Since I’ve created the new niche branch of my business, I have felt a little like I’m running two businesses—Juggling marketing for two separate brands, different projects, and splitting time in my content creation.
Because my time is so limited but I want my reach to be bigger than ever, I’ve had to get more creative.
For the first time ever, I’m exploring content repurposing. I know everyone’s talking about it, but don’t roll your eyes. It really is magical. ✨
Today, I want to tell you a bit more about how I’ve stretched single pieces of content into blog posts, webinars, guest posts, and podcast interviews.
How I’ve Used a Few Key Pieces of Content in Multiple Ways
There is one major way I’ve been able to grow my expertise since niching down, and that is having content at my disposal.
I’ve been writing a new blog post about every other week and hosting a monthly webinar for three months. I’ve also been submitting guest articles and applying to podcasts.
The great thing is that I’m not creating something new every single time I do this. Here are a couple examples of how I’ve distributed a lot of content on limited time:
“5 SEO Tips”
My “5 SEO Tips that Wedding Professionals Need to Know” started as the topic of my first webinar. To put the content together, I pulled bits and pieces from a couple of my first niche blog posts.
The same content is also part of a PDF download on my website, so I’m also using the same content to build my email list.
Podcast Interview Topic
Then recently, I applied for and landed a podcast interview. Part of the reason I think the host paid attention is that I had the “5 SEO Tips” content as part of my pitch, and I tailored the tips specifically for his audience, wedding planners.
Before the interview, I didn’t have to come up with anything new or spend much time preparing. I had already presented the content once before in my webinar, and I was really comfortable with it. It only took me 15-20 minutes to spin the tips slightly to apply directly to the wedding planner audience.
In a fourth application of the same tips, I’m going to present 3 of the tips quickly to an in-person meetup of local wedding professionals next week. I get to look prepared without much preparation, which to me is a huge win.
“What You Need Before Hiring SEO Help”
This article was on my regular content calendar. I sat down a couple weeks ago during my writing time and wrote the article as a blog post for my own website.
Then, I found out that a big creative industry blog was looking for content about SEO. I knew the post I had already written was pretty much a perfect fit, and that it was different from other submissions they’d get.
Since I already had the post written, I just took what I wrote, spun it to be a little more general (not just wedding industry specific), and submitted it. It only took about 45 minutes to edit and submit.
I got notification quickly that it was accepted, and it will be published on their blog this week. I published my more specific article on my blog as well.
What if I Don’t Have Time For This?
Don’t have time to write regularly? I’d still highly recommend developing 3-5 excellent pieces of content that really serve the needs of your niche.
What questions do you get often? What big problems do you see in your target industry? What do you want everyone in your niche to know?
Create some catchy blog posts around those ideas, and then work over time to extend them into PDF downloads, podcast pitches, guest blogs, videos, presentation topics, and more. I actually think repurposing something great is more useful than writing something new and shallow every week.
I think you’ll really appreciate the time you spend doing this, and it will help you get in front of your target audience from a real place of expertise.
If you’ve found a great way to repurpose content, I’d love to hear it. Leave me a comment!