Time is precious. So when you create a piece of content marketing, you need to make it worth it. Really worth it. This means taking one piece of content marketing and using it again. And again. And again. For this blog, I’m going to take you through a worked example. Bryony Thomas of Watertight Marketing is the Queen of making her content work hard for her. Let’s look at how she does it and learn lessons from it.

1. The detailed piece of content

Okay, not all of us have written a best-selling book like Bryony has.photo of the book Watertight Marketing

So, substitute book for blog, article, White Paper, Case-study, newsletter piece.

The point is, this is one piece of thought-through, detailed content. Produce this content first. This is where your time and effort will go; it’s your marketing content “pie”.

Your audience also have to put in time and effort to consume it. So, you need a smaller morsel for those that don’t want to give you this much time (yet).


2. Cut up the main piece

Take one blog post, book, article etc and look at each point you’ve made in it. List each of those individual elements. Each of these is now another piece of shorter, less detailed content. This content could be: a LinkedIn Pulse post; a pdf factsheet or “how to” video with just the key points etc.

It needs to be shorter, punchier, quicker to read than your “big” piece. You are taking the tasty pie and serving up a slice of it for the audience who only have the time and inclination for this.

Screenshot 2016-07-31 11.29.19Let’s look at some of the ways Bryony “cuts up” her book:

  • she has a blog which offers free marketing advice (based on concepts in the book)
  • you can purchase a diagnostic tool, with three levels of support offered
  • you can download a free workbook which links back to the book.

So, take your main pie, slice it up, and offer the slices to those who have the time and desire to consume them.

Make sure though, that you let them know there is a bigger piece of content that this was all taken from, so if they want more, they can have more.


3. Cut it up again

This is where you are serving up morsels. This is for the people, often just at the Awareness stage of the Buying Process, who just want a quick taste of what you offer. They aren’t ready yet for more and trying to force them to have more will put them off.

Morsels include things like:

  • social media updates
  • a headline in a newsletter
  • a short news update
  • a photo / cartoon / image /info-graphic which explains your point quickly.

Morsels have to be short, sharp, easy to digest and understand.

Buyer's Thought Bubbles

Some examples from Watertight Marketing include:

  • cartoons
  • tweets
  • facebook posts
  • linkedin posts
  • diagrams 


So, offer your tasty morsels. Entice people in, encourage them to have a try and make sure you signpost them to a bigger slice, which signposts them to the main piece.


4. And now, recycle

You’ve put in all that time and effort. You have something that works. That people like. Use it again. And again. And again.

Dust off that old blog post and update it – new examples, latest research findings, different supporting images.

Reuse those tweets that elicited a positive response. Just send them out at different times so you reach a different audience.

Get a team member to rewrite a Top Tips Factsheet that went down well, adding in new ideas or positive feedback from clients.


Adapt, reuse, recycle. Once you have a recipe that works, play with it, update it, adapt it but use it again and again. You might think that everyone has seen it and is bored of it but in reality, are they? Have they seen it? How often? Did they take it in? Unless you are operating in a highly niche sector where novelty is imperative, your content marketing can be recycled. Make it work hard for you and earn every second and penny you have invested in it.

By Kara Stanford, Strategic Marketing Consultant.

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