Content Repurposing Without Copy and Pasting - Teacher: Masooma Memon

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Hello, and welcome to the useful content podcast. And today we have a new teacher in our useful content classroom. Masuma Memon. Hi Masuma.

Hi, thank you for having me.

good to have you on. Um, I know that, Lee, Lee Densma had recommended that we talk because she's very much a fan of your content. And when I went to check you out, I also became a fan of your content. So I've been listening to you. And following your content on LinkedIn for the, I think like as a couple of months now, and you know, it's been, it's been very, very good.

So I'm happy to have you come and share what you do with the people. So could you please tell the people what you do and how you help your clients make useful content,

Sure. So, uh, I'm a content marketer for B2B SaaS mostly. Sometimes it's B2B SaaS, but it's mostly in the SaaS space and mostly in the B2B space. I help names like vimeo, Hotjar, Shopify, and Calendly create, that is write, repurpose, and re fresh content. It's usually along those lines. Besides that, I also offer some content consultation and, um, help with content strategy for B2B companies.

right? So you mainly focus on the writing part of it. and that is what you help people with. Yeah.

Yeah. With writing and advising mostly.

So I know that, um, when it comes to writing, it's very nuanced, especially in the area of SAS. in your experience being a writer for SAS, what has been the most challenging thing in translating products into something people can understand?

For a lot of the teams, I'm lucky to work with teams who are very well educated on this, but there are some teams that need to be, you know, I have to work on opening them up in sharing more product info with me. So that they're, you know, not posting or I am not writing, um, uh, you know, generic sort of content for them.

So getting them on board with the idea of creating product led content while making sure we are not all sounding salesy, because the thing with a lot of people is that they know their product value well. So they might not be able to translate it well in the content, or they might just be overloading it with feature explanations or tutorials, product tutorials, which can be, which can come across as salesy and ruin the entire goal of the content.

And I know product led content is a bit of a misnomer when you say product led content, you really mean there is an acute focus on the customer.

Yes, 

despite it being called product led content, the focus is still on the customer or the target reader, because at the end of the day, we want to focus on helping solve their problem rather than featuring our product. So when you take it off that mindset, you realize that you are still talking about your product, but your focus is on the reader.

So you are mainly helping them. And then one of the solutions that helps solve that problem is your product. So the product comes after the reader, not the other way around.

Okay, great. Wonderful. So today we're going to talk about how we actually repurpose content and the, the way in which you can take one form of the content and turn it into something else. And you, and you said you believe that, uh, content repurposing should not just be copy. and paste. Could you please tell me why you believe that, that, that content repurposing should not be copy and paste?

Well, that's mainly because, you know, um, the important thing is you have to adopt your content's voice based on the publishing channel. So if I were writing a newsletter, my voice as a writer and anybody else's is different compared to what their voice is on LinkedIn. or on Instagram. So each platform has a unique voice that their users have come to accept in their heads, right?

They, there's a certain expectation around what the content is going to be on that channel. Number one, even though, even if the overarching voice is the same, Content pillars that you're talking about is the same. There are still small details, like certain hooks or certain angles to better on LinkedIn, but there are completely different ways that same topic will resonate with your email list or on Instagram or on your blog content, right?

That's one. So. not by not copy pasting, you are making sure that you are refining the content that you're repurposing based on the publishing platforms voice and that publishing platforms users appetite for content over there. what the expectations are, appetite as in what formats that they usually consume over there, right?

For example, on LinkedIn, we have LinkedIn slider posts that do pretty well. So you would want to adjust your repurposing strategy to reflect that, uh, to meet that appetite, the consumer's appetite for content over there. And then there is also the fact that by not copy pasting, you are putting in a minimal amount of effort to improve your reader's experience with your content.

So for example, if I were following you both on LinkedIn and on your email list and you were saying the exact same thing by copy pasting that on both the platforms at the same time, it will be a little bit of a, you know, Poor content experience for me because I just heard you talk about it on the other channel.

So unless and until I'm not a huge fan of that brand or person, I might be like, Oh, it's the same content on both the channels. Let me just unsubscribe from the email and keep following them on LinkedIn. So these factors help when you do not take the copy based approach.

