Live workshop: Turn one conversation into a full content calendar

00:00 hello everyone uh Welcome to our live webinar on content repurposing and I

00:08 know this say this every time but like I am extra excited about this session cuz we have a

00:16 crazy star studded I'd even say I'm going to just like lift you guys up before we before we go um list of expert

00:24 guests here joining me to talk about content repurposing so thank you to everyone tuning in and um I want to

00:33 actually start off because a lot of you it might be your first time that you're uh tuning into a Riverside event or

00:39 heard about Riverside so we are an endtoend content creation platform you can record and edit your content get uh

00:49 transcripts make Clips so we're going to be getting to a few of those things today throughout the session but um I'm

00:56 going to be sending a link soon in the chat for anyone who wants to try out Riverside for the first time you can try out a free Pro trial I'll send that link

01:05 pretty soon as you watch along a little bit of incentive to keep you to keep you watching but as we start um I'll just have you all introduce yourselves so

01:13 Ross I'm going to actually start it off with you awesome I'll take it so I seen a lot of Canadians dropping in the chat so shout out to Canada I'm in the house

01:22 as well I'm from uh Nova Scotia we're all cold trying to stay warm uh just like everybody else in the polar vortex but I run a company called Foundation

01:31 which is a Content marketing agency we support B2B brands with uh content repurposing distribution also the author of a book called create once distribute

01:38 forever that's kind of my Mantra um as well as a DAT of three and uh I also recently launched a product called distribution. AI uh so super excited to

01:48 be joined with uh some of the Brilliant Minds on this call so thrilled to be here excited to chat all things repurposing it's going to be fun oh and

01:55 I forgot to also say as you're introducing yourselves I want to hear about like what you think is kind of the biggest mistake or misconception that

02:03 people have when they are repurposing because we're going to try to correct those misconceptions and mistakes as we go through so would love to hear what

02:10 yours are what yours is I'll start and I'll say my I believe the biggest misconception is that repurposing um content and thinking that

02:19 the same thing can live on all the channels the same way same formats same style uh works it doesn't like uh the

02:26 asset that you share on Instagram for video is going to be very different from the video content that you would share on LinkedIn um or at least the format

02:35 and the structure the caption all of that matters that is all the time yeah I was actually G to say that leads me right

02:43 into Anna because because we talked about that before so yeah got yeah I see that all the time I see you know the six

02:52 icons of the social media that the company is on and then I go check and it's the same posts across all and then

03:00 you go check and it's like how is it doing and it's not doing well because every single platform is a different

03:07 game to play um so yeah I see that a lot so I'm uh founder of uh Anna fov founder

03:15 of fov marketing consulting which is a customer insights and strategy firm I work with mostly um B2B seed startups

03:23 and turn customer insights into compelling positioning and messaging that specific people care about and I'm

03:31 excited cuz this is perfect this coincides with my new podcast I I was

03:37 host of modern startup marketing 200 plus episodes and now I have a new show and it's called building with buyers and

03:45 I just launched the first episode last night really late last night wow

03:52 congratulations thank you um the aspect of content repurposing that people tend to get wrong I think that people tend to

04:02 focus on the repurposing part and that is probably why Ross you're seeing that you know we got to get it on LinkedIn we

04:11 got to get it on Insta we got to get it on X we got to right it's they focus on the repurposing part more than creating

04:19 actual valuable and unique content for your Target buyer that ties back to

04:26 business results and I just want to say that I got this wrong too like we all I think make this mistake if not once then

04:36 maybe a couple times hopefully not more than that but I got this wrong too my podcast modern startup marketing has

04:43 over 200 episodes and it grew to top 5% worldwide and but I sell to Founders

04:50 right but my podcast was mostly for marketers so I just right like this this podcast has been going on and I'm like

04:58 it's great it's great it's going well but it's got to tie back to business results

05:04 right that's I mean Anna she's just like us what do you what do you know yeah

05:11 what do you know no it's it's like it's relatable I think that also I think that what it does is it means that people are trying to create content for all

05:19 different platforms and it takes so much extra work and then they're like oh I'm not getting the results that I want why am I doing all of this extra work so it

05:26 creates the cycle of oh my gosh you're puring so much work and you don't get anything back but actually if you do it well you're going to get a ton back and

05:34 that's what we're going to be talking about so Emily introduce yourself and uh let us know what you think is kind of the misconception and mistakes that

05:42 people are making when when they're repurposing yeah for sure also this isn't have my last name um I'm just updating my name I'm Emily Kramer some people call me Emily some people call me

05:51 Kramer so just having Emily was not not a good idea um anyway I am the author of Market one newsletter some may call it

05:59 mkt1 I don't care I'm also just like you and I picked a terrible name for my company um but uh anyway I digress I am

06:09 uh what else I used to lead Marketing in a number of companies I built the marketing teams up from scratch at assana I was the first marketer 35th employee there was there for four years

06:18 early days and also built the marketing team up from scratch at Carta um and for 5 years now I've been advising and

06:25 writing a newsletter and also investing right now I focus my time on the newsletter my new podcast which is coming out on February 5th I hope called

06:34 dear marketers um and uh what else am I trying to say here oh I also advise

06:41 growth stage uh heads of marketing um so those three things investing uh advising and writing and creating things Ross had

06:50 such a smooth intro on all the things he did and he's like and here's my book and I'm like I do some things so you know that's me I'm a little bit messy um and

06:59 um what else I think you know it's hard to go last on the content repurposing thing because I think the the things that Ross and Anna said resonate um but

07:07 mine mine would be actually I think that you have to start to think about the repurposing before you even make the original content um like back from the

07:15 time that you plan out the content if it doesn't go on the channels that you use and the channels where your audience is to Anna's Point like don't make the

07:22 thing in the first place so if you try to like make something and then later be like I think I could repurpose this it's not going to go well or as well as it

07:31 would have gone if from the time you started you said I'm going to make this thing I think it goes on these channels where my buyers are here's how I'm going to adapt the asset so it's it needs to

