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Written by: Justine Young
The internet is a crowded space – in fact, there’s nearly five billion people on the internet across the globe. With so many people in the room, it can be difficult to get your firm to stand out.
One of the most tried and true ways of gaining prospects’ and clients’ attention is probably the most obvious: create quality content. But that’s often easier said than done – creating valuable content takes time, money and consistent effort. And if the recent J.D. Power survey showed us anything, it’s that advisors are short on time (28% reported that they don’t have enough time to spend with their clients!).
That’s why repurposing workflows are so valuable – they amplify your existing content so it can reach even further. At its core, repurposing content is just the practice of taking a valuable idea or message and transforming it to suit different spaces. Instead of a single blog, your message can be found in videos, social posts, micro-blogs and more.
Today, we’re exploring how financial advisors can use repurposing workflows to amplify their content, reach more audiences and promote their brand while saving time and money.
The Benefits of Repurposing Your Content
You spend time and money on creating content for your clients and prospects – so you want to get the best ROI possible. Luckily, repurposing workflows deliver just that through a host of benefits:
- Visibility. Some of your prospects are on Twitter, while others spend their time on Facebook or browsing search results on Google. When you find ways to repurpose your content for each channel, you’re going to put your content (and your firm’s brand) in front of more people.
- Time. Creating a new piece of content for each channel can be exhausting (and expensive). Instead, repurposing workflows allow you to take an original piece of content and tweak it to fit various audiences. In the end, you’ll have more content in less time.
- SEO. Search engines love fresh content – rather than posting that same blog over and over again, repurposing allows you to present the same great ideas in an exciting, new way for both audiences and search engines.
Now that we’ve covered those core benefits, let’s explore how you can get started.
How to Repurpose Content for Maximum Impact
Before you can begin building repurposing journeys, you’ll need to identify two key things:
- What kind of original content you’re making.
- What distribution channels your firm wants to use.
The point of “repurposing” is to take something that you already have and make it more accessible. Take a look at the content that you’re already creating regularly (or even perform a content audit).
Some common pieces of original content many firms are already creating include blogs, podcasts and social media posts.
Know Your Distribution Channels
Next, take a look at where your firm is posting these content pieces and what formats are accepted on each (you probably wouldn’t post a blog on YouTube, right?). It may be helpful to make a chart like the one shown below.
| Your Firm’s Content Distribution Channels | Content Format | Notes |
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Tweets must be 280 characters or less. Maximum of four images per Tweet. | |
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Instagram is a visual-first platform – each post must include an image. Captions are limited to 2,200 characters. | |
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LinkedIn is a good spot for long- or short-form content. | |
| Blog |
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Blogs are text-first pieces of content but often perform better with a visual element as well. |
| Spotify |
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Each episode also includes a description. |
| YouTube |
|
Once you have all your channels sitting in front of you, it’s easy to see your options when building out repurposing workflows.
Let’s look at an example of how you could use a repurposing workflow to turn a blog into a series of Facebook posts and a video.
How to Repurpose a Blog: A Sample Workflow
A workflow allows your team to plan out exactly what needs to be done and who will be involved in the process. Today, we’re walking through a simple, five-step example workflow for repurposing one of your firm’s blogs – let’s dive in.
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Choose your blog
First, it’s time to choose the blog you’d like to repurpose. I recommend you choose either:
- A high-performing blog that you think is really resonating with your audience.
- Or a previous blog that is currently (or will soon be) relevant. For example, if you published a blog two years ago about tax planning, and you’re approaching tax season once again, this could be a good opportunity to promote that content.
Once you have your blog in hand, consider the main points that you’ll want to retain as you repurpose the content. These will help guide you and any other team member throughout the repurposing process. You can even copy and paste the content into an AI machine like ChatGPT and ask it for the main points!
Related: 10 Ways Financial Advisors Can Use ChatGPT
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Choose your audience, format(s) and distribution channels
Next, consider who will find this content the most valuable and where they might be spending time online.
For example, if you’re writing a blog about transitioning into retirement, your audience is likely in their late 50’s to mid-60’s, and might be more active on Facebook than Threads or X (Twitter). They may also be your newsletter’s number one demographic.
In this scenario, perhaps you would choose to repurpose your blog into a series of Facebook posts as well as a short explainer video to include in next month’s newsletter.
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Collaborate as needed
To create the Facebook posts, you choose to summarize the blog’s key points using casual language and a few fun emojis, in addition to an eye-catching graphic. To that end, you may need to collaborate with other members of your team, such as a social media manager or a graphic designer. Similarly, your short video might require help from your media production department.
Of course, you can choose to create all this content yourself using free online tools and the video recorder built into your smartphone. Content creation can be as simple or complex as you choose – the most important part is that you create!
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Create the new content and build a schedule
Next up, it’s time to create your social media posts and record that video. It’s a great rule of thumb to always have at least two sets of eyes on any of your work before you hit publish.
I also recommend that you build out your distribution plan ahead of time – when will you publish the social media posts? Who will be the one to actually upload the content and press “post?” A few moments spent planning helps to ensure all your hard work goes up without a hitch.
Related: 3 Important Parts of Building Your Advisory Firm’s Content Calendar
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Distribute and engage with your audience
Lastly, it’s time to put your work out into the world! Don’t be afraid to ask you audience for feedback either – did your client Joann find the explainer video helpful? Would she like to see more content like that in the future? That feedback can help you hone your repurposing workflows in the future.
Creating content is a never-ending machine that helps establish you as a thought leader in financial planning and provides your clients with more value. With repurposing workflows in hand, you can find efficiency along the way.
Related: Podcasting Equipment 101: Everything You Need To Get Started