November 7, 2024 • 29 mins
In this episode, Chrissy Rey interviews social media expert Heidi Schmidt about content repurposing strategies and the relationship between websites and social media. Heidi shares valuable insights on turning existing content into multiple formats, using AI tools for efficiency, and creating an effective content ecosystem.
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Episode Transcript
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(00:09):
Hello everyone.
I'm Chrissy Rey and we are back foranother episode of Website Success.
And today I have Heidi Schmidt with me.
She is the owner of Heidi SchmidtCreative, and she is a social media guru.
I'm not going to go more in depththan that because I would love it.
Heidi, if you could.
(00:29):
Tell me a little bit moreabout yourself and what you do.
Sure,
thanks for having me.
So I own Heidi Schmidt Creative,and basically I help overwhelmed
business owners kind of take theoverwhelm out of social media.
A lot of business owners just don't havethe time for social media, and so we have
(00:50):
done for you social media management.
We also do strategiesand VIP content days.
I started my business in 2020.
I had been a marketing director.
I've worked on the agency side.
So when you know, the world shut down, Ilost my job and had a first grader at the
time, and I was like, well, don't know ifI can go back to the office anytime soon.
(01:14):
So I had wanted to work for myselffor a really long time, so I just
kind of dove in and here I am.
, and , I love my clients.
I've worked with most ofthem for many years.
We focus mostly on Facebook,LinkedIn, and Instagram.
And there are social mediaplaces that do TikTok.
We don't do that.
, and we also do email marketing, , becauseI find that they fit very nicely together.
(01:35):
Awesome.
Thank you.
So, most of my audience is here becausethey want to make their websites
better and social media, obviously notyour website, but how can your social
media work together with your website?
So when you look at your marketing funnel,I find social media to be kind of a really
(01:56):
good piece of the marketing funnel puzzle.
Like it's great for buildingyour audience, for building your
brand awareness, for driving thatengagement, which in a lot of cases
is driving traffic to your website.
Like if you have a blog, you want todrive traffic to it, as you know, organic
traffic can be really slow to build.
So it's a really great way to drivetraffic, drive engagement, and if
(02:21):
you have a conversion point on yourwebsite, social media is a really
great way to get those conversions.
So , that's really howthey play very nicely.
And you know, if you have contentthat You're creating for your website.
How are you promoting it?
You know social media is one of thosegreat promotion tools for anything that
you put out on your website any sortof content that you're Producing lead
(02:44):
magnets all that kind of fun stuff.
Okay, and so you've got all thiscontent that you're promoting Are you
always promoting fresh content or canyou maybe reuse some of that content?
I am the queen of repurposing.
, I definitely think, youdon't have to constantly be
(03:05):
recreating the content wheel.
And I'm sure, you know, as awebsite expert, like refreshing
old content on your website issuper helpful for Google, right?
So on social media, like if you're ina situation where you're If you're in
a creative stump, , I always tell myclients, let's go back and look at what
performed well three, six, twelve monthsago, especially if it's evergreen,
(03:28):
because you're just gonna try to saythe same thing, so why don't we look
at, hey, this is what we did, how canwe refresh it for social media now?
I work with a lot of defense contractors.
And there are only so many waysthat you can say, "Hey, we're
hiring for software engineers."
You can certainly get creative.
(03:48):
But sometimes those creative engines,like they, they get a little stale.
It's always helpful to just goback and look at what's performed
really well and find new uses for it.
When was the last, if you have a blog thatperformed really well, when was the last
time you sent it out to your email list?
When was the last timeyou promoted it on social?
(04:08):
Content doesn't have an end date perse, unless, it's a specific event.
Then, you can't really repurpose thatstuff, although there is repurposing
that you can do for that kind of stuffin the sense that, when you think about
repurposing your content, you got tolook at your whole content ecosystem.
So you create a blog.
Okay, if you have a number of blogs,you can create a lead magnet, right?
(04:29):
And you can create an email, you cancreate an ad, you can create multiple
social posts, like when you create onepiece of amazing content, there's so many
different ways that you can repurposethat throughout your marketing funnel.
Okay.
And, what types of contentare good for repurposing?
(04:50):
What type of content isn'tgood for repurposing?
Is how I would counter that.
Blog posts can be, like Isaid, like lead magnets.
They can be turned into videos,taking a point out of that.
Webinars, with the rise of short formvideo, you can take soundbites from
webinars and turn them into short formreels with tools like Descript or, there
(05:13):
are a number of video editing tools thatturn long form videos into short snippets.
So really, the opportunities are endless.
If you have a blog, you can turn itinto a carousel for social media.
Carousels perform really well.
So, any type of contentcan be repurposed.
If you have a really great performingsocial post that might have been a little
(05:33):
lengthier, send it out to your email list.
Drive them back to something on yourwebsite that you're trying to promote,
whether it's a lead magnet, whetherit's a blog post, whether you're
trying to sell a service, whatever thepurpose of that social post was, because
everything kind of has a purpose, right?
Everything that we put out into ourmarketing universe has a purpose, even if
it's just to kind of make you relatable,that's still kind of brand awareness.
(05:57):
So yeah, any type of content canbe repurposed any number of ways.
Okay.
That's good to know.
And then when you're getting started withrepurposing, how do you actually do it?
Could you give an example of, youmentioned using blog posts as
lead magnets, but what, wouldbe the pathway to do that?
How would you turn a blogpost into a video or a lead
(06:20):
magnet or something like that?
So you kind of have to have a overarching library of your content.
Because you have to knowwhat you're working with.
So, if you realize, Hey, I'm missing alead magnet for X service that I offer.
But I have five blog posts thatare kind of intro posts talking
(06:44):
about , the five main points you know,why someone needs it, the challenges
And turn those pieces into an ebook.
Or if you have a blog post that kindof goes into how to do something,
maybe you turn that into a checklist.
Personally, I have a kindof content strategy planner.
(07:07):
It's more like a content planner thatI have, that also has a couple strategy
pieces, like an audience worksheet.
That kind of came from an offeringthat I have , my strategy sessions,
like I was using it a lot.
