Repurposing Your Content To Enhance Growth: How 1 Piece Of Content Can Cover 6 Different Marketing Tactics

In building a firm, one of the bigger issues many new advisors face is how to spread the word about their firms. After all, for many advisors, the most exciting aspect of starting their own business is helping others and getting in deep on financial planning issues… and while marketing their services to get clients in the first place is arguably just as important, many advisors seem to consider marketing activities as a 'necessary evil' to get the prospects they need to build their growing business.

This general aversion to marketing is supported by the latest Kitces Research on How Advisors Actually Market Their Services, which revealed an average marketing satisfaction score of 4.4 out of 10 for survey respondents, regardless of what marketing techniques they used. Yet, despite the low satisfaction with having to market their services, whatever strategy advisors do choose (and they do have to choose something), the research results also suggest that marketing strategies do work. A firm's growth is highly correlated with the number of marketing techniques used, and the more proactive a firm is in its marketing efforts, the higher its likelihood of ranking in the top third of growth among firms of the same size.

Most advisors use, on average, 4 marketing techniques, including 2 referral-based techniques and 2 'other' methods. But even being slightly more proactive – using 5 marketing techniques rather than 4, for example – can make a difference in being included in the top third of growth amongst firms of the same size (indicated as "high-growth" firms in the graphic below). This holds true as a firm grows – "Stage 1" firms with less than $250K AUM get this boost, as do Stage 2 and Stage 3 firms that manage between $250K–$499K and $500K–$749K in assets, respectively. But even larger firms (for example, Stage 5 firms start with $1.5M AUM), which tend to use more marketing techniques regardless of whether they're in the top 3rd of growth, benefit from using more marketing techniques.

This correlation between the number of tactics and firm growth could be due to a few reasons – at a basic level, our research finds that marketing is largely 'pay to play' in the sense that as long as advisors put some amount of money into marketing, it yields some sort of result (though the efficiency of using different tactics to find clients may vary). Another important factor is that the more tactics being used, the more places an advisor is visible and the more likely they are to be present when prospects are looking for them.

The good news is that, for advisors who are still establishing themselves and trying to figure out how to cover as many pipelines as possible, several marketing techniques overlap in terms of the content that can be used. For instance, the graphic below, showing all of the advisor marketing techniques surveyed study, indicates that of the methods we assessed, 6 of them (social media, search engine optimization, blogging, drip marketing, videos, and podcasts) involve what can be considered 'small-scale' content marketing. That is to say, while this type of content marketing isn't quick work – at least if there's not a good process in place – it's not as onerous as writing a book or hosting a webinar.

The Marketing Investment Conundrum Advisors Face

Content marketing has a lot of appeal for advisors, particularly those who are still establishing their firms. First, since content marketing offers advisors many options in formatting, presentation style, and content, advisors can pick and choose the mediums and structures that feel most natural to them. – For example, the advisor who likes writing could choose to run a blog, and the advisor who enjoys speaking may opt to host a podcast. Second, and perhaps a more crucial reason that content creation is popular amongst advisors still establishing themselves, creating content 'only' takes time (and doesn't have to involve clients, contractors, or many other resources that a new firm likely does not have).

However, while content marketing is helpful for beginning advisors because it requires few resources other than time, this same benefit can prohibit growth in the long run. What an advisor may have had in excess during the early days of starting their business can quickly become an extremely valuable (and limited) resource as the firm grows, especially as clients, contractors (or full-time employees!), and the work of building the business increasingly compete for an advisor's time. Kitces Research consistently shows that as revenue grows and an advisor's time gets more valuable, marketing tactics that primarily rely mostly on the advisor's individual time, such as cold calling and general networking, increasingly yield diminishing returns. (The same, notably, is true of client referrals, and fast-growing firms are often the least likely to rely on referrals to fuel growth.)

That means that the more that a marketing technique centers around an advisor's direct input, the more that the marketing technique can impede a firm's long-term growth, leaving advisors with a conundrum: the more marketing techniques they cover, the more their firm grows (because more people find them in the first place); yet, at the same time, building processes that are dependent on an advisor's time are likely to slow a firm's growth in the long run because time spent on marketing is time not spent on other business-growing ventures.

