How To Repurpose Your LinkedIn Content

Hey, hey, hey. Welcome LinkedIn Live community. I hope you have had an opportunity to join us today. It is a little after 2:30 Eastern. Sorry I'm two minutes late, but I want to teach something very, very important to you today. If you're, if you're unfamiliar with who the heck I am, let me introduce myself to you. My name is Andy Neary. I am the founder of Complete Game Consulting and we help insurance agencies and insurance advisors fill the pipeline with good prospects by having a damn good marketing message. And that's what we're going to talk about today. We're going to talk about how to repurpose your LinkedIn content. I hear this all the time, Andy. Creating content feels like so much work. I see you everywhere on all these different channels. How in the world do you do it? Simple. We leverage the power of repurposing. It's not about creating a different piece of content for every different channel, every different place. It's about using the same content in different ways. That is what we're going to be talking about today. Because here's the reality. One thing you and I both lack is time. Right? We're busy, but you've got to find a way to put content out there that stays in front of your prospects. Therefore, you have to be time efficient. So that's what we're going to talk about today, is how to be time efficient by repurposing your content. Now before I get into our strategy, I'm going to literally show you what I do every week to create a ton of brand awareness without having to create a ton of different content. But before I get there, I want to talk about some mindset that you may be dealing with today that is preventing you from creating content. If you're not creating content today, let me ask you why, why are you not creating content for social media? Your buyers are there. I don't care what market you are in, your buyers are on LinkedIn and it's only going to grow faster. There are over 850 million members on LinkedIn. I just saw a statistic that said half 50% of the companies that make a buying decision, especially with consultants and service providers, they go to LinkedIn to vet you before they make a decision. Think about that. What is your LinkedIn, your social media presence look like if it's not existent, your chance of winning the business is almost non existent. So content.

Is one of the most effective ways you can stay top of mind with your prospects. Prospects can't buy what they can't see.

And if they're not seeing you, you're not reminding them you exist. And if you're not reminding them you exist, when it comes to the time, the decision to buy, to maybe change a broker, they're not going to be thinking about you. We have clients right now who are winning AORs, agents of record letters off of content because it, and quite frankly, it's not about the, the level of quality of the content. It's because they're putting it out there so much that when that prospect finally gets fed up with their broker and they have that meeting internally about changing brokers and they say, well, who can we reach out to? These people are the first people that come to mind because they see them all the time. I call content the prospecting. When you're sleeping, good content will do the prospecting for you while you're sleeping. But now my question for you is, are you willing to put in the work?

Because if I'm going to be honest, for 8 out of 10 brokers, the answer is no. They want the easy button.

So if you're willing to put in the work and the commitment to create content consistently.

That'S a good land grab. It's a blue ocean right now because so many are unwilling to put in the work. But you got to do it right. You got to have a good strategy so that your entire week is not consumed with creating content. That's what we're here to talk about today, is repurposing your LinkedIn content.

For other value for other channels so you can be in a lot of places at one time. So what I'm going to share with you is the strategy we use every single week at Complete Game Consulting to create a ton of awareness. And we leverage.

A pillar we call exponential awareness. Getting one message in front of a lot of people at one time. This is what it's about at the core of content is creating exponential awareness.

See, you and I were taught linear awareness, how to put one message in front of one person every time you pick up the phone and make a cold call. That is creating linear awareness. You still go door to door. Every door you knock on is linear awareness. You type an email and you send it to a prospect hoping they reply. That's linear awareness. It is hard to build brand recognition on linear awareness. Heck, it's back. It's almost impossible. But through exponential awareness, you can get a lot of people to know you quick and fast, which creates brand recognition channels like LinkedIn, Instagram, Facebook, TikTok, YouTube, public speaking, webinars, emails, Those are all formats channels that you can use to get one message in front of a lot of people at one time. What are you doing today to create exponential awareness?

So when I sit down and I look at our content strategy every single week.

And I like you and busy so I don't spend all day creating content.

I have to determine how we're going to get one message in front of a lot of people at one time and get it on a lot of channels in front of a lot of people at one time. Now I'm going to share some statistics with you to prove to you that our following at Complete Game is good, but not great. And we have grown a business. We had significant growth last year using this strategy. So here are some numbers I want you to remember. Number one, first place we look at to look at our numbers is our email subscribers. Okay? Our current number of email subscribers on our list today.

Is 715.

Now, point I want to make about our email subscribers is these are all qualified subscribers. All 715actually voluntarily subscribe to our list. This wasn't a list. I went on Zoom Info and created and just started hammering people that have no clue who I am. No, all of these people voluntarily subscribe to our newsletter. So our email list is very qualified, but it's not 3,000, 10,000 people. 715. By the way, if you had a list of 300 and it was qualified, it's still good.

Let's talk about our LinkedIn following. Right now we're a little over 12,500 connections or followers. That's our number one platform, why I'm doing this on LinkedIn Live.

Our YouTube subscribers. Right now we're sitting at 260.

And if I am so inclined to include this, I have 860 followers on Instagram.