Well, wouldn't some people say it's just easier to copy and paste it and why should they go to all this trouble to create new, it takes more people, more resources, more know how they have to live in these new platforms. What is the, what is the ultimate payoff? Um, can, can, can doing this be more damaging than not doing it?

Um, I feel like there's some of the like, let's if you're like, let's talk about in terms of the benefits on the ROI, some of the ROI would be sort of, you could see it in the short term, and some of it, you'll see it in the long term. So when you go beyond the copy pasting approach, and put in effort in your repurposing, you also get around to refining your I, you also get around to refining your POV on the topic, right?

Yes, your point of view on the topic. So it's like you're testing different angles. You're testing different formats because at any time, no matter how much audience research we do, how much we research on whatever target reader is like, there is something that they might not be able to tell you. And so you have to constantly try different formats, constantly try different angles and stuff.

So repurposing it this way helps you. Number one. And there is also the fact that it gives you a vast pool of ideas to work with. So once we get into how we do this, you'll see that when you actually review the piece, long form piece or whatever piece of content that you want to repurpose, you can come up with a lot more ideas.

So you're never running out of ideas. So this is an additional benefit to repurposing this way. There's also the fact that when you're creating content based on the platform's specific requirements and the audience expectation over there, your content will be doing a lot more better, you'll see a lot of success on that platform itself.

So then I have to ask the question, uh, for those who, um, may not know, uh, when you say, I just want to clarify what you mean by copy and paste. When you say copy and paste, you mean you're taking the exact content with no modifications and then you're using it across multiple platforms just to make

Yes. So for example, let's say you decide that you want to repurpose a webinar transcript, you look for things that are, you know, you know, or sentences or one liners that could make a good tweet and you just copy paste over there. There's no harm in that approach, but there's a lot more, a lot more benefits that you can reap from repurposing when you take a strategic approach to it, rather than just copy pasting, uh, driving as it is, taking the content as it is and posting it as it is on LinkedIn, on your newsletter, et cetera.

All right. So then the big question is how does one start? What does one start in taking this strategic approach to making the content not copy and paste? How do you begin to view your content, look at it, take the pieces from it, use it in other ways? Where do you start with that?

So the first thing, worst step would be to actually copy Make time for reviewing that piece of content with full, you know, mindset that you are going to go and see how you can actually do more work on it rather than save your time. So the foundational thing I would say, this is the actionable part where, where you just go back, take time and go back into finding the things that you want to for repurposing.

I'll get into how to finding those things, right? But the foundational thing that you want to do is you realize that repurposing is not going to save you time. Right? Because when you 

Yes, because when you're doing it the correct way, you are making additions to the content that you created that you want to repurpose, right?

You're tweaking it, you're changing the hooks, you're changing the angles, all of that takes time. So what it helps save time, but in a way that you don't have to start from the scratch. So you hit the ground running. That is where you save time. Otherwise, it still takes work. It's not like, you know, it's five.

I don't make promises like I'll give you five pieces of content or you know, you can take out five pieces of content in two minutes. That's unrealistic. That's not happening.

Okay. So go a little deeper into that for me. You said you were going to tell us how, so go a little deeper into that and explain how does that actually work? If you're not just, well, you go clearly, or you just said, you know, I'm not saving any

Mm hmm. 

And most of the benefit is probably going to be long term, but tell me, how do I get there now?

Yeah. So the first thing is you, you take, you go back to your content reserve. And you start reviewing piece by piece and how you do that when you go into the piece is you look for areas that are questions that are not completely or thoroughly answered. There is very much, let's say where, where, um, I want to repurpose this podcast episode.

There will be a lot of areas that we might not be able to get into a lot of ideas or things that I want to suggest. I recommend that you do that will come to my head post this podcast. And often when you're reviewing the transcript or re listening to the podcast, those ideas would come back to you and you're like, okay, let me just, when you're listening to that area, you'd be like, okay, let me just, you know, repurpose that, reuse that.

So you're generating more ideas while still using that piece of content as the skeleton, the foundation that is driving all the repurposing. Because if you're not going, revisiting that piece of content, you're not having these thoughts around what you could have said more. So you want to look for, of course, the first thing is you want to look for interesting takeaways that you can tweak, refine, edit, and then send them out on different social channels, as well as redress them slider post.

or graphics on Instagram. Then you look for things or questions that are unaddressed or not answered thoroughly. Then you go into things that the audience might have asked. So if it is a social piece of content that you are repurposing, you will see that there are lots of questions that people are asking you.