So I kind of repurposed the service thatI offer and I don't want to say dumbed
it down, but made it a valuable freebie.
So, if you have a webinar,there's a good opportunity to turn
(07:31):
that into a video for YouTube.
If you're on YouTube.
If you have a series of blog posts,that's a good way to kind of create an
email funnel, especially to be engaginga welcome funnel if you don't have one.
, and then, you know, any sort of contentthat you put out into the, interwebs.
How are you promoting it?
Because if you're not promoting it, , it'slike waiting for paint to dry to really
(07:53):
get the organic results sometimes.,
Always be repurposing any sortof content that you create.
Otherwise, why are you creating it?
Inbound marketing works.
Yes.
But inbound marketing is kindof an ecosystem of marketing
and marketing tactics.
Can you define what inboundmarketing is for us?
(08:14):
So inbound marketing, as opposed tooutbound marketing, inbound marketing
is where you really kind of putmarketing resources out into the world,
like blog posts, where you're kindof waiting for people to come to you.
You are attracting people to youversus like advertising, think
billboard advertising, where you'rekind of going to your audience.
That's outbound marketing.
(08:35):
Inbound marketing, content marketing,and all kind of is the same thing.
And it's really kind ofcreating a space for yourself
online where you can be found.
Okay.
, and then this is a big question I knowfor a lot of my audience because we are
big fans of using AI to help with SEOand creating content and everything.
(08:56):
But can you use AI to help youwith repurposing your content?
And if you can, how would you do that?
Absolutely.
, so I, you and I kind oftalked about this before.
I use a tool called Descript.
I also have a podcast, and I useDescript to turn my video for
my podcast, which sometimes goesup on YouTube when I have time.
(09:18):
And I turn that into Instagram reels.
And I use a tool called, cast magic,which helps me turn my podcast into it.
It'll summarize it for show notes.
It'll give me captions for social media.
It'll give me a sample email.
So there are so many tools out there.
(09:39):
You know, if you're very newto AI and you're like, holy
crap, that's overwhelming.
You can go into ChatGPT and you know, I'msure you've talked about this, Chrissy.
I know you did when you spoke ata luncheon that I was at, the more
specific you are with ChatGPT, thebetter the results are going to be.
So if you say, I am a whateverservice provider you are, I help.
(10:04):
Your audience do how you solvetheir problem please help me turn
this link, you know, your blogposts into five social media posts.
It'll churn out five captions for,you know, I would be specific.
If you were talking about Instagram versusLinkedIn versus Facebook versus threads
versus X, I will forever call it Twitter.
(10:25):
But.
the more specific you are with yourgoals, who you're trying to attract
and who you are, what you do, any sortof content that you put in there and
you're like, Hey, help me create, youknow, 30 topics to talk about, I,
I have clients who are like businesscoaches or therapists, you know, help
(10:46):
me create X number of topics about X.
It'll turn out captions for you.
So if you have a link to a YouTubevideo, ChatGPT can pretty much turn
that YouTube video probably intofive or six different captions.
Then that becomes kindof evergreen content.
(11:07):
You plug that into whatevercontent calendar you have, and then
you're showing up consistently.
And that's kind of how you, how younurture your, , content ecosystem.
Okay.
Okay.
Yeah.
I, everybody that's listening, that'sbeen listening for a while knows I'm a big
fan of using AI to sort of help you withyour workflow and speed things up and,
(11:27):
and for any of you that, , follow me onsocial media, if you've seen, I do little,
I guess they're called audiograms of thepodcast episodes and Descript, I don't
know if you knew this, but Descript has afeature that does that for you now, in it.
Did you know that?
Like the little, likewith the little, like.
Talky line thingy.
(11:49):
Yeah.
Yeah, it's called, uh, there's anewish feature called Underlord . and
one of the things it'll do is youcan, you can ask it to create clips
for you of your video or audio.
Oh, interesting, because I have seenyours on social media, and typically,
like, I, my podcast editor, she will takethe clips and just drop the, like, mp3
(12:12):
file, and I just upload it into Canva,and I have, like, a Thank you so much.
And a template that I use, but itdoesn't have the little like talky
line thing, which is always fun.
I'm always like, how do people do that?
But now if you can do it onDescript, that's amazing.
Yeah.
Now you know.
Yeah.
And it does the, it'll do the line onesand it'll also do like the circle, you
know, the circle with the spikes on it.
(12:33):
Yeah.
It does both of those.
Yeah.
Yeah, so, I mean, if you're, I don'tknow if your, your audience is more
likely to have blog posts or to do,like, longer form videos, but either
way, there, there are tools out there.
There's another tool, like, uh, JasperAI, you know, there's a small fee
for it, but it specifically helpsyou create that marketing content.
(12:54):
, and it's really nice.
Like some of these tools, likeyou can say, you know, create
a blog post about this podcast.
And so then you have a podcastand a blog post, and then you
can get your social posts for it.
And then you can also get your,you know, talking head reels.
So you're kind of showing up in allof the places that you want to be
showing up with when you use kind ofthese, these great AI tools that are
(13:17):
out there and hitting the markets.
And you mentioned Cast Magic.
Is that specifically for podcasting?
No, because you can do videos.
I learned about it from a training.
And you can probably also inserta link that's like, you know, turn
(13:37):
this blog post into X, Y, or Z.
You can kind of give it thoseprompts, similar to what ChatGPT.
Yeah, I've been using it for my podcastto help me create the show notes.
It'll also find the keywords.
So as you know, as you know,uploading your podcasts, you
typically enter the keywords.
So I don't even have to think about that.
I'm just like, oh, here are my keywords.
(13:59):
. I use, so I use ChatGPT lot, but I also started using Claude.
One of the things I like about ChatGPTis that it can access the internet so
you can get some more real time updatedinformation, but, and Claude can't,
but I've been finding that Claude isreally good at writing in your voice.
So, yeah, it's really good.
