My guest, Shaina Weisinger, CEO and Founder of Repurpose House will explain to you today how one of her customers has been able to increase by 300% their number of leads only by repurposing their content. And all of this happened without paid media. Shaina, welcome to Social Selling!

(Shaina) Yeah, thank you for having me! I’m happy to be here. 

(Antoine) Before we take a look at the strategy that you use with your client, can you explain to me and to the audience also how you've been able in the last two years to work with companies like Digital Marketer, War Room, Thinkific, Roland Frasier? I mean, all these names are people whose content I listen to everyday. 

(Shaina) Yeah, it's actually – it's been crazy. A bit of a whirlwind, to be honest with you. I didn't in a million years think that we would be working with brands like that in the first – it actually was within the first six months of us launching, which was crazy. 

(Antoine) First six months, okay!

(Shaina) Yeah, the first six months. I know, right?

There's a post that I did on LinkedIn where I was, like, freaking out because Digital Marketer signed and it was like the highlight of my decade, right? It's actually – it's interesting. 

I launched in November of 2018 and, actually, it was a rebrand, but we changed our offering and we were really diving into just all types of repurposed content for marketers. And I knew that the best way to test the market and see if it was something that was really something that was needed would be just to bite the bullet and have a booth at Traffic & Conversion.

And so I was like, I'm either going to invest years, maybe, trying to figure out how this thing works or I'm going to invest the ten thousand dollars, have the stupid booth, sit there and just let them tell me. And then at least I can move on or we can double down on this.  So while we were there, it was crazy. Like, the response was incredible. 

And actually right after the show some people were on a couple of like really big marketing influencers...Facebook's asking questions about repurposing content. And apparently my name kept popping up and I kept seeing all these notifications on my Facebook that people were talking about me personally. And like BIG names. And I was freaking out. I didn't meet these people while I was there. I met some of their reps, some of their marketing managers and things like that. And then I get a private message from Roland Frasier.

(Antoine) Really?

(Shaina) Yeah, right on my Facebook!I was like, ‘What?!’ And he was just like, “Who are you?” That's literally the essence of what it said. He was like, “People are talking about you all over Facebook. I didn't get a chance to stop by your booth, but I just want to introduce myself and see who you are and what you do, because there's buzz about you guys.” And that was pretty much the kickoff on all of it. You know, I got a chance to chat with him. We were talking about doing some War Room stuff,and then through a couple of series...I mean, he’s a super busy guy, you know, so I didn’t. 

After that, I connected with Matt who was running War Room’s social at the time. And I was just like, ‘you guys, I know you're personally doing this and losing your mind about it, so let's just get the ball rolling.’ And so with that came Digital Marketer. Then, once you have some really cool brands who have trusted you with their content and they're marketing companies, a lot happens after that, so it was pretty amazing.

(Antoine)And, how does it feel to have, like, Roland Frasier sending you a message on Facebook? I guess you just had other conversations with him after? This guy is like –

this guy brings so many great ideas, business ideas. It's crazy.

(Shaina) Yeah. Oh, it's incredible. I mean, I did a double take for sure. And then I was like, ‘ah, maybe it's one of his reps.’ You know, how some other people have other people managing. They were like, no, it was him. He's like, “We need to connect. Let's set a phone call. Here's my cell phone.”

(Antoine) Really?

(Shaina) (laughs) Yeah. I was actually in Florida right after that for an event I was speaking at. We had a booth there – it’s called Pod Fest – and I had to step out to actually chat with him. I was, like, shaking. And I finally got on the phone with him and we're just chatting about content and about speaking about content. I was blown away.

(Antoine) This is crazy. Really really cool! 

OK, so look, there's this amazing case study that we discussed together last week on the company – I think it's called Endless Events – that, with your team, you've been able to repurpose a lot of their content.And like I said in the intro, you've been able to increase by 300% their number of leads. So, can you walk us through this case study and [tell us] how Repurpose House helped Endless Events to be sure that, at the end of the day, they are able to generate all these results for the company?