07:39 start from the beginning and I think I see this with just distribution planning in general is people like make the thing and then they're like oh crap I need to

07:46 distribute this like no no no don't make it if you don't know how you're going to distribute it and it's not going to work for the people you're trying to reach I

07:54 actually this leads me really well into my next question so kind of how I'm form ing this webinar is and we're probably

08:02 going to end up jumping around but kind of the before the during and the after for repurposing because I think that that's how you have to think about it so

08:09 I want to start Emily I'll actually start with you because you were just talking about it the before so I think that a lot of people start thinking about repurposing after they have

08:17 finished creating kind of that foundational piece of content that they're going to repurpose from how are you thinking about it before like how do

08:25 you come up with what you going to the content that you're going to make based on the idea of repurposing it

08:32 later yeah there's there's a couple things here there's how I do it and then there's also how I how you know companies that are you know not like

08:40 it's weird because content is the is my business as well so it's like kind of a different process that similar but different to what I recommend companies

08:49 do um mainly because like I make money off of things like paid subscribers and things like that so anyway um I won't go into why it's different because that's

08:57 not what you asked but um I think there's a a few things I typically repurpose things in a very similar way every time but that's not always the

09:04 case so I know that I am writing a monthly really long newsletter like very very long my partner calls them term papers because they're like they're like

09:11 term papers and uh uh so I'm forever college student I guess but I write these really long things and then I know

09:20 while I'm creating it that I am going to use that as my primary content for the month um and on LinkedIn and things like

09:27 that and so when I'm making the newsletter I make a lot of diagrams and stuff and those diagrams wouldn't be worth making if I wasn't also putting

09:36 them on LinkedIn as kind of individual LinkedIn posts so it makes some of that stuff worthwhile so that's kind of my thing and I'll probably talk about that

09:43 throughout but what I tell companies to do is I have this simple marketing brief called the gxs which is

09:52 gacs um and it is kind of if you're if you're my age and you watched a lot of Nickelodeon as a kid it's it's not a

10:00 coincidence that it's like Nickelodeon Gak um uh a lot of people are like I have no idea what she's talking about and that's cool but for the people that

10:08 that do I see you and hopefully you see me um all right what was I saying I am all over the place right now thank you Anna I said we'd go all over so like

10:16 this is this is meally I'm like unhinged in the morning um so okay what was I saying so you put

10:23 this brief um on every piece of content or everything that you're creating Beyond content and it's the same thing and gak stands for goals audience uh

10:33 creative which is the thing you're making and and describing it and channels which is your distribution plan and then the S is stakeholders if you

10:42 want it to be if your team's big enough that you're having a comp complex stakeholder process so from the very beginning before you make anything I recommend you make a gax brief you circulate it you get alignment on it if

10:50 there's lots of people involved um and I actually can you uh what can you re go go through that again what is it it's G

10:57 is what G is for gold A is for audience C is for uh

11:05 creative the other C is for channels and the S is for stakeholders and I written about this and stuff so it's it's on there and I have templates for it if you

11:13 subscribe to my newsletter and all that good stuff so by doing this and getting alignment on this up front it's actually becomes quite fast if you get in this

11:20 process um and it helps you think about all these things so in the second C channels that's really the distribution plan overall and that's where you should

11:28 start to think about how you're uh how you're going to repurpose this and then that also will probably cause you to have to go back to the other SE just to

11:36 make it confusing the creative part and Ma remap out how you're thinking about what you're actually making um with the

11:42 goal in the audience in mind um so that's how I recommend people do it I actually used the gax brief way back when when I was leading marketing at ass

11:50 sauna like a decade ago and I still have teams use it all the time and it's super fun when I go into an advises startup and they're already using it and it's

11:58 super valid Val just for getting that alignment so that's my like quick trick on it um and yeah hope that's

12:05 helpful that is definitely helpful I think I want to actually take it over to Ross and say how are you first so Emily

12:14 is um talking about how she like how newsletter is kind of the basis of her repurposing what's your basis of

12:22 repurposing like what's kind of the foundation and then talk to me about how you plan that Foundation yeah so

12:30 we operate in a in an interesting world where we do marke sorry if you can move the just hold the mic there we can hear there to do it so um for us we operate

12:39 in a world where we have two sides we have the clients and then we have Foundation marketing proper RW Simmons brand when it comes to our clients often

12:47 times it changes sometimes the foundation is an ebook sometimes the foundation is a blog post sometimes it's a white paper sometimes it's a webinar

12:54 it could be a wide range of different things as long as that asset that they've created is high quality to a point that anim made earlier it's like

13:02 you can't repurpose and distribute mediocre content and expect results like if you promote bad content you're going to get bad results if you promote and

13:11 distribute highquality valuable content that has what we call Channel user fit like this content is going to align with

13:18 your users on these different channels then you're going to have gold on the Ross Simmons side and the foundation side we're often times talking about

13:26 like an in-depth breakdown or an in-depth resource that we've created similar to kind of Emily sty with those like long form essays and then we

13:33 repackage and repurpose those um so it does differ depending on the actual asset that you start with but we believe

13:41 that every asset can be repurposed um even a simple tweet can be repurposed or a LinkedIn post that might only be 200

13:48 characters can be repurposed what we would look at is okay if you have a micro asset which would be like a oneoff linked imp post and you see that you

13:56 have content Market fit which means you have an inre increas level of engagement on that asset it means you're on to something and most brands most

14:04 businesses most creators will just say oh I had a viral post that was great that was fun and then move on to the next thing but in reality you should take a step back and ask yourself what

14:12 was in this asset that resonated with people on an emotional level that drove more shares more engagement more comments got people riled up a bit that

14:21 we can turn into a podcast episode that we could turn into a report that we could turn into a blog post so you use

14:28 these micro assets as a foundational insight to say we have something here let's go deeper on it and then when you

14:35 go deeper on it you now have a larger asset that can be repackaged and repurposed and reused into a wide range of different things so that's the way