The same goes for interactive sessions. For example, if this were a webinar that if we're not recording a podcast, but a webinar, and we realized that there were lots of questions coming in the end that we couldn't get into. Now is the time to take those questions, write those answers using the information that you've already shared in the webinar, and then repurposing it and sending it out.

And then the third thing is you go into other takeaways, like what are the supplementary ideas that are coming from it? Let me explain it with an example. It will, you know, make it more easier to understand. So this blueprint that I have come up with the process that I use for repurposing came when around last year, I believe early last year, Semrush invited me to the Twitter space.

The topic was not very much in alignment with what I normally talk about. It was content marketing on a budget, but I said yes, because I was sure that there would be lots of photo to repurpose and actually do it proactively. So far before the, uh, Twitter space, I was, you know, using the generic approach, converting one newsletter issue into a LinkedIn post here and there.

It wasn't a proactive approach. Then after the, um, what, uh, Twitter space, what happened was I revisited it. And I, I was literally like smiling from ear to ear because there were so many ideas that I could come up just by reviewing the transcript, you know, there were things that I couldn't get into it, the space had me as well as another guest host, right.

So there were questions that the audience answered, uh, asked us. that I, we couldn't go into because it was 30 minutes to 40 minutes space. We couldn't answer those, those became photo for repurposing. Then there were, there were, there's, there were counter arguments that the guest host had. And I answered them on the spot, but I had more ideas.

So while I was going through the transcript again, I had more ideas come up. And so I had more, uh, photo for repurposing content. And so key, I think this to, you know, summarize it is to go back in. Knowing that you just don't want to look for passages that can be used on social media, knowing that you have, there are gaps in the content that you have shared, no matter what content format is, it is, it is either a webinar or a podcast, or even if it is a long form text based blog post, because with even text based blog posts, what happens is what you are excluding is as important as what you are including in that content so that you are respecting your reader's time.

So there will be a thousand things that you might have omitted from that, that you can use instead of putting them to waste and repurpose them on other channels.

That's interesting. So you, you're saying that it's not just, uh, what you say. You're looking for the gaps inside of the content that you've released. You are looking for what you didn't see. Uh, in addition to that, you're looking at what the audience has said, maybe questions they may have asked and things that may have come up inside the conversation. Because as you said, when you, when you create content, you want to be very, very focused. You want to see, I'm going to make it about this one thing. So often in video, what we say is that we want video one point. So we have one thing, but I'm sure, I don't know if you've experienced this when you write, but when I create videos and I script them, There, you always have a trail of ideas somewhere else.

He always, always shoots off

another idea and sometimes you have to take that idea and just make it a topic and leave it alone. So then you have something as you could go back to and then make that. And so you're saying inside of not copy and paste repurposing, you're saying that you, you, there's so, there's so much opportunity for creating new things out of what you've already created, that you want to maximize the use of your content in that way.

Is that what you're

Yes. That's exactly what I'm saying. And for anybody who is, who might not be a personal brand or a founder individual working on their brand want to repurpose, but there are teams who might be listening to this podcast, even for people who have published, uh, teams who have published content. They can revisit a piece of content like, say, three or six months later, and there would still be, you would see that your POV, uh, point of view as a brand or as a person would have evolved during that time.

Because see, there is so much happening in the marketing space, right? For example, AI is coming up and like AI is growing, sorry. So, let's say if you are in the customer experience service and you wrote a piece on, extensive piece on how to do it, on the how, a complete guide on a customer experience and you're repurposing it.

You repurpose it on the spot, like after publishing, but you should read, should be repurposing it three months and six months later also, because now you can add more of your, uh, point of view on how to use AI the correct way to improve customer experience. So see, there is the POV refinement happening over the, over the time.

There is POV addition happening over the time. And there is also feedback that you might be getting from your customers. So if your team is not silo, uh, siloed and it's, you know, aligned and the sales team, it tell you that we send X, Y, Z piece of content, and this is the sort of feedback or questions we got answered on it, you can use them.

To repurpose content, like answer those questions in the repurpose piece of content.