(Shaina) Yeah, absolutely. So, Endless was an awesome company to do this case study with because they’re content powerhouses to begin with. They really get the value of content, they’re very savvy on how to post on social in general...so, I knew that their organic strategy to begin with was already something that I would have probably tried to implement, and it's been tried and true for them, right? 

They also use HubSpot to track everything, and actually Will, the owner, was one of the testimonials on HubSpot’s site for years. So, it was for one thing – obviously their strategy was really great – but also, we could prove that it was this content specifically that was generating the results, not just their other efforts, right? Because they're tracking everything through HubSpot. They know where it's coming from. So it was a really perfect storm for us to be able to have real stats, real numbers, and show that it came from this particular content.

They had a show that they were already doing. It was a weekly show. They’re in the events industry, so they create large scale events. The people they have on their show are all industry influencers in the event space, a lot of names that people who are in that space would know and recognize. It's gated content. So, it's not like you can even go to the site and just watch the episode. You literally have to type in your information to actually view the full length content.

There's already a barrier there – [they were] giving long form content where they want your information before you're even going to look at it. So I was like, ‘well, this will be interesting because this is a little outside of what we normally do.’ What we normally do is usually just sending people to a landing page with long form content that's available. But, it was interesting because actually, the more he asked for regarding their information, the more fields they had to fill out, the more opt-ins he would get just in general. He learned that prior, which I thought was really interesting. 

So, he just kept adding random fields like ‘What's your business name? What's your email address? What's your phone number?’ I mean, I'm like, ‘What's your blood type?’ (laughs) I don't know. But,  they started asking all these questions and people started to engage a little bit more. Just a little friendly tip: if you have gated content, don't be afraid to ask for info because apparently people want to give it when they're excited to see what it is you're going to give.

But anyhow, they did this weekly show, long form, industry of influencers…

(Antoine) Targeting a B2B space, right?

(Shaina) Yeah, B2B large scale events. So lots of businesses who put on – like Comic Con was one of their clients at one point – just really, really big events. And so they have people who put on these events who would be really interested in those types of content.

(Antoine) Interesting.

(Shaina) So, we took one episode – well, they’d have one episode a week – but we only repurposed it one time. And when I say one time, each episode, we only pulled a two minute clip, or up to two minutes of something really impactful that somebody on the show said. And, we turned them into seven different assets. So we did a square video meme, which is essentially the video in the middle, headlines talking about what that episode or what that little clip is about, and captions because captions are super important on social media.

85% of people on Facebook watch video with the volume off. So, if you don't have captions on your video content, you're missing out on everybody, basically. And if you think LinkedIn is better, it's not, because we're all professionals on LinkedIn. 80% of people don't listen on LinkedIn, so you have to have captions. 

We basically did all the best practices, headlines, captions, things like that. Square is going to be for your feeds, anything you scroll with your thumb.So your Facebook Feed, your LinkedIn Feed, and things like that. We did vertical for stories and IGTV and then we did a landscape version also so they could upload it to YouTube as well – that small micro-clip as a piece of content. 

But then in addition to that, we did little quote cards. So whatever that industry influencer said that was so awesome, we did like up to twenty five words of that quote, put their face on the image and did that in three different sizes also so they could post that to stories, and post those to feeds all across all different platforms. And that was pretty much it. 

We only did one per episode. So, it's not like we turned one episode into like five different two minute clips, just the one clip, but repurposed all the different ways. 

And their engagement was crazy. Like, their social media engagement was already very good, but it went up over 50%. Their site visits went up 138% over 90 days just from these clips, and their opt-ins to the content went up 300%. Actual contact info!

(Antoine)I'm curious because, like, I look at their social media presence – I think they have over 20,000 people on Facebook right now. Do you think that most of this strategy, like repurposing content on a daily basis, on a weekly basis, is something that can be done if you don't have a big community on social? Or, if you don't have this big community on social, can you do it but you need to put paid media behind it?

(Shaina) Great question. So, there's a couple of different answers there. You can put paid budget behind anything, obviously, and grow your audience and make that large.