(14:21):
So I've, I've used it for, Takingpodcast episodes, the transcript from
a podcast episode, and turning it intoa blog post that sounds like the people
or person speaking in the podcastusing their, their terms of their,
their phrases, what they say, How theysay it and, and it'll, if you tell it
(14:43):
to, if you crunch it correctly, it'llpull,, strings or words and sentences
directly from the podcast episode anduse examples that are given in the
podcast episode within the, blog post.
So it's, it's been very helpful for that.
Oh, that's fascinating.
I'm going to have to try that.
Yeah.
Check it out.
Cause yeah, like any, any sort ofpodcasting or video that you do
(15:06):
shouldn't, you know, Easily we turnedinto a blog post and, you know, I
always, when it comes to repurposingyour content, I always start with
the biggest thing, like what's thebiggest piece of content that I have?
Like, do you have an ebook or, you know,some sort of lead magnet that you can
turn into blog posts or that you could,a webinar that you've done in the past
(15:27):
or workshop that you could turn intoblog posts and then how do you repromote
that via email and via social media?
So I always kind of start withthe biggest piece of content that
takes the most amount of work andthen break it down from there.
How often, I know there may notbe an answer to this, but how
often should you use repurposedcontent versus using fresh content?
(15:49):
I don't know that there isa specific answer to that.
I try not to repurpose content.
Well, if I'm repurposing a socialmedia caption that I used before,
I try not to do it too frequently.
Like, I might repurpose it onceevery six months, three months.
If you have a blog post that you'reRepurposing for social, like, you could
(16:11):
do, I think, back in my pre freelanceagency days, we used to repurpose that
kind of content once or twice a month.
You know, it's ever,especially if it's evergreen.
Because otherwise, like, does itjust go on your website to die?
How are you, how are youpromoting the content that you're
putting all of this work into?
(16:33):
So there's not really a right orwrong answer as to how frequently
you should use repurpose.
But if you have fresh content,you know, obviously you want
to keep fresh and everything.
But if you're in a slump, if you're inlike a creative slump, like, Oh my God,
what the heck do I post on social media?
Like, go back and look, lookthrough your old blog posts.
(16:54):
I was just chatting with a client thisweek and she's like, Hey, can we start
reincorporating some of the olderblog posts into our social strategy?
And I was like, absolutely we can.
So if you're, I say, if you'rescrambling with ideas, For how
to show up on social media.
That's when you reallydive into repurposing.
If you have things that are going onthat, hey, you know, you're putting
(17:17):
out a blog post every week, great.
We're gonna promote that on social.
You know, everyone has a slow season.
Everyone has a season where it's like,God, what are we gonna post about?
Yeah.
And I've, I've seen, , like onpodcast, a lot of podcasters,
they'll do like a best of.
So I don't know, would that beconsidered, if you're just republishing
it on social, would that be consideredrepurposing or is that just republishing?
(17:41):
I don't know.
That's a really good question.
I mean, it's definitely, I mean,it's definitely repurposing.
Why can't you republish, especiallyif you have all sorts of new listeners
who may not be going back that far.
Why not?
I think it's definitelya form of repurposing.
Typically when I think of repurposing,especially when it comes to the longer
(18:02):
form content, I think of refreshing.
So adding something fresh, something new.
But if there's a segment of your audiencethat you know is new that hasn't ever
seen some of that old content before, thenabsolutely just repurpose and republish.
Especially when it comes to likepodcasts or videos, I think.
(18:22):
Right.
Now, if you republish content, so let'ssay that you've got like the podcast
example, you've already published anepisode in December and then six months
later, you say, you know, it's relevantagain, I'm going to republish it.
Can that hurt you in, on socialmedia or like, is there, are
(18:44):
there any downfalls to doing that?
I don't think so.
Honestly, I really don't think so.
Okay.
And I and I say that because content onsocial media has such a short lifespan
It doesn't like, no, it doesn't go away,but the chances of someone seeing an
older piece of content six months fromnow is really, really slim unless like go
(19:09):
through your entire feed and on LinkedIn.
So LinkedIn only saves content for a year.
So if you scroll back a yearbefore that, like you're not
going to have that content.
So, you know, keep a.
Keep a repository somewhere, especially ifyou have really great performing content
on LinkedIn so that you kind of knowlike, okay, I know that I wanna repurpose
(19:33):
this, you know, eight, nine months fromnow because otherwise it's gonna go away
and I'm gonna lose that information.
That's interesting to know because, , forthose of you that are working on your
websites, having duplicate content, soit would be the same content posted twice
on your website, that can actually hurt.
As far as SEO, you've got to indicatewhich one is the, the primary one.
(19:55):
So, yeah, having duplicate contentis not always a good thing on
a website, but sounds like forsocial media, there's a little bit
different strategy to use there.
Yeah.
And, you know, definitely, if you'regoing to duplicate content like
that, like, definitely space it out.
I have, I have a client whoremembers, she's like, but I
remember that post from a year ago.
(20:16):
And I'm like, but youraudience probably doesn't.
Right.
We've posted like at least,you know, 150 posts since then.
So, you know, thinking about itfrom that perspective, oftentimes
we are our own worst critics.
So don't think, you know,oh, well, I remember this.
(20:37):
So I shouldn't use it again.
Because your audienceis constantly growing.
Even if it's growing slowly, itis probably constantly growing.
And there is an opportunity to get thatold content in front of new eyeballs.
What are some other strategiesthat we can use to drive traffic
to our websites with social media?
(20:57):
I highly recommend some form of metaadvertising for most of my clients.
Some of them take, take me up onit, others are kind of like, meh.
But it is a great way, one, todrive traffic to your website,
and two, to grow your audience.
There's a lot that you cando with meta advertising.
(21:21):
I am not a super duper expert onFacebook advertising, but it is a
great, great strategy to complementyour goals of driving traffic back
to your website and getting in frontof new audiences, because, you know,
those are kind of typically two ofthe main goals of our marketing.
I am a huge, huge fan of email marketing.
(21:42):
I say social media is rented space.
I think, you know, most of us businessowners probably remember when Facebook
was down for like eight hours and.
What, what do you do in that, youknow, if, if Facebook and Instagram
are the only ways that you'remarketing your business, how else do
you get in front of your audience?
Well, you send them an email.
Collecting emails is, thatis your owned audience.
