Transcription
We're live. Are we already? I didn't even see the countdown. Sorry, mate. Yeah, we're live.
No, that's all right. All right. Game on. Game on. We're here. How's it going? Yeah, good. Thank you. All good. Say, we're recording two on the bounce, aren't we? Might even do three on the bounce. Yeah, we're going hard this afternoon. Yeah.
So, if you are listening to these episodes in order, you might just notice over the next 3 weeks that they gradually decline in quality because the more we we fatigue or improve or improve. Yeah. Yeah. Uh, I don't know. I feel like that first one was we we had a bit of rust to get off because we it been so long. Yeah. Shake that off. Shake that off. Yeah. Um, yeah. Your rust was displaying itself in in full view when we were played a bit of snooker last night. Yeah. Yeah. Although, although you did turn around and say I that's probably my best ever performance or visit to the snooker table. I mean, I've only ever played snooker once and it was last night. So, no. That's a really m I mean I think so. Yeah. I think I've I've hit balls on a snooker table, but I've never played like a game from start to finish. Really? M That surprises me. Cuz I was so good. Do you mean? Uh no, you just love a pub sport, don't you? So, yeah, I do. Yeah. They're quite Yeah. loads of pool. Snooker tables quite hard to come by. Okay. You know, like when was the last time you went to the pub and saw a snooker table? Yeah. They're just so huge, aren't they? They are. Yeah. I mean, the amount of seats, it's all You got to optimize for space in pubs now. That's why they're all getting rid of their pool tables. Yeah. And they're serving burgers instead for like 15 quid. Yeah. burgers on 15 quid if you're lucky. Yeah. Well, we are in Norwich. Oh, where's that pub that's selling 15 quid burgers? Um, that's having our Christmas party next. Yeah, that's it. If you're if you're listening in box pub team, it's weather spoons this year. Yeah.
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Uh, okay. Uh, what do you want to talk about in this app? So, we're going to talk about repurposing our newsletters cuz people keep moaning about how newsletters are hard work. So, we're we're not going to make them any easier, but we're going to say, "Look, you've done that hard work. Now you can make that work go further. Okay. Nice. So repurposing. So we're going to take the content that's in our newsletter. We're going to repurpose it, recycle it, and then we're going to post it or use it somewhere else. Yeah, exactly. It's going to be a short episode, Jay. Yeah, I think it will be. Um should we wrap it up there? I mean, we could do just repurpose your news there. Yeah.
Um, I think, um, maybe the the first thing I would say is that if you're in marketing, then you'll know this. Um, and you might need to be reminded. If you're not in marketing, you might already know this or you just need to be reminded or you might just not know this. But you can't just say one thing once and just hope that everyone's heard it and you don't need to talk about it again. So, in marketing, we need to repeat ourselves. We need to be known for doing something specific, for selling something specific. Um, and so we have to be what we might perceive internally as being that annoying person who will always go on about the same topic again and again and again because the likelihood that someone does receive every single one of your messages across every single one of your channels is very very small. And even if someone does see the same marketing message twice or more than more than twice, they're not going to begrudge you for that. It's it's not as if you know it's going to be like well Jesus Christ I've already seen that once and why am I seeing it for the fifth time now. No said no one ever. Unless well I will say this unless you're watching a TV show and every single adbreak has the same advert every single time. Then that's annoying and jarring. But yeah, in general, um, you ever get it where sometimes you're watching TV show and an advert comes on and then the same advert just gets repeated like back to back. You you've just described hell to me. Yeah, that sometimes adverts. I hate adverts. I think I might even said this on the podcast before. I went to see Mission Impossible on uh Friday, I think Friday evening at the cinema, and they've got like adverts, then they've got trailers, and then now they have more adverts, plus all of these like weird um like cinema things. It's like, okay, well, here's an IMAX thing, and then here's like a Odon thing, and that man with the magician's hat waving a wand and saying it magic. I hate that guy. And it's like 45 minutes I'm sat there before um the film even starts. I also have a bit of a phobia towards like the sound of people eating and they there's an advert in a cinema where they play the sound of people eating. Yeah. And then like mobile phones start going off and it's like, it's making Yeah. It's really triggering. Yeah. Yeah. So I'm now going to turn up 40 minutes late for every screening I go to because I know I won't miss any of the film, which is mad. 40 minutes is crazy. If someone turned up 40 minutes late to a Zoom call, that would be crazy. I just think for me that it's too Anyway, it's too many efforts. Yeah. And that's it, guys. Thanks for thanks for joining us today. Yeah.