Obviously, the best case scenario is we don't put money into it and we get an audience. You get results. One of the great ways to do that is to have guests on your content. Because the power of cross promotion is huge. And I think a big part of what made their content successful is because they have these massive industry influencers.

Will, the founder, he's one of the big voices in that space to begin with. So he's kind of an authority. But ultimately, the audience exists and they grew the audience. So it's not just like, okay, we have these 20,000 people that already look at our stuff. We're talking new opt-ins, new contacts, grew by 300%.

Somehow the word was getting spread. One of the things that they did was, obviously, tagging the people who are in the content, making sure they're sharing the content as well,  because now their audience is your audience. Which is great, because any time somebody who's in the piece of content shares that, comments, anything...now, it populates on their feed on all the platforms. 

But they utilized groups really heavily. That's a really tightrope to walk because the vast majority of groups have these rules that you can't self promote. So, it becomes a struggle. They really had to know what the rules were in all of the groups. But what they've done to kind of get around it is they contribute heavily in those groups as far as giving advice, thoughts...they comment on a lot of stuff. So, they're very active and they give, give, give, so that when they do post something that has their logo on it, there's a lot more leniency as opposed to them just consistently posting about themselves or their own content. The admins know that they're heavy contributors and so they can kind of get away with a little bit more, which honestly, if you're in a group and you have an expertise that should be the best practice anyway. You should constantly be contributing and offering your insight.

(Antoine) Of course.

(Shaina) So really they do what they’re supposed to do (laughs). That’s it!

(Antoine) Interesting. And so you mentioned they were doing a weekly show. You repurposed one piece of content. How long did it take before they started to see some results? Was it right away or it took like a couple of weeks? Can you tell me more about that?

(Shaina) It was pretty immediate. When you look at the case study and, I know they're not looking at it right now, you see the HubSpot graph.

(Antoine) Yeah, it’s crazy!

(Shaina) It starts to climb like immediately. It's 90 days and you see it. It goes from a pretty flat line – I mean, not a flat line, they still had engagement – but then it pops pretty quickly and then it just sweeps up. And obviously it got bigger over time because of traction and consistency and things like that. But it was almost immediate, which is pretty amazing. 

(Antoine) And, I have a question for you regarding Hubspot. So, usually I see a very good tracking system for paid media efforts, but I think it's one of the first times that I see a company tracking all their organic efforts. Is it something that you see with your clients quite often? [Do] people track what they're posting every single day without necessarily putting paid media behind it?

(Shaina) Unfortunately not. So I mean, I wish that they did because then we could prove that we help everybody, right? A lot of people are just putting their faith that organic content works because they feel like there's an uptick –

(Antoine) Fingers-crossed!

(Shaina) Yeah! And there is. I mean, you should be putting out that type of content consistently anyway. I wish more people tracked as heavily their organic efforts because the thing is, organic efforts still aren’t free. You're still committing time and energy. Time is money! Whether you have staff helping you create these assets or you're outsourcing them, it still costs you money to do it, not just the ad spend that you're putting behind it. 

So, if you have the capability to track organic content, it could be hugely beneficial because you may see that some of that content does way better than you anticipated. And you can leverage more time and resources to doing more of that instead of just throwing more in an ad budget that, if you can actually look at all of your metrics and know what's performing, you can really see that if organic works for you, then load more resources into it.Why not?

(Antoine) Yeah, totally! Sointeresting.

I have a couple of questions for you, Shaina. You mentioned that this company, Endless Events, were doing a weekly show. My question for you is, will the strategy change if your big content is a podcast instead of a video? Do you have a special strategy based on the content that you repurpose? Or usually it’s the same formula from one content to another content?

(Shaina) Yeah, great question! So, it's literally anything long form, quote unquote “killer content,” right? You can apply the same strategy to that. We apply it to blog posts. Even so, we'll have our weekly blog post and we'll take up to 100 words of that that are really impactful, create a repurposed text motion video asset out of it and promote it the exact same way that they did their show. And now the call to action, instead of it being ‘go watch the show’, it's ‘go read the rest of the blog to find out the rest of the content.’

