Work Smarter, Not Harder: Building a Monthly Strategy with Repurposed Content
If you’ve ever felt overwhelmed trying to post consistently across social media, write newsletters, and keep your content fresh, this guide is for you. Even better? We’ll show you how to transform one piece of long-form content into an entire month’s strategy and use it to guide your audience into your ecosystem.
By the end of this post, you’ll know how to repurpose content, strategically plan your funnel, and make your monthly content work harder for you.
What Is Long-Form Content, and Why Does It Matter?
Think of long-form content—like blog posts, podcast episodes, or webinars—as the foundation of your content strategy. It’s where you provide valuable, in-depth insights that:
- Establish credibility
- Build trust with your audience
- Attract new people to your brand
But long-form content shouldn’t live in isolation. It should guide your audience into the next stage of your funnel.
How Long-Form Content Fits Into Your Funnel
A funnel is the journey your audience takes, from discovering you to becoming loyal customers. Here’s how long-form content plays into the three key stages of the funnel:
Top of the Funnel – Awareness:
This is where people first discover you. Long-form content positions you as an expert and invites them to learn more.- Example: A blog post or podcast episode answering a key question your audience has.
Middle of the Funnel – Engagement:
Once someone is interested, you offer them exclusive content to deepen their relationship with your brand.- Example: A free resource, like a guide, checklist, or webinar, that ties into your long-form content.
Bottom of the Funnel – Conversion:
This is where the relationship pays off—literally. Invite your audience to take action, whether it’s signing up for a service, purchasing a product, or enrolling in a course.- Example: A nurturing email series that introduces your paid offer.
Repurposing Long-Form Content for Maximum Impact
Long-form content is your one-stop shop for creating an endless supply of smaller, targeted content pieces. Here’s how:
1. Social Media Posts
Break down your long-form content into bite-sized pieces to post across your platforms.
- Instagram Carousel: Share a step-by-step process or quick tips.
- Reels or TikToks: Highlight a memorable insight or key moment.
- Stories: Tease the content by asking questions or using polls.
2. Newsletters
Use your email list to share snippets of your content, while linking back to the full piece.
- Add a CTA to download a freebie or join a webinar tied to your content.
- Build anticipation for your upcoming offers.
3. Pinterest Graphics
Create infographics or visuals summarizing key points. Link them to your long-form content to drive traffic back to your website.
4. Short-Form Videos or Podcasts
Break the original content into mini-episodes or quick videos to reach audiences with shorter attention spans.
How to Strategically Plan Your Funnel
When repurposing content, always ask: How does this piece fit into my funnel? Here’s a step-by-step example to guide your strategy:
Example Funnel: Blog Post on “5 Steps to Build Confidence in Your Brand Voice”
Top of the Funnel:
- Social Media: Share Instagram carousel posts highlighting the 5 steps. Each slide teases the blog content.
- CTA: Direct followers to “Read the full blog post.”
Middle of the Funnel:
- Free Resource: Offer a downloadable Brand Voice Checklist in the blog post.
- CTA: Encourage readers to sign up for your email list to access the checklist.
Bottom of the Funnel:
- Email Series: Send nurturing emails with additional tips and introduce your paid Brand Voice Masterclass.
- CTA: “Join my course to master your brand voice.”
This approach creates a seamless journey that guides your audience from awareness to engagement, and finally to conversion.
Tools to Streamline Your Content Strategy
Here are some tools that can help you stay organized and execute your funnel with ease:
- Linktree or Milkshake: A simple landing page for all your CTAs.
- ConvertKit or Mailchimp: Build automated email sequences to nurture leads.
- Zapier: Connect your platforms to streamline workflows (e.g., adding new subscribers to your CRM).
Pro Tips for Success
Always Include a CTA:
Whether you’re sharing a social media post, blog excerpt, or email, always include a call-to-action that aligns with the next step in your funnel.Focus on Value First:
Your content should serve your audience. When they feel seen and supported, they’ll be more likely to engage with your brand.Plan Ahead:
Map out your funnel and monthly content in advance. This ensures each piece serves a clear purpose.
A Real-Life Example: Funnel Integration in Action
Let’s say you’re a jewelry designer. Your long-form content is a blog post titled “How to Style Jewelry for the Holiday Season.”
Here’s how you could turn it into a funnel:
- Top of the Funnel: Create Reels showcasing holiday outfit and jewelry pairings. Link to the blog in your bio.
- Middle of the Funnel: In the blog, offer a free Holiday Styling Guide that readers can download after joining your email list.
- Bottom of the Funnel: Send a series of nurturing emails sharing styling tips and introducing your holiday collection with a limited-time discount.
Final Thoughts
Repurposing long-form content is more than just saving time—it’s about building a cohesive strategy that works for you. When you tie that strategy into a funnel, you’re not just creating content; you’re guiding your audience on a journey that builds trust, engagement, and conversions.
Now it’s your turn. Think about your next piece of long-form content. How can you repurpose it, align it with your funnel, and guide your audience deeper into your brand ecosystem?
Let’s make your content work harder and smarter for your business!
Need support to build out your site funnels or nurture systems? Reach out to the BLOOM team here. We’d be honoured to help you grow your brand with an intentional content strategy.
The Bloom Team