Just over a year ago, my colleague Debra Horowitz and I launched a live stream series called Ready. Set. Action. What started as a single concept has evolved into something I’m truly proud of—a powerful content ecosystem that reaches people in different ways, on different platforms, and in different formats.
As a business owner and marketer, I’ve learned that the secret to effective content isn’t about creating more; it’s about maximizing what you already have. This mindset has become a high priority for me, and I’m constantly looking for ways to extend the shelf life of every piece of content we create.
So, how do we do it? A single live stream interview becomes nine distinct pieces of content over several weeks. What starts as a conversation is transformed into a variety of formats, each designed to meet our audience where they are.
Repurpose for Efficient Marketing
Here’s a look at how we repurpose a single Ready. Set. Action. episode:
- Live Streams: The interview first airs live on my personal LinkedIn and our Witmer Group YouTube channel.
- Social Snippets: We pull out the most impactful moments to create a highlight reel, which we share on the Witmer Group’s LinkedIn, X, Facebook, and Instagram pages.
- Podcasts: The audio is converted into a podcast episode, available on Spotify and Apple, so our audience can listen while on the go.
- Written Content: The full interview is transcribed and edited into a detailed blog post for our website.
- LinkedIn Newsletter: Key takeaways are then formatted for a LinkedIn newsletter and a separate social post.
- Google My Business: An article post on GMB to reach the local audience and support SEO.
- Email and Local Marketing: The content is also used in a marketing email to reach subscriber audiences.
- Personal Sharing: Finally, I share a personal post about the episode on my own LinkedIn profile, expanding its reach.
This intentional approach ensures that our hard work has a long-lasting impact, providing continuous value to our audience. As one commenter put it, this kind of “broadcast methodology” is the “OG way to market.”
Quality Turns into Quantity
In a discussion about the challenges of creating enough content, many people shared that it isn’t as easy as it sounds. “Post something,” they say, “But what? And should you just post some text or photos or video?”
This is precisely why I’ve become a huge advocate for narrowing your focus. Instead of trying to be everywhere at once with mediocre content, it’s better to focus on a few key platforms and create high-quality, substantial content. As another person in the discussion noted, having a clear plan is key to maximizing what you’ve already created.
By concentrating on producing one excellent piece of content and then repurposing it, you can ensure a longer shelf life and a wider reach. This approach not only makes your marketing more efficient but also ensures that every message you put out is meaningful and valuable.
As one friend commented, we didn’t just build a show—we built a “content ecosystem that multiplies impact week after week.”
What about you? Are you fully using your content, or is it scattered across platforms without a clear plan?