It really applies to any type of long form content that you can think of, as long as the intention is to drive them to a landing page or a piece of longer content. I mean, obviously, the best practices apply to any content you put on social, even if there's not an end game or end source. But ultimately, if it's long form and you're going to repurpose it, that strategy can literally work for absolutely anything.

(Antoine) I think that's one of the big challenges that you saw, right, when you created this company. A lot of people put so much time creating long form content, a podcast...Even what we're doing right now, we're doing a podcast! I need to do a couple of different pieces of content after this, right? So I think that's one of the reasons why you started this company at the beginning. 

(Shaina) Yeah, absolutely! It's funny because my background is video production for content strategy, right? And so I was doing video production. I had a lot of clients who all they wanted to do was videos about how awesome they were. And I'm like, nobody cares about how awesome you are . Let’s be honest. 

(Antoine) (laughs)

(Shaina) You have to get them to a place where they will care because eventually they will. But what kind of content are you going to give them to get them to that place?

And so what I ended up doing was I started to just do video podcasts. So this essentially, but like in a studio, and they would stack a bunch of episodes, have guests come in and do the whole thing. I was doing that and offering it kind of as a package. So we would film,I would do the micro assets, the repurposed pieces, and we did all the management or whatever. 

And I started pitching that to some prominent podcasters who were just doing audio only. I talked to a lot of really big names and they were like, listen, we don't care about the video piece, but if you only repurpose the assets, we would throw our money at you. 

(Antoine) Oh!

(Shaina) Yeah! And I kept hearing it over and over again. And I'm like, there's nobody that's doing this yet? I went to do some research and there was nobody doing it. There were either platforms that you could do it yourself on, which is fine if you have the resources or the time really to sit through captions and things like that. Or it was like they had hired an agency and they had a couple grand retainer that they were on and it was a part of a bigger service or offering. 

But, nobody was just doing this one thing that was a massive pain point for podcasters specifically. So, I actually called it ‘Podcast Memes’ [and] initially it was just geared toward podcasters.

(Antoine) (laughs) Really?

(Shaina) Yeah, right? And it was so weird because there is such a massive disconnect between our audience. It was either, holy cow, this is an awesome service, take our money and go, or it was $200 is way too much for us to spend on our content. Sarah and I were like beating our heads against the wall –

(Antoine) Sarah is your partner?

(Shaina) Sarah is my Director of Ops [Director of Operations], yeah. So her and I were like, what is happening? Like why is there such a disconnect? And we started to look at all the clients who are awesome clients and see what the common denominator was because we're like more of them, please! They were all digital marketers who were using podcasting as an arm of their marketing strategy. And all of the ones that were a terrible fit were like just hobbyists, like they weren't driving them anywhere to generate revenue.

So, I was like, well, I know marketers, so let's go do that! We just stripped the whole thing down. We changed the entire model. We added all types of content to be able to repurpose, including text, which is a huge one that people realize. People don't realize that they can make blog posts very, very engaging on social media. And then we rebranded, and now it’s Repurpose House!

(Antoine) Interesting. Look, you mentioned a couple of things. One of the things that I want to know – from your experience, how many times a week a company like Endless Events, your company, or my company should publish content? Is it something that we should do every day, every week? What's the ideal frequency that you think a company should publish content?

(Shaina) That's a really hard question to answer because it really depends on your resources. My biggest rule of thumb is obviously you need to be publishing a lot. The life span of social media posts are so short. I think the longest one is a LinkedIn post. It gets the longest lifespan on a feed, and I think it's only 24 hours and then it goes backwards from there. It's like 4 hours on Twitter or 12 minutes on Twitter or something obnoxious. So let that be an indicator of how often you need to be putting content on social.

But a company like Endless –he [Will] has leveraged his entire business on content. He has exploded because he gives, gives, gives, gives content. He's got like four podcasts now. He actually pulled all of it in-house because he had like four or five subscriptions with us at one point because they couldn't even generate enough themselves. For him, it just made sense to bring it in house and just have a team do it for them. But, he's doing it as consistently as humanly possible daily. Multiple times daily.