14:44 that we think about it um it's like the asset has to be good and then if it's good or you see signals then start building it up from

14:52 there I like that's such a cool way of thinking about it because like you think about like the the foundational asset everything kind of goes off of it but it

15:00 could be something that's kind of towards the top really connects with people and then you kind of bring it back towards the bottom if you're thinking about it like a pyramid like

15:07 the foundational content and these bigger pieces of content what you could end up repurposing is one part of a LinkedIn post that did really well and

15:15 then that can educate your your repurposing plan or your content plan for the next cycle that's really cool

15:24 and I'm going to get back to that interesting that's that was not my definition of repurposing prior to that like I think of that as just like how do

15:31 you build a Content road map well you listen to what people are saying like I take the conversations that I have and then write down ideas during those conversations and then try to call them

15:39 and make them something or they come from lots of places so to me it's like incorporating feedback into your content road mapap but I like to think about that as repurposing that's another way

15:47 to to look at it that I think maybe makes it easier to say oh I'm actually going to look at what's working and then build content off of it to say like can

15:55 I repurpose this so you might have just changed my definition Ross I love I love it that's the goal I I actually want to jump in because we have a question which

16:03 is are we going to talk about actual examples of how to do this or technically how to do this and this is going to bring me over to you Anna

16:10 because I know that you and correct me if I'm wrong you're using recording as your kind of foundational piece of

16:17 content so tell me how that like let's go and I think that a lot of people that are using Riverside are also doing that

16:24 they're taking an hourong recording a podcast episode a webinar and creating a bunch of content from that so we've talked about kind of the theory but Anna

16:33 I want you to walk me through how are you doing it yeah so my I think that all

16:40 I recommend this to clients I work with and just anybody that's creating content is figure out um where you can create a

16:50 Hu large amount of it um kind of like Emily with her newsletter and for me

16:56 that's the podcast and I thought okay well I could sit down and write or how

17:03 about I just talk to people right and so just getting on the show and inviting a guest and having a conversation or even

17:12 just talking through some thoughts that I have cuz sometimes I have a 15minute episode and it'll just be me talking

17:18 through something by myself so that became like my pillar content right and

17:27 from there I can bring it and use Clips so I I

17:33 actually really like to um when I was working on Modern startup marketing and growing it uh a lot of the like folks

17:43 that found out about it was through video clips that I would post on consistently on LinkedIn and so I focus

17:52 on LinkedIn I focus on the podcast I'm like a solopreneur I don't have a lot of folks like creating content for me so I

17:59 knew I needed Focus I have a newsletter as well but um my main two you know um

18:06 content employees I guess right would be LinkedIn and the show and so the show is the pillar um I really like to sit and

18:16 just like before I used to take notes right and so I would take notes and then I'd go back and highlight like ooh they said this and then turned that into a

18:24 clip and that was awful experience and then Riverside you're amazing because now not only are

18:32 there Magic Clips but there are also um this feature that I don't think a lot of people know about it it's called Mark

18:39 clip and so I sit and I listen and I and I have like a more enjoyable experience versus like taking down notes right and

18:47 I listen for things that are like unusual like I didn't expect that to come out of this conversation or like

18:55 people need to know about this this is really cool this is something unique this is fascinating right and I just click Mark clip and then I go back and

19:03 create a video clip from it so it's really about like I know what I need to

19:10 know enough about my audience too so just taking a step back you need to understand like who are you making this

19:16 for and what would they find interesting or unique or something unexpected right so do customer research like I'm a I'm a

19:25 big proponent of understanding your buyer doing doing customer research understanding where they hang out what are they listening who are they

19:32 listening to what are they watching you know what are they reading who's influencing them all that stuff really understand that before you then just you

19:42 know sit and listen for that aha moment your your comment on marking Clips is getting a lot of attention in

19:50 the chat and so for anyone who doesn't know while you're recording on Riverside you can either press the mark button or you could just press the M on your keyboard

19:59 and what it does is it creates these little markers in your timeline so you can go back through and find all of those key moments so as I'm recording

20:07 also I'm just marking Clips because it makes it easier to repurpose later and actually um I am just going to share

20:14 really quick because you shared with me a picture of one of your clips that you one of your discussions that you had and

20:21 like this is what her timeline looks like it's like all of those little dots are like places where she marked a clip

20:28 there was a lot of good nuggets you could see my little circle there were a lot of good nuggets that we talked about and so then I have

20:37 like 20 25 Clips easy right cuz are you making clips for each oh sorry for yeah

20:45 for this one uh 50 minute recording I have like 20 25 Clips because there was

20:53 there were a lot of aha moments it was a great guest so um but you do need to

21:00 know like what are you looking for and so it's not just sitting back and listening you're being active but it's not like scribbling notes or typing

21:08 notes anymore it's a different kind of being active I can I think that that's like

21:15 it's one of the great Parts about when you're podcasting and when you're recording is like this active listening that you have to do because that's I

21:24 think how you get those aha moments even letting your your guest kind of have that pause or something like that that can create those moments where people

21:31 can actually jump in and almost have a candid moment they want to fill that fill that kind of that little pause there so it creates those little aha

21:39 moments but um I want to actually talk about so

21:45 technically um which automation like you can make a newsletter and turn into a blog post and turn it into social Clips

21:54 like that's a lot to do and I know that there are ways to kind of automate the process so that it doesn't actually feel

22:02 like once you record or once you write the newsletter it's like oh my gosh I have a whole other job to do now so Ross maybe you want to jump in and talk about

22:11 are which tools are you are using which automations tell me about like how you're mapping it out in your calendar yeah happy to so I've got a a

22:20 little slide that I'll share that gives a glimpse into some of the uh processes that I've used in the past and uh hopefully this will be Tactical cool

22:28 enough to give some folks the insight into the approach so slides when when we start with that main asset let's say you're creating a piece of content um I

22:36 love Riverside major fan um Good Company boy here uh Riverside you start to kind of create some great content you might use Google Docs substack whatever it

