the times, they aren't a-changin...

Hey there,

I want to continue the conversation we started last week, about making sure you’re optimizing for conversions when you’re creating content.

Because as bad as the problem of unstrategic content creation is, the problem of unstrategic content repurposing is even worse.

It’s why I started this business in the first place.

Way back in 2016-2017 was when I first started noticing the problem.

This was when gurus like Gary Vee first started talking about how you should “turn 1 video into 40 social media posts,” and people started publishing “playbooks” with one-size-fits-all formulas for repurposing.

As someone working in-house and using repurposing to drive real signups and revenue, it made me want to turn into that lady in the insurance commercial:

“That’s not how it works! That’s not how any of this works!”

It was tactics, tactics, everywhere, but not a sound business strategy in sight.

​I’ve said for years that it’s a mistake for businesses marketing products and services to copy what Gary Vee’s doing with content — his personal brand is for motivational speaking, not marketing.

Yet, his “model” of repurposing was the most popular one.

Andeven though that was years ago, I don’t think the mainstream conversation around content repurposing has gotten any better.

Most marketers and business owners still…

• Focus on quantity over quality, on how much content they can repurpose, rather than how well they can repurpose content.
• Rarely, if ever, talk about any metrics related to content repurposing, other than top-of-funnel ones like followers, reach, and impressions, which are leading indicators at best.
• See repurposing more as a way to feed the machine of social media, than a way to strategically move potential customers through a buyer’s journey.

But you can be better than most marketers and business owners.

You can use content repurposing as a way to decrease the amount of content you need overall, increase the amount of leads or sales you get from that content, and improve the overall performance of your marketing strategy.

Here are a few things to keep in mind to do that:

• Prioritize high-converting marketing channels when you’re choosing where to repurpose content. Hint: it’s probably not Instagram or Twitter/X.
• Remember to repurpose content at all stages of the customer journey, not just the top of the funnel. Because what’s the point of growing your audience if people aren’t becoming customers or clients?
• Make sure you optimize your remixed content for conversions just as carefully as you do original content. Format it according to the platform, keep your copy tight, and use clear calls-to-action.

Really, it all comes down to remembering what your goals are and focusing on them, instead of following a one-size-fits-all framework that doesn’t take goals, business models, or anything else strategic into account.

I’d love to hear if you ever fall into the trap of repurposing content with the same “more more more” thinking that got you on the content treadmill in the first place…I know it’s so, so common.

Hit “reply” and tell me about it.