(22:06):
That is your audience that you own.
So the more that you canbuild that through, you know,
lead magnets on your website.
Promoting those on your socialmedia is such a great way to
drive traffic to your website.
Like if you have a podcast going outeach week and you know, I'm terrible
at sending this to my own list, but itshould go out to your list because like
(22:29):
people forget, people get busy, but youknow, if you have an engaged audience,
you want to stay in front of them.
So email marketing,definitely advertising.
I.
I have been really kind of intriguedby YouTube lately, and it feels
overwhelming because video can be, Ithink, super intimidating for a lot of
(22:52):
us, but YouTube is basically Google 2.
0.
Like it's a giant search engineand that's how people use it.
They go there to search,they go there to find.
So if you're solving someone's problem,if you're answering sales questions,
Put out a short video about it.
Why not?
If you've done a workshop andyou've recorded it, like, why
(23:15):
isn't that video on, on YouTube?
Right.
There's, there's lots of opportunitiesthere and because there's also,
you know, you can link to thingsin there, unlike Instagram.
It's a great way of drivingtraffic to your website.
I had a business coach that I worked withwho focused specifically on freelance
(23:35):
marketers and kind of making thatleap from freelancer to agency model.
And she has grown her business somuch just by showing up on YouTube.
It's the point where you're like, shedoesn't really do much on Instagram
anymore because she doesn't have to.
So it's, it's a great tool to kindof get traffic over to your website.
(23:55):
Okay.
And what about Pinterest?
I know a lot of, a lot ofbloggers love Pinterest because
it's a visual search engine.
I just did an interview on my ownpodcast about, a marketing agency who
decided to really dive into Pinterest.
And Pinterest can feel overwhelming,but like, Again, there's a lot of
(24:18):
repurposing that you can do, and youcan share the same links, and all
you have to do is, you know, createtemplates in Canva, update those
templates, , or a tool like Tailwind,which is a scheduler for Pinterest
that has an AI component that willactually create the pin covers for you.
So, another, another funAI tool for everyone.
(24:40):
But Pinterest is a great tool todrive traffic back to your website.
Again, it's another search engine.
It's a more visual one.
but it works more like a searchengine than it does a social network.
For me, Pinterest feels overwhelmingbecause in order to really kind of
gain that traction, like you haveto be super, super consistent.
And when I say super consistent, I meanlike three to four pins a day, every day.
(25:05):
Now it's really easy to batch thatcontent to schedule it ahead of
time and repurpose things, butYeah, it can feel overwhelming.
So in other words, hiresomebody to do it for you.
Yes.
All right.
, is there anything else that you'd like to share about using social media
repurposing or anything like that?
(25:25):
You know, I, I think a lot of businessowners that I've talked to, they tend
to kind of, I feel like repurposingis, you know, a sign of failure.
It's not, you know, you don'talways have to have fresh ideas.
You don't always have to bereinventing the content wheel.
If you're creating any sort ofcontent consistently, then repurposing
(25:50):
is a strategy to save you time.
Like I consider it a time savingstrategy more than anything.
So don't, don't be afraidto repurpose and reuse.
I always say that repurposingyour content is self care.
Because creating content for socialmedia consistently can feel so
overwhelming for business owners who arelike, I don't have the time for this.
(26:12):
So looking back, looking at what you'realready creating for other points, Other,
other marketing, whether it's your blog,whether it's, you know, podcasts, whatever
it is, and consistently promoting that orre promoting that content that you have.
Like, if you have a blog that youhaven't promoted in six months, why not?
Repost it.
No one's gonna know.
(26:33):
And if they do know, like,oh, hey, I remember that blog.
That was really good information.
Let me go back to it.
And then, you know, they, they confer.
There's no reason.
Her attention spans aren't so longthat someone's gonna get hung up
on you republishing, repostingsomething that you posted.
(26:55):
You know, even a month ago,repurposing is self care.
That's my, that's my final message.
I like that.
I like that.
Now, what are some ways thatyou could help people, business
owners with their social media?
So if, if they want a DIY or if theywant somebody to just do everything
for them, how can you help them?
(27:16):
Yeah, so if you want to DIY, butyou're not sure where to start, I
offer social media audits andsocial media strategy sessions.
So we can look at your current socialmedia, see kind of opportunities for
improvement, make some recommendations.
The strategy session is really,you know, it's really kind of a
ask me anything over 90 minutes.
(27:36):
Like, hey, what are you studying?
Stuck on sometimes my clients, you know,they're, they just need content ideas.
They need help with their contentpillars and I can help with that.
And then obviously for if you have abunch of content but you're not sure what
to do with it, I do offer VIP contentdays and we can kind of map out what you
currently have and ways to repurpose it.
(27:57):
We can help you create reels and helpyou create some captions to promote that
evergreen content that might just bekind of collecting dust on your website.
How can people get in touch with you?
I can be found on Instagramat Heidi Schmidt Creative.
My website is www.heidijschmidt.comand you can also connect with
(28:17):
me on LinkedIn and Facebook.
Facebook at Heidi Schmidt Creativeand LinkedIn is, Heidi Schmidt.
Yeah, I think that's my LinkedIn
yeah, and I have on my websitea content strategy planner.
So if you're kind of like,hey, let me try to DIY this and
you want to kind of map out.
So every, every strategy that I do, everyclient that I work with, the first thing
(28:42):
that I ask them is who's your audience?
So my strategy planner kind of reallystarts by deep diving into your audience,
talking about your content pillars.
What's your value add?
, And then helping you map outsome content ideas to build out
kind of that content strategy.
Well, I appreciate you coming on.
, let me interview you.
And I really appreciate thediscussion about repurposing.
(29:05):
I, I do it all the time.
And I know a lot of, alot of creators do it.
It's as you said, it's self care.
It really can save a lot oftime and a lot of, frustration.
So I appreciate it getting gettingyou on here to talk about that.
Thank you so much for having me.
Everyone, thank you so much for listening.
(29:25):
If you want to get in touchwith Heidi, I will have her
information in the show notes.