22:46 might be then you can also leverage like an actual AI tool like Jasper or copy. a to like turn any of that video content

22:53 into um like a longer form blog post Etc so what I like to say is you use your content to create content that can be

23:01 used to create more content so if you have that main episode or podcast out of that should be a bunch of different blog posts and you might be able to

23:09 essentially upload the transcript to a tool like Jasper um or even distribution. a and use that to create a series of different blog posts breaking

23:18 down different ideas from that what we like to use is everything from chachy BT to canva to automate the development of

23:26 micro content assets to kind of uh take these even further CA is great for creating visuals and Graphics uh and if

23:33 you are ever looking for like a tool to leverage to create like Frameworks that are Incorporated in your piece I'm a big fan of Cana as well um one thing that

23:40 we've been toying with recently that I think is going to have a pro and a con in the industry but is haen and 11 lab

23:49 so essentially you can upload a synthetic version of yourself which creates a fake deep fake version of you talking about the content that you just

23:57 created so if you go to my YouTube channel you'll find like a video of me talking about generative engine optimization but it's not actually me

24:05 like I never said those words my AI version of Ross when Odin like said those words in the script we created and

24:11 then uploaded and then used 11 labs to create a replic a replication of my voice I showed this video to my mom to

24:19 see if like she could tell the difference and she couldn't so it's kind of freaky and weird that that's like the reality of the world that we live in today but like you can create these

24:26 micro vertical videos based off of that today I'm not saying go and do that but it is a possibility um then you can develop more infographics and then all

24:35 of these things couldn't become more things so if I've created out of a report a graphic or a chart I should be

24:42 sponsoring Emily's newsletter and asking hey I don't know if Emily you even take sponsorships you do cool another Shameless fun great

24:50 company 2026 fol yeah there you go four years 2030 um but like you take that

24:59 if it's a great Visual and you're like hey Emily your team can we include this graphic in our sponsorship it generated a lot of engagement on LinkedIn it's probably going to resonate with your

25:07 audience there too so you have that type of Engagement and you can trickle it all through um and again like you can leverage all of these different tools to

25:16 to really put this on um autopilot in many ways like you can use vid IQ to optimize any YouTube video now uh to

25:24 really make sure that the um content that you're uploading is optim opiz for search which I still believe is a major opportunity for folks but yeah like this

25:32 would be the Playbook that I would run if I was doing it another fun thing that I just recently started to toy with is

25:40 this tool called sunno um I don't know if anybody has heard of sunno I'll drop it in the chat um but you can create like songs around things that are

25:49 happening so I created a quick song about this webinar session and some of the listeners can check that link out but I literally made this two minutes

25:57 ago and I think it's pretty good I haven't listened to it so the song Ross I didn't write the song A I did but it's

26:05 uh it's all in there so check it out let me know if it's any good and if it's trash then just blame AI don't blame me um but yeah there's uh there's some wild

26:12 things that are possible today I think there's one thing that you showed in that visual that was just like new assets like all sorts of different ones

26:20 and I think Emily I also remember you had this really colorful diagram of all of they're always colorful always

26:28 colorful but like this one was extremely colorful it was like you know colorful for 10 colors yeah but it was just like

26:35 all the different things like your blog post doesn't have to look like a blog post right it could look like something completely it could look like it could

26:43 be an interview it could be a calculator it could be um you know it it just so I think one of the things I was going to

26:50 say was like experiment with trying different forms of content to and don't just like pigeon hole yourself into into

26:58 one form like don't pigeon hole yourself with a 50-minute podcast episode do a 15minute just by yourself talking about

27:06 some topic that's on your mind try it do a two-minute one I would do like a quick like Tik toac video posted on LinkedIn

27:14 and then um add it to my podcast and it was 2 minutes and guess what people listen to the whole entire thing because

27:20 it's just two minutes so that could be like a Friday bonus episode right just T testing different things and seeing

27:28 how uh do they work do people like them do they listen to it do they look at it that's important too yeah iead I was

27:36 just going to ask are either of you seeing like a certain type of format work or drive better results right now like what's working in your

27:45 worlds I think for me um I have you know I I think a lot of people right now well first of all

27:53 LinkedIn is really funky right now by the way just in case anyone's wondering we're all nodding creaters are talking about it linkedin's been really funky and like the things that used to work

28:02 kind of don't work and you have to kind of play around and be willing and ready to change sort of the exact format like experiment with video versus text only

28:09 versus images and sometimes what worked last week doesn't work anymore and the same has always been true across other channels as well I think it's just incredibly uh obvious on LinkedIn maybe

28:18 more so in other ways so to Anna's Point like continually experimenting and not getting stuck in your ways is really important I think it's much easier for

28:27 creators who don't have big teams or even teams of one to do that I think when you get a big team what I see when people have big teams is they get very stuck in their ways because you have

28:35 processes and handoffs and ways that things work and so you're less Nimble and so as much as you can kind of like be nimble like a oneperson marketing

28:43 team that's one of the advantages of being a oneperson marketing team I've been there um or a oneperson Creator like is that nimbleness and so you're

28:51 trying to recreate that even if you're on a big team um but for me I think I'm Nimble in how I like purpose but my

28:59 newsletters have sort of stayed largely the same and it's actually what people tell you not to do they're incredibly long I have a monthly Cadence not a

29:07 weekly Cadence all of these things but it's what my audience expects and it makes it different so don't you don't need to follow the crowd in fact you

29:14 shouldn't necessarily on some of these things to to Anna's point so sometimes with algorithmic things like LinkedIn you kind of have to follow what's working there and what's not working but

29:22 for your core assets and the things that you're making and really owning like get creative break the mold that's stand out more so you have to differentiate on

29:30 what you're making in marketing I think people think my product has to be differentiated well your marketing has to be differentiated too I completely agree and actually

29:39 Emily I know that you wanted to share uh your process so if you're willing to kind of open up the the the way that you

29:47 are creating your content and maybe the flow that you're working on uh i' would love to be able to see that yeah so uh