So those are our numbers right now for the number of people I can put my content in front of. 715 email subscribers, 12,500 LinkedIn followers, 260 YouTube subscribers, channel subscribers, and 860 Instagram followers. Now with that following, what is that total? Not even 14,000 total. But remember, they're sub, they're quality.

What does our strategy look like? Our repurposing strategy to create a boatload of content.

The first thing I do every single week.

Is I create one video.

That'S about four to six minutes long.

That video is going to be hyper tactical, hyper educational. I have one goal with this video. It is to teach my audience. My audience happens to be insurance professionals. That is my only goal. So I will pick a topic that I think is going to be very educational for my viewers.

Now.

What I'm about to teach you does include maybe outsourcing. But I'm going to ask again. How bad do you want to grow your business? Are you willing to spend a few dollars to grow your business this year?

Because what I do with this video is.

I send it off to an editor.

If anybody wants to know who my editor is, I'm willing to share it. He's a friend of mine, fellow insurance professional, actually comes from the 401k business. Jake Rushton, shout out to you, my man. Jake Rushton is the guy that is editing my videos. Now on the side, I also do a podcast every week, but that's for a different conversation. But that includes video content as well. But for the sake of this live here I do one video a week that I send to an editor. Now here is what Jake's job is. Jake's job is to take that four to six minute video and make it look good. He adds subtitles, he adds my name, he adds an intro, he adds an outro. Just looks really nice, right? The other thing he is responsible for doing is to find two to three good clips that are less than a minute long and take them out. Create those clips that we can repurpose and redistribute.

So when Jake sends me back the finished product, I get the full four to six minute video edited and I get two to three good clips that are somewhere between 30 and 50 seconds to use. Why is that important? Well, think about what we just did. One video, four to six minutes, three clips out of that. I now have four different pieces of content that came from one video.

Now I take this video, the first thing I do with the long four to six minute video.

Is it gets uploaded to YouTube.

Now you might be asking Andy, why would I need to be on YouTube? Because it's the second largest search engine in the world and your Prospects are using YouTube to look for things. So why not have a presence there?

You need to have a presence on YouTube. It's a huge search engine. It is the second largest search engine in the world behind its parent Google. You should have a YouTube channel. This goes for every insurance agency too. You, you should have in a YouTube channel. You can't operate anymore. Like the social media doesn't exist and the Internet doesn't exist. It does. And this is where your buyers are looking.

So the first place we put our videos, we upload it to YouTube. That same week.

I Am going to post that video on LinkedIn.

And later that same week.

I'm gonna put that video.

In our weekly email newsletter.

So now I've taken that 14 to 6 minute video.

I have uploaded it on YouTube. In our strategy, in our plan, that video gets, that video goes public on every Wednesday. Unfortunately, this week we're a little behind. It's probably going to be Thursday. It goes, it's uploaded, it goes public on YouTube every Wednesday and it goes out in our e weekly email newsletter which goes out every Friday.

So now we have taken one video. Remember, what does it cost me? Where's the time record? 1-4-6-minute video. Yes, I have an editor. Yes, I pay an editor, but this is how you leverage time and resources. And from that one editor, from Jake, I now have a video for YouTube. That same video gets posted on LinkedIn. That same video goes into our newsletter. I, I have now taken one video.

And created three different pieces of content.

It's the same video but a YouTube form of it, a LinkedIn form of it and an email newsletter form of it are three different pieces of content.

Now, to take that strategy one step further, I mentioned to you, out of the editing comes short clips, vertical clips. Here's what we do with those vertical clips. Number one, I take those vertical clips and we post them.

As YouTube Shorts. If you're unfamiliar with YouTube Shorts, it's YouTube's way to compete with TikTok, I believe. But Shorts is an opportunity YouTube has now given you on your channel to post videos that are less than 60 seconds in that vertical format. And we take those.

Take, somebody said move the bottom. Here you go. There you go. We take those videos and we put those short clips up on YouTube shorts. Some of our YouTube short videos now are getting, we had one get 8,000 views. YouTube shorts is a great way to grab attention and grow your subscribers. But Now I've got three, two to three different clips to put up on YouTube. I take those same clips.

And I share as LinkedIn videos.

I could take that, those three clips and post them on three different days. YouTube's now or LinkedIn's now promoting the vertical videos much more than they used to. LinkedIn back me up on that. And I take those clips.

And I post them as Instagram reels.

Think about what we just did right here. One video.

Goes out as YouTube. Count this up for me. YouTube 1. LinkedIn video 2. Email newsletter 3.

Now if I have three short clips, all go up on YouTube shorts, that's three. All go out as LinkedIn clips. 6. All go out as IG reels. Nine. Nine plus three. One video. Twelve pieces. Content.

My friends, this is how you leverage repurposing.

Andy, I don't have time to do content bullshit. You just aren't repurposing.

Yeah, it costs a little money because you need to. You should probably outsource. Unless you want to put in the time to edit and you're good enough, you're qualified to do that, or you feel comfortable, go for it. But Jake doesn't cost me that much every month. And out of it, I get 12 pieces of content. This is every single week.