Right. Okay, good. So I think I'm getting the picture of as to what you're

saying right now. So just to go back from what we said earlier, for those who don't know what the Twitter space

is, it's just a conversation with

audio. It's people in a room having a conversation with audio for those who may not know what a Twitter space is and haven't experienced that. But to go back to what you just said. Um, so you're actually saying it could be very dangerous if you just copy and paste because, because what you do is that your, your point of view is evolving over time. And if you take the exact same content from three months ago and use it now, it might not align with where you're heading to.

Are you saying that is a danger as well?

wouldn't go ahead and to say it would be dangerous, but yes, it wouldn't show you up to date in your space. And that is important for both, uh, individual marketers as well as companies. Because if you want to ride ahead of the competition, you're obviously making sure that your POV aligns with whatever the trends are, or you are the trendsetter and stuff like that.

So if you go ahead and repurpose the piece as it is three months later, you're just Thanks. not providing most accurate up to date info to your readers as well as not sharing the POV it has rifted, the way your POV has refined over the years, right? You're doing an injustice to yourself as well in a way.

Okay, I get you. So both your points of view, very important that you get it accurate as well as the type of, uh, information that you're sharing with with the audience. You want that to be, you want both of those things to accurate and not just be accurate on their own, but you want those things to align as well. Yeah. Okay. Okay. Great. All right. That's good stuff. All right. So I know you, uh, talk about top of funnel content, middle of funnel content, and also bottom of funnel content. And for those who don't know, the acronyms is TOFU, MOFU, and BOFU. People these days that's being used very often, but we're really talking about different stages of the, of the customer journey. Uh, what you see. That's this applies mainly to your detailed bottom of funnel content or your top of funnel content, or maybe it applies to all stages of the customer journey. Is there anything that you should not touch at all? Or should this apply to everything that you make?

It can apply to everything that you create, because when you're creating content, while it did sit when you could be repurposing it, and a lot of people think that the bottom and middle funnel, so the deeper funnel content that talks about your product should stay on the blog only, but I am not of that view.

I feel like it can easily go on social media, take whatever examples you want to take, who are very loud about their product and they're, they're not driving lots of sales from social selling from founders talking about their products. So one example would be Rand Fishkin from SparkToro. 

So he's a pretty well known name and he talks a lot about the pre purposes, those product related, feature related tutorials on his social media as well, which is a good example For how to repurpose deeper funnel content on social social channels because tofu top of the funnel is relatively relatively easy to repurpose as compared to deeper funnel because with deeper funnel while it's easy it can take a lot of creativity to how to come across as non salesy and the reason I shared Ran's example because was is because he comes across as completely non salesy and the approach is fully related to community building.

While he's still talking about his product and selling it.

What's the dangers of being salesy?

people away, right? You, you lose their trust. Like if someone is coming across to, you know, you, whatever your content you're putting out, whatever stuff you're putting out on social media, and they come across as, and there is somebody who's been constantly watching you and they're starting to solely trust you.

And then you put a hard bitch one after the other, like constantly you talk about your product, you lose their interest. And you also, they also think that you just talk about your product. So what is the value for them? Because every piece of content new or repurposed or refreshed or remixed, whatever you create, you always have to ask yourself, what's in it for the reader.

So if it, if even, even you're talking about your product, you have to. Make sure that you're still answering this question. What's in it for the reader? How is the product feature solving xyz problem the reader has? Once you start answering that question, you're building trust left and right and from that comes in sales

And I know along with that, you, cause you have a strong take on, um, call to actions. You actually believe as well that not every call to action should be a selling call to action. Right. Uh, and that you could in fact, lead people to other pieces of your content inside of, of your call to action. Uh, what is the best way in terms of, when you go to use your content and you're looking into it and saying, okay, these are the gaps.

I'm going to make new content in this space. How can you know, marry that? Properly with call to actions, considering the fact that you don't want to be salesy all the time, what's the best way to use call to action when you are not copying and piecing, but you're making new content,

So, um, I would say first it depends on uh, A very market marketer related answer. It depends, but it depends on the publishing channel that you're using. Number one. And the number two is I, what I like to do is I put myself in the reader's shoes. And that is what I would recommend as a reader who has been, even if they're following you, this recently started following you, your journey, or they're a silence spectator, or if they have been following you for a long time, whoever the reader is, just put yourself in the reader's shoe and ask yourself, is this the natural next.

step that you want to take after reading a certain post. So let's say we repurposed a piece of content into a newsletter issue, right? And you feel that the natural, you talked about something, and the natural next step would be somebody wants to dive deeper into that topic. So an accurate or a more sensible call to action over here that would build more trust would be you link them to a deeper guide on the topic, rather than just say, okay, now suddenly cut out the part and say, please give a word.

