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Our AI obsession is all about efficiency.

We want to jump-start the process, get the email out faster, and get more work done.

It’s true that AI can help with quantity. But oftentimes, it’s at the risk of quality. Not to mention a disjointed story that sounds as though it’s been written by five different people (or perhaps a machine?).

That’s why we find efficiencies with repurposed content.

Repurposing content means squeezing every last drop of engagement, awareness, and conversion goodness out of each and every piece of content you create. 

It’s recording an hour-long interview and creating a dozen social media posts plus a keyword-rich article. It’s researching a topic for a blog post and creating a visual interpretation for use on social (and linking to all of those from your next newsletter).

 Good content takes time to dream up, strategize, and create. So if you’re not maximizing that effort, what are you doing?

Ready to be a content ninja? Here are the guidelines we follow at T Collective.

Begin with a plan

The best way to repurpose content is to plan to repurpose content. For our clients, we create a plan for the month (usually in the middle of the prior month) outlining themes and specific topics to bring them to life. Then we identify the pieces of content we’ll create. This is where the magic happens. Every article is mined for social posts and email content. Every interview is mined for articles and social posts. Every social post is mined for future content ideas. 

Remember the audience

Are you tired of writing about self-care? Yes. Is your audience tired of seeing it? No. Because they have not read everything you’ve written (sorry). They don’t see every social post, read every word of that email, or do more than skim that article. Your content is not chapters in a book; it’s art in a museum and your audience chooses their path.

Keep your files organized

The best brand storytellers plagiarize themselves. Whenever we start a new project, we look at the work we’ve done before for that campaign, topic, or client. We pick up headlines that worked and reuse them. Not because we’re lazy, but because that creates consistency. We leverage the same phrases and references for the same reason. Always knowing where to go back to for these little gems of copy decks past helps both with quantity and quality.

The next time you’re facing a blank page and looking for a way to ignite the process, try going back to your own files, remembering your audience’s skimming tendencies, and creating a plan before you ask Claude for help.

So present. So powerful.

Looking for more brand storytelling tips? Tricia talked about that plus digital marketing trends and why she’s built a collective (not an agency) this month on the Present & Powerful podcast with Lyndsey Akers. Tune in and give it some love wherever you get your podcasts!

Well that’s scary

Speaking of conversations you want to eavesdrop on, this one has been making its way across the internet and sparking fear in the hearts of many. Take this as a gentle reminder to fact-check your favorite bot.

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