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Yesterday, I talked about The Magic of 7 and how it takes hearing new information seven times in order to retain it.
This means for someone in your audience to internalize your message, they need to be exposed to it seven times.
Not only that, but when a person hears a message for the seventh time and it clicks, they will attribute the value of that message to the last person they heard it from.
You could let your competitors help out with making some of those impressions and hope that people come back to you for that magical seventh time, but that’s a lot more risky.
Instead, you should be contributing as many impressions toward The Magic of 7 as possible. How do you do this? You repeat yourself.
Of course, you don’t want to just repeat the same exact thing over and over or that gets monotonous real quick.
You need a way to mix things up and keep it interesting while delivering the same core message each time. The best way to do this is by repurposing your content.
Use Different Mediums
Primarily, you want to take your content and reproduce it using a new medium. The route I recommend is to start with writing and move to audio. Once you’re comfortable with audio, move to video.
So take the blog post you’ve written and try recording a podcast. Take the things you’ve talked about on your podcast and record a video. That’s exactly how seanwes tv was born.
Some of your audience will consume all of them, others will only consume one kind of content. Either way, you’re reaching new people and you’re reaching existing people in a new way.
Publish On Different Platforms
Another way of repurposing is to publish your content on different platforms. You always want to have your own platform—that’s your website—but you can still go to social media and share your content natively.
Rather than only share links to your site, make a point of engaging natively on those platforms. Upload content directly for a better chance of people engaging with your content.
Inside the content itself, point back to your site for people who want to get even more.
Try Different Lengths
Something else you can experiment with is different lengths of content. Maybe you’ve written about a topic before but it was a really long post. Try changing it up and delivering the same message in a shorter format.
Similarly, if you only have short posts, what does it look like for you to expound upon your ideas?
Give some depth to your message by writing about it at length.
The same goes for podcasts and videos. They say videos have a sweet spot of 5 to 7 minutes for maximum attention, but that’s just a rule of thumb. If you have a good message in front of the right audience, people will watch for hours.
Don’t be afraid to try out longer or shorter formats. If you have a really long podcast, what does it look like for you to condense that message and deliver it in a shorter format that saves people time?
If you only have a short podcast, can you actually continue to deliver massive value when you speak at length on a subject without rambling?
Don’t Apologize for Repurposing
Nothing’s tackier than saying, “I know I’ve talked about this before.” Nobody cares and nobody wants to hear that.
For one, the majority of people probably didn’t hear you talk about it the first time, so you just sound pretentious, and two, they could stand to hear it again in a new light.
It’s a different time, so there’s different context and you probably have more experience. That automatically makes it valuable. So don’t apologize for talking about something again, just talk about it.
Find ways to give unique value, no matter what you’re delivering or how many times you’ve talked about the subject before.
Do your best to contextualize it and make it relevant for the time and place you’re delivering.
Repurposing Enables Refinement
One of the greatest benefits of repurposing is that it enables you to refine. By sharing a message over and over in new mediums, at different lengths, and at different times, you’re going to improve it.
Unlike people who only think they know a message, actually teaching it will show you how little you truly know. Good teachers make teaching look easy. If you’re naive, you’ll think it’s simple because it looks simple.
If you ever had a rock polishing machine as a kid, you know what this process is like. You’re following the instructions and they say to put the rocks in the container, add some grit, turn it on, and wait three weeks.
At this point, you’re thinking, “Three weeks?! I’ll be dead by then!” But refinement takes time. That tumbling process is what grinds away the imperfections and results in a polished final product.