Um, okay. So, we don't have to be scared of repeating our marketing message unless it happens to be at the start of Mission Impossible on a Friday night. I Yeah, I think that's a really nice caveat actually, Jay. cuz yeah that's that's probably a big uh that's probably a big fear for some for some listeners. So with that in mind then we want to what we're talking about here is taking the content that we've worked so hard on in our newsletter and we want to use it somewhere else. James what are some ways in which people can you do that? Yes. Yes. So I think like you have to see your newsletter as like the long form video of your written output. So it's very popular these days for businesses, content creators to create one long video, let's say like a 15inute long piece of content and then from that they can get like 20 short videos. And we we sort of do that with this podcast, Jamie, don't we? Where you know we'll we'll produce this and then we'll get three or four shorts out of it and that's cool. that that your newsletter is is that long video, but it's but it's for written output instead. So from every newsletter, you you ought to be able to assuming that you're sending a conventional length of newsletter, which is, you know, kind of around 400 to 800 words. Maybe you're not, in which case, power to you, but this may not be as relevant. Um, but if you're sending within that length, you should be able to get two or three LinkedIn posts from it. you should be able to get a blog post from it, maybe even two blog posts as well. Um, you may even want to turn it into a podcast. And platforms like Beehive, for example, we're not sponsored, but you know, they are one example of a uh email marketing platform that are well, they're a newsletter platform, I suppose, but businesses use them, too. um where they have a feature that enables you to immediately turn your newsletter into a podcast and it's it's read out by some AI voice and it, you know, it sounds pretty good. Um so, um yeah, there are there are loads of ways that you can turn your your newsletter into other forms of content. I actually think Jamie, I'll be controversial here and say I think AI is the best way to do this. Um because because your input is so good, right? I'm not saying write the newsletter with AI. Sure, use AI to help, but write the newsletter yourself, but then once you've done that effort, you know, that's that's then 95% of the work done. And it's that extra exertion, that extra 5% where you can then feed that into your chat, your um AI tool of choice. It might be chat GPT or Claude or uh you know, Gemini or whatever it is, co-pilot if you're restricted at work. Um feed it in and say, you know, create three LinkedIn posts from this using the same tone. um or turn this into a a web friendly blog post uh or whatever it might be. Um so I I I think AI is definitely your friend here. I don't know is that do you think that's lazy? No, I don't think it's lazy at all. I don't think it's lazy at all. I think again I think with that caveat that we are we are creating something's good and so what we've effectively got got in terms of we've you know written the newsletter content and that's good. So, what we've got is a good prompt for any for the AI tool then because we've got this great piece of content, we've done 95% of the work. Um, you know, some people who are AI experts saying, well, you should be doing getting AI to do more of the work, so you're not doing 95% of the work. But I think for this point here, you put the copy and paste the content in and say, "Look, repurpose this into a few LinkedIn posts. Keep the tone. This is what I want to achieve. um these are the things I want to avoid. And then you've got it will spit these out for you and then you've got something you can just use straight away and you know it's it doesn't feel like you're cheating um and the quality is still good because you've you've got that really good prompt. Um one thing that we playing around with at the moment with a current client is saying okay well their newsletter is really good and we've been sending it for them for um maybe like over a year now or maybe a year. But this we what we want to do is compile all all of the additions um of their newsletter and we want to turn it into an ebook and we can say okay now this is a resource. So, we have to we're using use a bit of AI to to compile it all and to put it into something. But now, what we need to do is go through and copy edit it and say, "Okay, well, um, you know, there's some things here that that aren't don't belong in this ebook, but there's some things that are we need to now go through and comb through it and and that's quicker. That saves time, but we're still using an AI tool to do that. It's another way of repurposing a newsletter." Yeah. Yeah. No, exactly. uh and you know I so yeah I think if you are already cutting corners on your newsletter that will obviously be reflected in the in the content that you um that is produced off the back of that. I guess that's the that's the message here isn't it is that using AI to recycle your your your content works but only if the original content is is really strong. Um, and yeah, I think, you know, the thing I like about this so much, Jamie, is that not only not only do you get more out of that uh more out of that content, so more visibility, more reach, more reach in different areas as well. Like, for example, if you're creating a blog that is SEO friendly, then you know that that is that could potentially be discoverable through Google search. if you're creating LinkedIn post, you know, you're you're you're reaching your LinkedIn following and hopefully others beyond that circle as well. Um, but also the content that you're repurposing from your newsletters can be used as nets to catch new subscribers for your newsletter as well. So, there's an acquisition play here, too. Um, we're not just making the content go further. What we might add, for example, at the end of each LinkedIn post is, by the way, this was lifted from the newsletter we sent last week. subscribe here if you want. Um, you know, we might need to be careful with links because it's LinkedIn. Um, but you know, thinking about this repurposed content in terms of what it might do to um attract new subscribers to the newsletter is also really valuable. So, uh, add a CTA, you know, and post it in in different places. Create a um a Twitter thread from it if you're still on that platform. You know, post it into Reddit as well into a a relevant subreddit. um you know, making it go as far as it can isn't just good for your the visibility of your business or or your your newsletter brand or whatever it is. Uh but it's also uh really good for for for subscriber acquisition. Nice.