Product I try because that is what happens a lot.

right? So you say it should take some time. You should take some time to build relationship with the, with the audience before you, you tell them, well, bye for me. And how do you track this? And how do you know what's the right time? When is the right time to do this?

Okay. So, um, the thing is, uh, I like to space it out and that's what I recommend my clients. So for, let's say you're publishing. Let's take an example of linked nowhere. That's the easiest one we can take over here. Let's say you're publishing five posts per day. One to two of them could be hard sales where you talk about your, like, give our product to try three of them have to be trust building related, related.

Could be educational or whatever else, but they should not have a hard CD, a hard sell related to trying your product, giving you a freemium product to try taking it for a spin along those lines. And even on those posts that you want to make a hard CD on, you want to ask yourself, does this make sense?

Like, because everything needs to be in the purpose of a content strategy for any channel is to make sure every piece of content is stringed together. So there is a connection. Right. So if, if you have been talking, let's say general theme of my week for the LinkedIn is content repurposing. Right. For the two weeks, my strategy talks about based repurpose your content.

And by the end of that strategy, I say you can have your consultation session with me on how you should be repurposing the content. That will be a more natural and sensible thing to do because people who have been following you would have already read through your advice on how you do it, how you help your clients do it.

And then you're saying, if you're interested, here's X, Y, Z, social proof, and you can look so you build the trust. You have also educated them, empowered them to do it on their own. And then you're saying for those who don't have the time or don't want to do it on their own and have the resources work with me.

And that's where heart CT comes in.

Right. I, I get you. So you only do it when it's, it's relevant. Like, like, for example, when it matches with the type of content that you you're putting out

Yes, 

yes, because with brands, what normally happens is what they do is they post a lot of educational stuff on social media, and then all of a sudden, We have no idea from the web, from where that comes. And it comes like, please try a product. Like you were not educating me about your product. Had you been doing that for a week, I would have considered taking the free trial for a spin, but you've been just talking about social selling and then how can it suddenly know how to use your tool?

So this is what I mean when I say that there should be relevance and consistency as well as empathy when you're planning your mapping your CTS.

Right. Right. Right. I get you. I get you. All right. That's good. That's good. That's a good, uh, uh, insight into how to use CT is a properly. so so let me ask when you are mapping out for your clients and you're looking into the content and you're finding. Um, how this thing can be repurposed properly, is there any, usually any pushback, uh, from your clients and saying like, we love this just the way it is and we don't want to change it.

This is how it should be. And I don't want to make any adjustments to this. And when you get those types of, if you get that type of pushback, what is usually the thing that drives that type of pushback?

Okay. So thankfully, like I said, I think I did mention it, that I have been, I'm blessed to be working with very content, highly content educated people in the industry, right? So the pushback is usually not on how, or the content or the draft copy. It's the pushback or the feedback might come in the areas where we are like, I have lists of the ideas.

from a long form of content that we want to repurpose. And so normally what I do at the start of the relationship or what happens is I have been working with that client for so long that I know what the areas of focus are. So we go back in together after I have created this ways we could repurpose it and then we look into it from the lens on what is relevant, most relevant, what should be prioritized the most because obviously if I'm recommending turn this piece of content, this advice from XYZ client on a webinar into a blog post that takes resources.

You cannot just create a long form blog post on your own. So we have to prioritize based on what their content goals and themes are for the quarter and then work around there. So this is mostly where any, I wouldn't call it pushback, but feedback comes. So we are deprioritizing or, you know, saying that we will, uh, we will take a slightly more different angle to it.

Stuff like that.

Right. I know you, you're not somebody who, uh, does, does video a whole lot. You would usually write for your clients. And I know you make some, some videos for yourself sometimes. Uh, when, when you, cause, cause since you work, work in teams, these things can be translated, not just in writing. And I know you mentioned sliders earlier, but this can work also for things, content, like shorter form videos and things of that nature.

If you want to repurpose them too.

Yeah. 

Yeah. 