29:55 let me move this over I don't I just make things in figma let me zoom in um so this is less my process but I want to

30:03 talk about um what I actually did well it's my process for one specific thing

30:09 so in um back in uh December I hosted my third what I call uh Market one showcase

30:18 which is where a number of companies including Riverside in December come and demo their product it's not salesy it's

30:25 we actually say don't have someone from sales it have your founder or marketer or some Community manager come and demo your product um and focus on a marketing

30:33 use case and so we did this in December and this drives so much content for me

30:41 so um you can see here I had the event on Luma I have some LinkedIn posts around it I have LinkedIn posts from the people that are participating this is

30:49 all the before is before the event LinkedIn post promoting it uh promotions from actual guests um and then I have

30:57 the actual event we recorded it in Riverside that event then became a news a video newsletter on substack this is a

31:04 screenshot from substack of a video that was made in Riverside and then afterwards I have tons of Clips I'm

31:11 doing clips for each company I'm also doing clips for different themes and just some general summary posts from me

31:18 and then when I actually share the clip of say Riverside there's Stephen from Riverside over here um then I I tell the

31:26 company in advance so they can share that clip too so that's kind of what it looks like um but this actually maps to how I think about content overall I do

31:35 one or two big things a month and usually that's a newsletter in this case the event drove the newsletter and then

31:42 from there my primary on the top here the blue my primary LinkedIn Focus for the month is that thing so I'm mainly

31:50 talking about one main topic so in December it was all about the Showcase the companies in the Showcase and I used that to drive the calendar and then I

31:58 also sprinkle in content from the past and repurpose content from the past in the mix during that month as well which is what I have down at the bottom and so

32:07 I really use this to keep a focus for myself and to make it so much easier when I have to post on LinkedIn three or four times a week to know what I'm going

32:16 to write about because I just am like my focus this month is this and it really helps and so I'll do a prepost on LinkedIn talking about the topic and

32:24 asking questions about the topic before I do the post or the event I'll do after posts if there's guests involved I'll

32:31 have them help I'll then make a paid asset for my paid newsletter subscribers based on that thing and this continues out for a month if not longer so in the

32:40 example of the Showcase um it's about a 7 or eight week period where like the main thing I'm pushing are things from the Showcase um so I don't know that's

32:49 how it works for me um and kind of what it looks like with the pink and the yellow being the big things and everything around it for more than a

32:56 month is is around this it's gold I love it yeah I would love to be able to share these with everyone who signed up via

33:04 email later when I send it out yeah and I also think just a few tips that we are using at Riverside um so one of the

33:13 things that you can do and I'm just going to drop the link this is just like super accessible for people who don't have teams and are a and uh want to take

33:22 their recorded content and make a bunch of different assets out of it but need kind of a start so what I always do after every single webinar that we have

33:30 I take the transcript that's made in Riverside and I copy it and put it into and I'm putting it in the chat this prompt splitter because then I don't

33:39 have to pay for the chat GPT plus because it splits it it splits like your entire transcript into chunks that are

33:47 just long enough so that chat TPT can use it because we all know how annoying it is to paste in something and it says too many characters so this really chops

33:56 it up so that you're able to feed it one like you copy one part then the next part and then you can kind of say into

34:03 that like create for me a like a a LinkedIn post out of this create for me

34:10 a blog post out of this I'm not saying to use exactly the what that's telling you from chat GPT because we all know that it can sound a bit robotic but for

34:18 me it just starts getting that kind of idea flow going I could say write a social media plan for me for the next

34:26 month based off of the transcript and I'm not going to use every single thing that's on that that it recommends but I

34:33 will be like oh that's a really cool like a behind the scenes video I could just really quickly take a picture of my setup um having and then like using it

34:43 for those kinds of purposes as far as then creating video content from it of course if you use Magic Clips it'll AI

34:51 clip the video that you created and turn it into these kinds of um engaging clips for social media that then you can go in

34:58 and put your captions on change the background make it look exactly as you want it but um I love to do a mix of

35:07 written and video and maybe one will work better than the other but that's even important for me to know like did

35:15 this video connect more with people did this post did it actually work better in a post and it can say pretty similar things those two things but one person's

35:23 going to watch a video another person's going to read through that post is there um is there anything that anyone that

35:32 anyone else is kind of yeah Anna you seem like you want well we just talked about how like LinkedIn is being all funky and people are kind of upset with

35:41 LinkedIn and impressions are down etc etc and I think um like there will be

35:49 ups and downs and algorithms will change but as long as you focus on what it matters which is again who are you

35:57 making this content for do you know enough about them like do your customer research and do you know enough to be

36:06 like I know what those aha moments will be for them I know what they will find unique and valuable with my content that

36:13 doesn't change that stays the same no matter what the algorithm does and so then it's about then right testing into

36:22 like okay well should I do more videos should I try this type of video clip should I do um you know the format change to this should I just do a couple

36:30 sentences and see if that works should I do an a picture a gif or whatever right it becomes more about testing that but

36:37 the core doesn't waver it stays the same on that note let's talk through like really practically how do you find out

36:46 about your audience like and I know that for for a lot of you like you have the large audience so you have a lot of people that you're able to kind of take

36:55 information from comment seeing what works but for somebody that's maybe not like that's trying to build their following that's why they're trying to repurpose to get more people to see the

37:04 work that they're doing what are some practical tips that you can use that they can use to get to know who Their audience is uh Ross if you want to jump

37:13 in with this one sure so the number one thing that I recommend is to go where your people are and find like the channels of the internet in which

37:21 they're spending time for some people that might be a certain slack group that might be um a private community Community or a subscription on Facebook

37:29 groups or something like that it might be a um P patreon Community a school with a K like all of those types of

37:37 things and then when you get in there what you really need to do is like um understand the types of content and the stories that they resonating within there like one of my favorite places to

37:45 go is Reddit to better understand communities and like people who I want to connect with um and I'll go into a

37:52 subreddit and I will like search for a client's domain I'll search for um content that is relevant to a certain

