Repurpose your cracking good core content

Swap mad scramble marketing chaos for a cool, calm, connected content ecosystem 

Creating content. Is it doing your head in? If you’re yelling,’ YESSSS!’, you’re not imagining it, and you’re not alone. 

One minute you’re told, ‘just be consistent on socials’ (like doing that’s the easiest thing in the world for a crazy-busy business owner). Next, you’re floundering (drowning maybe?) in formats, platforms, algorithms and a heap of unmet expectations. Worse still, there’s that nagging feeling that you’ve got nothing interesting or useful left to say. (Spoiler alert: you do. You’re just trying to say it too randomly, too often and in too many places.)

How about we bring a little creatively charged order to that content-creating chaos?

How about creating a cracking good piece of core content and repurposing it wherever your ideal customers show up?

What you need, dear weary reader, is a content ecosystem.

One that works just like nature, all the elements connected, working in sync, growing, blooming, thriving. A marketing system that transforms jerky, disjointed, hit-and-miss posts into a lively, helpful ongoing conversation with your ideal clients.

In short, stop thinking ‘posts’ and start thinking ‘system.’ I can tell you, hand on heart, it’s the reframe that’ll make creating content lighter, funner (yep, that’s a word) and way more effective.

Introducing our Content Eco-system

Meet the hive-inspired answer to the head-banging question, ‘how the hell do I get my content marketing cranking?’

First, a bit of background

This system is an offshoot of my original (in every sense) Elevation Eco-system - a five-stage marketing cycle that flows seamlessly from brand building to content creation that blushing just a bit here kicks arse when it comes to setting up and sustaining powerful, purposeful marketing. Doing your marketing from within this system helps your people - the ones who most want and need what you’re offering. 

●         Notice you

●         Understand you

●         Trust you

●         Book / buy from you

I shared my Elevation Eco-system in a recent masterclass I ran for Tori Kopke.

Like its ‘parent’ system, the Content Eco-system is the antidote to ‘mad scramble ‘marketing. It’s a ‘rinse and repeat’ cycle that gives your marketing, structure and rhythm by repurposing pieces of content already working well for you.

How the Content Eco-system Works 

First, a bit of pre - launch prep - Define your overall branding and goals

Because every piece of excellent core content you repurpose needs to have its feet firmly fixed to your ‘global’ goals.

So, start by answering these two immensely powerful questions:

●      What do I want to be known as and for?

●      What is it that makes me different?

Then reality-check your responses against your clients’ feedback and reviews (aka Google reviews). Are your clientsseeing you as you want to be seen?

If not, maybe press pause while you figure out how to fix the fit. Need fresh eyes and expert help to align your brand identity and business goals with customer perceptions?  An Hour of Power with me may do the trick.If everything lines up, you’re good to go – enter the Content Eco-system.

If everything lines up, you’re good to go – enter the Content Eco-system.

Step 1: Define your goal for this piece of core content

For example, do you want this content (in all its repurposed glory) to:

●      Increase brand awareness

●      Generate leads

●      Educate customers

●      Drive website traffic

●      Nurture customer relations

NOTE: Focusing on the goal you pick here - 3, 6, 12 months. This gives you a timeframe for determining if your content moves the needle on what you want to achieve.

Step 2: Choose ONE core piece of content

This is the gamechanger.

Pick a solid, successful, “big rock” content piece (a blog, newsletter, podcast episode, webinar, workbook, or even a strong services page). In this example, I chose one of my most sought-after and evergreen presentation topics - ‘Marketing on a shoestring.’

Step 3: Decide how you’ll repurpose it

Example:

●      One blog post → 5 social posts + one email + a short video + a website update

●      One newsletter/email → a blog version + 3 socials + a LinkedIn post + a “save this” carousel

●      Workbook → lead magnet + social post + email

The goal: make your content work hard in all the right places and formats.

Step 4: Map where you’ll place it   

Draw a diagram, a flow chart, a cartoon - (whatever visual style floats your boat) showing where and how that one piece of core content is going to be re-purposed across your content eco-system.

You can even ask Chat-GPT to help you with this. Just make sure you give the bot all the information it needs about your tone of voice, audience needs and goals

Remember that social media is one channel in your marketing ocean. Be clear on where this content will attract and hold the most attention in your beautifully connected ecosystem. Is it most suited to:

●      Website copy

●      Blog posts

●      Email newsletters

●      Networking and in-person connections

●      Webinars, workbooks, lead magnets

●      Podcasts, case studies, videos

●      Whitepapers

Note: Choose a doable number of well-frequented places. That way, you’ll build momentum with your ideal audience and avoid burning out.

Remember (again!): Content marketing isn’t just socials

The goal: make your content work hard in the right places.

Step 5: Meet your audience where they are

Not everyone is ready to buy from you today.

Adapt your content to cover specific stages of the customer journey (single or multiple).

●      Awareness: “Here’s who I am and what I do.”

●      Curious and Consideration: “Here’s how it works / my process / what to expect.”

●      Engaged and exploring: Here are answers to your burning questions/ here’s something you might not have thought of

●      Buying and believing: “Here’s the offer—book, buy, enquire.”

●      Loyal and loving: Here’s a special something just for you

Avoid that “icky selling” feeling which often hits when you focus heavily on producing awareness content… then suddenly drop a sales piece out of nowhere.

In our healthy content ecosystem, we warm people up first. You can show how fabulous you are to work with without the icky sales pitch.

If you want more tips on converting curious bystanders into happy customers, read this.

Step 6: Track and optimise

Naturally, you’ll track the success of your repurposed content and reuse the best of it.

Your analytics are also a shortcut to choosing your juiciest core ‘starter’ content:

●      Top-performing social posts - Rework and repost.

●      Most visited website pages - Turn them into emails or socials, even a new freebie

●      Hottest newsletter clicks / opens - Use those topics again.

Evergreen content (the stuff that’s still useful in 6–12 months) is your secret weapon.

Here's an example:

P.S. This process is actually a cycle within your ecosystem. Once you’ve repurposed one piece of kickarse core content, rinse and repeat, monthly, fortnightly - whatever works for you  

Would love to get cracking with a content eco-system, but got other priorities?

Let us build your content eco- ecosystem and populate it for you.

Keen to get panic-inducing content creation off your plate?

Hit Reply, or get in touch however you like, and we’ll help you construct a simple content eco-system, create a core content plan, and repurpose it across the channels that best suit your business.

Let’s make your marketing manageable (not to mention magic.)