For the advisor who is using 1 or 2 small-scale content marketing techniques highlighted in the graphic shown earlier (i.e., video, Search Engine Optimization [SEO], blogging, drip marketing, podcasts, and social media), the idea of scaling to 6 tactics may feel like a daunting sinkhole of time, resources, and inventiveness to overcome. And when content marketing is approached in a siloed way, this instinct isn't entirely wrong. Creating good content takes time and tends to scale slowly, even though it can lead to a solid inflow of new prospects and clients over time.

However, by repurposing carefully selected content, advisors can leverage a single piece of content to save time and still cover 6 marketing techniques through video content, podcasts, blog posts, drip marketing campaign pieces, social media, and site SEO enhancement.

Setting The Stage For Great Content

As a starting point, it's worth acknowledging that, regardless of medium, creating content is inherently vulnerable. Even when an advisor's content is grounded in their own knowledge, many people find it challenging to publish their thoughts and perspectives for anyone to see or respond to – on the one hand, what if nobody sees it? On the other hand, what if everyone sees it? It's easy to be tempted to shield this vulnerability by over-investing in equipment and production, particularly if the medium of choice is video/audio, but good content does not need frills. Good content 'just' needs to be good (case in point: this website's interface was last updated in 2016. You're still reading this article).

As the content grows and advisors adopt methods to track what works, it can make sense to later invest resources into quality, quantity, or process. But when first starting out with a new content creation strategy, it's hard to know exactly what levers are going to make a difference… because enough content hasn't been produced yet to measure what makes a difference.

As a general rule, if the setup is good enough for a client meeting, it's good enough for this type of media, especially when advisors are just getting started with building these marketing tactics. We send every guest of the Financial Advisor Success podcast this $20 headset, and we record Kitces and Carl on Zoom. Good enough can be great!

Building Content That Solves Problems (In Order To Build Trust)

Another important consideration when it comes to content marketing is that content marketing primarily works when it gives useful, complete information to its audience. Calls to action, such as navigating to a website, joining an email list, or signing up for a prospecting meeting, can certainly be included in content – and are necessary for the long-term viability of the business. For example, having a bunch of blog readers in one's niche is great, but until some of those readers become prospects, an advisor doesn't get 'dollars back' for their time and efforts.

At the same time, though, offering content with only the intention of sending people to download a guide is much more likely to come off as 'sales-y' and insincere – not to mention that it will probably frustrate the person who interacted with the content to learn something (and, likely, fix a problem), only to have found out that they had to get through a paywall or join an email list just to get the basics of the answers to their questions. Instead, creating impactful and satisfying content means giving a full answer to people's problems upfront in the content itself. Then send people to resources that offer even more detail or give an explicit call-to-action (e.g., "set up a meeting with me") for those who want to learn more.

Building An Ecosystem For SEO

One of the best benefits of distributing content across multiple platforms is that it builds a better SEO score for an advisor's website, which heavily impacts the visibility of a site in search engines. There are many factors that impact SEO, from site loading speed to the amount of time people spend on the site to how many pages they visit – all of which can be refined and built with time.

The great thing about this process is that it builds a search engine's trust in a website – it creates an ecosystem of external (YouTube, social media) and internal (other blog) links; it builds keywords on topics that an advisor's audience cares about; it accumulates a library of quality content. All of these things signal to Google that this website is trustworthy and that people should be sent there. SEO builds cumulatively over time, but can pay off big dividends as a site grows.

Creating Content For Maximum Reusability

Video content is particularly useful as a 'repurposing' lever because it lends itself to being reworked in so many different ways – not just as video/audio content, but also written (as a transcript).

If video content is one's medium of choice, a little bit of mindfulness when recording can go a long way in increasing a video's utility across other mediums: for example, when using visuals such as a screenshare or holding up something on screen, describe it for anyone who may end up consuming the content in a different format, such as audio-only or in a transcript.

Additionally, consider using or referencing different pieces of content – either an interesting article or study, lead magnet, or free downloadable resource. These can be included as 'show notes' that direct viewers to the website, which is a helpful way to nudge prospects to action.

That being said, if an advisor isn't comfortable with video as a medium, a lot of the principles described below can be used from a variety of starting points.

Reusing Video Content 6 Different Ways: A Case Study

To illustrate how advisors can invest in 1 marketing strategy and then repurpose the content to leverage additional marketing strategies with minimal effort, consider this case study of Daisy, an advisor based in the Intermountain West who works with pre-retirees – her ideal client is in their mid-to-late 50s.

