Julie Littlechild and Steve Wershing on Creating Content By Breaking Things Apart

Show Timeline:

3:25 Ways you can efficiently utilize existing or new content
6:02 Strategies for repurposing content
12:38 Building one piece of content into something bigger and how to bring it together
18:19 Tips and tricks to break down existing content into bite-sized pieces of additional content
23:09 Leveraging content from other audiences, such as centers of influence and why you don’t need to create all of your own content
25:51 Creating a checklist that ensures your content gets mileage

Links:

Using Direct Input From Your Clients to Design an Effective Content Strategy
How to Make Your Client Communications Work Harder

Want more?

Stephen Wershing:
Website: https://clientdrivenpractice.com
LinkedIn: https://www.linkedin.com/in/stephenwershing/
Twitter: @swershing 

Julie Littlechild:
Website: www.absoluteengagement.com/blog
LinkedIn: https://www.linkedin.com/in/julielittlechild/
Twitter: @jlittlechild 

Episode Transcript:

Steve Wershing:
Welcome to Becoming Referrable. The podcast that shows you how to become the kind of advisor people can’t stop talking about.

I’m Steve Wershing. Thought leadership, creating original content is a powerful and crucial idea to differentiating your business and establishing your unique niche. But who has time to create content? For example, if you blog, Google gives priority to longer pieces, and that might mean 1500, 2000 or even more words.

Well, there’s no question that thought leadership takes an investment of time. But what Julie and I talk about in this episode is how you can get more mileage out of it and get more return on that investment of time. We talk about making content creation a little easier by building it one little piece at a time. But more importantly, we talk about breaking apart large pieces to use in multiple ways. Create multiple communications, so that every piece that you create gives you a lot more marketing opportunities.

We talk about where you can discover those ideas. We discuss the concept that not everything that you create has to be necessarily strictly financial. As long as your target market cares about it, and it relates to the service that you provide. We talk about making it a little bit easier by doing what comes naturally to you, whether that be writing or speaking or teaching or whatever way you can get those ideas out of your head.

We cover lots of ideas that we hope will help you get a lot more mileage out of the investment you make in creating content and how you can enjoy the benefits of the additional clients and referrals it can attract.

And so here now is my conversation with Julie about getting more mileage out of your marketing by breaking it apart.

So, Julie, recently I had a conversation with an advisor. And working through that conversation, I thought that you and I might chat a little bit about this, because I think a lot of other of our listeners would benefit from the ideas that we discussed there. And it’s all about repurposing content.

Julie Littlechild:
Yeah. Great. I’m so glad you brought this topic up because it’s so practical and sometimes we can talk about big concepts, but I’d love to dig into that idea.

Steve Wershing:
And one of the things that intimidates a lot of advisors, we talk about how content can differentiate you. But then advisors get really intimidated, reasonably enough, because creating content can be a lot of work.

And so the one advisor I was speaking to was faced with that, they have some very specific thoughts about their target clients and what kinds of things can get them ahead. And so I was describing all the different ways that they could promote content that they created out there. And the adviser stopped me in the middle of that and said, “Steve, when are we going to find the time to create all this stuff? I mean, you know, it could be an awful lot.” And I’m glad that he did that because it got me thinking about how you can efficiently utilize the content that you create so that you can get a lot more mileage out of it.

Julie Littlechild:
Yeah. Well, it’s so true. And we deal with this in our businesses too. We generate a lot of content. So I completely appreciate what this guy was going through. So when you were talking to him, just for context, what were some of the types of content that you were looking at?

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