(Antoine) And it works?

(Shaina) And it works! But not everybody can do that. So let's live in a realistic world for a second. If you can be really, really great at making your content super impactful on social media, just be really, really good at one or two things. Pick the things you want to make awesome, whether that's your podcast, repurposing and making sure that those assets look really clean. Then, pick the platforms that you know for sure your audience is living on and start with them, and do them very well and very consistently.

For instance, for my audience, I leveraged LinkedIn heavily and Facebook. I don't have a very, very young demographic. I'm not selling to like tweens or anything like that.I have business owners and marketing people, so those two platforms make sense for me. Depending on what you’re selling, maybe TikTok is a great platform, and Instagram.

So just pick one or two and do it really well and really consistently. And then when you get in the flow of that, then you can start tacking on, because the problem is people become overwhelmed with how much they need to be putting out there and all of the places that it's unrealistic to think you're going to be like,” OK, Let's go! Seven platforms later, eight times a day.”

(Antoine) (laughs)

(Shaina) There’s no way that’s going to happen!

(Antoine) Of course. It’s a good answer, but there's one thing that I saw, and you mentioned you're very, very present on LinkedIn. One of the things you create a lot of is content for your personal brand. So the question I do have for you is; do you think that, let's say you start your content game from scratch, is it better to work on your personal brand more than your company brand, because it's two different things?I see most people sometimes have more traction with their personal branding. So I want to hear [your opinion] on this. What do you think is best in starting your content game?

(Shaina) That is an awesome question, especially if you're just starting and your business doesn't have a huge following. You will always get more eyeballs with your personal brand, with your personal profiles, because Facebook is pay to play, first of all. So, I think it's like a half of a percent or something. But I know it was like 12% at one point, that your audience will even maybe see the content your business page posts. You get much more viewability on a personal profile, right? 

And for LinkedIn, for me specifically, my audience is much broader than Repurpose House’s audience on LinkedIn. Also, I'm a human being and not a brand and people want to do business with a human as opposed to a brand. So for me, it's an easy segue to be like, “Listen, I know about content and making sure that it looks great on social media and I can train and educate.’ And then people are like, ‘Oh well, wait, what's this company she keeps talking about? I need whatever it is she's talking about.’

It's a natural funnel into the business, whereas if they don't already know the brand and [...], it's difficult to get attention initially unless, of course, you're building campaigns and putting budget behind it initially. But when you're first starting out, the best way to get viewability is going to be through your personal brand, because the likelihood of you having a bigger audience than your brand does is probably pretty high.

(Antoine) Interesting.And in the case study that we were looking at before, I think and correct me if I'm wrong, Endless Events, they were not doing any media paid right, only organic? 

(Shaina) I don't believe so. I know that the vast majority of their content strategy is all organic.

(Antoine) Crazy, like generating that amount of leads only with organic is crazy.

(Shaina) Yeah, it’s bonkers.

(Antoine) And one thing that I want to know; are your other clients usually using paid media or they will only hope that maybe with their organic reach, they'll be able to generate opt-in, generate leads, generate sales? 

(Shaina) The vast majority are using the assets that they create with us as organic content. 

(Antoine) Really? 

(Shaina) Yeah. I mean, you can use it as paid. We make sure that you have the thumbnails and things necessary to do it, but the majority of them are just using it as ‘give content.’ Just educating and answering the questions that everybody asks you in your business. A vast majority is just organic content.

(Antoine) Interesting! I didn’t know that. That’s very cool. 

And what do you think is the process, let's say, to start a long format? So, you're a company and you want to create content. You said ‘everything starts with a big piece of content.’ There's a couple [formats] you can do : blog, posts, podcasts, vlogs. Where do you think it's easier to start? Is there something that people should prioritize? Is there a step by step? What are your thoughts on that?

(Shaina) So podcasts are always a really great, easy way to get started. The reason for that is if you bring on guests like what we're doing here. Really what you're doing is asking questions and somebody else is being the expert in something. And what's cool about that is – there's a couple of things – you're giving information to your audience that you don't have the onus of providing, right? You're talking to me about content. And while I'm sure you know a ton about content, you basically get to be on vacation a little bit, and just ask the questions and let me do the hard work, right?

