Did you ever watch “Transformers”? Statistically not the last several…and I don’t blame you. But the original one has two of my favorite scenes…
1) the first time you hear Optimus Prime’s voice and he transforms, and
2) the funny scene when everything turns into a robot and the coffee machine and such start attacking people.
Because that’s kind of what repurposing is all about…turning your boring old copier (current content) into a machine of (not death and destruction…but still).
1. Multi-Form Mastery
Imagine if each piece of content had its own Infinity Stone. For as powerful as they are…there are only six of them. Just like content…there are only so many different formats…
Here is my content creation system in a nutshell:
Content Creation System:
1) Take your topic – this is a different newsletter, but once you have a topic
2) Run it through the following options:
a) Story – is it from a case? Did something in your life make you think of this? How did this content idea come to be?
b) List – what else does this topic connect to? How does it break down into a list?
c) The rule of law – if it’s a law or statute, what’s the plain reading of the text.
d) Exceptions – any exceptions to the “rule.”
e) My take – be the expert, aka best practices.
f) Has the topic changed over time? How so? Why not?
g) Do you have a different take/observation?
h) FAQs around the topic.
i) Others – What resources help on this issue? Books/articles/tweets/posts?
j) Repeat for any/all
Once you’ve flushed out the topic into different concepts, think about how to create the correct content around this.
3) Content Ideas:
a) long writing
b) short writing/tweets
c) carousel/slide deck
d) long video/short clips
e) presentation
f) interview
g) collaboration
2. Picking your Champion
There are only so many hours in a day, and only so many things you can do…so figure out what formats make the most sense for you (and your ideal client) and go from there.
If you hate video as much as Green Lantern hates the color yellow (or wood)…don’t make videos.
If writing another blog post makes you freak out like Superman with some Kryptonite…don’t write long form content.
If you feel like Martian Manhunter when he’s on fire every time you…well you get it.
For me, I like long form content. Not only is it easier to repurpose, BUT I learn a lot more by writing longer articles (like this one), doing more in-depth interviews, or speaking for longer than 30 seconds.
So I write 1 newsletter a week, create one longer form video, and then soon I will be bringing back a video show.
3. Cycle of Content
It’s a universe of interlinked stories…so keep the crossovers coming:
Social media posts drive people to the newsletter (often with snippets from the newsletter)
An interview show can turn into short clips to get people to watch that episode or the next one
The newsletter drives people to check out other videos
One social post can push people to another platform
Creating content leads me to getting more opportunities to come speak to different audiences
And ultimately all of it leads to people hiring me to help them through their car accident or coaching them on how to have a life while running their firm.
4. Why Repurpose?
Think of repurposing like the Force; it has a light side and a… well, it’s mostly just a light side:
Reaching More People: Whether they’re wizards, Jedi, or muggles, not everyone takes in information the same way.
Save Money: you’re already paying for the content or spending time on it…might as well reuse it in a fun way that keeps it alive
Reinforcing Messages: Repetition is the mother of learning, the father of action, and the architect of achievement. Or so said Bruce Lee, who could probably turn a newsletter into a martial arts demonstration.
Boosting SEO and Visibility: More content across platforms makes you as visible as the Bat-Signal in Gotham’s night sky.
Better Impact – let’s say it takes me an hour to write this newsletter…what’s better? If it goes out once to 2500-3000 of you and 1000 people read it once and then it’s done and never thought of again? Or if bits and pieces get turned into 10 other pieces of content for people to see, AND it lives on my website, AND some get combined into a book or downloaded pamphlet? AND it helps remind you to actually do some of the stuff I suggest in these articles?
Until next time, keep your content fresh and your references nerdier.