Transcription
All right, confession time. I made almost no over 200 podcast episodes, but I barely utilized them. I know there is many, many business owners in the same situation as me where we just we put so much effort into recording a podcast, we write all our notes, we record the podcast, we edit the podcast, we put the podcast live into the world, and we don't get that many downloads.
We might get a couple of sales from them because that's obviously the dream. But there's just a level where I was just capping the amount of reach I could have been getting from all of this effort in one podcast. And about 50 episodes ago, I switched things. I changed the way that I was doing things. And I want to share with you what that was because it made the whole process of repurposing, which is something I'd always told myself I wanted to do so much easier.
And so by repurposing, obviously I haven't prefaced that. I suddenly started utilizing all of the effort I was making making this one podcast episode. And instead of that just being one Instagram post and a blog post and a YouTube video, which already wasn't too bad, I was now doing about 20 posts from this one piece of content. And I finally felt like I was utilizing all of this effort for that one episode into so much more reach. And I want to explain that system to you today.
So, welcome back to the podcast. If you are new here, my name is Jackie and I help business owners create and craft their own strategic and beautiful brands that help to grow their business rather than holding them back and doing that in a way that is actually really efficient and not going to cost them or their team absolute hours. And as someone who is a mom of almost three young people, I know a thing or two about being efficient and I hope that I can share some of that with you today.
Many of us when we have we want to we want to we want to okay, we want to create for social media. I know there's all these people that say, and you might have been one of them, that say, "I hate social media. I don't like posting to social media. Social media, this social media that." Honestly, a lot of it is excuses and feeling disheartened at the algorithm, feeling disheartened that it hasn't worked the way we want to. Feeling disheartened that we put effort into something that hasn't resulted in the results we want it to have, right? If it was working for you, I guarantee you would love social media. So, something is missing. We need to fix that little gap.
And I quite enjoy social media. And I don't get like a bazillion likes. I'm not Instagram famous, but I do get sales and I do get traction and posting there is relatively easy for me. And I want to share with you why. Because if you're currently creating content right now, but it's feeling invisible, chances are you're not capitalizing on all the hard work you're doing enough. And so, I don't want you to make the mistake that I've been making for years. And I wanted to show you what I've been doing for the last 50 episodes that has made a huge, huge difference in my business, to mindset, to momentum, to my visibility, and so much more.
Because the real cost of not repurposing isn't just not utilizing all your effort. It's actually because you're capping your reach. You can think about it. There's only a certain amount of people that listen to podcasts, right? And so to be able to put your podcast out into the world in different formats is really, really useful. That's just a practical business decision, right? You've already done all the thought leadership, you've already done all the hard work of thinking of the content, you might as well bring it into different formats. People can consume it in different ways.
Plus, for example, me, I'm not always listening to podcasts. So, I'm not browsing my podcast recommended and my feeds and my latest uploads from different people that I'm subscribed to. I need to be reminded and I need to see on your Instagram or via an email, for example, what you're putting out there to see if I want to stop what I'm doing and go and give it a listen. I need that reminder. And the chances are that your audience does, too.
And the risk we have when we don't repurpose is that we are stressing ourselves to constantly think up new content. We're like, "Oh, I've done an Instagram post on this today. I better make a new talk about a totally new topic tomorrow and a totally new topic the next day." What you can actually do and what I have discovered is I talk about one topic a week and I have a ton of different content that comes out related to that one topic. And not only is that a lot less work for me, it also means that firstly my audience is actually getting to see what I'm saying about that topic. Because I don't know about you, but you would probably have realized by now that not everyone that's following you is seeing every one of your posts. So it's actually quite prudent to post a similar thing multiple times but from different angles, right? Because people can then either even get delivered it in the first place because social media is quite fickle or they might see it in a different way like they might have seen your three posts about this podcast episode but because you angled it differently with your messaging each time people are then seeing it. We need to be taking the pressure of social media and instead of reinventing the wheel all the time we need to be working a lot lot smarter and a lot less harder.
Okay. So, for example, what I do just to let you in fully, as I mentioned, I record one podcast episode a week. I personally also do that for YouTube because for me, YouTube is a really, really great converting platform for me. If you're not already doing that, it is something I'd recommend looking into, but not the point of this podcast episode. But it is helpful to record yourself in video form. Even if you're not uploading it to YouTube, you might even just record it on your phone and upload that later on to another repurposing platform that I'll share about down the track.
But what I do is I record that podcast episode. And for you, that might not be a podcast episode. I'm honestly not precious. I want you to have a hero piece of content. So, one hero piece of content per week, right? Then I want you to take that and repurpose it. And this could be like you could you could do it each week, you could do it every second week, or you could do it per month. You could have one hero piece of content per month. And this hero piece of content, if you're doing your business and managing your business correctly, this isn't just a random piece of content you're doing. It's related to your current business strategy. For example, I'm recording this podcast episode a few weeks in advance and it's actually leading you towards something that I'm going to promote in about two more months, but it's a part of a whole strategy that I'm doing. It's not just I'm just posting about repurposing today. There's a strategy behind it. So, everything that I'm doing, the hero piece of content has a bigger business purpose behind it. So, I know it's always going to align with what I'm trying to do in my business.