Daisy's firm is still in its early stages, but she's starting to get a few prospects and clients under her belt. She's completely solo at the moment, and she doesn't yet have the resources to outsource her marketing. However, she likes creating videos, so she often records 10-minute videos discussing topics relevant to her niche. She usually records solo, though she sometimes records with a guest, and uses Zoom to record her content. Currently, Daisy releases a new video every 2 weeks on YouTube.

Daisy uses a few different types of marketing and lead pipelines: She uses some lead generative services to find prospects. Daisy has a website set up that tells a little bit about her firm and has a few calls to action asking people to sign up for prospecting calls with her. While the website has a blog feature, she struggles to post consistently; she's much more comfortable in front of a camera than a keyboard. She also has a mailing list set up, though she doesn't do much with it.

Daisy enjoys recording content, and she's starting to see consistent patterns in her niche's pain points and questions – so she has plenty of ideas for the time being. Ultimately, Daisy wants to create a system that makes it easier for her niche to find her, but she already wears a lot of hats as an emerging advisor, and the idea of also becoming a confident blog writer, social media distributor, and everything else is daunting… not to mention that she's not sure what will lead to more prospects (and be the best use of her time). Instead of trying to master each of these marketing techniques individually, Daisy has decided to try to reuse her video content in as many ways as possible to see if she can broaden the reach of her marketing content without putting in too much more time.

1. Publish The Video On YouTube

In this scenario, Daisy has internalized that because her firm is so early in growth (and limited in resources), all she needs to do is create 'good enough' content. Rather than pouring her time and money into creating the perfect setup, she uses the same camera, mic, and background that she uses for calls with clients. That said, she does put some time into outlining her video content because she wants to do minimal touch-ups once this video is created.

For example, Daisy is outlining a video about retiring to something, rather than 'just' retiring from work. Her outline might look something like this:

Video Content Outline: 3 Things To Consider To Retire With Purpose

1. Explain the problem: What is my prospective client worried about?
   1. My client has been working for 30+ years and has been saving diligently for retirement
   2. While 40+ hour workweeks provide a lot of inherent structure to life, going from the established structure of work to 'no structure' can be challenging
   3. Data shows that a lot of retirees feel isolated and bored – and that isolation and boredom are bad for longevity and health
      1. Mention [X] research study specifically – author is [X]
      2. Mention that the link to the case study is on my blog
2. Offer different frames of reference to consider the problem; here are 3 ideas:
   1. Social life
   2. Challenges and opportunities for growth
   3. Purpose, a feeling of competency and success, and fulfillment
3. Provide examples of 3 specific solutions– my prospective client can do any 1 of these or a mix:
   1. Get involved locally in volunteering, sports, or arts; If possible, scope out the activities before you've even retired – give yourself something to be excited about!
   2. Consider semi-retiring (such as transitioning to part-time with a current employer or engaging in consulting work) or getting involved in mentorship programs
   3. Set up a goal and a concrete plan to get there
4. For my prospect who still has questions (or just realized how big their problem is), offer my firm as a resource via a call-to-action:
   1. At the end of the day, retirement is a huge life change. If the logistical challenges of retiring are daunting to you, head over to [url to my firm] – I'd love to discuss what retirement can look like for YOU.

After doing a few touch-ups and adding her firm's branding to the video (more on that later), Daisy uploads her video content to YouTube. She links to her website as well, particularly to her blog page and prospecting page, which she references in the video.

(And yes, in order to link to her blog, Daisy first has to schedule a blog post. YouTube-to-blog can be a little bit of a chicken-and-the-egg scenario, so she doesn't publish her video right away – instead, she schedules it to publish so that she can add the blog link once it's been created.)

One of the things search engines consider when evaluating the trustworthiness of a site is how often it is referenced by other websites, so by linking from YouTube to her business website, Daisy is boosting her SEO score because YouTube counts as an external reference to her site.