Yeah. They, they a hundred percent can. So, uh, I have been advising clients. It's especially for long form videos, like webinars. What I do is, or like video podcasts. I asked them like, there might be some areas that have, I don't like to use this cliched way of saying this, but, uh, there's a spicy take take away over there.

And it feels like the reader, the viewer just drops in the middle of a conversation. So these are two of my pointers. The takeaway is unique and it's like, you know, thought provoking. It's, it makes the other person like, wait, what did they say? It's a little controversial of sorts, you know, to put it this way.

And then the second thing, it makes the reader feel like you're, you're, you're dropped in the middle of action. So those are the sort of, um, takeaways from long form video podcasts and webinars where I say that, you know, these need to turn into audio bias or short form videos. And they usually agree with it.

Yeah, you know, I haven't thought about that. I haven't thought about the fact that sometimes when you take those clips from like, uh, like say from a podcast or, well, not so much a webinar, sometimes podcasts are a lot more interactive, um, that it feels like you drop into the middle of an exchange, uh, and you have to kind of find a way through, I guess I could work for and against you depending on, on how you do it, but it's okay then to know, you know, Even if you wanted to, to fill in that, the front of the, of the content, what would be your hook with something else that you add in and record that as a lead up to what the rest of the content would be, and that would be one way that you could take that and not make a copy and paste would that work as well?

Good, but what I would like, uh, this again takes resources and depends on if people have those resources, but if you find that there is a specific, uh, takeaway that is important, but need there's some hook that you can add or some backstory that you can add, then why not create a, uh, have you heard of those videos that are text to video?

Like you enter the text, video comes up, the video maker, editor makes it for you, it's the software that you're using.

Well, so this is like, this is not AI run. This is, this is what, like, um, audiogram type of

No, no, it's still a video with images, but mostly it could be stock images or video folder that you upload, but you're, instead of creating the video from scratch, you are adding the text and the software is helping you create it, create a video out of it. So that is one thing that you can do also.

right. Also you just put in your text and it will take postdoc images that match what your

text is, and it will create a video

on your behalf. So, uh, I, I hear you. I hear you. And what, I guess a lot of those things are for done for more efficiency. Right. And, uh, cause I guess it seems that one of the themes that you've been talking about throughout this whole thing is that people want to get things done fast. Uh, effect cost effective. And fast and what works for them. So this, the way in which you approach your repurposing content, you're, you're saying that one of the things you have to consider is that you don't want to take too long to get this content going back out. Is that something that you always think about? When you are filling in those gaps and making new content.

See, the thing is, if you're saving costs somewhere, you could be investing in other places. Cost in terms of times. I'm talking about time as well, right? So if you want to get stuff done, a lot of things of these might not need a lot of addition and you can push them out. Others might need expending from your end.

So be comfortable with the idea that some things are going to slow you down. And we'll need more of your resource investment while other pieces need to be, um, you know, shipped fast. But there is also the fact that, uh, don't let perfectionism stop you because that has, that affects, impacts all of us, all the teams, all individuals at some point or another.

The thing with repurposing it, ship content as best and as fast as you can. as not fast, but as much reasonably fast as you can so that you can test out, uh, formats and stuff. Right. So, um, if you, let's say there is a certain takeaway that you really liked, but there is, there are two different angles or three, four different angles you can take for it.

Or there are three, four different hooks that you can take for it. Write them out, space them out to go out or across two or three months. And then see what performs well, see what resonates more with the audience. So there are tons of the, what you prioritize is based on the benefits. You want to drive from this repurposing, whether it's just churning out content, whether it's testing, what's working, what's not working.

And then, uh, whether it's just want to be consistently present on another social channel while not having to create content for their channel from scratch. So it just depends on your priorities. your goals and what benefits you want to see from this strategy.

Okay, great. And just, you just use what works. You just continue to build on the thing that actually gets the results. And I guess that's the main takeaway inside of this. Uh, and then we come into the end of our conversation, but is there any, are there any final things you'd want to share with the people about the best way to repurpose their content that you haven't shared as yet?

Well, I think there are a ton of things that could come over here. So the first thing is when you're repurposing content, use your editorial or publishing calendar or content calendar, whatever you prefer calling it, and schedule and space those things out. Because if you're talking about one thing, and then you feel like you could talk about it in a different format, on another channel.

