From Invisible to Everywhere: How Smart HR Consultants Repurpose Their Content

💡 Struggling to market your HR consultancy without burning out?

This week on the podcast, I’m joined by the brilliant Shelly Terry to talk about something every HR consultant needs to know: How to repurpose your long-form content effectively. 🎙️✨

Here’s what you’ll discover:
👉 How to do more marketing with less effort.
👉 Why long-form content is your secret weapon to standing out.
👉 Five creative ways to repurpose content for every learning style.
👉 How to stop feeling overwhelmed by social media—and focus on what actually works.
👉 The one simple thing you need to do for the best ROI.

So whether you’re already creating long-form content or you’re just getting started, this episode is packed with actionable tips to save you time and boost your results. 🔥

🎧 Tune in now to learn how to make your content work harder for you.

Timestamps:

• 0:00 - Introduction to Content Repurposing
• 1:48 - Defining Long Form Content
• 3:04 - Importance of Long Form Content
• 5:45 - Benefits of Long Form Content for Businesses
• 11:15 - Strategies for Repurposing Content
• 12:30 - Manual vs Tools for Repurposing
• 19:17 - Content Pillars for Strategy
• 25:35 - Tips for Effective Content Repurposing
• 30:07 - Commitment to Consistent Content Creation

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When you’re ready, here are 3 ways to start building your market-leading HR Consultancy.

1 - Take this free quiz to understand why you aren't getting the leads and clients you need.

2 - Get a copy of my book, “How to Land Your Dream Client” - to discover how to get control of your HR Consultancy.

3 - Become my next Case Study Client - Work with me 1 on 1 to earn £70K and above.

Transcript

Transcript

Nick Poninski: 

Nick Poninski: Hello there and welcome back to another episode of marketing made easy if consultants with me Peninski. Today we've got Shelley Terry with us to talk about content repurposing.

Shelly Terry: 

Nick Poninski: Hello, Shelly.

Shelly Terry: Hello. Nice to see you.

Nick Poninski: Yeah, you too. Thanks for joining me. It's yeah,…

Nick Poninski: it's great to have you all with us. Obviously, we've met in the Atomicon Facebook group. and we didn't meet in person last year, but we probably will meet this year.

Nick Poninski: 

Shelly Terry: Yes. Yes.

Shelly Terry: In June.

Nick Poninski: Yeah, it's a great great marketing conference.

Shelly Terry: It's fantastic for so many industries as well. It's just so good to all be in person and give yourself that dedicated time and whatever thoughts you go in with, you come out with something completely different. It's fantastic.

Nick Poninski: Yes. Yeah.

Shelly Terry: I didn't get to see him live.

Nick Poninski: I think the big takeaway for me last year was Jeff Ram. Did you watch the Jeff Ram one? Yeah, he went down so well they've got him back for next year.

Shelly Terry: Yes. Yeah.

Nick Poninski: Yeah, you should make sure you see him.

Shelly Terry: I should make sure I see him this year.

Nick Poninski: He's obviously went down so well because now they've got him back to do it again. But he changed my world. He was talking about giving your clients the …

Shelly Terry: 

Nick Poninski: what is it? the superstar celebrity treatment. That's what he calls it.

Shelly Terry: Yeah. Yeah.

Nick Poninski: something I talk to my clients about as well. But let's get on to content repurposing. So, we're talking about creating a long form content and then we're talking about repurposing it and then we're going to talk about the strategy of it. So, long form content, define that for us, Shelly. Yeah.

Shelly Terry: It's usually something that just feels a lot bigger than just popping a post up on Instagram. It's spending hours on a blog and doing your SEO research rather than writing an article. It is doing a video that has more production value than perhaps filming a short. So, with a short for YouTube, it's 30 seconds, 1 minute, speaking, camera, and it's a YouTube video is going to be longer. It's probably going to need actions and accessibility thought behind it. It's going to maybe need some scripting. It's going to need some structure. So, your long form content just needs more thought behind it and…

Nick Poninski: 

Shelly Terry: takes a little bit longer to do.

Nick Poninski: So I guess the example would be obviously my weekly podcast that would be a long form content.

Shelly Terry: Yes. Yes. blogs, podcasts, long YouTube videos, longer articles like a LinkedIn article as opposed to sort of a short email snippet. That said, some people may write very long emails in which case that would also count as your long form, but it's not going to be, a three sentence thread or a tweet. Okay.

