Digital marketing
Turn one expert interview into useful weekly content
Repurposing works when each piece has its own purpose. Reposting an identical excerpt everywhere wastes the depth of an expert conversation.
Put it into practice
- Ask for a process, mistake and example.
- Extract one idea with necessary context.
- Adapt framing to the destination.
Start with the part of the customer experience you can observe. Speak to the people handling enquiries, review recent questions and inspect the destination before commissioning more creative. A modest improvement to a real bottleneck is usually easier to evaluate than a broad campaign with several competing objectives.
A practical example
A furniture maker's material discussion can become a care demonstration, comparison carousel and detailed guide.
What to measure
Track useful questions and visits to the guide.
Do not remove qualifications to create a dramatic hook.
Your next step
Choose one action from the checklist and assign a person to complete it. Record the current situation, the change you intend to make and the evidence you will review. Set a review date that gives the change enough time to produce useful observations. Keep what works, adjust what does not and note anything the data cannot yet explain.