38:00 audience and then look and see like okay where is that content showing up so if I see that HubSpot is showing up in today I learned or if content is showing up in

38:09 a certain subreddit then I'll double click on that and go a little bit deeper to see like who are those people like who's in this subreddit uh for example

38:17 if I'm targeting entrepreneurs there's a subreddit called our entrepreneur I would go into that Community sort the content by top posts and then I would

38:24 analyze the last 50 posts that generated the most comments most engagement and use that to inform the stories that I give back to this community in the

38:31 future I would do that exact same thing in every single Niche if I'm talking to msps there happens to be a subreddit

38:39 called msps and I would go in and I do the same thing if I'm talking to electricians there's an electrician subreddit i' do the same thing if I'm

38:46 talking to um coffee shop owners same thing maybe they're not on Reddit though right so in that case I'd go to Facebook

38:53 I'd find a Facebook group I'd join that Facebook group and then I'd analyze all of the posts that got those people talking and then I would use that as

39:01 insight into the types of content that I should be creating because this is what they care about and when you have that Insight that these are the stories these

39:08 people care about there's no there's no world in which you shouldn't be able to create pieces that are actually valuable because you can see what questions

39:17 they're asking that have all kinds of questions and people complaining and saying this is broken and I hate this I'm really struggling with this okay

39:25 there's your content calendar folks you now know what the problems are right um and then you go in and you give folks that content time and time again and

39:34 that's how you win and to question if it's in my break that down there too yes go get Ross's

39:42 book all right anyway uh I wanted to say that I think what's interesting about what you're saying which is so true like how did I get way better at doing

39:50 LinkedIn stuff while I spent a way too much time on LinkedIn but like that's kind of what you have to do wherever it is and marketers are a lot of them are LinkedIn but the the thing that's

39:59 interesting here is like when you think about SEO um or yeah when you think about SEO I don't need to make comments about how it's dying or anything like that when you think about it still

40:07 exists when you think about SEO people know look at the articles that rank at the top mirror what they're doing I mean hopefully you know this create create

40:16 articles that are similar look at what's working and but obviously put your own angle on it and add value with it and all of those things a very similar thing

40:24 works for any channel you're using it's a little bit different different but like look at what's working add your spin add your unique take differentiate

40:31 it a little but but look what's working and so it's like take those practices that we had such processes or we have such processes and and rules of thumb

40:40 for doing SEO in a great way but you can do those same things in other places and it seems so obvious When Ross puts it

40:46 like he does but like use that same rigor on every channel that you're doing and you'll have a lot more success I

40:54 think we put so much rigor into some channels and then for things like social Community stuff we're like yeah there's no rigor that can be applied

41:00 here like there is rigor so much yeah it's true it's like if I'm going to launch a substack I'm going to go and study the best substacks and see what

41:08 type of content is one generating the most links because that's a signal to me that oh people outside of their world is linking to this content so it's probably

41:17 valuable or I'm going to use a tool like buz suumo which tracks like social shares on content and I'm going to plug in a domain and see like which content

41:24 got the most shares on Facebook or LinkedIn or Reddit or X or whatever and then that's going to tell me this is content that is worth sharing and then you use that to again like get clarity

41:33 on the types of stories you should be creating and then ultimately as we are all talking about repurposing like if you have great content repurpose it yeah

41:41 and um John has jumped in and just said that not for the people in the chat that they're not all kind of focused on selling some of them are looking to

41:49 their increase Their audience so that they can get add dollars and such uh because they're selling the content itself not a product service but I do

41:56 want to be clear that a lot of the things that we're talking about here still speak to that in the way that like

42:02 if you are going into let's say I somebody gave an example I was talking with a Creator in the community the other day and they have a health and

42:11 fitness podcast so what they do is they were went into health and fitness communities and asked a controversial

42:19 type of question what's more important when it comes to health a good breakfast in the morning or a full night of sleep and it got a lot of these people talking

42:27 okay great that's an episode maybe even just clipping that question and putting that online that is a great clip to get

42:35 people to like having you have like kind of side by-side grid if you're using video and say and asking that question

42:43 and having the expert kind of like about to answer cut the clip like have it stop there that will get people to want to

42:50 hear more of the conversation so whether you're trying to sell products or whether you are trying to grow your audience

42:58 it's the same kind of thing in the idea that the product is you and your podcast and the content that you're creating and Anna I wanted you to jump in on this

43:06 because I know that you wanted to to jump in on that I just want to say I never sell even though I have a company I never sell on my show like that is

43:16 just I have never I know people do that um I just do not connect to that at all

43:24 I want to learn from first and foremost I know that the people listening want to learn they want to be inspired they want

43:32 to hear something that you know could uh immediately make an impact in their work and that's what I want too that's why

43:40 I'm making it like I'm selfishly making it for myself too and so who I choose to bring on what I choose to talk about has

43:48 nothing to do with the you know getting sales and so that is very important I'm also thinking about just audience Right

43:57 audience who's listening to this I'm not thinking about selling that's all I wanted to add to that yeah and there I mean there are also things that you can

44:05 do like when we're talking about repurposing so we had talked before about magic clips with Riverside and kind of or creating Clips so I just also

44:14 want to add that so that's one part of it you can create Clips but what else can you be doing with that content so the other day for example one of the

44:23 webinars that we had done we I could spend my time creating clip and I think I did but on top of that like the chat

44:31 that day was on fire like people loved what we were sharing I took a screenshot of the chat and I made it into a static graphic and that got so much more

44:40 engagement than the real that I did like think try to think about the different the like fun ways that you can take

44:47 something you could take the chat you can take a like a technical moment that you had like you can you can take a

44:55 video of yourself getting ready to start recording that can be something that you're purposed in so yeah um that's I have I have a quick thought on this um I

45:05 think a lot of people we've been talking a lot about repurposing for you know social channels but what I actually do as well I think this is some was

45:13 somewhere in my crazy figma maybe maybe not but one thing I do as well is I am doing a number of things to the point before I'm building my audience I'm you