Nick Poninski: I guess the big question would be why would somebody spend time creating that long form content? I mean, I know the answer.

Shelly Terry: When you create short content,…

Nick Poninski: Yeah.

Shelly Terry: it's very snackable. people can watch it. It's bite-size. It's easily digested, but it's been and gone. So, by creating that longer form content, I like to see it as anchoring content. it anchors your audience to what your brand is about, what you want to be known for. It's how you get your thought leadership positioning. basically it's like a framework and it underpins every other piece of content that you can put out. But to be able to create such long form content, you have to have the knowledge behind you.

Shelly Terry: 

Shelly Terry: And that's why for thought leadership it's super important.

Nick Poninski: 

Nick Poninski: think rocks into a pond. Your long form content is a big old rock and it creates this big splash and all the ripples and then a little post that you throw out on LinkedIn is kind of like a little pebble won't really create much of an impact. That's the way I like to think of it.

Shelly Terry: Yeah. Yeah.

Nick Poninski: Talk to us about this thought leadership stuff when you talked there about this anchoring and…

Nick Poninski: the positioning strategy. What are you talking about there?

Shelly Terry: If I were to go on chat GPT and…

Shelly Terry: Google any topic, I could produce a video on that topic and seem like an expert in,…

00:05:00

Nick Poninski: Yeah. Yeah.

Shelly Terry: 30 seconds. I can memorize, a couple of lines and get something out.  Anyone can do that in business. However, I could not go and write an indepth YouTube script and present it with so much ease if I did not know my topic really So, by being able to create these bigger pieces, people understand that you can't fake it.

Shelly Terry: 

Shelly Terry: You can't do that. So for me, I feel like these bigger pieces of study almost are what push the industry forwards. They're the white papers that get shared. They are the YouTube videos that get shared among your peers because you the expert. You have new viewpoints. You have new ways of looking at your industry. You are the thought leader. You're not the one just creating content about it based on everyone else's thoughts. the bigger pieces of content allow you to think more deeply about your industry so that you can then share that as a head of not saying you're going to be the first for everything and I don't mean it quite like that but you do push your industry forward when you give yourself time to produce content…

Nick Poninski: 

Shelly Terry: which is thoughtful and reflective and helpful for the exact Yeah.

Nick Poninski: Excellent.

Nick Poninski: And why should people do this? my audience, self-employed consultants, some of them have smaller agencies. Why should they create long form content? What's the benefits?

Shelly Terry: the exact same reason that any larger company will. We need to stand out. If the nuts and bolts are your service is the same as someone else's, which for the most part we all do something similar to someone else.  Otherwise, there's no market for it. So, if we know there's an audience, there are multiple people they can choose Creating this longer form content helps us connect with them. It helps us to not just show our thought leadership and what we know, but gives them a connection point that is different to someone else. So, I run a content and marketing agency. And there are lots and lots of other people who do this. I'm not special.

Shelly Terry: However, how I work with my clients, that individual relationship I build, that is the special part. And the only way you can show that is by showing up online or in whichever channels you're choosing. Maybe for some people it is attending industry events, for example. But you're creating your connection points and that's why the bigger pieces of content are also really, really important.  Of course, the short snackable videos, they show connection points, and that's great. And they're equally as important, but the bigger pieces, because they have that thought behind them. They are about the things you need to share because you've put the thought in behind them. They're not random snippets. There is that strategy behind it.

Nick Poninski: 

Nick Poninski: I like that. Insightful. You speak very clearly. I like that.

Shelly Terry: I have my moments. Awesome.

Nick Poninski: Sometimes I get people on and We all do. Okay. Yeah. I always like to think when they are trying to sell their HR services and anybody's trying to sell their services right as a marketing sales consultant as a content creation consultant etc. we're like a terrace house to terrace to another terrace house next to another terrace house. There's nothing that makes us special.

Nick Poninski: 

Nick Poninski: So creating that content is one way of standing out from the crowd. and the other way of looking at it is like you're a market stall holder selling your wares next to another market stall holder next to another market store holder next to another market stall holder.

Nick Poninski: Again, you have to stand out otherwise there's no differentiation. There's no reason why someone should buy from you. That's I think where the long form content comes into play.

Shelly Terry: No. Yeah.