And as a podcast host, it's really cool to be able to let somebody else share their expertise with your audience. So, you're bringing value to an audience that you already have through somebody else's expertise. Another great thing about podcasts with guests is that cross promotion thing that we talked about, making sure that you are now extending your audience. Because all of the people that you're bringing on, they want to share the fact that they're an expert as well. So, if you give them micro assets to share, now they're going to want to be like, ‘hey, I was on this show and I talked about X, Y, Z as an expert.’ Nobody doesn't want to be validated that they're an expert in their field. 

Another really, really great thing about podcasts, actually, and one of the reasons I started The Content Coalition was literally just for the relationship building, that's it.

(Antoine) It’s crazy, right? Podcasts are great to create relationships.

(Shaina) If the episodes never saw the light of day, that podcast was super successful for me (laughs).

(Antoine) Yeah, exactly!

(Shaina) The people I got to meet and chat with and hang out with and the relationships that were built, like literally if nobody ever listened to it, I didn't care because it was about expanding a network with people that I would otherwise never have an opportunity to meet and chat with. And some of them, like, I was shocked at the amount of people who said yes. We were a brand new company! We were like six months old maybe when I started it.

And people like ClickFunnels and all of these massive businesses...GoDaddy – what?! 

Sarah would be like ‘your interview with so-and-so’ and ‘you’re going to interview them next week.’ Like, how did this even happen?

(Antoine) Yeah, how did it happen? Did you reach out to them, or [was] it was because of your content, inbound outreach? Tell me a little bit more.

(Shaina) Sarah was amazing at outreaching. She worked for another company [where]  he had a podcast, he had a lot of audiences somewhere...he was in marketing. And she had learned and created really, really great processes for outreach and how to pitch to guests that are bigger than your brand. 

And the email was really eloquent. We talked about our audience, who we talked to. We got kind of lucky at the beginning that there were a couple of relationships with bigger folks that we had already known, that we got them on the show immediately for validation And then it was just send it out and see. And I was shocked by the amount of people who said yes. Don't be afraid to start your podcast, if it’s ‘I don’t think anybody will be on it,’ because you'd be shocked at how many people will say yes for sure.

Also, making sure that people who are trying to promote something – like somebody who just wrote a book and is trying to promote it, or somebody who has something that is new and fresh that they're trying to get more eyeballs on – they're more likely to say, ‘yes, we will definitely hop on’ if they have something to promote.

Another cool way to get cool guests on is to say, ‘Listen, we're going to make sure that your piece of content gets ten thousand eyeballs on it.’ And the way to do that is then to create the little micro repurposed assets, throw some ad budget behind it for Facebook ads, get those impressions up. And now you can even say, ‘Listen, you pick your audience. You tell us who your audience is, we’ll promote it to them,” because their audience is your audience if you're interviewing them, let's be honest. So now you've got a really cool guest. You've promised them impressions. You spent maybe, what, fifty to one hundred bucks on Facebook ads. It's a win win for sure. 

(Antoine) Yeah, totally. You said something about the audiences, right? From your experience, have you been able to generate a lot of leads, a lot of relationships, and sales just by being on other podcasts?

(Shaina) Oh, yeah!

(Antoine) Yeah? Tell me more.

(Shaina) Being a guest on other people's podcasts, it's so monumental. Like, when you can start going to be an expert that talks about your expertise, that's game changing. It's the easiest thing you will ever do. It's thirty to forty five minutes of your life. And we have sign ups constantly, because we ask in our field when you sign up or when you book a call, ‘Where'd you hear about us?’ And so often it's this podcast, that podcast, this interview. It's constant. And because if they have an audience that wants to hear your content, then they are your audience. It makes perfect sense. So really, the interview style content is the best way to get started. There are other ways to create content that has nothing to do with interviews, which is also great because you should have content that's just yourself as well. But, if you're getting started just from the ground level up,  interview style content, for sure!