2. Post The Video And Transcript To A Website's Blog

Daisy then takes the link from her scheduled YouTube video and embeds it in a blog post. She takes a few minutes to format the content and increase its usefulness and reach by doing the following:

1. Upload the transcript to her website. There are several transcript-generating software programs (detailed further below). Auto-generated transcripts capture her speech fairly well, but it does occasionally make mistakes. Daisy quickly skims the transcript to ensure that any major errors have been corrected, taking extra time to check the name of the research study (and its author) that she referenced, as well as abbreviations and technical terms she used throughout, where errors tend to be most frequent.
2. Adding headers to the transcript. The software Daisy used recommended where to place headers and some words to use. Daisy uses the 'header' formatting in her blog post and marks out at least her 4 sections: explaining the problem, explaining insights, discussing solutions, and offering more resources to curious readers. She tries to use the same words that she thinks her clients would use when they think about this problem, since those are the terms they would search for when trying to find this content.
3. Link to at least 1 other relevant piece of content on her site. When working on her transcript, Daisy realizes she recorded an earlier video 3 months ago, discussing how to budget for 'big spends' in retirement, which is related to her discussion points about setting up large goals. She links to it in her transcript.
4. Add supplementary SEO components. This includes adding the URL, meta description, and keywords to the SEO settings of the blog post.
   1. URL. The URL is the "address" to this specific blog page and is usually formatted as "website.com/this-is-the-url-right-here". In most blog hosts, the default URL matches the title. Daisy decides to title her video and blog post "3 Things To Consider To Retire With Purpose", then the URL would be "3-things-to-consider-to-retire-with-purpose". Daisy rarely changes the URL beyond the default (which is the title of her post), but she tries to make sure "in-retirement" or "retirement-planning" or something similar crops up in her URLs consistently.
   2. Meta Description. The meta description is a preview that populates in search engines. It gives prospective readers an idea of what the full content is about and is very brief – search engines generally don't show more than 160 characters. Daisy typically tries to include her main 3 points in the meta description, briefly highlighting the problem, insights, and solution. For this video, she writes: "While retirement is exciting, leaving full-time work comes with challenges. A fulfilling retirement doesn't happen by accident. A concrete plan is essential." Which only takes 136 characters.
   3. Keywords. Keywords have a variety of uses – they are often used to refer to specific words used in the headers, URLs, and other resources that give search engines an idea of what is being discussed. There is also a section on most blog pages to input "keywords" specifically, which usually ends up being, in practice, a "keyphrase" – anywhere between 2 and 4 words. In this case, Daisy elects to input "purpose in retirement" as the keywords for the blog post.
      
5. Link to references. Daisy also ensures that the research study and references to previous blog posts she discussed are linked as well.

All of this formatting may be a bit of work, but it helps search engines organize Daisy's content more accurately. Collectively, these different components – linking to other sites, linking to other publications on her own site, formatted headers, and providing keywords – add up when search engines evaluate a website's trustworthiness. In particular, search engines weigh titles, headers, and meta descriptions heavily in order to determine what a particular webpage discusses.

Daisy also uses generative AI to help where she's stuck, particularly around the supplementary SEO components. SEO can certainly go much deeper – some people have entire jobs around optimizing content for search engines – but including this content is a good start and can put advisors ahead of the curve.

Daisy schedules the blog post and video to go live at the same time because they are both inter-connected offerings – listeners who watch the video need to be able to easily navigate to the advisor's website, especially if resources or studies are involved.

3. Publish The Audio As A Podcast

In addition to YouTube publication, if Daisy has been conscientious about describing visuals during her recording, she can publish an audio-only version as a podcast. There are a lot of podcast platforms out there, but the "Big 3" of podcast distributors – Apple Music, Spotify, and YouTube Music (formerly Google Podcasts) – are where the majority of listeners are.

This is where Daisy's earlier legwork can pay off. Daisy can take her meta description (While retirement is exciting, leaving full-time work comes with challenges. A fulfilling retirement doesn't happen by accident. A concrete plan is essential.) and reuse it as a brief summary statement. She then takes her headers and uses them as an "In this episode…" preview, linking them back to her blog post.

4. Connect The Blog Post To A Google Business Account To Enhance (Local) SEO Findability

When it comes to SEO findability, Google Business can be a low-effort addition. Google Business is the profile that shows up when people search for a business. Google Business is more tied-in with local SEO and gives a brief overview of one's website, Google Reviews, and other basic information.

If meta descriptions give a brief preview of a specific blog post, Google Business gives an overview of the business itself, providing prospects with an idea about the firm before even clicking on the website.

With the sheer number of options the internet presents for firms, information, and other options, Google Business can be another indicator of authenticity. Seeing that other people have reviewed and interacted with a business – and that the business has a few photos and an address – can go a long way, particularly for advisors with a traditional brick-and-mortar office.

