Building a Sustainable Omnipresence through Content Repurposing
Written by: Felly Day
Building an omnipresent marketing strategy is something a lot of entrepreneurs dream up but rarely get right.
Too often, you set the goal of starting on a new platform but then realize you’ve just doubled the amount of content you need to create.
That’s why the best way to build a sustainable omnipresence is through content repurposing. But before I get ahead of myself, let’s dive into what an omnipresnce is and why it is important.
What is an Omnipresent Marketing Strategy?
When I hear omnipresence, I think Big Brother, but what I want you to think about is being visible everywhere. When you create an omnipresent marketing strategy, you are showing up on platforms where your ideal audience will be.
For example, my omnipresence looks like a podcast, email, blog and Threads. I have fully optimized profiles on Linkedin and Instagram for discoverability but don’t actively market on them, meaning they’re not part of my marketing strategy but they are a part of my omnipresent strategy.
But let’s focus on the platforms you want to be consistent on and how we’ll make it possible to create 3+ types of content without burning yourself out.
Why do I need an Omnipresence as an Entrepreneur?
There are 2 things I want you to know as you start to build your omnipresence. The first is that not everyone consumes content the same way.
You might listen to podcasts, but your audience might watch YouTube videos where I’d rather scroll threads, capiche? It’s important to have a variety of content types and be on multiple platforms in order to meet your clients where they are.
The second thing to be aware of as you start your omnipresence is you don’t have to be on every platform. Pick the ones you’ll show up on consistently and optimize the others. It’s more productive to stick to 2-3 platforms you can stay consistent with than burn yourself out trying to create for 4-5 platforms.
Starting your Omnipresence
Now that you’re clear as to why you need an omnipresence, the most important thing is selecting the right platforms.
While I highly recommend everyone starts with email and a visibility platform, the social platform you choose is completely up to you.
Think about the type of content you like to create most and choose a platform that will excite you to create for. For example, if you love writing short-form content, Threads is perfect for you. But if you prefer recording videos, TikTok and YouTube both provide a lot of visibility opportunities.
The key here is to stay aligned with what feels manageable and exciting for you. Pick two platforms first and get comfortable. It’s important that you stay consistent with your marketing as you continue to grow.
Once you have the capacity, it’s time to add in a 3 and so on. Now comes the fun part, repurposing to build your ominpresence.
A Quick Intro to Content Repurposing
Content repurposing is not copy-pasting your content from one platform to the next. It’s the art of recreating your original content. This is why it’s so helpful for building an omnipresent marketing strategy.
You get to take all of your existing content and twist it to suit your new platform.
Building a Sustainable Omnipresence
As your business and online presence continue to grow, so will the amount of content you’re posting. But that doesn’t mean the amount of content you create needs to increase.
When you repurpose your existing content, you will save time and brain space while putting out an amount of content that satisfies a sustainable omnipresence. As you’re building an omnipresence, you want to focus on your content intentions. Using the intentions of sell, attract, nurture or educate, you can repurpose your existing content to fit with the new platform you want to start on.
Here’s how you can build a sustainable omnipresence:
Repurpose with Intent
Each piece of content you create should have an intent. Whether your goal is to sell, attract, nurture, or educate, think about how your original content can hit on different points of the buyer's journey on each of the platforms you use.
Use One Piece of Content Across Multiple Platforms
Find your core content, the content you like to create the most and work to stretch it across multiple platforms.
For example:
Turn your podcast episode into an educational blog post.
Use that blog to create a carousel to attract new leads.
Flip the content angle of the carousel and write a sales email
You can keep your content aligned with your goals without reinventing the wheel every time. This is the beauty of repurposing: it saves time while multiplying the value of the content you’ve already created.
Avoid Content Overwhelm
Building a sustainable omnipresence isn’t about posting on every platform every day. It’s about building a strategic online presence that supports the client journey from discovery to buyer.
You can avoid overwhelming yourself with content creation by repurposing your existing content to be ready to go on all your other platforms. You can even repurpose to the same platform if you come across topics and stories that you know your audience needs to hear again.
The action I want you to take today is to identify which platforms you will consistently show up on for the next 90 days, set the intentions for each one then dig through your existing content and pull out the ones worth repurposing. This will give you a starting point to a healthy omnipresence without wasting hours on content creation.
To learn more about myself and content repurposing, you can check out my podcast, the Unprofessional Entrepreneur or head to my blog and read more about some of the topics I touched on here today!
Felly Day is the owner of a Content Repurposing Agency doing things a bit…unprofessionally.
Felly is big on ditching the "white picket fence" narrative and helping you create a life that provides real happiness by working smarter, not harder. That's where repurposing comes in, she loves to dig through your content and pull out all the little nuggets worth repeating. You can usually find her with a cup of tea, a bottle of water and a 90s R&B playlist banging in the background.
Felly is also the host of her own podcast titled the "Unprofessional Entrepreneur." She shares solo and guest episodes on the show that dive into marketing and entrepreneurship with an unprofessional twist.
After growing her business as a nomad in Mexico, she's relocated to the South of France to start a family with her new husband, the Frenchman.
Website: www.fellyday.com
Freebie: Upcycle Your Content
Social: @fellyday
