Written by: Karen Cappello, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Let’s put me on the spot! As a successful Business and Executive Coach, if I simply had to attribute my success to any one thing, what would I pick? Leveraging.
I’m all about leveraging. I truly believe that repetition creates recognition– especially when it comes to social media.
Think about it: As a busy coach, you've already spent your time and resources to create beautiful and actionable social media copy, right? If you don’t repeat your content, you’re potentially missing out on making a memorable impact on dozens upon dozens of your potential clients; Clients who would have otherwise LOVED to engage with your content and work with you.
Let’s let go of those missed opportunities.
Today, I want to share how you can save hours AND make your marketing much more effective. Keep reading to learn 6 simple ways to expand your reach and brand recognition by repurposing your content.
Start With Your Client FAQs
Think of this as addressing your potential client’s objections or concerns in advance. This is an especially powerful strategy that salespeople use to convert leads. There's nothing more reassuring than feeling seen and understood. That’s a HUGE spark for client conversions.
Choose three or four of the most asked questions from people inquiring about your services. The next step is so easy. Simply answer these questions – and to give you that edge – answer them from a few different angles.
Sometimes, that could be as simple as switching up the wording. The thesaurus is totally your friend here!
Next, find or create images that relate to your answers. Use this powerful combination of questions, answers, and attractive images to create several posts. You get bonus points if they are photos of you.
Even with this simple step, your social media engagement numbers should pick up.
Give Those FAQs a Little Makeover
Now that you put in all that work, let’s squeeze that juice!
Convert your FAQs into a blog post or LinkedIn article.
Expand on the posts you already created to increase the length of your content. Before you throw in a call to action (CTA) ‒ Make sure to give them plenty of valuable information to engage with. Don’t hold back.
I’m not asking you to show your hand ‒ that's what your strategy calls are for – instead, answer their question sufficiently while restating how important it is to BUILD on the insights you shared.
Think of a good analogy to put this into context for them; Your wisdom is a piece of the puzzle to bring their big-picture vision to life.
Now comes the vital CTA. Encourage your reader to leave a comment, schedule a strategy session, or get into your Facebook group.
Send Your Videos Far and Wide
According to Wyzowl's State of Video Marketing Survey, 86% of video marketers confirm that video has been hugely beneficial for generating leads. And 94% of marketers say that videos have helped increase user understanding of their product/service.
Let’s take a page from their book. Send your videos everywhere!
Videos can be so intimidating to create, but here’s a strategy to simplify your approach.
First, write a script, or maybe just a short list of talking points. Remember, you are an expert, even though you might feel awkward! Practice it, if you need to, but don’t spend too much time getting it perfect. Your ideal client will relate to your AUTHENTICITY.
Then, go live on Facebook: on your page, in your group, and on your profile. Using all your locations will help expand your reach. After the live video is finished, download it from the platform you created it on, save it, and upload it to other platforms: Facebook, LinkedIn and YouTube at least.
You should start attracting your ideal clients like a magnet once they notice your expertise and authenticity.
Showcase Your Highlight Reel
Let’s start thinking bigger picture.
Once you have a few videos under your belt, create a longer piece of content (or use a previously recorded presentation) and break it into a few shorter videos.
Think about a section of the longer video that would be most INTERESTING to your ideal client. And once the shorter videos are created – you already know the drill.
Make sure to post them everywhere: Your Facebook page, Facebook group, Facebook profile, LinkedIn, and YouTube.
Tweak Your Content for Engagement
Just by doing the few simple steps above, you’re already way ahead of most of your peers on social media. Congrats!
By now, you have a wonderful vault of marketing pieces; social media posts, blog posts, and a few video options. Using the existing content, create more engagement by re-contextualizing it with different questions, anecdotes, and CTAs.
You know what comes next: Share this on all your social media channels!
When followers interact with your content, more like-minded people with similar interests will see it – that's the beauty of the algorithm.
And that influences higher engagement numbers. Just like an awesome ripple effect!
Quote Yourself
This might sound indulgent – But I promise you it works to reinforce your competence and reputation online.
Grab a line from a video you did, your blog post, or a LinkedIn article, and create a graphic quote to share. Sprinkle in a quote at least once a week to your free group or on your page.
And here’s the best part: Quotes only take a few minutes to put together and still have influence! I’ll say it again (dare I say, repeat it – LOL): Repetition creates recognition.
As your ideal clients see your content everywhere, they are going to start buzzing about you. Your business. Your content. And yes, your offerings!
Repurposing content saves you time and increases your effectiveness. It’s the ultimate win-win!
Keep going. You’re already making big waves with your business. As always, I want to say thank you for being a coach and helping others reach their highest potential. You deserve support to reach yours. I'm here for you if you'd like to talk about growing your business with ease and joy!
Karen Cappello, Executive Contributor Brainz Magazine
Karen Cappello, MCC, BCC, is a business and executive coach, communication specialist, motivational speaker and coach trainer. She collaborates with leaders and executive coaches to promote highly beneficial business outcomes. With over 30 years of experience and expertise in business management, financial planning, and higher education, Karen has brought a broad-based background to her coaching clientele.