(Antoine) OK, very interesting. I have a couple of questions for you. I've seen you lately on the Epic Challenge from Roland Frasier. Did you like it so far? I think it's really interesting what this guy provides. It’s completely amazing.

(Shaina) His brain is mind blowing, first of all. And it's crazy. Like, I'm so happy that I landed in that group and that I just know him. You have to go to a completely different level mentally as a business person in order to see from his eyes. And it's just been game changing for me. The first whole hour and a half long session, I was just like, ‘Wow, I have to completely adjust my entire worldview now,’ which was amazing. (laughs)

And I'm super excited, actually. I'm looking at buying a marketing company to be able to support Repurpose House clients who continuously ask for marketing to get done for them. So it's just crazy. I haven't...I mean... I'm a little behind. I think I missed one of them. I need to hop on it. 

(Antoine) Yeah, same thing for me.

(Shaina) The first one was awesome and I'm so jacked about it. But, you know, life happens. I'm like an hour and a half. But, I'm super pumped about it. I'm excited to get through the rest of the content.

(Antoine) Interesting. And the reason I was asking you this is because he’s doing a great podcast business launch. I want to know what kind of podcasts are you listening to right now? Is there something that you heard recently that the audience could benefit to know more about?

(Shaina) Yeah, the Hustle and Flow Chart podcast is epic. I mean, if you haven't heard of it, Joe and Matt are awesome people. They're just really cool guys. But their guests are crazy. They have landed some of the most incredible guests on their show. One of the reasons actually, what's most cool about it is – and  I asked Joe this when he was on my show – they have what's called their ‘Dream One Hundred List’ in their email signature line. I think they got this from Roland, actually. This is like the Roland episode now, I love it. (laughs)

But, they have an Excel file, or I'm sorry, like a Google Sheets file, and it's called the Dream One Hundred. And they put the one hundred people that they want on their show. And what's super cool about it is, since it's in their signature line, when they send emails to people, it pops up. You know, when you have an attachment, it'll pop up and show you something? 

(Antoine) Yeah.

(Shaina) It's like ‘Help us book these guests!  Do you know anybody that you can make an intro to?’ 

(Antoine) Oh my God, okay!

(Shaina) It's genius because they've gotten so many of their crazy guests just from that Google sheet in their signature line when they send emails. 

(Antoine) Really?

(Shaina) Yeah! They were like, you would be amazed at the people that you already know know. And if you don't ask, you’d never know. So, they've got some pretty cool introductions just because of that.

(Antoine) Okay, quite fascinating. You mentioned something just before. You maybe want to acquire a marketing agency, and I want to know, what is the future that you see for Repurpose House? How do you see social media content evolving in the next couple of months or next couple of years? How do you see your company evolving?

(Shaina) Yeah, so, I mean, what we offer, it's very niche already. “Niche niche,’ I don’t know how everybody says it (laughs.)  We're very, very specific in what we deliver. We deliver assets.

(Antoine) Which is perfect.

(Shaina) Yeah. And I mean I've worked in digital marketing. I can run campaigns, like that's fine. But I don't. We get asked consistently, ‘Okay, but do you post the content for us’, right? The answer for a minute was, well, let's decide if we want to. And ultimately, I was like, the way that Repurpose House functions and it's scalability is very dependent on the fact that we don't have to run reports that are showing engagement and we don't have to be creating specific copy.

We're not doing the creative and we don't have to report results. We are giving you assets and allowing your team or your agencies to do that work for you. And so we've toyed with it, and then we were like, ultimately, it's not the right fit because it crushes our scalability. 

But we get asked so often, ‘Who can we have post these repurpose assets for us?’, that it's been next to impossible to find the right agency in the right simple model that we're in. It's just an obvious segue. And so since that's been such a struggle, when I started the Epic Challenge, I was like, the first thing I need to buy is a marketing company so I can create those plans like I created these. They work seamlessly. And then, we have just a really easy segue to be like, ‘Yep, we do have this company. They’re going to go ahead and do it for you. They already know your plan. They're already integrated.’