Any updates posted (for example, a blog post) get categorized under "Updates" and show as a 1–2 sentence summary with a link encouraging people to read more. (This is less effective as a blog conversion activity and more helpful for its SEO boost).

The good news is that Google Business can (usually) be updated through the same technology advisors choose to distribute social media content and is automatically categorized in the Google Business profile, so after a profile is set up, it doesn't have to be manually revisited to update changes unless the advisor chooses to. The graphic below shows how the updates on 1 firm's blog are featured underneath its Business Profile section.

Additionally, posts can link to things other than the advisor's site, so if Daisy wins an award or is featured on a podcast, then she can add the post highlighting that recognition. In these cases, after creating a Google Business profile, it can be updated by selecting "Add Update" and then choosing the type of post, such as photo, video, or text, with a link back to the blog post. It's usually best to provide a brief summary to accompany the link. Google typically reviews these posts, but most posts publish within 24 hours of submission.

As a side note, Google Business archives posts every 6 months, so it only shows recent updates from the business. In Daisy's case, with biweekly videos, her older content will automatically be archived, but if her social media distributor includes an update to Google Business, then people who Google her business will be able to see her most recent activity.

5. Select Snippets To Share On YouTube Shorts And Other Social Media Channels

After setting up her Google Business profile, Daisy then selects a few highlights from the video to share across social media. She takes snippets, usually around 45 seconds in length, and schedules them on her social media distribution channels. While she tries to schedule the first post to go out relatively close to the video publication to promote that the video has gone live, the subsequent posts can go out on a more laissez-faire schedule. Those latter posts can offer additional insights into her content, reaching different members of her audience (or those who just didn't see her first post at all) and maintaining visibility (especially because she 'only' releases new content every 2 weeks).

Daisy chooses video highlights that emphasize the common retirement problems her clients often face. The snippets she includes form complete, eye-catching thoughts so that viewers immediately understand the main point of her video and are compelled to learn more. She also includes a few sentences of text and a link back to her blog. She plugs the text into her social media distributor, which already has a schedule set up.

As an added but less necessary bonus, Daisy tries to tag other involved parties on social media whenever episodes include other people. For example, if she records an episode with Nick (a lawyer who assists her clients with estate planning solutions) and Jay (a CPA who helps other clients with tax preparation needs), she tags both of them in a social media post about the episode. Now, that post appears in their followers' feeds, which broadens the reach of her posts much more!

6. Add The Content To A Drip-Marketing Newsletter

Finally, Daisy places the content in her newsletter software (while Daisy uses Mailchimp, there are many other digital marketing tools available for advisors to use). She highlights that the video posted, provides a brief summary, and gives a few takeaways – alternatively drawing between headings, the copy used for social, or asking AI to rephrase her work and freshen things up a bit. In this case, her call-to-action is to view the post, but she's also mindful that anyone who has entrusted her with their email and contact info is someone who trusts her more, so she likes to intersperse her email marketing campaign with more concentrated calls to action to set up a call, or to join an event.

Daisy keeps these newsletters pretty brief; she sends an email to her list once a month, occasionally adding commentary on her own content and excerpts from other sources that may impact her niche – but she includes updates on her 2 (biweekly) new episodes as an anchor to ensure she always has "something" to send. (For advisors who'd like more detail on how to craft impactful client newsletters, check out this past article on how advisors can develop a process to showcase their own value to clients!)

Building A Process That Works

Now, these 6 different marketing techniques may feel a little overwhelming – at minimum, it's a lot of selecting, uploading, and scheduling. However, this doesn't have to be overwhelming; with a good process pipeline that can do the majority of the distribution legwork, advisors can develop a manageable process to suit their needs.

For maximum efficiency, this process can be run in 2 steps: first, gathering the assets (edited video and audio, show notes, and any other descriptive text), and second, distributing the assets.

Video Editing Software Tools (For People Who Aren't Video Editors)

For video-based content, one of the biggest potential time drains is video editing. Certainly, high-level video editing can be an art form of sorts – there are truly pieces of content that need to use all of the levers of Adobe Premier Pro or similarly complex programs, and candidly, the average advisory firm doesn't fall into that category.

For people who are still in the do-it-yourself phase of firm growth, 1 of 3 software tools – Loom, Descript, and Camtasia – will be enough to get video content to a good (enough) place quickly.