If you want to create exponential awareness with your prospects, you want to be top of mind all the time with your prospects, this is what you have to do today. I'm sorry. And if it looks like I'm getting fired up, guys, this is what. I'm passionate. This. This strategy helped us grow our business 75% last year. And I don't say that to brag. I say it to make a point. What did we do? One video repurposed 12 times.

Now, I could take it further. If we wanted to go on Facebook, we could put it out there. If we wanted to throw it up on TikTok, we could put it out there. We're just not using them right now. But if we did, we'd have even more pieces of content.

So if you will leverage this strategy and take one video, if you can commit to one video a week.

Put it on YouTube, forget the clips for a second, put it on YouTube, put it on LinkedIn, put it in an email you send out to your prospects, you are going to create a ton of exponential awareness. So when your prospects are having those conversations in their boardroom without you, and they're ticked at their broker and they're thinking about talking to somebody else, and they say, you guys know anybody we should reach out to? Aha. I do. They're gonna think of you.

The reason.

More brokers do not leverage this strategy right now is because you do not equate this to prospecting. You equate picking up the phone to prospecting. You equate networking to prospecting. You equate sending prospects emails prospecting. You do not create content or equate content creation as prospecting, but this is some of the best prospecting you can do today.

So are you in? Are you willing to put in the work? Like I said, this is a blue ocean. Because too many brokers are not willing to put this work in. They want the easy button.

The Riches and spoils go to the people willing to put the work in on this.

And I am giving you first hand experience what this did for us last year, what it did for me as an advisor 78567 years ago.

It works. Guys, if you're willing to put in the work, do you still need to pick up the phone and make calls? Absolutely. Do you still need to send emails? Absolutely. Do you still need to interact with prospects by sending out LinkedIn connections and interacting in the DMs? Yes, you do. You still need to do all that. But man, there's nothing like creating this kind of awareness. People are going to be, man, you're everywhere. What are you doing?

Brand recognition. So I'm going to leave you with that. If you have any questions and you're watching, thank you. Go ahead, type in the comments the question you have and I will answer it right now with a few minutes we have left. But here's what I want you to do. All right, I'm getting questions.

First question before I go into questions, I'm going to throw this up there, guys. Give me a second. Here's what I want you to do. If you don't know where to start. If you're like, okay, Andy, I understand I need to do this, but you know what, my agency doesn't really back this up. No one's ever helped me before and I just have no clue where to start. I want you to do this. Text the word free to 414-622-1462. That is my text community. Free is going to remind me to send an email to you to say you've got a free strategy call. Jump on it. So if you want help or want to get started, text free to that number right there. It's my text community. So let's go into the questions. Questions. How do you come up with the topics? I love this question. Great question topics. Do not overthink it.

What questions, what objections, what hurdles do your prospects have? Right now I want you to imagine them going to Google and literally typing in questions they would ask. That's the content you want to create. I get a lot of resistance on this. But this, I've argued this for a few years now. All the content I see my peers posting about how the healthcare system sucks that does nothing to help them prospect. No employer is going to Google and typing. Why does the US Health care system suck?

You know what they're typing. Why do my health insurance costs keep going up? How can I lower my premiums without impacting my employees.

What are the pros and cons of self funding? What are the pros and cons of Captives? What are the pros and cons? On and on and on, guys. It's not sexy content, but that's the stuff they want. And the reason it's hard to create that content. Here's a good mindset shift. The reason it's hard to create that content is because you're worried about what your peers are going to think.

The stuff you should be creating is stuff you and I talk about every day. It's not that good, but that's the stuff that works. It's not about your peers, it's about your prospects. Talk about the basics of HSAs they may not know. Talk about the basics of self funding. Talk about the basics of Captives.

Talk about the basics of why an outpatient surgery done at an outpatient facility is better. Mark Testa.

Just talk about the basic things your prospects are looking for and your content will be golden. And if you just take those topics and apply it to a video that you can repurpose all over the place, you are going to create so much content without all the work and you're going to have prospects, you're going to have peers going. You're everywhere. How in the hell are you doing it now? You know.

Tiffany. Yes. Talking about repurposing, you're exactly right. This is the power, guys. This is how you start creating inbound opportunities using social media content. It is that simple. The only thing that is going to stop you from winning with this strategy is your lack of consistency or your lack of patience because you can't create one or two of these and think magic's going to happen. And I'm here to tell you with a hundred percent confidence that if you mix this kind of content, interact with your prospects on LinkedIn through direct messaging and connection requests and all those things and you send emails. You almost can't not win with this strategy.

You are going to create activity. So my question for you one more time is are you willing to put in the work? Are you willing to commit to do this? Because you're. The good news is your competition's not.

In some cases, they're not even allowed to do it. As sad as that sounds, it's a huge opportunity for you. It's helped us, it helped me as a benefit advisor. I know it can help you. So if there are not any more questions, I'm going to let everybody run. Let you run. If you want help. Right here, this number, text free to this number. Guys, this will change your business forever. Can't stress it enough. So with that, you know what happens when you mix confidence with clarity. You do this amazing thing. Guys, have a beautiful afternoon. Hit me up with this if you need help. Otherwise, go out and kick some ass the rest of this week.