Hello Reader,

First of all, don't forget our summer Community Conversation is coming up soon! As always, this is totally free, and we make replays available until the info is outdated—and you can get the audio in our private podcast feed. ​

Hope to see you there!

We spent last week in our team planning retreat and one of the items we focused on was telling a better story around our ethos of repurposing content (we call this "Rethink Resources" in our marketing framework).

We did some digging around, and realized that most of the resources on the web different greatly from our approach—namely, they start in the wrong place.

Most focus on the idea of creating pillar content from scratch (think long-form blog posts, videos, podcasts) and breaking them into smaller pieces for other platforms such as socials. And, yes, that is a piece of it.

But the question remains: How to do you even get the long-form content to begin with?

Obviously, you need to create it. But, too often this starting point is talked about as if you can wave a wand Harry Potter style and make written words and inspiration magically appear. Not great, right?

The good news? You probably already have that content in the form of other materials you use day to day.

I'm going to share an example from our business with you to illustrate this. One of our core tools is an extensive workbook we use with our marketing strategy clients. It's a Google doc our clients use to dig deeply into their businesses and we interact with them throughout our time working together.

We read through this workbook last week, and realized that the basics of a new content cluster focused on this topic were right there in the workbook. Obviously, it needs to be reworked, elaborated upon and strengthened into a public facing, search optimized pillar post (the biggest, most comprehensive posts on your website), but it was a start.

We have found these foundations for clients in all sorts of places: intake forms, process outlines, even people's Facebook pages! You'd be surprised how much you already have—you just haven't seen it that way yet.

So, before you think you have to start from scratch and then repurpose your content onto socials, stop and think about repurposing differently. Maybe you already have the framework for your repurposing-friendly content.

See? No magic wand required.

Talk soon,

Sarah