And then it's a separate model. It's an agency that's already functioning. They already know what they're doing. I'm not starting from scratch. It's just creating a plan that works seamlessly with our company. And then what's cool about that is now they're already in the ecosystem. So when they need broader services, the marketing agencies are already there. They're already plugged in. And then on the flip side of that, I spend way too much time doing marketing for Repurpose House, like things that are a time suck that really I'm not best served doing myself.So having a marketing agency under the belt and saying ‘Do what you do for a Repurpose House. Go!’ would be a massive benefit also.

(Antoine) So at least at the end of the day, Repurpose House can become the lead generation of all these people that come in. And then at some point you can offer them other services as well, not only the specific assets. Like, I don't know, running their campaigns, social media management, all these different things that they need to do with these assets after, right?

(Shaina) Right, absolutely! And then on the flip side, and vice versa, is this company should have a massive index of their current clients who also need to be doing what we're doing, because either they're doing it themselves and that's terrible or they're not doing it at all and they should be. So, we're the white label solution for that problem that the agency is facing. It's really a win-win because we work with a ton of agencies as a white label solution.So, why not have an agency and be a white label solution? But also they're the solution for Repurpose House clients too.

It’s super exciting. Once that popped in my head, I was like, ‘Oh my gosh, that solves so many problems. Let's just go find a marketing agency and be done with it!’ So I'm super excited.

(Antoine) So I guess Roland Fraser is always giving so many good ideas!

(Shaina) Yes!  Follow him if you're not following him, whoever is listening!

(Antoine) Totally! Last question. If people want to know more about you Shaina, more about Repurpose House, how does it work? Is it better to connect with you on LinkedIn, go on your website, fill out a form? How does it work? 

(Shaina)Yeah, so there's a couple of different ways. We actually have a really cool landing page that will show you. It's a quiz. It says ‘How much can we repurpose your existing content?’ And that's just https://repurposehouse.com/repurpose-more-content/ 

Essentially it takes you there. It talks about what kind of content have you created and then how many assets can we turn just one of those into individually. And it's like a super crazy number. You can learn a little bit about it there. But ultimately, like on the social channels, like you're saying, we're putting out content on both the personal and the brand.

The brand stuff is all a lot of really cool blog posts, stats-driven, things like that. My personal stuff on LinkedIn is going to be more like higher level, just content surrounding type content. So LinkedIn is just Shaina Weisinger and Repurpose House on LinkedIn. If you wanna see my dogs, follow me on Instagram. They're all over that one. (laughs) 

I get a little less serious on those other platforms. I don't know if LinkedIn wants to see Duke all day long, so it's fine.

(Antoine) (laughs)Thank you so much. I think this was very, very interesting.It's not something that we know that much – content like you're doing right now. It was very, very interesting to know more specifically about how you operate your company, and how you operate with your clients as well. 

And I hope that everybody just learns more about repurposing their content, because that's the most important thing, right? If you take 30, 40, – like it's been 40 minutes today – creating a good piece of content, just make sure that you're able to promote it after, right? Because it will just die, otherwise.

That's sort of what one of the things that I saw with another podcast that I run. I was not promoting it as I was supposed to do, and at some point, if you don't do it, nobody will do it for you, right? So, it's very important to repurpose your content. 

(Shaina) Yeah. One last note on that is take a look at the content that you've already created because there's likely a ton of stuff that you've created that's Evergreen and still relevant that you just forgot about because the next piece of content became more important. I can guarantee you that you have some sort of well of gold that you're already sitting on that can be chopped up into a bunch of pieces and repurposed for social and you can still drive traffic back to it. 

I have clients who are on board and based just on the content they already have, they have a year's worth of social media assets ready to rock and roll.They don't even have to create more if they didn't want to for social. So, just task number one is go look at what you've already made and see.  There are definitely little nuggets that you can start sharing about it. 

(Antoine) Yeah, audit your content. I think it's very, very important. OK, cool!

So, thank you very much and I hope you liked today's conversation. See you soon for a new episode of Social Selling!