Content Repurposing

Articles, Marketing

It was some 12 years ago when I asked a gal to please provide me with some advice regarding social media. My main questions were … “What the hell is it and why should I even care?” Some days, I still ask those same questions.

She also suggested that I needed to start a blog. No joke, I truly did not know what a blog was. I had heard the term, but beyond that? Still, I went ahead and did so while having no idea as to why I was doing it. Like many, if not most, salespeople … writing is not my preferred activity. I would rather be selling. I find writing to be tedious. 

However, these days, salespeople should be sharing content socially and otherwise. This is an activity that contributes to the social ecosystem, attracts positive attention to yourself, and it also helps to establish your expertise. Activity = Visibility.

You are presented with a couple of options for content creation and both can be driven by my favorite technique … content repurposing. Write it once, use it often. Let me give you an example.

  1. Write a series of articles on a particular topic.
  2. Create separate identical posts of each, with new titles, for your website and on LinkedIn.
  3. Combine those articles into one eBook.
  4. Create an accompanying infographic.
  5. Take that eBook and create a slideshow. 
  6. Conduct a webinar using those slides and give the eBook away as a thank you to attendees.
  7. Record that webinar and put it on YouTube.
  8. Take multiple eBooks and combine them into a new eBook.
  9. I have even taken materials and created a published book.

Of course, this still involves some level of writing. What if you either don’t want to do that or you flat out suck as a writer? Does your company have a blog or marketing materials that they have created? Who created what is an important question. 

If your company created the materials, with their permission and proper attribution, I would have no issues with using these for my own purposes. After all, we are promoting the company’s services. If created by someone else, you might gain permission to do this. Otherwise, there is a word for that and that word is plagiarism. 

Certainly, you have other options including a writing service. While I have never explored this avenue, I might suggest that you look at a low cost provider such as Fiverr. Regardless, sharing good quality content with consistency is no longer an option, but only if you wish to increase your sales. Your call.

Craig M. Jamieson

Craig M. Jamieson

Managing Member at Adaptive Business Services
Craig M. Jamieson is a lifelong B2B salesperson, manager, owner, and a networking enthusiast. Adaptive Business Services provides solutions related to the sales professional. We are a Nimble CRM Solution Partner. Craig also conducts training and workshops primarily in social selling and communication skills. Craig is also the author of "The Small Business' Guide to Social CRM", now available on Amazon!
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