Purposeless content repurposing
The “why aren’t we…” phrase gives me PTSD.
“Why aren’t we posting on every platform 1,972,431 times per month like [company with 25X the revenue and triple the team size]?”
People rarely stop to question the root of why these questions around production volume are being asked in the first place especially if it comes from your boss or the CEO.
When it comes to people outside of the content marketing space (this includes fellow marketers) they’re often too detached from the process to know what it means to be successfully present on a new content channel.
Enter influential social media personalities on LinkedIn.
All of a sudden, your leadership has shiny object syndrome followed by a burst of FOMO which they dump on you without the intent to send you into a panic.
When it comes to content that performs well and reaches your higher ups, it tends to come from people who are a oversimplifying content repurposing down to using AI to making a gazillion pieces and spewing them everywhere just because you can.
With AI facilitating the creation of content in bulk, mediocrity has never been more common and quality has never been more rare.
The thing is, what good would those dozen repurposed content pieces be if….
They sound like half-baked, poorly prompted ideas that lack an interesting angle to capture interest
You lack the resourcing to maintain the channels they’d live on
Don’t get me wrong.
AI or influencers are not the problem.
In fact, I’m a huge fan of AI-assisted workflows for content repurposing but there’s an art to it.
What you need to do is deal with the rampant misinformation that’s affecting your work. This means you need to inform others and challenge ideas at work in order to (hopefully) turn things around.
Then, to make repurposing work, you need to define the following:
ICPs + Channels: Who are your ICPs and where do they hang out online?
What resonates on those channels?
How high-effort and impact is the content there for you?
Which of those channels are you able to be consistently active on?
Channel Mix: Which content pieces you could then repurpose from to create content for those channels
Long-Term Plan: Ensure you have a plan to maintain a healthy cadence on those channels
You can make repurposing work for you as a small team (or one-person team) but you’ll need to be wise about the number channels you pick in terms of impact and effort and how those channels “play” together.