So if I have a newsletter issue that talks about content, how to create content themes, and I'm talking about the same thing on LinkedIn, in a slider post, there's no harm in it. You're still not copy pasting because you've redressed the content into sliders. But if you 

could just share it a week later, that would be a lot more better because again, a lot of people who are subscribed to you, it's, it's a very small thing to do.

If you, if you pay attention, it's a small thing. You just have to, you know, Move the schedule here and there, but it makes a ton of difference in the content experience that people are having with you, because there are two facts. And one, if, like I said, uh, if they're a subscriber to your newsletter and also following on LinkedIn, they get different content at different times.

So there is variety in the content that they're consuming from you. You're driving more conversations. Number one. And number two is also the fact that, uh, there is a specific, um, forgetting curve, the graph goes, uh, it goes like, uh, People only tend to remember for one day. It's usually used for, um, explaining how much students can retain of what they learned.

So they remember for one day and then it goes down from there. Seven days is the top set they can remember. And if you publish it post seven days, you're driving the conversation. And that's one.

And then there's also the fact that you could also be looking at repurposing as not only tweaking, um, I did, uh, adding more, expanding more POVs, finding the gaps and, uh, refining whatever you said, but also it's remixing.

Now, remixing happens when there is a lot of content that you already have gathered. So for example, let's take you, you have tons of, uh, uh, guests coming on your podcast, right? And if that you've, if there were one question that you ask all the, uh, guests, this is like the easiest way to remix content. Then you can like create a long form content based on X experts on Y.

Or X 

experts on why it was so done it from my newsletter as well. And as I recently recommended a client that I have in the resource management space. I told them you at the start of this air. They had before that last quarter. They had many guests come over the webinar. So I told them then. Why don't you just take their POVs?

Go back to the transcript, take the POVs and create an ex expert experts on the trends that the resource marketing on the future of resource marketing or the trends that they're going to see in resource marketing and resource management this year. So it's an entirely new piece of content, but it's actually a repurposed piece of content because you already have those insights saved and people would have heard it.

Whoever is listening to your webinars, but they obviously don't remember it. And you're maximizing the value of the time you put into creating those webinars.

Hmm. Hmm.

I go ahead, go

ahead. 

there's this last thing that comes to my mind is that you could also be upcycling content. So you take short pieces of your short form content, say lots of your tweets or lots of your LinkedIn posts and combining them.

If they're on one theme, which they should be technically, because if you are using a strategy on your social media, you're talking about two to three themes that are relevant to your business at most. So you take those and you ship them out, or combine them, collate them as an ebook or as a slideshow or something, or like X of my best pieces from last quarter, and you're repurposing it again.

So

collating those upside or either collating them and creating a new piece of content, or you could just be taking one short form and adding more information into it. Again, expanding on it, upcycling it. Yeah, ton of work. Yeah.

You know, you're saying a lot and I think it's very scary. It's very scary. It sounds like a lot, like I'm getting a ton of ideas and it's some things I've been considering because you pointed out the fact that, um, yes, I do have a lot of guests on the podcast and I do solo episodes as well, but I've been thinking about collating all of these insights from different guests and I am thinking. That's going to be a ton of work to track down the very specific insight. So let's just suppose someone did not have a standard question that they asked, which I don't necessarily have that except for the intro. Um, but they know that they know that their guests have given them great insights. Like, Each guest, at least one question was like, this is, this is gold. Uh, but now they've done a hundred episodes of the podcast and they have to go back and take farm a hundred different questions to put it in like, I don't know, an ebook or one massive video or whatever it is. That is a ton of work. You know, that's a little bit scary. Do you think people could feel like that when they look at the prospect of having to repurpose in this

Yeah, I mean, uh, it could feel a lot overwhelming because that is how I've also felt when repurposing like 100 plus issues of my newsletter. But, um, what I like to do is I tend to somewhat remember what people said. If I don't remember who said it, but I do remember that there's a trend of, like you said, I know that there are some golden nuggets there in each episode.

And if I tend to remember, there might be some, there's a theme that I want to create. Uh, this collate these insights on so I'm probably going to just, uh, go through the transcript and do a command plus, uh, uh, F a find, find those keywords and then as fast as I can. The other way is like, if even if you're short on resources, what you can do is you can get an way from a work or somewhere like that.

