306 | How to Re-Purpose Content with Brian Wright

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Creating content for your brand has become a necessary part of sharing your message and building your community. You also want to re-purpose your content into the right channels. Today’s interview is with Brian Wright is on how to repurpose content. Discover why it is important and how to make the most of it.

Target Audience: Brian serves entrepreneurs, business people, career enthusiasts and people who want to better themselves.

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People like to learn in different ways. Not everyone likes to read. Not everyone likes to listen. Not everyone likes to watch. Everyone takes on a combination of those things in terms of learning modalities. When Brian makes content, it’s very important that it’s created in a way that is very accessible to everyone. Brian knows not everyone is going to consume his content in the same way.

Good content is paramount. You’ve got to think about what your market wants. Business growth is a topic everyone wants to talk about – especially those who are actively doing that. So it is about scaling and  nurturing relationships.

Having great content to repurpose is certainly paramount. And ways of repurposing is a topic unto itself!

For instance, Brian has a podcast and he treats each episode as if he is getting a coaching session from the guest. He asks questions i want to know the answers to. He figures, if he has a question about something in particular, then other people must also have the same questions and so he asks on behalf of others.


Being the Media

There are days Brian says he receives multiple requests from people looking to be on his show. There is something to be said for being in demand. When Brian started out, he was chasing people to be on his show. Now, it’s the opposite. ⅔ of his guests have been referred to me. The lowest priority are those who cold pitch him and don’t know anything about him.

The really cool thing about having a show is that you are building your network. You get to connect with those who have been on your show and the people who tune in. Guests help you find others to be on the show too.

When it comes to repurposing, do you look at how the market wants to take in the information? Any tools that you offer?

I cast my net wide because I know my content will resonate with someone. So I just repurpose that material in all 3 forms (visual, audio and video). I put it out there and I ask people to share it.



What have you learned?

Shorter formats work best. Anything more than 5-10 minutes long – is just not realistic in terms of keeping people engaged. You’ve got to respect people’s time – plus people have a very short attention span. My goal is to say what I want to say in short period of time and make it actionable.

My radio shows are an hour long- but set that expectation from the beginning. Each segment is about 12 minutes with commercials in between.


Tips on how to take a longer format to boil down into the 3 to 5 min range?

I prepare 2 dozen questions for my show. I get to ask about 15 of them. If i want to repurpose something, I might focus on 1 or 2 topic related questions that I ask a guest and do a short video about that. Then I have 5-6 potential videos that I can use or create based on that hour long content.


How do you expand your reach?

The format always starts the same but is flexible based on how the interview is going.


Formatting Content

Format your content in a way that people can walk away with something. But you’ve got to make it fun and consumable. If it’s boring, people will tune out. If it’s not actionable, people don’t care. Create content regularly or people will forget about you.


Practical and Actionable

It’s hard to do anything in business where everyone is going to like you. If your goal is to be liked by all, it’s NOT going to happen. Brian gives us some tough love: “Get over  yourself and put what you have out there! Sometimes making something controversial can work in your favor. Chances on you may be on to something!”



How is your business going…would you like to talk about it?

I love my audience of listeners. I really do. I would love to help you in some way. I started doing calls with listeners and realized that it was a great way to understand you.

Okay, then I formalized the process to offer a Results Roadmap… it is a private one-on-one call with me about your business. I want to help you see your roadmap with more clarity and confidence. Find out more about the Results Roadmap (it takes you to my personal website). This is not a sales pitch. Let me serve you.


And lastly, please leave a rating and review for the Leaders in the Trenches on iTunes (or Stitcher) – it will help us in many ways, but it also inspires us to keep doing what we are doing here. Thank you in advance!

Small Business is not a Target Market

This post is NOT for those that work at Walmart, Coke, Fedex, Microsoft or anyone else that has the budgets, resources and opportunities available to “BIG” business. It is for small businesses that have limited budgets, strained resources and in general less than 1000 employees (but usually WAY smaller). This post is for the small business- entrepreneur.

I hear so many entrepreneurs tell me they are comfortable in having a broad niche and they *think* that variety makes them great. I understand this all too well. In fact, in the early years of my business, I would have described my target market as “small business,” which was too broad. But I learned the hard way that having such a fuzzy audience is no way to build your business. With all the competition out there, you have to be crystal clear about who you serve and demonstrate that with a smart marketing message.

Back when I defined my audience as “small business” I had clients, but it was really hard for me to develop a steady stream of leads and even harder to make conversions. I always wanted to write a book and develop programs for my business, but until I found a true target market, I struggled. Once I narrowed my niche, I found that many of my marketing decisions flowed better. I knew which events to go to for networking and how to develop offers for my market using my target market’s language and examples that directly connect to them. I knew how to create content that would connect my audience to me and my brand.
If you agree with this concept…read on.

What is a “target market”?

It is a clear description of who you serve. It can be either vertically or horizontally focused. Think of it this way: vertically focused is aligned with a specific industry, e.g., real estate or financial services.

Horizontally focused is not as easy to describe because they can be any one of the following:

  • Demographic – based on the person, e.g., women owned firms
  • Stage – companies can be described by their stages, like new, start up, growth or established phases
  • Challenge based – what problem does the client need (e.g., increase online conversions or registrations)?

Any of these will work to narrow your target market. But if you really want to develop a strong position, you should select a vertical and horizontal focus to have a “niched company.” A great example of this is wtalkie.com run by Brett Neal who develops WordPress websites for cement construction companies. His strategy has produced amazing results so far. For example, Brett recently got the chance to speak to a room full of cement construction executives and walked away with 13 projects from that one speech….one speech!! (talk about some focused marketing efforts!). Brett knows this business and has stacks of references and testimonials that directly relate to this narrow target market.

Your target market will seek you out if you write your web content and emails directly to the heart of what really matters to them. If you create a video that addresses them directly and with empathy you will get more clients. This is true because I have seen it work for so many clients and I have seen it work for me (remember I am a Business Coach to Entrepreneurs that want to find their target market and the profitable niche just in case you forgot).
One final thought here…Your “target market” must be black or white.  This means that people will see if they are included in your target market.

This means that your client will positively associate themselves to that target market. The stronger that someone will defend that position, the better your target market is. It is critically important to have clients see themselves based on the words you use. Don’t pick some cute- fancy name just to be different. You want your target audience to easily recognize who you are.

Now after you find your “target market” you have to do some work to find your niche. Look for our next post about finding your niche.

I would love to hear more stories from you about your target market. Leave me a comment to start a conversation.

Related posts:
Episode #034 – Gene Hammett | Discovering Your Real Target Market