So make sure you go towebsitesuccessacademy.Com, go to
the podcast, you'll be able to findthe episode there, grab the show
notes and get in touch with Heidi.
So I will catch you in the next episode.
Thanks for listening.
Hello everyone.
I'm Chrissy Rey and we are back foranother episode of Website Success.
And today I have Heidi Schmidt with me.
She is the owner of Heidi SchmidtCreative, and she is a social media guru.
I'm not going to go more in depththan that because I would love it.
Heidi, if you could.
(00:29):
Tell me a little bit moreabout yourself and what you do.
Sure,
thanks for having me.
So I own Heidi Schmidt Creative,and basically I help overwhelmed
business owners kind of take theoverwhelm out of social media.
A lot of business owners just don't havethe time for social media, and so we have
(00:50):
done for you social media management.
We also do strategiesand VIP content days.
I started my business in 2020.
I had been a marketing director.
I've worked on the agency side.
So when you know, the world shut down, Ilost my job and had a first grader at the
time, and I was like, well, don't know ifI can go back to the office anytime soon.
(01:14):
So I had wanted to work for myselffor a really long time, so I just
kind of dove in and here I am.
, and , I love my clients.
I've worked with most ofthem for many years.
We focus mostly on Facebook,LinkedIn, and Instagram.
And there are social mediaplaces that do TikTok.
We don't do that.
, and we also do email marketing, , becauseI find that they fit very nicely together.
(01:35):
Awesome.
Thank you.
So, most of my audience is here becausethey want to make their websites
better and social media, obviously notyour website, but how can your social
media work together with your website?
So when you look at your marketing funnel,I find social media to be kind of a really
(01:56):
good piece of the marketing funnel puzzle.
Like it's great for buildingyour audience, for building your
brand awareness, for driving thatengagement, which in a lot of cases
is driving traffic to your website.
Like if you have a blog, you want todrive traffic to it, as you know, organic
traffic can be really slow to build.
So it's a really great way to drivetraffic, drive engagement, and if
(02:21):
you have a conversion point on yourwebsite, social media is a really
great way to get those conversions.
So , that's really howthey play very nicely.
And you know, if you have contentthat You're creating for your website.
How are you promoting it?
You know social media is one of thosegreat promotion tools for anything that
you put out on your website any sortof content that you're Producing lead
(02:44):
magnets all that kind of fun stuff.
Okay, and so you've got all thiscontent that you're promoting Are you
always promoting fresh content or canyou maybe reuse some of that content?
I am the queen of repurposing.
, I definitely think, youdon't have to constantly be
(03:05):
recreating the content wheel.
And I'm sure, you know, as awebsite expert, like refreshing
old content on your website issuper helpful for Google, right?
So on social media, like if you're ina situation where you're If you're in
a creative stump, , I always tell myclients, let's go back and look at what
performed well three, six, twelve monthsago, especially if it's evergreen,
(03:28):
because you're just gonna try to saythe same thing, so why don't we look
at, hey, this is what we did, how canwe refresh it for social media now?
I work with a lot of defense contractors.
And there are only so many waysthat you can say, "Hey, we're
hiring for software engineers."
You can certainly get creative.
(03:48):
But sometimes those creative engines,like they, they get a little stale.
It's always helpful to just goback and look at what's performed
really well and find new uses for it.
When was the last, if you have a blog thatperformed really well, when was the last
time you sent it out to your email list?
When was the last timeyou promoted it on social?
(04:08):
Content doesn't have an end date perse, unless, it's a specific event.
Then, you can't really repurpose thatstuff, although there is repurposing
that you can do for that kind of stuffin the sense that, when you think about
repurposing your content, you got tolook at your whole content ecosystem.
So you create a blog.
Okay, if you have a number of blogs,you can create a lead magnet, right?
(04:29):
And you can create an email, you cancreate an ad, you can create multiple
social posts, like when you create onepiece of amazing content, there's so many
different ways that you can repurposethat throughout your marketing funnel.
Okay.
And, what types of contentare good for repurposing?
(04:50):
What type of content isn'tgood for repurposing?
Is how I would counter that.
Blog posts can be, like Isaid, like lead magnets.
They can be turned into videos,taking a point out of that.
Webinars, with the rise of short formvideo, you can take soundbites from
webinars and turn them into short formreels with tools like Descript or, there
(05:13):
are a number of video editing tools thatturn long form videos into short snippets.
So really, the opportunities are endless.
If you have a blog, you can turn itinto a carousel for social media.
Carousels perform really well.
So, any type of contentcan be repurposed.
If you have a really great performingsocial post that might have been a little
(05:33):
lengthier, send it out to your email list.
Drive them back to something on yourwebsite that you're trying to promote,
whether it's a lead magnet, whetherit's a blog post, whether you're
trying to sell a service, whatever thepurpose of that social post was, because
everything kind of has a purpose, right?
Everything that we put out into ourmarketing universe has a purpose, even if
it's just to kind of make you relatable,that's still kind of brand awareness.
(05:57):
So yeah, any type of content canbe repurposed any number of ways.
Okay.
That's good to know.
And then when you're getting started withrepurposing, how do you actually do it?
Could you give an example of, youmentioned using blog posts as
lead magnets, but what, wouldbe the pathway to do that?
How would you turn a blogpost into a video or a lead
(06:20):
magnet or something like that?
So you kind of have to have a overarching library of your content.
Because you have to knowwhat you're working with.
So, if you realize, Hey, I'm missing alead magnet for X service that I offer.
But I have five blog posts thatare kind of intro posts talking
(06:44):
about , the five main points you know,why someone needs it, the challenges
And turn those pieces into an ebook.
Or if you have a blog post that kindof goes into how to do something,
maybe you turn that into a checklist.
Personally, I have a kindof content strategy planner.
(07:07):
It's more like a content planner thatI have, that also has a couple strategy
pieces, like an audience worksheet.
That kind of came from an offeringthat I have , my strategy sessions,
like I was using it a lot.
So I kind of repurposed the service thatI offer and I don't want to say dumbed
it down, but made it a valuable freebie.
So, if you have a webinar,there's a good opportunity to turn
(07:31):
that into a video for YouTube.
