Marketing Secrets: 3 Repurposing Mistakes to Avoid

Marketing TipsVisibility

Jan 21

Written By brandmerry

Marketing Secrets: 3 Repurposing Mistakes to Avoid

BY MICHELLE KNIGHT

Repurposing your content is how you reach more people without spending all of your precious time writing emails, blogs, social media posts and more. However, many entrepreneurs make a few big mistakes when repurposing their content, but I’m covering…

If you don’t already know I’m obsessed with simplified and minimalist marketing strategies.

Starting my business with a newborn, then scaling my business while traveling full time has taught me to streamline my business faster than most.

I learned very quickly that extending the life of my content, through the art of repurposing my content was the secret.

Mix the strategy of repurposing with the strategies I teach inside of Brandmerry Academy, to create more evergreen traffic to your website and you’ve hit the marketing sweet spot.

However, repurposing is a broad term and honestly many entrepreneurs do it wrong or miss out on some key pieces which result in mediocre optimization. Seriously, I want you to get the most impact from your time and energy, so avoiding these mistakes is key.

Read on to learn the 3 repurposing mistakes to avoid.

Content Repurposing Mistake #1: Thinking Too Small

One of the mistakes I see entrepreneurs make when repurposing is thinking too small. They limit themselves to the amount of content they can create from their core content.

In case you’re not familiar with the strategy I teach inside of Brandmerry Academy, all repurposed content comes from a core piece of content (email, blog, video, podcast, etc…) and then is expanded to additional platforms and additional posts.

Once you have this core piece of content, the possibilities are endless.

A single podcast could become:

A new podcast episode
A transcribed blog post
5-6 Pinterest images
A Reel for Instagram
3-5 social media posts for Instagram
3-5 social media posts for Facebook
3-5 tweets on Twitter

...heck, you could even go live about the podcast episode answering questions or record the podcast episode for Youtube.

See? The possibilities are endless if you take the time to map out your strategy.

And, this isn’t just about creating more content, it allows you to spend less time creating content every single week, gives you more opportunities to reach your ideal customer, extends the life of your content (most social media content lasts a few hours, where blogs can last 2+ years) and did I mention it saved you time? Because it definitely does!

Content Repurposing Mistake #2: Not Optimizing For Warm and Cold Audience

One of my biggest pet peeves when it comes to content creation is not considering your audience at every single stage of the buying process.

I see entrepreneurs who only think about educating their audience (i.e. at the Problem or Solution Stage) or only creating content for those ready to buy (i.e. the Purchase Stage). When in reality, there is a way to produce content that serves your audience at every single stage.

Stages of the buying process is something I teach inside of Brandmerry Academy and is important when creating content!

Let’s take a video example into consideration.

You create a new live video every week (by the way this could be a blog, podcast, etc...I’m not saying you have to do live video for this to work, but you get the idea).

So, you create a live video every week.

That live video has a pretty specific title, it’s based on what your audience has asked about and leads to your current offer. Maybe it’s something like, “How to Repurpose Your Content for Social Media.”

It’s specific to your audience and what they’ve been asking for and designed for your existing audience, as live video doesn’t typically attract new people! This is most likely for people further along in the buying process as their seeking out solutions and product/ services to solve their problem.

Now you have this video content and you’re transcribing it for your blog, because you’re smart, but the people you want to attract to your blog will come from Google and/ or Pinterest and be a cold audience (i.e. people who don’t know you and your brand just yet).

The key here is to optimize for those at the beginning of the buying process and use Search Engine Optimized keywords and titles to do just that.

After research, you might adjust the title to, “4 Ways to Save Time on Social Media and Plan Your Content for a Full Week!”

It’s more specific and rooted in research.

This is what I want you to remember. Choosing titles for content isn’t based on a feeling, it’s based on research - if you want to be discovered. This is why taking the time to research your content before creating and adjusting your titles for different platforms is important.

It’s one of the reasons I teach advance content creation inside of Brandmerry Academy, so your content doesn’t just sit there, but is actually discovered.

Content Repurposing Mistake #3: Consistency is Lacking

Although it may come as a shock to those of you that know me and my message, I’m not talking about the consistency in content, timing or even your message.

I’m talking about the consistency of your systems!

Your systems are everything and these daily, weekly and monthly habits are the difference between wasting hours and hours in your business and making money.

So, what do I mean by lack of consistency? I mean a lack in workflows!

Once, you’ve decided on your repurposing plan (i.e. your core content and additional platforms you’ll be optimizing) you can create a weekly workflow that can be duplicated week after week.

I feel like I don’t have to tell you how much time and energy this will save in your business!

And the best part, you don’t need a team to master this (although when the time is right, this can save even more energy), but just having this weekly workflow outlined will allow you to do more as a solopreneur.

I suggest using a platform like ClickUp or Asana to create your weekly content workflow and save it as a template.

This includes listing every step of the process from idea generation, writing, editing, formatting, graphics, scheduling and more!

You then can adjust the content topic, titles, and descriptions every week, but have a clear and optimized work flow. This can allow you to create your content for the entire week in a single day!

And as you grow your team, you can assign weekly tasks to members just further optimizing your time and making sure your energy is best spent on content and marketing!

CONCLUSION

Well, there you have it!

If you’re making any of these mistakes it’s time to adjust your content and repurposing strategy.

It doesn’t have to be overly complicated, but it does need a little strategy behind it, which just so happens to be one of my specialties.

If you’re interested in not only learning more about repurposing your content, but also how to market without relying on social media, then check out Brandmerry Academy.

This monthly marketing membership was created to help entrepreneurs maximize their time and learn the true art of marketing, which isn’t really dependent on social media!

Your marketing can’t wait, it’s required to not only grow your audience, but move your audience through the buying process which, you guessed it, leads to profitability!

Learn more about Brandmerry Academy here and happy repurposing!

Branding and Business Coach | Michelle Knight of Brandmerry

P.S. Are we connected on Instagram? No? Well lady what’s happening here we’ve got to fix that. Come hang out with me on my favorite social media platform. Follow for inspiration and send me a DM to know we’re connected.