Real-World Examples of How to Get More Out of Your Marketing
In a recent blog post, I talked about one of my favourite marketing shortcuts: Getting more visibility from the content you already have. It’s simple, it works, and once you start doing it, you’ll never go back.
Since publishing that post and the accompanying video, several of my clients have asked me for specific examples of what this looks like in the real-world. So I thought I’d write a follow up post with less theory and more specific examples.
Start with video. Then turn it into everything else.
Let’s start with Groundline Engineering, one of our lovely clients. They are specialists in overhead lines and underground cabling design, with offices around the world.
For this example we started with a professionally produced YouTube video of a podcast featuring Christian Nolden, President of Groundline USA, talking about the role asset management plays in helping utilities achieve sustainable outcomes that support their business goals.
We posted this video on the Groundline website and promoted it through LinkedIn.
With the help of AI, the video was turned into a blog post, which we also posted on the Groundline website, with backlinks between the video and the blog.
We also created several more social media posts for LinkedIn picking out elements and insights from the video/blog. These have been posted throughout the year to bring fresh attention to the original material.
Since then, both the video and blog have been reused in multiple ways: as content in newsletters, as follow-up material in direct mails (DMs) after industry events to prospects we’d met at events to keep in touch and engaged (‘nurturing’), and as posts on both the Groundline Global and Groundline USA LinkedIn pages (with Christian resharing it to his network too).
This is one piece of content and one core message which has been repurposed across multiple formats and channels. That’s what I really think smart marketing should look like.
Get more mileage from one good blog
Another one of our fab clients that understands the power of repurposing content is Edge Consulting. They are a specialist technology consulting firm that help leaders get business value out of their technology.
In this example, we started with a single blog post: Telco & Comms Changes – How to Get Value for Your Organisation. It’s a great example of practical, insight-driven thought leadership.
From that one post, we created three LinkedIn articles, each taking a slightly different angle from the blog. These were shared at different times throughout the year, giving the original blog repeated visibility.
They also included it in their client newsletter and shared it directly with key contacts in direct messaging.
Yes the original content took some work to do well thanks to Dave Gibbon and Kerry McFetridge. But rather than having to sweat over a new piece of content each time, we were able to make a single piece of content work all year.
Yes, we do it too
At Shorthouse Consulting, we practise what we preach.
A short video I recorded about the power of repurposing content became a blog post, several LinkedIn posts (both video and text-based), and a reminder to our clients that marketing doesn’t have to be complicated.
We also regularly turn blog posts written for our website into LinkedIn articles to reach a broader audience in a new format. Our blog on Common Marketing Strategy Mistakes is a great example of this: the original blog was turned into a shorter LinkedIn article with minimal effort.
I have also written several blog posts that have resources or tools which we make freely available to people on our website. These are also promoted via LinkedIn posts, newsletters and in direct mail. For example I wrote a blog on Planning Your Marketing Budget, which also has a Budget Checklist on our website Resources page.
It’s About Sales
If you worry that people will think you are just recycling old content – don’t.
Remember, only 5% of your target audience are thinking about actively buying at any one time. That means you need a way to keep current and in the minds of the other 95%. They will only pick up on your message when the time is right for them. This is about your having content to support your sales messaging.
Plus, seeing your brand on a regular basis reinforces recognition - no one buys from someone they have never heard of.
Even Harvard Business Review does it
It’s not just small or mid-sized businesses doing this.
Harvard Business Review are masters of repurposing. For example, take their article The Project Economy Has Finally Arrived which was first published in the November–December 2021 issue.
Since then, it’s been reshared in e-newsletters (I recently saw it in a November 2025 e-newsletter), turned into an HBR podcast episode, and made available through their paid online learning platform.
It’s exactly the same insights and content, but in different formats, and in some cases a slightly different audience.
Good content deserves to be seen more than once.
Other smart ways to repurpose
You don’t need a big marketing team (or budget) to make this work. Here are a few easy ways to stretch your content further:
Turn a blog series into a downloadable guide or checklist
Repost your top-performing content as a LinkedIn, Substack or Medium article
Record a short “audio version” of a blog for your newsletter or socials
Combine two or three old posts into a new “how-to” piece
Refresh content with updated stats or examples and reshare it to keep it ‘evergreen’
Chop up a webinar or video recording into short clips or quote graphics
Turn webinars into eBooks or eBooks into webinars
Instead of just sharing a blog/ebook/checklick/video once on socials, develop a series of posts, each with a different angle, and share them spread out over several months
A Challenge For You….
I hope this post has helped give you some more ideas and shown how you can do this in your business.
Many organisations actually have plenty of content, they just have not been reusing it in a purposeful way.
Life’s busy enough, so I hope you are now feeling confident to make your marketing content go further.
So, here’s the challenge I am setting you and your team. Go and have a look at what you have done in the past:
What is the highest performing?
What seems topical or timely?
What is a challenge you see all the time with your ideal customers?
Pick one good piece of content and find THREE new ways to reuse it.
If it is on social media - @ mention me and I’ll reshare it.
If you have any examples of how this is done well (yours or others you see) - send me examples. It’s always fun to see how people do this.
Get in Touch
We partner with CEOs and leaders of B2B tech and services companies who are ready to grow.
We have a particular sweet-spot for helping teams where there is a low-volume, high value offering that involves a personalised sales approach. ♥️
We help you get a plan that is aligned with your business objectives, and build a ‘growth engine’ that turns your marketing and sales activity into something that scales with you as you grow.
If you are looking to grow your business and are interested in building a sustainable approach to growth, then I’d love to chat.
Give me a shout, Helen
021 900335
helen@shorthouse.co.nz