If you're on YouTube.
If you have a series of blog posts,that's a good way to kind of create an
email funnel, especially to be engaginga welcome funnel if you don't have one.
, and then, you know, any sort of contentthat you put out into the, interwebs.
How are you promoting it?
Because if you're not promoting it, , it'slike waiting for paint to dry to really
(07:53):
get the organic results sometimes.,
Always be repurposing any sortof content that you create.
Otherwise, why are you creating it?
Inbound marketing works.
Yes.
But inbound marketing is kindof an ecosystem of marketing
and marketing tactics.
Can you define what inboundmarketing is for us?
(08:14):
So inbound marketing, as opposed tooutbound marketing, inbound marketing
is where you really kind of putmarketing resources out into the world,
like blog posts, where you're kindof waiting for people to come to you.
You are attracting people to youversus like advertising, think
billboard advertising, where you'rekind of going to your audience.
That's outbound marketing.
(08:35):
Inbound marketing, content marketing,and all kind of is the same thing.
And it's really kind ofcreating a space for yourself
online where you can be found.
Okay.
, and then this is a big question I knowfor a lot of my audience because we are
big fans of using AI to help with SEOand creating content and everything.
(08:56):
But can you use AI to help youwith repurposing your content?
And if you can, how would you do that?
Absolutely.
, so I, you and I kind oftalked about this before.
I use a tool called Descript.
I also have a podcast, and I useDescript to turn my video for
my podcast, which sometimes goesup on YouTube when I have time.
(09:18):
And I turn that into Instagram reels.
And I use a tool called, cast magic,which helps me turn my podcast into it.
It'll summarize it for show notes.
It'll give me captions for social media.
It'll give me a sample email.
So there are so many tools out there.
(09:39):
You know, if you're very newto AI and you're like, holy
crap, that's overwhelming.
You can go into ChatGPT and you know, I'msure you've talked about this, Chrissy.
I know you did when you spoke ata luncheon that I was at, the more
specific you are with ChatGPT, thebetter the results are going to be.
So if you say, I am a whateverservice provider you are, I help.
(10:04):
Your audience do how you solvetheir problem please help me turn
this link, you know, your blogposts into five social media posts.
It'll churn out five captions for,you know, I would be specific.
If you were talking about Instagram versusLinkedIn versus Facebook versus threads
versus X, I will forever call it Twitter.
(10:25):
But.
the more specific you are with yourgoals, who you're trying to attract
and who you are, what you do, any sortof content that you put in there and
you're like, Hey, help me create, youknow, 30 topics to talk about, I,
I have clients who are like businesscoaches or therapists, you know, help
(10:46):
me create X number of topics about X.
It'll turn out captions for you.
So if you have a link to a YouTubevideo, ChatGPT can pretty much turn
that YouTube video probably intofive or six different captions.
Then that becomes kindof evergreen content.
(11:07):
You plug that into whatevercontent calendar you have, and then
you're showing up consistently.
And that's kind of how you, how younurture your, , content ecosystem.
Okay.
Okay.
Yeah.
I, everybody that's listening, that'sbeen listening for a while knows I'm a big
fan of using AI to sort of help you withyour workflow and speed things up and,
(11:27):
and for any of you that, , follow me onsocial media, if you've seen, I do little,
I guess they're called audiograms of thepodcast episodes and Descript, I don't
know if you knew this, but Descript has afeature that does that for you now, in it.
Did you know that?
Like the little, likewith the little, like.
Talky line thingy.
(11:49):
Yeah.
Yeah, it's called, uh, there's anewish feature called Underlord . and
one of the things it'll do is youcan, you can ask it to create clips
for you of your video or audio.
Oh, interesting, because I have seenyours on social media, and typically,
like, I, my podcast editor, she will takethe clips and just drop the, like, mp3
(12:12):
file, and I just upload it into Canva,and I have, like, a Thank you so much.
And a template that I use, but itdoesn't have the little like talky
line thing, which is always fun.
I'm always like, how do people do that?
But now if you can do it onDescript, that's amazing.
Yeah.
Now you know.
Yeah.
And it does the, it'll do the line onesand it'll also do like the circle, you
know, the circle with the spikes on it.
(12:33):
Yeah.
It does both of those.
Yeah.
Yeah, so, I mean, if you're, I don'tknow if your, your audience is more
likely to have blog posts or to do,like, longer form videos, but either
way, there, there are tools out there.
There's another tool, like, uh, JasperAI, you know, there's a small fee
for it, but it specifically helpsyou create that marketing content.
(12:54):
, and it's really nice.
Like some of these tools, likeyou can say, you know, create
a blog post about this podcast.
And so then you have a podcastand a blog post, and then you
can get your social posts for it.
And then you can also get your,you know, talking head reels.
So you're kind of showing up in allof the places that you want to be
showing up with when you use kind ofthese, these great AI tools that are
(13:17):
out there and hitting the markets.
And you mentioned Cast Magic.
Is that specifically for podcasting?
No, because you can do videos.
I learned about it from a training.
And you can probably also inserta link that's like, you know, turn
(13:37):
this blog post into X, Y, or Z.
You can kind of give it thoseprompts, similar to what ChatGPT.
Yeah, I've been using it for my podcastto help me create the show notes.
It'll also find the keywords.
So as you know, as you know,uploading your podcasts, you
typically enter the keywords.
So I don't even have to think about that.
I'm just like, oh, here are my keywords.
(13:59):
. I use, so I use ChatGPT lot, but I also started using Claude.
One of the things I like about ChatGPTis that it can access the internet so
you can get some more real time updatedinformation, but, and Claude can't,
but I've been finding that Claude isreally good at writing in your voice.
So, yeah, it's really good.
(14:21):
So I've, I've used it for, Takingpodcast episodes, the transcript from
a podcast episode, and turning it intoa blog post that sounds like the people
or person speaking in the podcastusing their, their terms of their,
their phrases, what they say, How theysay it and, and it'll, if you tell it
(14:43):
to, if you crunch it correctly, it'llpull,, strings or words and sentences
directly from the podcast episode anduse examples that are given in the
podcast episode within the, blog post.
