If you’ve been around for any length of time, you have heard me talk about the Marketing Rule of 7. It’s essentially that your audience has to see your content at least 7 times before they will move forward in your funnel or share their information with you.
You probably already know that your audience is bombarded with information every single day. So seeing your content once is unlikely to encourage them to take a closer look.
This is where the Marketing Rule of 7 comes in.
The Marketing Rule of 7 has been around since the 1930s when it was used by movie studios. They realized that for people to want to see a movie, they needed to see the advertisement at least seven times.
The gist of the Marketing Rule of 7 hasn’t changed in nearly a hundred years, and that’s because it works. Your potential customers need to have some interaction with your brand or company multiple times before they will consider taking action.
That’s what makes content repurposing so amazing, but more on that in just a minute.
Those movie studios had to create and distribute promotional materials in clever ways to get them in front of potential moviegoers. Back then, they didn’t have the luxury of social media, paid advertisements, out of home advertising, etc. We have it pretty great these days!
The digital age has affected the Rule of 7 in two ways. It made competition fiercer, and it provided infinitely more tools. Blog posts, email campaigns, podcasts, guest blogging, and more are available to nearly every business.
Just looking at that list is exhausting. If you’re not a full-time marketer, it seems impossible. But, there’s another way to apply the rule without running yourself ragged.
Creating great content is a time-consuming endeavor. Why would you only use it once?
Your content can be repurposed on different channels to reach your customers multiple times. As they see your business on different platforms and in different mediums, your content becomes more familiar. You’ve begun to build relationships and that’s when the magic happens.
Repurposing content doesn’t mean reprinting a blog post on a bunch of different platforms. It means offering content in the ways your customers want to consume it.
To qualify as repurposing it has to
If you’ve written a great blog article, that content can become a video—or even a series of videos. It can become Facebook posts, Instagram posts, stories, or Instagram TV. It can become a series of tweets, a newsletter, or a YouTube video. Maybe it can even become a TikTok.
Don’t forget about sponsored posts on Instagram or Facebook ads if you have the resources.
One piece of content has the potential to reach your customers across platforms. But you can’t simply copy and paste and call it a day. Repurposing content means making changes to optimize it for different channels.
We’ll stick with the example of that blog post you’ve written. You don’t want your customers to see the exact same blog post seven times. It has become familiar, but it sticks out as incompatible with different platforms and channels.
The same words you’ve used in the blog have a very different vibe when presented in a video. It’s more personal, conversational, and potentially interactive. Sections of that video can become Instagram posts and go on IGTV.
Your video can also be used on Facebook and LinkedIn.
Snippets of text from the blog can also become social media posts. They can either link to the longer post or another page on your site. Be sure to add a catchy first sentence!
When you use a single piece of content to reach your customers across channels and platforms, be mindful. If you aren’t familiar or comfortable with a platform, do some homework before using it.
Ideally, you should optimize the content for the specific platform. You should also do your best to engage with anyone who reacts to that content.
The Marketing Rule of 7 is easier to apply now and more necessary than ever. Repurposing helps you reach your ideal clients in a much quicker and cohesive way.
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