45:22 know my audience helps me get advises and things like that but I'm growing a paid sub subscriber base I have sponsors so I'm doing a number of different

45:29 things but um all that's to say is like one thing I do is I have paid subscribers on my newsletter and the main perk is that I have a pretty big template Library as well as some extra

45:37 newsletters and stuff and the template Library the way that to me is like a kind of repurposing so I'm making these

45:45 newsletters on a topic let's say I did one recently about marketing budgets and so I'm writing a newsletter on marketing budgets and efficiency metrics and how to make sure your marketing budget

45:54 actually works for your company and maps with the strategy and all of these things and then I mean this is more obvious which is why I chose the example but

46:01 then from there it's like oh well like I can it's not really repurposing but like build on this which is really what repurposing is I can build on this and

46:09 make a template for paid subscribers that's a budget template and again this is a little more obvious but some of them are less obvious and you're like okay well how would you practically

46:17 implement this if I was someone reading this how would I practically implement it what would they do what do my advises do how how do I talk about this and then

46:24 make that thing so it's like T taking it a step further but for you all that work at startups think about about this like my templates are paid subscribers they

46:32 would be lead magnets for you right there would be things that you could put that that go that step further that midf funnel content and so think about how

46:42 can you take this idea further and a lot of the work I spend time doing with advises is like yes it's the physical how do I make the clips and all of that

46:49 stuff or the the actual the Tactical doing that but it's also thinking through you have this great idea aide

46:57 like milk it double down on it pull it out do more on that idea so often I'll ask people like what's going to move the needle for you this quarter and they say

47:06 one thing or one big piece of content and I'm like well then why do you have 25 other things on your content road map if that's your big topic if that's the thing that's going to get the most

47:14 traction stretch it out break it apart think about it like Legos you bu I have Legos behind me um but it's blurred but like take them apart put them back

47:22 together make something new Lego e like think about what you're doing as Legos and F on rebuilding those Legos off the great idea rather than those 25 other

47:30 mediocre ideas and so that's really what I'm trying to do is like make one big topic that's going to work for me for

47:37 the month tear it apart break it up get you know have a have a template asset for that have social assets use that now

47:45 to Dy topics in my podcast all of those things so if you think about your big idea content ideas as like Legos it

47:53 helps me and I'm only a recent Lego offici a so um I'm just learning even more about how to apply this metaphor I I will also

48:02 just really oh I I will just really quickly jump in and say that um one of the like from this ex like from this

48:09 conversation for example like I would create a guide and I'm probably going to Ross if it's okay with you um I'll take what Ross has shared and create a guide

48:19 and so if somebody doesn't want to watch a full hour video you can get Ross's guide you know like I would take what Emily shared I would take what what Anna

48:25 shared and create different step-by-step guides like people want to consume different content different ways if you have a podcast guest and they talk about

48:34 like five different ways that you can change the way like your mindset around something I don't know where I was going

48:41 with this but put it into a guide put it into something printable that somebody can print out and use for themselves later without having to refer back to

48:50 that recording make it into a post like I agree with what Emily's saying that we've been trying we've been framing this is a lot of social media but there

48:58 are so many different ways that you can put on your website or put wherever different assets that are repurposing they're just not repurposing for the

49:06 sake of social media Ross I'll send it back to you yeah I was just going to show an example like I've lived this strategy and it's gold like back in 2022

49:15 I wrote a viral thread on why brand should study monday.com and their SEO strategies and then in 2023 it was my

49:23 most viral podcast episode and then I rot a Blog blog post about it and had the team like recreate that blog post in 2024 with new data and new stats but

49:32 these pieces all continued to hit and they continued to drive more awareness more Buzz more leads more pipeline all

49:40 of those different things to ultimately repackaged again so like when the podcast went live on create like the great we didn't just like press publish

49:48 on the podcast and call it quit we then wrote that blog post we embedded it in that blog post the actual episode itself

49:55 um I think recorded a video with that one as well and then we like took screenshots from interviews with people like the process continues so no matter

50:04 if you are trying to sell no matter if you're trying to build awareness no matter if you're trying to generate leads the end of the day I think one of

50:12 the key pieces that I was a great reminder even for myself that Emily just referenced is like good content lasts

50:20 forever and if you make the mistake of always getting that habit of new new new new new instead of taking a step back

50:29 and saying we had gold in 2023 why aren't we still using it you're leaving greatness just like sitting in the

50:36 corner collecting dust so take that old content do a Content audit and see what pieces might have drove better results for you in 2024 and why aren't you

50:45 talking about them again in 2025 like let's get off the hamster wheel of production production production and start thinking about repurposing the things that already work I love that so

50:54 much like let's not forget that we have data on content that people loved and if we still have the same you know Target

51:01 buyer target audience like we should use that again maybe change it up a little bit but people won't remember you know people don't see your posts most of them

51:10 people won't remember that you posted what you posted two months ago so bring it back you know change it up um one other thing I was going to say to that

51:18 question of how do you find out what your target audience wants to hear about or learn about

51:27 is um something I did with the modern startup marketing show is I um asked people I forgot how I asked people I

51:35 think I just kind of like asked within the episode and put a a a survey Link in the show notes like please fill this out

51:43 I'd love to learn more about what you think like what do you not like about the show what do you like about the show kind of questions like that and people filled it out and then I was like well

51:51 we leave your email so that I can schedule time with you and talk to you I think this is missing from companies not talking to their

52:00 buyers right people not talking to their audience that are recording episodes on podcast like they are there they are

52:07 listening they are gold for you just set up a half hour call and like people love to just if they love your content if

52:14 they love your work they're more than happy to meet with you and you can ask them questions like what was your favorite episode why was it so great what are you what am I not talking what

52:23 are the questions I haven't been asking that you would love to dive into more like things like that would be so informative to up you know uplevel your

52:31 show two quick things on oh go ahead Kendall want me I was just gonna I was just going to say like when I started with Community like in at Riverside my

