How to immediately become a more productive brand marketer.

You know what’s always held weird appeal for me?

Those fashion mag spreads where they build 20 different outfits around the same shirt or skirt.

Like, ‘Here’s how you wear it to the office!’ or hello, ‘Here’s your shirt, on a farm! In a café!’ Not that I’ve ever followed the same advice for my wardrobe. I’m a big fan of wearing a similar get-up each day—fewer decisions mean more time!—but for your brand? Couldn’t be better.

Here’s why.

Your content is like clothing. Your brand marketing budget means you only have so much time and money to create stuff or pay other people to do it for you. And while you (hopefully) know quality trumps quantity—you also know there’s got to be a certain volume of content if you want your brand to stay visible.

Here’s what to do.


So, much like you might wear that same shirt to different events—but styled in a different way—do the same with your blogs, presentations, podcasts and the like, across different platforms. Think of it as slicing and dicing a single piece of content so it has a longer life (and you get more bang for your buck).

Here’s how to start.

Publish blogs, infographics, videos and podcasts in their entirety on your website, LinkedIn Pulse, Medium, Reddit and other self-publishing platforms. (As relevant. Certain tactics shine in some places and flail in others. That’s a topic for another time!)

Also consider offering to guest blog for media and other brands that share your audience and can give you access to a bigger one—but promote products and services that complement yours (rather than compete directly). That’s how I came to write for The Huffington Post about small business branding.

Next up, select juicy short-form segments from those same long-form blogs, vids and the like that can stand alone and still be useful. Share those segments as tweets, and Facebook and LinkedIn profile updates. (Link each segment back to the full tactic too, if you want.) A few pithy, punchy sentences make for a perfect segment.

What kind of things work well to share in this short-form way?

Anything that could be considered a quick tip, hack or technique that your reader will instantly understand in a brief paragraph, and doesn’t need lots of explanation or examples to make sense. If you’re teaching something useful—you’re on the right track.

Take my recent piece: 3 web writing secrets stripped bare. I published that full post on my website and LinkedIn—and promoted it on social media.

And here’s the short-form segment I pulled from that same blog—and published on its own on Facebook:

Even if your brand doesn’t have blue hair, emotive web copy is critical. It’s the hook that hooks people in.
Here’s a quick hack if you’re struggling with stodgy text: Before writing, list the emotional needs of your visitors (not just the functional stuff they need your business to fix). Then frame those needs as powerful questions or bold statements that nail how your audience is feeling about their current reality and what’s tough about that. Or how they’d love business and life to be.
Leading web pages with this copy not only builds rapport with your reader—it also creates urgency. #newlens

A simple, stand-alone solution to a common problem summarized in a few lines.

Before you make repurposing your new mantra, consider a couple of things:

1.    Check your analytics first. Be sure it’s content worth giving an extended lease of life to. If engagement left a bit to be desired with your long-form piece, you may be better off choosing another blog post instead of flogging the same sentiments in short-form.

2.    Customize your content. Remember to tailor your segment to the platform on which you intend sharing it. So you can get away with a few sentences on LinkedIn—though make sure you signal value to come in your first few words—but you’ll need to rework the same insight to fit Twitter’s 140-character limit.

What’s cool about all this repurposing?

So much. Consistency for one. You’re telling the same brand message everywhere you are. You’re visible in lots of places, frequently. You’re sparking intrigue and leading people back to your longer-form content where the deeper story lives. And best of all—you’re not killing yourself trying to come up with new stuff 24/7.

It’s a lot of longevity. For just a little love. Marketing for the (fashionably) minimal among us!

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