by Susan

October 24, 2019

One of the businesses I own is a digital marketing agency, The Squad.

We work with experts and coaches to build their audience with content + Google Ads.

I’m working with a client now who has a ton of content – videos, podcasts, books, etc – and I approached him with a great plan to take some of that content that already exists and repurpose it.

He wants to set up an evergreen webinar and send paid traffic to it.

That’s an expensive proposition when you’re spending upwards of $10 just to get a prospect to sign up to your webinar.

Plus, it’s an OUTBOUND marketing strategy ie interruption marketing.

Content marketing is an INBOUND strategy that’s perfect for influencers.

Because instead of having to chase leads, the leads chase you.

Why?

Because you wowed them with your amazing content and now they’re begging YOU to work with them.

Here’s the facts:

  • 71% of leading marketers don’t make time to repurpose their content, but…
  • Content marketing costs 62% less than outbound marketing and generates about 3X as many leads.

If you already have lots of content and the thought of creating more makes you throw up a little bit in your mouth, you should be REPURPOSING that content instead.

How?

Gary Vaynerchuk has a content model that allows him to create 30 pieces of content from a single keynote.

In it, he talks about a Content Pyramid that all starts with one pillar piece of content from which all the other micro-content is derived.

So, you can have a keynote or a podcast or a video as pillar content.

And from that one big piece of content you can create a ton of short-form content pieces such as articles, memes, images, quotes, stories, GIFs,

Now, I don’t know why my client is resisting repurposing his content.

But I do know that his business would benefit from it. So would his budget.

What about you?

Do you repurpose your content?

About the author 

Susan

Susan Lassiter-Lyons is an investor, entrepreneur, author, and marketer. When she's not working poolside, you'll find her on the tennis court.

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