BRX Pro Tip: Leveraging Content Marketing Assets
Stone Payton: Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you. Of course, as you and I well know, the Business RadioX platform methodology is an absolute content factory. But then it’s on us to leverage those content marketing assets. Speak to that a little bit if you will.
Lee Kantor: A lot of people spend their time kind of generating brand new content marketing assets, and that’s where they invest their time and energy and resources. And I don’t think enough people take the time to kind of curate the existing assets that they have already. And that’s important for us at Business RadioX, because every day, like you mentioned, we are a factory for our guests and for our clients. We are generating just a ton of content for them like a machine. So, like, every week, every month, they’re having multiple new assets at their disposal.
Lee Kantor: Now, how do you get the most out of them? At Business RadioX, we encourage our guests to take the interviews that we deliver back to them. And remember, we deliver back to them in two forms. One is an audio form, obviously, but there’s also the digital text format that we also provide for all of our guests. When they have these two assets, they can then repurpose that content into a variety of formats. They can put it in social media. They could put it on a blog. They could put it on their website. They could put it in their newsletter. The same piece of content can be sprinkled through all of those channels more than one time.
Lee Kantor: And that’s the thing, a lot of times people think like, “Oh. I was on that thing,” and then they put it out one time and they think that everybody in their network has seen it. And that’s just not true, especially for the ones that lean on third party social media platforms to share their content. Just because you put something on Facebook or Instagram or LinkedIn doesn’t mean your entire network has seen it. In fact, probably barely any of your network has seen it. Usually it’s less than ten, maybe 5 percent of your network sees any one given post. It could even be less than that.
Lee Kantor: So, if you want more people to see your post, the best thing to do is take that one piece of content and then sprinkle it through all of those channels multiple times. And multiple means way more than you think you should. If you think you’re hammering people with content, you are sorely mistaken because most people are not seeing your content.
Lee Kantor: So, you can take any one piece of content and share it multiple times throughout the year, you could share it monthly, your entire network still wouldn’t see this stuff. So, err on the side of sharing too much rather than too little, especially if it’s a valuable nugget of thought leadership that you’re proud of.