So it's, it's been very helpful for that.
Oh, that's fascinating.
I'm going to have to try that.
Yeah.
Check it out.
Cause yeah, like any, any sort ofpodcasting or video that you do
(15:06):
shouldn't, you know, Easily we turnedinto a blog post and, you know, I
always, when it comes to repurposingyour content, I always start with
the biggest thing, like what's thebiggest piece of content that I have?
Like, do you have an ebook or, you know,some sort of lead magnet that you can
turn into blog posts or that you could,a webinar that you've done in the past
(15:27):
or workshop that you could turn intoblog posts and then how do you repromote
that via email and via social media?
So I always kind of start withthe biggest piece of content that
takes the most amount of work andthen break it down from there.
How often, I know there may notbe an answer to this, but how
often should you use repurposedcontent versus using fresh content?
(15:49):
I don't know that there isa specific answer to that.
I try not to repurpose content.
Well, if I'm repurposing a socialmedia caption that I used before,
I try not to do it too frequently.
Like, I might repurpose it onceevery six months, three months.
If you have a blog post that you'reRepurposing for social, like, you could
(16:11):
do, I think, back in my pre freelanceagency days, we used to repurpose that
kind of content once or twice a month.
You know, it's ever,especially if it's evergreen.
Because otherwise, like, does itjust go on your website to die?
How are you, how are youpromoting the content that you're
putting all of this work into?
(16:33):
So there's not really a right orwrong answer as to how frequently
you should use repurpose.
But if you have fresh content,you know, obviously you want
to keep fresh and everything.
But if you're in a slump, if you're inlike a creative slump, like, Oh my God,
what the heck do I post on social media?
Like, go back and look, lookthrough your old blog posts.
(16:54):
I was just chatting with a client thisweek and she's like, Hey, can we start
reincorporating some of the olderblog posts into our social strategy?
And I was like, absolutely we can.
So if you're, I say, if you'rescrambling with ideas, For how
to show up on social media.
That's when you reallydive into repurposing.
If you have things that are going onthat, hey, you know, you're putting
(17:17):
out a blog post every week, great.
We're gonna promote that on social.
You know, everyone has a slow season.
Everyone has a season where it's like,God, what are we gonna post about?
Yeah.
And I've, I've seen, , like onpodcast, a lot of podcasters,
they'll do like a best of.
So I don't know, would that beconsidered, if you're just republishing
it on social, would that be consideredrepurposing or is that just republishing?
(17:41):
I don't know.
That's a really good question.
I mean, it's definitely, I mean,it's definitely repurposing.
Why can't you republish, especiallyif you have all sorts of new listeners
who may not be going back that far.
Why not?
I think it's definitelya form of repurposing.
Typically when I think of repurposing,especially when it comes to the longer
(18:02):
form content, I think of refreshing.
So adding something fresh, something new.
But if there's a segment of your audiencethat you know is new that hasn't ever
seen some of that old content before, thenabsolutely just repurpose and republish.
Especially when it comes to likepodcasts or videos, I think.
(18:22):
Right.
Now, if you republish content, so let'ssay that you've got like the podcast
example, you've already published anepisode in December and then six months
later, you say, you know, it's relevantagain, I'm going to republish it.
Can that hurt you in, on socialmedia or like, is there, are
(18:44):
there any downfalls to doing that?
I don't think so.
Honestly, I really don't think so.
Okay.
And I and I say that because content onsocial media has such a short lifespan
It doesn't like, no, it doesn't go away,but the chances of someone seeing an
older piece of content six months fromnow is really, really slim unless like go
(19:09):
through your entire feed and on LinkedIn.
So LinkedIn only saves content for a year.
So if you scroll back a yearbefore that, like you're not
going to have that content.
So, you know, keep a.
Keep a repository somewhere, especially ifyou have really great performing content
on LinkedIn so that you kind of knowlike, okay, I know that I wanna repurpose
(19:33):
this, you know, eight, nine months fromnow because otherwise it's gonna go away
and I'm gonna lose that information.
That's interesting to know because, , forthose of you that are working on your
websites, having duplicate content, soit would be the same content posted twice
on your website, that can actually hurt.
As far as SEO, you've got to indicatewhich one is the, the primary one.
(19:55):
So, yeah, having duplicate contentis not always a good thing on
a website, but sounds like forsocial media, there's a little bit
different strategy to use there.
Yeah.
And, you know, definitely, if you'regoing to duplicate content like
that, like, definitely space it out.
I have, I have a client whoremembers, she's like, but I
remember that post from a year ago.
(20:16):
And I'm like, but youraudience probably doesn't.
Right.
We've posted like at least,you know, 150 posts since then.
So, you know, thinking about itfrom that perspective, oftentimes
we are our own worst critics.
So don't think, you know,oh, well, I remember this.
(20:37):
So I shouldn't use it again.
Because your audienceis constantly growing.
Even if it's growing slowly, itis probably constantly growing.
And there is an opportunity to get thatold content in front of new eyeballs.
What are some other strategiesthat we can use to drive traffic
to our websites with social media?
(20:57):
I highly recommend some form of metaadvertising for most of my clients.
Some of them take, take me up onit, others are kind of like, meh.
But it is a great way, one, todrive traffic to your website,
and two, to grow your audience.
There's a lot that you cando with meta advertising.
(21:21):
I am not a super duper expert onFacebook advertising, but it is a
great, great strategy to complementyour goals of driving traffic back
to your website and getting in frontof new audiences, because, you know,
those are kind of typically two ofthe main goals of our marketing.
I am a huge, huge fan of email marketing.
(21:42):
I say social media is rented space.
I think, you know, most of us businessowners probably remember when Facebook
was down for like eight hours and.
What, what do you do in that, youknow, if, if Facebook and Instagram
are the only ways that you'remarketing your business, how else do
you get in front of your audience?
Well, you send them an email.
Collecting emails is, thatis your owned audience.
(22:06):
That is your audience that you own.
So the more that you canbuild that through, you know,
lead magnets on your website.
Promoting those on your socialmedia is such a great way to
drive traffic to your website.