While Loom is not, in itself, a video-editing platform – it is a self-described video messaging platform primarily designed to record and send training videos. If a video is recorded in the software, it easily captures screenshares while keeping the speaker's camera on the screen. Then, it autogenerates a transcript, suggests headers/sections, and allows advisors to quickly touch up the video: snipping "umms", adding branded marks, and so on.

Descript and Loom have 2 features that are particularly helpful for people who aren't looking to become video-editing pros: editing video via transcript. However, Descript is much more robust than Loom and makes video-editing-by-transcript the most intuitive of the 3 software tools listed above. Descript easily captures multiple speakers, generates a decent transcript, and allows for filtered edits, such as removing pauses, repeated words, and so on, with just the click of a button. In addition to its transcript-based editing features, Descript also offers a convenient blend of customizability, AI support, intuitiveness, and quick visual editing features.

For advisors looking to get even more in-depth, Camtasia allows for more robust video editing: blurred or removed backgrounds, pop-ups, and so on. It can also auto-separate the visual video content from the audio and create separate tracks between the video and audio, which may make some advanced editing tasks, like adding transitions, easier. Its interface is also fairly intuitive – most of the additions and features can be figured out by clicking around, which is noteworthy for the sheer number of editing tools available in the program.

While it may have broader editing capabilities, Camtasia's transcription software is definitely the least accurate of the 3 programs, but for the advisor who would like to add a little more visual pop without going through an intensive learning curve, Camtasia is the closest it gets to the best of both worlds.

Separate from any video or audio quality adjustments, the primary edits advisors most often make to their video content are adding compliance notes, branding marks, and opening/closing assets (such as a title image with a firm's branding and the title of the video series appearing at the start of the video, and a closing image with the firm's information). Most of these elements can be created as templates within these programs – after they're set up once, they can be duplicated and applied to new video projects relatively quickly.

Distributing The Content

With edited video and audio, as well as supplementary snippets, transcripts, and other content in hand, it's time to begin uploading content. While individually uploading and scheduling this content across every single platform would, again, create a large time burden, a content distribution tool or 2 can help to manage the time needed to distribute content across different platforms, on top of having a live site for the blog.

Step 1: Schedule The YouTube Video And Podcast Distribution

An important priority when using a podcast distribution software tool (such as Libsyn and Software) is to ensure that it distributes to the 3 largest podcasting platforms: Apple Podcasts, Spotify, and YouTube Podcasts (formerly Google Podcasts). Most software will also offer other smaller platforms, but the majority of consumers will be on 1 of these 3 platforms.

The primary variations between podcast distribution software tools are the analytics they provide, the user interface (UI), and so on. The majority of them bill on the number of hours of uploaded audio per month. Several platforms now also offer to schedule social media posts as well.

Ultimately, for the needs of a growing podcast, most podcast distribution programs have similar analytics, dashboards, distribution, and support (one can only distribute a podcast in so many ways). Should the podcast grow to need more robust analytics, support, or other features, migrating a podcast distribution feed to a larger-scale distribution program takes a minimal amount of effort, especially when compared to migrating a social media host, website, or other distribution software.

2 widely-used software programs include Libsyn, which ranges up to $20/month for full distribution across all podcast platforms, and Simplecast, which is also fairly cost-effective, at $15/month. While they both offer similar data analytic features, Simplecast's UI is generally more intuitive, and its data dashboard is more central in how the podcast information is laid out.

Other popular options include:

• RSS.com
• Spotify for Podcasters (a free service, which posts to all major platforms)
• Simplecast

Step 2: Schedule The Blog Post

While YouTube is a great host for video content, YouTube videos can also be embedded in blog posts (this is also helpful because a video viewed in either location counts accumulatively in YouTube, increasing the number of views rather than splitting them). These can also be posted on the advisor's website, as most web hosts come auto-installed with a "blog" function that an advisor can utilize.

It may be helpful to go back to the YouTube post to link to the blog post, but the YouTube video can be embedded in the post itself, with the transcript inserted below, marked with headers and with any resources available as well. Most of the transcript software tools described earlier will recommend where to place headers. Generative AI can also be used to give a good start. (I won't tell anyone, I promise!)

Step 3: Schedule Social Media And Google Business Distribution

Video-based "snippets" can make great social media posts. Their source content is already made, they present a simple call-to-action ("Go watch the full video!"), and, for the prospect who finds the advisor's social media, they give an easily accessible preview of the advisor's personality and audience.