52:39 background's in journalism so my whole thing is that I came in being like okay podcasters they want to connect because they want to network because that's what

52:48 journalism is all about but then when I was actually speaking with them they're like no I want to connect because I want to learn from people I want to help I want support from other people I want

52:57 mentorship I want to grow as a podcaster which is so different from journalism it's like if I ask somebody like what's

53:04 your setup they're like absolutely not that's my whole job is based off of kind of me having my own my own thing so go

53:12 into it with no assumptions if somebody DMS you or somebody comments on your post like you don't have to have this giant audience if somebody is commenting

53:20 on your post send them a DM hey thanks for the comment I'd love to hear more about you what do you do like have a conversation with them because as Anna's

53:28 saying like those conversations are gold when I first started being Community manager for Riverside like I spent the first few months and I still do it

53:37 getting on calls with people and hearing about them and it really makes you understand when you're having an episode when you're marking Clips like is that

53:45 something that George would think is also cool because I spoke with him the other day and I know who he is like I don't know George it's so helpful to

53:53 have a person um I wanted to add two things to what Anna said uh great ways to get ideas and get topics it's funny

54:01 to me a lot of people have events and they don't put a field that's like what questions you want to ask in the event beforehand that's not only useful for

54:07 the event that's useful for you forever so I ask those questions you can only get to a handful of questions in the actual event but you can write things

54:16 about those questions forever so I actually always do that even when I already kind of know the questions I'm going to ask to be honest and it helps

54:24 shape that event but it most certainly helps things I do after the event so don't sleep on adding that field and using that that's an asset um the other

54:33 thing I wanted to say is like I've been obsessed this was in my diagram but I've been obsessed with the the pre- LinkedIn post before I make my big long

54:41 newsletters my big assets whatever that is for you for my main assets I ask a question in advance what's your favorite I'm doing this right now I just posted

54:50 something like this on do that yeah like I'll say like I wrote something on meetings and marketing Cadence and how to run your marketing team this month

54:58 for my newsletter and I posted before what makes you love a marketing meeting what makes you hate a marketing meeting I get tons of engagement on these posts

55:05 sometimes people send me their things they send me templates and I of course credit them if I use them but they send me things like people sent me when I asked about budget templates what's your

55:14 favorite one people sent me like 50 of them I ended up throwing them all away and making my own but you know that's that's cuz I'm a perfectionist crazy

55:21 person but really like the prequest Nobody Does that but it works super well so so that is now part of my process every time you'll know what I'm going to

55:29 write about next month if you start looking at my LinkedIn about 3 weeks before cuz I'm going to ask about it that was gold folks if there's that little Mark thing

55:38 pod Mar the that's it that's it right there I just did it there's a you you had some markable

55:45 moments too right oh there are there are lots of there are lots of clips that are being marked in here there's one great book that has no affiliation with me but

55:53 Pat finin has a book called super fans um I don't know it's like it's it's gold and it talks about kind of some of the ideas that Emily just dropped I'd

56:02 encourage folks to check it out or even like I would just just to call out in the chat we had somebody asking why

56:09 there aren't the webinars that we've done uh on long form material what to do how to grow first of all we have had

56:16 some but as Anna was saying just because you've had it before doesn't mean that people see it one and two great note I'm

56:23 going to now Focus like that's my audience I'm going to be focusing on creating creating a webinar on long form

56:31 how to keep it engaging like these are the kinds of things that like even from a live chat even from a comment like you

56:38 can take those to use them as figuring out who your audience is what they want to learn about and creating content

56:45 because any repurposing plan that you create if it's not built on the foundation of what people want then you're just

56:52 repurposing a lot of stuff that people don't want it's like building your product like you would never just build it and not ask people like hey what do

56:59 you think about this some people do some people do Anna but those products end up pretty terrible I've definitely seen startups

57:07 I'm like you talked to no one before you did this when I'm as an investor but but yes the point the point R man I'm just choking around well speaking of

57:15 incredible products um I'm going to drop in the chat here for anyone who's not tried Riverside you can do a free trial

57:22 of pro boom that was a nice oh and I'll also put it on the screen in a second um

57:28 so you can use that hold on I'll put that in on the screen but I'll also be

57:35 sending it after the webinar during when I send out the email for all of you that

57:43 registered you can try that out it's a free trial of pro and I also another thing that people are doing lately that

57:52 I'm seeing is that they are taking live streams like this or their live stream themselves to one be able to speak with

58:00 their Community like there's no better way to be able to d uh connect directly in real time with your community than

58:07 going live so people uh podcasters are using live streams marketers to connect but also because then you can take that

58:15 content repurpose it and use that as the basis for your repurposing plan so we are leads me into my plug we are

58:24 actually hosting a live stream Marathon where we're g I'm going to be we're I'm going to be doing this for like six hours guys it's going to be crazy in the middle of the night in your time zone in

58:32 the middle of the night yeah but it's so if you want to learn live streaming skills and also we're going to be

58:40 raising money for a really great cause we're going to be raising money for youth creators in New York to learn how to tell their stories and ignite social

58:48 change with DCTV everyone who watches uh for every view we're going to be giving a dollar to that organization so it's

58:56 also really for a great cause I'll send the link in the newslet in the email that I send out I'll put that on screen

59:03 again but um if you want to learn how to live stream we're going to be going through every aspect of live streaming with some expert guests and as Emily

59:12 pointed out you can also just watch along to see me slowly like uh disintegrate into myself if that's more your speed

59:20 so yeah um otherwise we've hit the top of the hour so I really want to say thank you to all of you that have joined

59:28 in the chat but all of like the three of you these have been some really incredible insights thank you for sharing your screens and sharing really

59:37 actionable tips of how everyone here can repurpose their content and um yeah really appreciate you all really

59:45 appreciate you all in the chat and uh thank you all thank you all for joining We Appreciate You Kendall yeah thanks

59:52 Kendall you're a great host great host oh my gosh great clip Mark clip the best toost ever Mark

1:00:00 clip this super fun thank you see you guys later bye thanks bye