Like if you have a podcast going outeach week and you know, I'm terrible
at sending this to my own list, but itshould go out to your list because like
(22:29):
people forget, people get busy, but youknow, if you have an engaged audience,
you want to stay in front of them.
So email marketing,definitely advertising.
I.
I have been really kind of intriguedby YouTube lately, and it feels
overwhelming because video can be, Ithink, super intimidating for a lot of
(22:52):
us, but YouTube is basically Google 2.
0.
Like it's a giant search engineand that's how people use it.
They go there to search,they go there to find.
So if you're solving someone's problem,if you're answering sales questions,
Put out a short video about it.
Why not?
If you've done a workshop andyou've recorded it, like, why
(23:15):
isn't that video on, on YouTube?
Right.
There's, there's lots of opportunitiesthere and because there's also,
you know, you can link to thingsin there, unlike Instagram.
It's a great way of drivingtraffic to your website.
I had a business coach that I worked withwho focused specifically on freelance
(23:35):
marketers and kind of making thatleap from freelancer to agency model.
And she has grown her business somuch just by showing up on YouTube.
It's the point where you're like, shedoesn't really do much on Instagram
anymore because she doesn't have to.
So it's, it's a great tool to kindof get traffic over to your website.
(23:55):
Okay.
And what about Pinterest?
I know a lot of, a lot ofbloggers love Pinterest because
it's a visual search engine.
I just did an interview on my ownpodcast about, a marketing agency who
decided to really dive into Pinterest.
And Pinterest can feel overwhelming,but like, Again, there's a lot of
(24:18):
repurposing that you can do, and youcan share the same links, and all
you have to do is, you know, createtemplates in Canva, update those
templates, , or a tool like Tailwind,which is a scheduler for Pinterest
that has an AI component that willactually create the pin covers for you.
So, another, another funAI tool for everyone.
(24:40):
But Pinterest is a great tool todrive traffic back to your website.
Again, it's another search engine.
It's a more visual one.
but it works more like a searchengine than it does a social network.
For me, Pinterest feels overwhelmingbecause in order to really kind of
gain that traction, like you haveto be super, super consistent.
And when I say super consistent, I meanlike three to four pins a day, every day.
(25:05):
Now it's really easy to batch thatcontent to schedule it ahead of
time and repurpose things, butYeah, it can feel overwhelming.
So in other words, hiresomebody to do it for you.
Yes.
All right.
, is there anything else that you'd like to share about using social media
repurposing or anything like that?
(25:25):
You know, I, I think a lot of businessowners that I've talked to, they tend
to kind of, I feel like repurposingis, you know, a sign of failure.
It's not, you know, you don'talways have to have fresh ideas.
You don't always have to bereinventing the content wheel.
If you're creating any sort ofcontent consistently, then repurposing
(25:50):
is a strategy to save you time.
Like I consider it a time savingstrategy more than anything.
So don't, don't be afraidto repurpose and reuse.
I always say that repurposingyour content is self care.
Because creating content for socialmedia consistently can feel so
overwhelming for business owners who arelike, I don't have the time for this.
(26:12):
So looking back, looking at what you'realready creating for other points, Other,
other marketing, whether it's your blog,whether it's, you know, podcasts, whatever
it is, and consistently promoting that orre promoting that content that you have.
Like, if you have a blog that youhaven't promoted in six months, why not?
Repost it.
No one's gonna know.
(26:33):
And if they do know, like,oh, hey, I remember that blog.
That was really good information.
Let me go back to it.
And then, you know, they, they confer.
There's no reason.
Her attention spans aren't so longthat someone's gonna get hung up
on you republishing, repostingsomething that you posted.
(26:55):
You know, even a month ago,repurposing is self care.
That's my, that's my final message.
I like that.
I like that.
Now, what are some ways thatyou could help people, business
owners with their social media?
So if, if they want a DIY or if theywant somebody to just do everything
for them, how can you help them?
(27:16):
Yeah, so if you want to DIY, butyou're not sure where to start, I
offer social media audits andsocial media strategy sessions.
So we can look at your current socialmedia, see kind of opportunities for
improvement, make some recommendations.
The strategy session is really,you know, it's really kind of a
ask me anything over 90 minutes.
(27:36):
Like, hey, what are you studying?
Stuck on sometimes my clients, you know,they're, they just need content ideas.
They need help with their contentpillars and I can help with that.
And then obviously for if you have abunch of content but you're not sure what
to do with it, I do offer VIP contentdays and we can kind of map out what you
currently have and ways to repurpose it.
(27:57):
We can help you create reels and helpyou create some captions to promote that
evergreen content that might just bekind of collecting dust on your website.
How can people get in touch with you?
I can be found on Instagramat Heidi Schmidt Creative.
My website is www.heidijschmidt.comand you can also connect with
(28:17):
me on LinkedIn and Facebook.
Facebook at Heidi Schmidt Creativeand LinkedIn is, Heidi Schmidt.
Yeah, I think that's my LinkedIn
yeah, and I have on my websitea content strategy planner.
So if you're kind of like,hey, let me try to DIY this and
you want to kind of map out.
So every, every strategy that I do, everyclient that I work with, the first thing
(28:42):
that I ask them is who's your audience?
So my strategy planner kind of reallystarts by deep diving into your audience,
talking about your content pillars.
What's your value add?
, And then helping you map outsome content ideas to build out
kind of that content strategy.
Well, I appreciate you coming on.
, let me interview you.
And I really appreciate thediscussion about repurposing.
(29:05):
I, I do it all the time.
And I know a lot of, alot of creators do it.
It's as you said, it's self care.
It really can save a lot oftime and a lot of, frustration.
So I appreciate it getting gettingyou on here to talk about that.
Thank you so much for having me.
Everyone, thank you so much for listening.
(29:25):
If you want to get in touchwith Heidi, I will have her
information in the show notes.
So make sure you go towebsitesuccessacademy.Com, go to
the podcast, you'll be able to findthe episode there, grab the show
notes and get in touch with Heidi.
So I will catch you in the next episode.
Thanks for listening.
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