For repurposing video content, at least 3–4 posts can viably be pulled out of this, ideally matched with 1 or 2 video snippets. Generally speaking, if the posts are scheduled over 3–4 weeks, it'll provide enough variety to prevent being pinged for repetition by social media algorithms and help the content to feel fresh.

As video-based content becomes increasingly common, the limits for video-based content have split into 2 fields: First, "stories" or "shorts" (which are common on Instagram, Facebook, TikTok, and YouTube), and second, standard posts (which also exist on all of the above, as well as LinkedIn and Twitter).

Some platforms, like Instagram, have other post options that vary in video length limits, but the graphic shown below offers an overview of the maximum video lengths permitted.

  While the ideal length of a social media snippet can vary depending on the platform and audience, a good general rule is to stay within 45 seconds. This will keep most videos well below any length restrictions imposed by platforms and closer to the 'optimal' length for post engagement across multiple platforms, which can increase the likelihood that the video gets viewed (too long, and people may determine it's not worth the time; too short, and there may not be time to deliver a fully formed thought).

Advisors may choose to adjust this length depending on what social media platforms their followers are on (and, if they have no followers, where they want to build their following with time), but ultimately, there may be some experimentation needed to see what length works best with their audience. If someone has a business account on their social media, the platform will give a good summary of what works – but a social media distributor will also give a good overview of post performance for the curious.

Selecting A Social Media Distribution Software Tool

While there is a little more flexibility around selecting a good podcast distributor, a good social media publishing platform can make an enormous difference in the amount of time and effort put into posting to social media. The majority of social media distributors require scheduling out individual posts, one at a time. Finding a platform that can schedule multiple posts throughout "campaigns" or similarly organized schedules can make it much easier to plug in content.

SocialBee is one platform that allows advisors to set several campaigns of various cadences that can be plugged in over any 7-day period and also allows the use of evergreen content. For those who are a little more laissez-faire, Sendible allows a schedule of randomized posts to be set up, but posts cannot be placed in any desired order. A randomized post schedule can be convenient for posts that aren't time-sensitive – but there are instances when certain posts should be released at specific times; for example, a post announcing that a new video has been released needs to be relatively close to when the new video goes live.

Most social media platforms also publish to Google Business, so this can also be done when scheduling out social campaigns.

Step 4: Posting To The Newsletter

To get the most out of the podcast, newsletter distribution can be the finishing piece. Ideally, the podcast isn't the only thing included in the newsletter, but posting it with a brief summary, some bulleted key points, and a link can be a great way to make sure that the video is visible.

The cadence of the newsletter's release can depend on the audience. For example, if people signed up for the newsletter because they'd "never miss an episode," then sending the newsletter soon after the publishing may be best. On the other hand, if the newsletter is sent more infrequently, accumulating a few episodes may make for a good "in case you missed it" portion to highlight.

Pulling It All Together

 In summary, advisors can save time by developing a process to repurpose their content to leverage multiple marketing strategies instead of creating unique content for each marketing tactic they choose to implement. For example, an advisor who likes to record short video clips for their clients can use the content in several ways; by generating a transcript, separating the audio track from the video, and creating video snippets from the original video, a wide range of supplemental content can be developed. The transcript can be used to create supplemental material (e.g., SEO content and show notes), headers and brief summaries used to organize the transcript can be used on social media posts, and the video itself can be posted onto the advisor's website (e.g., as a blog post) and included as feature content in a newsletter.

While it may require substantial work to build such a pipeline initially, finding the right combination of distribution techniques, careful linking conventions, and good SEO practices can eventually help advisors automate and streamline their process, making the boost to their site's overall search engine ranking – and growing visibility with prospective clients – worth the effort at the outset!

Notably, as the firm's marketing needs and changing objectives shift and scale over time, advisors can decide what they most enjoy and what clients respond to as a way of identifying where to focus their energy on future efforts.

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In the end, leveraging a number of marketing techniques that rely on repurposed content can help an advisor cover much more breadth than having to create new content from scratch each time a different tactic is implemented. Then, as the firm grows, advisors may find that they love putting the newsletter together, but care substantively less about crafting social media posts. Those may be the first pieces that get dialed down, outsourced, or adjusted as the firm grows and changes.

And by taking the time to plan through a process to discover how content can be repurposed most effectively, in a way that the advisor enjoys and the client appreciates, a robust pipeline of valuable information can be created as a part of an impactful strategy that helps advisors put their best foot forward in as many places as possible!