Last week, I shared that I put my business on cruise control while I've had to step in to care for my parents.

And there were LOTS of questions.

So I thought this month, I'd share a deeper look behind the scenes of my business via the newsletter and podcast about HOW I did that.

One of the first things that I put on cruise control? Promote Yourself to CEO.

If you have followed my podcast for any length of time, you know that there are literally HUNDREDS of episodes in the archives. That's what happens when you've been publishing a podcast every week for 10 years!

Most small business owners who do content marketing believe that they've gotta put out something BRAND NEW every single week.

But that creates a ton of what I call Couch Potato Content.

It gets one big push, one time, the day it's published. Then it just sits around doing NOTHING for your business.

That's why I think of each piece of long-form content as an ASSET. When you put hours and hours into creating a new podcast episode or blog post or video, you want to put just as much time into promoting it!

You want as many people in your audience to see it as possible!

When I realized that the majority of my audience wasn't going back into the archives to listen to some of my best episodes, I knew that I had an opportunity to leverage these assets even more.

Here's what I did to turn my podcast into an ASSET I could rinse & repeat:

1️⃣ Create Content Series. When you take a topic and break it out into a 3-5 episode series, you get to dive DEEP into that topic. Currently, I have about 20ish content series produced all around the biggest topics my clients ask about.

2️⃣ Rinse & Repeat. If the series was a success the first time, it will be a success when you share it again! Generally I look to repurpose a content series every 18-24 months.

3️⃣ Update & Upgrade. Each time you repurpose content, you can make small tweaks to improve. New graphics, better shownotes, add a content upgrade.

At this point, I could literally share these series without repeating for almost 3 years.

Will some people say "Hey - I've heard this one before!"? Sure. But if you average 30% of your audience seeing it the first time you publish, that means 70% didn't see it at all!

Then you add in all the NEW folks who never heard those episodes?

This is one of my favorite ways to get the maximum milage out of each podcast episode...

... and it allowed me to share 2 super valuable series over the summer so I could take recording new episodes off my plate and focus on my family.

Have you tried this approach? Let me know!

Racheal

🎙 Promote Yourself to CEO 🎙

Burnout Can't Be Solved with Productivity Hacks Author of The Rest Revolution, Amanda Miller Littlejohn, joined me to dive deep into why we are collectively burned out, why self-care isn't enough, and the fact that another time management tip isn't going to burnout proof your life. Watch Now!

Why Referrals Beat Social Media Marketing Amy Hayes has been a high-end website designer for over a decade driven almost 100% by referrals. She joins me to dive deep into why many service providers struggle to sell high-end offers and how to grow a more referrable business. Watch Now!

Racheal Cook Founder of The CEO Collective​ Host of Promote Yourself to CEO Podcast​ ​​​​​

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