When it’s time to write a blog post, do you search for fresh ideas — but nothing comes to mind? Here’s how to repurpose content.

If you come up empty-handed, the solution might be at your fingertips. Instead of spending time writing entirely new copy, you can breathe fresh life into EXISTING content — your articles, blog posts, webinar transcripts, book chapters, and worksheets. It’s easy to repurpose your existing content.

Repurposing and “recycling” older articles is perfectly fine — as long as the topics are evergreen (still relevant).

It surprises me when my clients express reluctance to repurpose content they wrote years ago, for example, older case studies or blog articles. If the topic is evergreen, the content may need just a bit of editing — a tweak here, a twist there — to be updated.

Perhaps it’s my South Dakota roots, but whenever I write about the topic of how to repurpose content, the word FODDER leaps to mind.

One definition of fodder is “coarse food for livestock.” Ok, that definition does not apply! But this one does: “raw material.”

When you think about repurposing your existing content, think about the “fodder” at your fingertips!

Here’s why I like the word FODDER …

Early in my corporate marketing career, I figured out how to repurpose content. I had to — it was a matter of survival!

On any given day, I faced deadlines related to marketing brochures, direct mail, public relations, white papers, case studies, tradeshows, sales presentations, websites, online newsletters, and advertising.

Whew!

Since I was juggling so many projects at once, I mastered the art of leveraging and repurposing content to save time and meet deadlines.

Long ago, I began looking at the copy I wrote as much more than one-off content. Instead, I viewed everything I wrote as potential fodder for a future project. Today this skill comes naturally for me.

Are you a solopreneur (professional speaker, marketing consultant, business coach, life coach)? Or do you own a different type of business? Or do you wear the marketing hat for a larger company? If so, there’s a good chance you write a lot of unique content. This means there’s a good chance you have plenty of FODDER at your fingertips!

Follow 2 easy steps to “recycle” and repurpose  content.

Step 1: Use this checklist to identify ALL the places your written content exists.

• Marketing tools: Website, speaker one-sheets, brochures, sales sheets, and compiled testimonials
• PowerPoint or Keynote presentations and transcripts for keynotes, videos, webinars, and podcasts
• Handouts, worksheets, tip sheets, and checklists
• Social media posts and lists of discussion topics
• Published articles, case studies, and white papers
• Blog articles
• Email newsletters
• Opt-in box giveaway item (aka lead magnet, opt-in bribe, or freemium)
• Your books
• Your information products
• Other: __________________________________

Step 2: Take a fresh look at how you can repurpose your existing content — the fodder at your fingertips!

Let’s brainstorm a bit to spur some ideas. Take a minute to think broadly about the content you have written, per the above list. How can you “recycle” and repurpose your existing content?

Here’s an example: You could repurpose a webinar transcript into:

• Blog article or article series
• Guest blog article
• Email newsletter article
• Article to be published in a trade magazine (printed or online)
• Chapter for your next book
• Information product
• Opt-in box giveaway item, perhaps distilled into a worksheet or tip sheet
• Raid tidbits and share daily tips on Facebook and other social media sites

Instead of spending time writing entirely new articles, you can repurpose content by breathing fresh life into your existing, evergreen copy. 

I’ve been transforming “fodder” — already written content — into polished, vibrant, relevant copy for decades. I’m happy to help YOU transform your transcripts, blog posts, email newsletter articles, presentations, video scripts, handouts, worksheets, and other existing copy into NEW and UP-TO-DATE content.

Do you need fresh ideas and a bit of guidance?

If you need writing or editing support to repurpose your existing content, call me at 719-685-1108 or pop an email to Patrice@PatriceRB.com. Remember, I offer a free, 30-minute consultation.

Business owners who are writing marketing content – website copy, sales landing pages, brochures, speaker one-sheets, and other marketing verbiage – tell me it’s a chore.

They procrastinate, get stressed out, get writer’s block, and suffer through the first draft. Their editing process is more “critical” than “critique.” The words do not flow, and they are NOT having a good time.

For me, thanks to 3 decades of marketing and copywriting experience, writing marketing content comes fairly easily. It’s still a hefty project, mind you. But (thankfully) there’s not a lot of pain and suffering involved.

Right now, I’m immersed in writing several sales landing pages. The copy is flowing (thankfully). I just realized the reason why it’s flowing: Over the years, I’ve internalized these 3 secrets to writing marketing content.

Here are my 3 secrets to writing marketing content:

Secret #1. Follow the “itch-and-scratch” approach.

This is an extremely useful tool to have in your writing toolkit. Here’s how it works:

THE ITCH: Write the first few sentences of copy to directly address your prospects’ needs, challenges, or struggles.