They don't charge much on an hourly rate, ask them to find what you're looking for. And you have that brief or you have that folder. That is at least that takes the anxiety at least from out of one of the steps. And then there's also the other thing that that comes to my mind is that if you were to create such a long form piece of content from scratch, you would still have a lot more overwhelm.

So like I said, you repurposing would help you hit, hit the ground running. rather than reaching out all those experts on what is your goal to take away on or how the content marketing industry is shaping, you already have the insights. You just have to look and you don't even have to look at it yourself.

You can get a VA or an intern to do it for you.

That's good. That's good. That's good. And that's a good way to finish off our conversation. You don't have to do all the work yourself. You can have someone to help you. And if you had to start from scratch. It will be like a hundred times more challenging, more difficult. And so it's, it's good to take the content that you have and turn it into something else with purpose.

Yeah. And so that's, that's, that's great stuff. So thank you so much, um, for joining us today on the useful content podcast. Some people may want to find you online. Could you please share with the people where they can find you online?

Okay. So, uh, they can, um, connect with me on LinkedIn. I'd love to connect with whoever want to, wants to, uh, you know, talk content with me. There's LinkedIn and I also have a newsletter called content workshop. So you can subscribe there as well. I'm pretty active there as well.

Uh, so you've successfully transitioned from Twitter to LinkedIn now.

Oh, yes. It was initially all Twitter and I loved Twitter, but it was my lead generation. It was where Janelle, it was where I was getting all those building new relationships and doing Twitter spaces and getting podcast opportunities and this and that. And then when it went, you know, 

when the thing, 

it went, on the rails.

I was like, Oh God, LinkedIn is so overwhelming, but if, but again, repurposing helped me.

Create a presence on LinkedIn.

Yeah. Yeah. Yeah. It's worked very, very well for you. Good stuff. Good stuff. So thanks so much again for joining us students and thanks so much Masuma for joining us

as well. Uh, and we're looking forward to having you again. Um, students in the useful content classroom in our next episode, useful content classroom dismissed. And we're clear, it's tough. It's tough. Good stuff. Good

stuff. Good stuff. I saw, I saw that. I saw that she was like, uh, um, talking about that on LinkedIn. That well, two things, the transition to LinkedIn and also your follow accounts and that you're actually able to. I've built it up to like 6, 000 or whatever it is now. And, um, that's good stuff, man. That's good. And many people can't transition their main platform. That's good that you were able

Yeah, because you know, you need one owned platform, which is my newsletter for me, and I think it's a podcast for you and you need one rented channel where you're obviously talking about that, uh, your services, it becomes your lead generation source and you're obviously breaking more visibility towards your own channel.

So driving traffic to your own channel. From that rented channel. Now when 16. 5 or I don't remember 17K followers on Twitter, there's no way to keep in touch with them. Of course, apart from the newsletter, you say, God, where do I go? And LinkedIn seemed like the best next best place, because that's where my target audience was.

But it was super overwhelming when I started. Is that God people sound, try to sound so genius and stuff. And those selfies, founders and stuff. I would say, yeah, that's not me.

Yeah. A lot of that is just fluff. It just, it's not really real.

If you've seen, uh, I don't remember his full name. Oh yeah. Jason Wanner. He's like, he says it's Flufffluencers on LinkedIn. 

There are, There are, a lot over there,

Yeah. A lot of that is not real. I have had friends like that who have said, yeah, I would go on LinkedIn, but it just seems like everybody else is having all these wins and nobody's losing and it's just, it's just

but you know, once you get into it and you find your people over there. that, you know, the core group over there, you realize that, no, there is people, there are people who are sharing really good stuff. Like Lee, uh, she, he shares lots of valuable stuff and actually LinkedIn is how we connected because I was like, I was so addicted to connecting with people on Twitter that it was like, I got, I'm not going to find good people on Twitter, on LinkedIn, but then Lee, and then So many people that I met, including you, they're all good.

They're all, you know, doing good stuff. They have their wins as well as their challenges. And Lee, me and a lot of others, we meet regularly and we don't just talk wins, but also challenge today. Hey, I'm working on this on my business, on my business, Lee and I both are working with a business coach now. So we're like, how did, what did your, how did your session go?

What happened to send that? So it's been great.