Repurposing One Macro Content
When you sign up for my free Digital Marketing Nuts & Bolts workshop, you get a bonus doc that shares how to repurpose one piece of macro content into different pieces. But I realized that while I told you the vehicles to share it out, I did not share how to break it down into smaller pieces.
So let’s do this with an example statement and pretend I wrote a long 500-word blog post about it.
Main idea and macro content:
Bicycle helmets should be worn every time you get on a bike. I own a bike shop and here are things to look for…
Type of long-form/macro content:
Newsletter article, podcast, long-form video or blog article
How to break this up:
- Create a listicle: 5 reasons why bike helmets should be worn when biking.
- Share a story: “In my 20s, I traveled to Hawaii by myself and met up with a friend’s friend.** During dinner, he told me that he was hit by a bus while biking to work. If he hadn’t worn a bike helmet, he would have died. (He had to go into surgery for the swelling, was in a coma but at least he made it through – thanks to the helmet protecting his brain.)”
- Break It Down: Review a helmet that you approve/wear when you bike. Share the factors that make it a good helmet. Show how to put it on. Does a helmet or accessories differ in a rural vs suburb vs city setting?
- Then vs Now: Share a statistic of the number of deaths of kids under 18 who didn’t wear a helmet in 1973 vs the statistic in 2023. This could be a poster, infographic, video, split screen.
- Future Prediction: Share the most important detail about why bike helmets should be worn while biking. Any legislation to bring up? Will future helmets have computers in them that will gauge how much air cushion to blow up when you get hit by a bus? (Is it like the Reebok Pump shoe?) What would you like to see in bike helmets or the state of bike lanes in your area?
Delivery:
As a bike shop, you can share these micro content pieces across digital platforms: social, email, display ads, email, video.
They can also be shared offline: Could you create a paper flyer or insert that you gave to all the local schools in your city?
You could share a short 10-minute presentation about bike helmets to every PTA near you.
Turn The Customer Into the Hero:
As a bike shop, you’re here to be a resource for the people and to sell your bikes and accessories. If you’re creating all of this content, the angle you have to take is making the customer the hero of the story.
Think about how you can do this with your business. Yes you can totally make the customer a hero, even if your business is scooping dog poop.
If I were the shop owner, I’d absolutely make the kid the hero for putting on their helmet. The parent is who we need to inform about the importance of bike safety, helmets, rules of the road, etc. The parent is also the conduit for making the kid the hero. You have to provide the parent with ammo to help their kid along to being the hero. (Sorry for the gun reference.)
Younger kids like to emulate older kids. We have to get the older kids involved. There’s peer pressure and celebrity/influencer support we could activate.
How would you do that?
I don’t have any family members in high school, but I would absolutely ask my teen babysitters for their opinions. (See what I did here? I polled my customers and prospective customers.) I’m making my teen sitters the helpers and the heroes.
Now it’s your turn. How would you do this for your business?
Take it one more step further. If you are a B2B or B2G business, then the parent is likely your contact and the kid is the one who signs the check. Think about how to help your contact get you over the edge.
