I met with a client this week who has an article coming out in a magazine at some point before the end of the year.
It’s a decent opportunity, with a big audience, and we were talking about how we could get as much value from it as possible.
Because the obvious thing would be to publish the article, share it on LinkedIn a couple of times and move on.
Instead, our client wants to make it work considerably harder than that, and I’m in complete agreeance.
The article contains around ten key reasons why somebody might need the service that our client provides.
So we’re proposing to turn those into ten questions his potential customers genuinely ask.
Those questions will become FAQs on the website.
He’s going to answer each one on video.
We’ll take the strongest subjects and expand them into individual articles.
Those articles will help with SEO, but they’ll also give Google and AI platforms more detailed information about his expertise and the problems he solves.
The videos will become LinkedIn and social content.
The articles can also become mailshots.
The questions and answers can feed into email follow-up sequences and automations on his CRM.
Individual quotes, statistics and ideas can become shorter social posts.
Suddenly, one magazine article isn’t one piece of marketing.
It’s potentially months of it.
And I think businesses often miss this.
There’s a constant pressure to create something new.
New blog.
New video.
New LinkedIn post.
New email.
New idea.
But you probably don’t need as many new ideas as you think.
You need to get better at using the good ones you’ve already got.
If you’ve spent time creating a genuinely useful piece of content, why should it only live in one place?
A good article could become a video.
A video could become five shorter clips.
One of those clips could become a LinkedIn post.
The question it answers could become an FAQ.
That FAQ could become a mailshot.
The mailshot could start a conversation with a prospect.
And all of it is reinforcing the same expertise.
That’s particularly important now because people aren’t finding businesses in one place.
They might discover you through Google.
They might ask ChatGPT.
They might see you on LinkedIn.
They might watch one of your videos.
They might receive an email from you six months later.
The more useful, consistent evidence of your expertise you have across those different places, the better.
And importantly, I’m not talking about copying and pasting the same thing everywhere.
Repurposing isn’t repeating.
It’s taking one good idea and presenting it in the right way for different people, platforms and moments.
So before you sit down and wonder what you’re going to write about next…
Have a look at what you’ve already got.
There might be considerably more mileage left in it than you think.