And sorry, back to the content. We're creating one hero piece of content. And this might be a blog post, a podcast, a video, or even a voice note. I'm not super fast on the content. It just needs to be slightly long form so that we can pick it apart. Then what I do is I repurpose that into multiple different things. And this is where people kind of get overwhelmed. There's many sides to this. And honestly, the copy side is the least tricky part of this. People like, "Oh, I don't know what to write and all these things." Because you've created your hero piece of content. If you wanted to, you could plug that into AI and ask it to repurpose it for you. You could say, "I want to make this into a blog post to a into an Instagram carousel to a static post into a quote post into into something I'm liking right now as like a storyboard kind of post." Then that's like five different posts, let alone doing reals, which I use a program called Opus Clip. I'll pop a link in the caption if you want it. And that kind of goes through my video and picks out key parts. You can do two or three of those. And then there's another three pieces of content. Then you might choose to do some B-roll content, which again you can ask AI to pull out some key quotes or some key phrases you could put into a into a reel. Then that's just one form of social media. You might then take those and post a similar kind of content to LinkedIn. You might choose to post that to YouTube. You might choose to post that to Pinterest. Picking all of your different areas. So for me right now, I'm posting to Instagram, LinkedIn, Pinterest. And Instagram is also stories and reals as well. Um I'm also doing a blog post. I'm doing YouTube. I'm doing the podcast. and all of that. It can seem like a lot when you rattle it off, but there are so many touch points and pieces of content and ways that I can reach my audience in the ways that matches how they're consuming content without me having to do that much work.
I've done the thought leadership part. Everything that AI is spitting out is based on my ideas. It's not coming up with its own ideas. I tell it look through what I've done and cut out different parts or use different angles to create this different content. And so, honestly, that's almost the easy part. You've got a great brain. You know exactly what you want to talk about. Create that voice note, create that podcast, create that blog post, then repurpose it. Use AI to help you with that. Or you can do that yourself if that's something you you love doing. But where people usually trip up is a design. It just gets too much. I need to have design to go with this. I need to have design to go with that carousel and that blog post and that podcast cover and that YouTube cover and that LinkedIn post and that Pinterest pin. It becomes a lot. But it doesn't actually have to be so hard.
What you really need is a system that makes repurposing feel small and doable. Because until it feels small and doable, you are going to avoid it, right? You're going to think, you know what? This is too hard. I'm going to push that to next week. I'm going to push that to next week. I'm going to push that to next week. And next minute, you're 100 podcasts later, and you're still not repurposing all that hard work you've been doing to record that podcast in the first place. And what you need to keep reminding yourself, this isn't about coming up with 30 different ideas for 30 pieces of content. It's about creating one really strong piece of content that you can take different angles from and post in different ways in different formats to connect with people on that same kind of topic because there are so many things like if you're recording a 20-minute podcast episode, even a 10-minute, even a five minute something. There are so many angles that you can use to bring people in to that. You might choose to have a call to action of go and listen to this podcast episode or you might just even choose to use it as strong content on its own. Like if you got a podcast episode talking about five ways to create a premium brand, I could literally create a carousel on the five ways to create a premium brand from that thought leadership piece I originally created. I don't have to even direct to the podcast if I don't want to. It's content in itself in its own right.
And so what you need and what the whole secret is, and this is what I stumbled across about 50 podcast episodes ago, is a whole repurposing system built right inside Canva. What I'm about to share with you, I'm actually going to provide to you as a Canva template. So you can take my whole system and steal it and start using it for yourself. Because like in the time that I've been utilizing this in my business, my business has grown over 100k, right? This isn't just like a show up for funsies. My business is growing very consistently because I'm showing up in volume where people need to see me. And I'm not doing that in a way that's taking me 20 plus hours a week. I'm doing that in a very strategic and effective way that utilizes my time and my efficiency and my thought leadership and squeezes every little ounce of juice of effectiveness out of that one piece of effort.
And so what I've done, I've created a spreadsheet in Canva and a design in Canva that has on it the first page a spreadsheet. That first page goes over all the different ways I'm breaking down one piece of hero content. As for me, that's that YouTube, it's podcast, it's blog, it's all the Instagram versions or the Instagram stories or the Instagram reels or the LinkedIn posts or the Pinterest posts. Those are the ones I'm personally focusing on right now. You can edit it to be whatever the heck you want it to be. And that spreadsheet goes through things like what type of content, when the content is being shared, if me and my team have finished working on it yet, what the caption for that is, there's any audio for the post, any imagery, and then a link to the design. And the beautiful thing, my friends, is is the links and the the the designs for all these things aren't spread across different Canva docs, aren't spread across different people's accounts. They are all inside this one Canva design.
