Repurposing Content and Distribution with Ross Simmonds

3. Is it worth repurposing? (5:50)

"It starts with a mental model around the four E's, which is the decision of whether or not a piece is worth being repurposed and reused at all."

• Use Ross' four Es framework: Educate, Engage, Entertain, Empower

• Decide if the content is evergreen or time-sensitive

• Will the content get people talking or inspires action?

• Consider if the content will serve people over time

4. Find content and channel user fit (5:47)

"Are the people on these channels in which you're starting to see engagement the right people that you wanna connect with?" 

• Look for micro signals of traction (e.g., retweets, backlinks, referral traffic)

• Validate that the content resonates with your target audience and what channels they're on 

5. Analyze the communities and the platforms (14:24)

"This is where it becomes a bit of an art. This is where you need to do an analysis of the community and understand the culture of that platform or the sub-platform within it."

• Study the culture and preferences of each platform

• Understand the nuances of each community to give them what they want

• Look at top posts to identify trends and content that resonates

• Adapt your content format and style for each platform (e.g., video for LinkedIn, threads for X)

• Consider the total addressable market and potential business results for each platform before creating for it

6. Think about it from a design view (24:09)

"What you need to think about with your long form content is how do we increase the value of this thing that we've created?"

7. Create (29:58) 

8. What's next? (32:13)

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