Um, a question that some people might have in their minds if they're listening to this is, okay, well, you're saying that I should take my newsletter and that I should repurpose it into other places. Why not the other way around? Why should I not take write the content in other places and then repurpose it into a newsletter? Yeah, I think my answer would just be that we always talk about exclusivity. So I think this is a case of the hierarchy of subscriber or follower and the hierarchy of uh follower that we subscribe to here at the inbox club is that your email newsletter subscribers are way more important than followers on LinkedIn for example or followers on other social media channels. Um, and so it comes down to where in the funnel these these these people sit. And I think anyone who's following you on LinkedIn, for example, or not even necessarily following you because I guess they're slightly further into the funnel, but anyone who discovers you via LinkedIn is at the very top of that that funnel. What you want to do is move those people over to your newsletter. So, if you're just posting stuff that they can already get on LinkedIn, uh, or they can already get from your blog, they're not going to take that additional step to give away some of their data in exchange for content from you. Uh, so, uh, yeah, this this comes down to to um how much we value a newsletter subscriber versus LinkedIn. And because we value the newsletter subscriber more, they need to be the first to get the good stuff. Okay, nice. Good answer. Thanks.
Um, how I think there's not really much else to say on this subject. I don't necessarily feel like we need to do a hot take either. I think my message here is is to just um that little bit of extra work can go a really long way. So, just take just take that content that you've already written and that doesn't start this isn't something that I'm that we're saying, okay, start from tomorrow. This could be like, okay, we'll start from last year. Dig out your newsletters and you've got all this content. you've got this archive of stuff that you've written. Okay, some of it might be, you know, not very relevant anymore because it was about an SEO update that happened way back when or some change in HR legislation or whatever it was back then. Um, but we can there is stuff in there that might be evergreen or at least if it's not evergreen then it's perennial or or something. We can take that we can use it and we can say okay well that's not gone been and gone. I can still use this and put it somewhere. Um, I think the other thing here, there is another way of repurposing a newsletter content. That's just by sending it again in your newsletter. We haven't spoken about that either. Um, how do you feel about that, James? How how do you feel about maybe resending a whole edition or just recovering topics? How do you feel about that as a thing in in newsletters? Yeah, I think it's absolutely fine. I would be mindful of how many new people I have on my list. Um, but but there's there's two ways of going about this. you you could wait an appropriate amount of time and resend a a newsletter if it's still relevant. And hopefully during that gap, you've gained lots of new subscribers and it's still reaching lots of new people and maybe the people that that might have read it a year ago are happy to have that reminder. So, I think that's a nice way of doing it. Uh the other um approach, and this is probably a different episode, Jamie, is uh rescending an email a couple of days afterwards to those who haven't opened the first one, which is a controversial tactic in the email marketing world, but um one that is certainly used by plenty of businesses. So, um yeah, there are uh there are plenty of ways to to make your content go further without even straying outside of the inbox. Nice.
Um, but wasn't that a supermarket slogan? Make it go a little further or Yeah, it's probably It sounds like a little or an Aldi, I reckon. Yeah, maybe. Maybe. There's no way Waitros is using that cuz they use it. It would be very audacious for them. Every little helps. Maybe you should just maybe just turn your butt to the camera and and tap your pocket. Tap the price. Again, that's another that's another Only Fans. Yeah, this premium version. Yeah, exactly. Yeah, next week we're going to talk about should you repurpose your Only Fans content. The answer is obviously yes. Um, yeah. Nice. Cool. All right. Nice little mini app for you. Um, yeah, see you next time. Thanks for listening. Cheers. Bye.
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