Social on Amazon, available on Kindle and also paperback. I did this because I realized that I had a gift of teaching people how to use social media in a way that makes sense to them based upon what they already know: good manners. Good manners, right? And going through each thing, and then how that works itself out, right?

(03:27):

So maybe you are a mobile notary and your goal is to teach people that not every notary will do a self-proclaimed affidavit. Not every notary at The UPS Store will notarize something for a living will or the last will and Testament. That you specialize in this, uh, situation. That you will come to the home or office for loan signing docs. The UPS notary is not going to do that. That’s not their main, that’s not their main source of revenue. That’s an extra service, that’s a value add for The UPS Store. Right? But you as a mobile notary have that you as a yoga instructor, have your apparel have, um, the ways to modify for being plus-sized. Have like beginners — a heart for beginners, right?

(04:29):

You as a general contractor, understand when people want to make their homes suitable for them not just to flip. Some people actually want to buy a home and live in it until they die. And that’s a completely legitimate way of homeownership.

(04:47):

And so it makes sense then to customize the bathroom so that things are centered and the tile is perfect. And that there’s a lot of natural light and things like that. Right? You have those options. And, and as that professional, as that small business owner, you can, you know, gain your audience. A lot of people say “Write for your audience.” You know? “Figure out who your audience is.”

(05:17):

You know, what? Write for you. Write for what you’re passionate about. You know why? Because there’s always going to be an audience to find out whatever you’re passionate about.

(05:27):

I mean, if, if you, if you are a general contractor whose passion it is to make homes ADA compliant so that they, so that people can age in place, then write about the importance of being able to age in place. Write about the importance of having, you know, uh, wheelchair-accessible bathrooms, ramps for your mother-in-law or your dad that you’re going to have to take care of. Us gen X-ers we’re taking care of our parents, baby boomers have already been taking care of their parents. Right?

(06:00):

So, so I know this is a little bit longer than some of the other episodes, but you have that content. Okay? Now repurpose it. Repurpose it as an ebook. So maybe you take those three to five articles you wrote about aging in place. Right? Combine them together. Use Canva or, you know, Google docs, whatever. And put it in as a PDF that people can download once they sign up to your email marketing list. Then you have a lead generation tool, right? You can go and contact them through, um, however you deal with leads in Salesforce or your proprietary software or email marketing with MailChimp. Right now, you have another way to capture people.

(06:48):

You can also repurpose your blog posts into videos. Right? You can, you can take those exact blog posts, copy the text, put them in lumen5.com and they will make a video for you. If you pay, then you can remove the watermark and get the colors, right? But for free, you can do a lot of those videos. Then you have them on YouTube. Then you can share them on social media, right? It’s another way for people to consume your content.

(07:20):

You can make a podcast. It doesn’t have to be a weekly podcast. For example, this podcast is going to be one season of ten episodes. And if I decide to do a second season, it will be ten episodes ’cause that’s all I’m willing to commit to. Because I have other things to do, like write more content packs. Right? And handle client work.

(07:40):

So repurposing what you’ve already done is smart, efficient, and helps you cast a wider net for the people who have aligning passions with your business, your goals, and what makes you unique.

(08:00):

Thanks for listening to Launch With Words, a podcast by BridgetWillard.com. If you liked this podcast, why not go ahead and share it with your friends, small business owners, peers, your brother? Oh, I really appreciate your attention. If you have any ideas, contact me on my website. Follow me at @BridgetMWillard on Twitter. And I hope to see you on the next episode or the next season.

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