So, if page one is that spreadsheet, because yes, Canva can do spreadsheets. Page two, three, and four are documents. Canva has docs built in. So, I have a page for my notes. That's pretty much what I'm reading off right now as I'm recording this. I then have a page for our show notes and the things that are written up for the podcast description or the YouTube description. We then have a page for the blog post. All of those things are literally right inside Canvas. We don't have to link and find different things within Notion and Asana and Google Docs. It's all together. Then we have the designs. And so after this, we have multiple different size pages with multiple different size designs. And again, the link is in the description if you want to access this template right now that you can start using for your business. I can't tell you how much time it's going to save you.
So, I personally have a thumbnail design. I'm going to look at what I'm doing right now. I've got a thumbnail design. I've got a podcast cover. I've got a carousel post. I've got a quote post. I've then got Instagram stories. I've then got two B-roll reels. And I've then got uh one of my Opus clip reels. So, where it's clipped out a clip from my YouTube video. I've then got Pinterest pins. And I've then got my LinkedIn posts. And at the end, I've actually even got like a whiteboard, which is where you can just whack in random graphics so that me and my team can have access to like if I need had a random logo for a product I was talking about or I had a cool like illustration that was representing a point I was talking about. All of those things are in one Canva design. Then I just use that same template every time I create a hero piece of content and me and my team know within minutes how we're going to repurpose everything. It means that no graphics are getting lost. We never miss anything. My team knows exactly when things are going live and there's templates existent for everything already. Like we have the templates for my thumbnails and we just have to edit that, change the text, swap in a new picture and that design is done.
Can you see how this system becomes easy and it's not a bottleneck anymore. It's not something that you need to stress about all the time. It's something that you can just put out there and if you have team helping you, you can just assign that to them and this process just gets outworked seamlessly. You can even add comments to your team. You can add notes to your team. you can just link this one design for you and your team to just access to know exactly what's happening with this one piece of hero content.
So, I want to encourage you that you don't need to create more content. You don't need to be stressing about thinking of more and more and more and more different angles to show up on social media. Just create one piece of hero content and whether you do it like me and you do that and and you utilize that for once a week or you utilize it for once a month or once every two weeks, create that and run with it. And like we could have created like we're only doing a few Instagram posts. Honestly, we could probably triple that and we still wouldn't be repeating ourselves because I waffle on so much in these podcast episodes. I could literally do a whole month of content in one podcast episode. And the beautiful thing is is then I then have content scheduled every single day of the week. I don't stress. Social media feels easy again and I can know that every single day there is strategic content coming out that aligns with my business goals because that's why I created the podcast in the first place. And that my audience is seeing me. I'm staying front of mind and it's not taking me absolute hours every week to do.
And the best part is like just as a side thing because of that freedom of knowing something's going live every day. I don't feel pressured to post or show up. And then when I do get a really cool idea, I can just post it. I'm not feeling like, oh, I haven't showed up in a few days or a few weeks. I need to make sure that I introduce myself again or do this. I'm already showing up and anything extra that I do is a bonus and I feel really creatively inspired by that because I'm not feeling restricted and like there's any shoods. It just becomes an I get to because the system is there supporting me without me having to think about it.
So, as I mentioned, I'm giving away this entire Canvas spreadsheet to you today that you can download and start utilizing in your business. Just head to white dear.com.au/repurpose and you can get the link for that and open it straight away. It's totally free. Just pop in your email address and we will send that through to you instantly. And then you can begin utilizing this system now to save you hours and to start utilizing all of that effort you're already putting in because you don't need a thousand ideas. You just need one good idea and to actually utilize that good idea.
So, I want to encourage you. It's time to stop doing all of the work and hustling just for the sake of it. It's time to start working smarter and not harder. And this spreadsheet, not letting design be the bottleneck in your business is going to be a huge shift for you and your team to get yourself showing up more on social media. So, it stops becoming a thing that you hate. it stops becoming a thing that is getting in your way and starts becoming a thing that you enjoy, that gives you visibility, that shows up, that gains traction in your business so you can grow without feeling the pressure and without it taking you absolute hours every week. So jump in now, grab that spreadsheet, and I cannot wait to hear what you think of it. Feel free to send me a message on Instagram if you are using it. Let me know what you think of it cuz you can literally, you could even for you don't even have to open the spreadsheet if you don't want to. You could forward it to your VA and say, "Hey, downloaded a spreadsheet. Can you make this work for and it comes with a little tutorial at start so they'll understand how to use it. Can you please utilize this for our podcast? I want to start putting out X, Y, and Z. Maybe list off the graphics you want to do. Use this repurposing system and implement that for my business. Like if you've got team for you, give that to them to implement for you. This doesn't have to be a you thing if you don't want it to be. Or if you're more of a control freak like me, set it up first and then give it to your team. But it works either way.
All right, thanks for joining me. I hope that feels inspiring and exciting for you because you have the choice to make this work for you. And I really, really hope that you do. All right, I'll see you next week for another episode. Bye.