THE SCRATCH: Write copy that directly speaks to the results – the relief they get – with the products or services you deliver.

Here’s an example:

THE ITCH: Are you embarrassed by your outdated website and mismatched marketing tools?

THE SCRATCH: Team with our skilled designers to create polished, professional marketing collateral, including a strategic website. You’ll enjoy this exciting, stress-free process. And you’ll love the results!

Secret #2. Use the word YOU.

Writing sentences that start with the word “YOU” helps to clearly present benefit messages. This is a must when writing ALL types of marketing content including website copy. (Note that you are “speaking” to an individual person, not a group of people magically reading your content in unison.)

Here’s an example:
In this interactive workshop, your sales reps will learn a proven process to hit their sales goals, month after month. 

“YOU” is a hardworking little word. It practically guarantees that your marketing content clearly presents “what you get” – the benefits and results your prospects will receive when they team with you.

Secret #3. Tap into the reader’s emotions.

As I thought about one of the sales landing pages I was about to write, I realized that prospects who need this product are feeling confused, stuck, and overwhelmed. As I wrote the copy, I addressed these feelings from beginning to end. Essentially, I kept my finger on the pulse.

When writing marketing content, take a minute to think deeply about your potential buyers. How are they feeling? What are the emotions they struggle with – the emotions that might drive them to purchase the particular service or product you are selling?

Here’s a helpful list of emotions, as a start:

Frustrated, overwhelmed, confused, unclear/foggy, feeling stuck, feeling pressured to make the right choice, scared, feelings of inadequacy, flustered, floundering, fear of wasting time, fear of wasting money, fear of failure, fear of making the wrong choice

Follow these 3 secrets to writing marketing content for your next project. Hopefully, there will be no pain and suffering – and a lot more flow!

Write marketing and website content that is visual (something the reader can picture) to ensure your message is clear and memorable.

Early in my career, an experienced writer advised me to write copy that enables readers to visualize a picture. I’ve boiled it down to this phrase:
“If they can’t SEE it, they won’t get it.” 

In other words, if your readers cannot form a picture in their mind:

• They might gloss over your words.
• They might not fully comprehend the meaning.
• They might not remember your message.

How do you write marketing and website content that is visual and memorable?

Seek to use as much visual language in your writing as possible, particularly in examples, similes, and metaphors – and by using powerful verbs. Try to make your content tangible, almost “touchable.” If you close your eyes, can you see a picture?

Even if you’re writing about a topic that is fairly abstract, conceptual, or technological, you can still strive to make a point with visual words and ideas.

EXAMPLE #1
This copy is for an imaginary speaker who leads workshops to improve team communication and productivity.

Not visual:

“Poor communication in a team contributes to rework, missed deadlines, and conflict. Enhanced communication among team members directly results in enhanced productivity.”

Notice how you gloss over the message?

More visual:

“Poor communication in a team is like tossing a wrench into the works, which leads to mishaps and general mayhem! The results are reworked projects, missed deadlines, and conflict. On the other hand, clear and consistent communication leads to a highly productive team that runs like a well-oiled machine.”

If you close your eyes, can you see a picture?

EXAMPLE #2

Not visual:

“Many personality tests given to teams offer confusing results and advice. This workshop presents a new personality test that identifies key strengths to show how each person is an asset to the team.”

More visual:

“Many personality tests given to teams offer murky results with nebulous advice. This workshop presents a new personality test that shines a spotlight on key strengths, illuminating how each person is an asset to the team.”

2-MINUTE CHALLENGE
It’s YOUR turn. Take 2 minutes to complete this quick exercise. Rewrite the first sentence to make it more visual. Post your sentence on this blog – I’d love to read your idea!

Not visual:

“Personality conflicts in the workplace are damaging and counterproductive – and distract from strategic projects. In this workshop, your team will learn 5 steps to resolve personality conflicts.”

“________________________________________________________
_________________________________________________________
_________________________________________________________”

(See the bottom of this blog post for my solution.)

Some final advice …

When you write marketing and website content, don’t use similes and metaphors ad nauseam. Also, avoid mixed metaphors. Here’s an example: “On our cruise, we went overboard on the buffet. To work off the extra calories, we joined every exercise class and sweated like horses.”

Here’s my solution for the EXERCISE:
“Personality conflicts in the workplace can crush team spirit, sabotage productivity, and overthrow strategic projects. In this workshop, your team will learn 5 steps to resolve personality conflicts.”

~~~~~~~~~

Coming up next: How to edit marketing and website copy for visual appeal and to make it more readable