Shelly Terry: I mean, if going with I do love a good analogy. Let's say you're going to the supermarket because food is your thing. You have your aisles and ed whole foods, one is labeled fruit and vegetables.  You could imagine that those are your big pieces of content. And then on each aisle, you have the shelves of everything else. That's all your snackable stuff. And that's how the repurposing can then work for you. But those anchor pieces tell people what you are about. If you are making big blog pieces or podcast episodes about your core topics, people know that's what you're about.

00:10:00

Shelly Terry: So in your case, your podcast is for consultants. That's very very clear what you do and you're doing it regularly. And yes, the repurposing is going to be great. All of the content you can get from it. But if somebody is a HR consultant and they're chatting with their peers, it's your podcast they will recommend,…

Nick Poninski: No,

Shelly Terry: not something more broad. It will be your big piece of content.  They're not going to send them to a single YouTube short that you recorded last year. They just won't do that. but they will send people to your podcast. So, it's the same, because it's a bigger thing. Like a blog. it's lots of articles, but the blog is somewhere you can be sent to. The same with a YouTube channel. They're not going to start on your shorts.  they are likely to scan through your big anchor content videos you've got and then they will look from there. So that's another way to look at it. your long form content are easy places for somebody to send their peers to. Whereas the other bits not so much.

Nick Poninski: people repurpose their content because I've just invested in a AI tool called Minvo. So, I take my videos that I create when I'm doing my YouTube and not YouTube, my podcasts. I also put the audio there as well as the video. and then I put that Mimvo cuts it up into miniature videos.  So, I have not started yet, but next week or this week, the videos start to go out now. So, how would someone do that better? How would someone redoing content? How can someone repurpose content? Let's go. If I give, last week I did a podcast on chat GPT. So, how would I repurpose that?

Shelly Terry: So there's the manual way and…

Nick Poninski: Yeah. No.

Shelly Terry: starting with tools as you talked about Minvo there are tools you can use which will do it for you. Does it replace a human doing it? No. Is it quicker? Yes. I still think you need a bit of both. So I wouldn't suggest you put it in an AI tool and then just send it out to the world. I don't think that's kind of the right approach. However, some of the tools can be really really helpful. You could put your transcript.  I'll stick with your podcast as the example. You could put your transcript into one of the more paid tools that do it specifically or catch GPT and ask it to pull out I would like the two or three sentence quotes that share what this is about. And it will give you some quotes.

Shelly Terry: And you could use them on Twitter threads,…

Nick Poninski: or one of those carousels on LinkedIn. Hey

Shelly Terry: blue sky, simple textbased. You could also use those on infographics. So using a tool like Canva, create your graphic and that could go as an Instagram story. It could also go onto that. So you would say to it, I need five points from this text to use as a carousel. what would you suggest?

Nick Poninski: Yeah.

Shelly Terry: So, you can do that. if you're doing it manually, what your podcast was about and what you need to find. So, you could go put it in a Word document, use this find button. you have the find search option, go through and find those bits and manually piece those together. Or you can use AI to assist you with that. So, that turns into your really short form stuff.  You could also ask it to create a small script from it and then you could record that as a YouTube short or a Facebook reel. So there's lots of ways that you can use the one piece. You could turn it into an email. It doesn't have to be just an email to your audience saying there's a new podcast episode out. This is the link. But you can actually write something thoughtful based on your transcript to then at the bottom share your podcast.

Shelly Terry: You can also turn it into a blog post. Yes, you'd need to go through and…

Nick Poninski: 

Shelly Terry: do your SEO research. It would need to be optimized. It's not copy, but you definitely have so much you can do with that piece of content from one podcast episode.

Nick Poninski: in terms of that SEO stuff…

Nick Poninski: because this is quite interesting for me, I know about basics, not an expert. but I know that I know enough. So I do put my podcast into a LinkedIn article and then I also put it into an SEO blog and then I give it the keyword and whatever else and then I make sure that you'll know that plugin right from WordPress. I then make sure that I get the little green symbols. Lovely that I love seeing those little green symbols down the side of my screen. so I make sure that I'm ranking for those keywords.

00:15:00

Shelly Terry: 

Nick Poninski: So, let's talk strategy, Shelly, I think that's the key bit cuz I think you're right in terms of anyone can create some content, throw it out there, chop it up with Minimbo, use AI, but I think probably the bit that stands out is the strategy. So, talk to us about that.

Shelly Terry: Mhm. Sure.

Shelly Terry: So if you were to be in a room full of people and you wanted those people to tell everyone else about you and your business, what three four things would you want them to know about you? As in what are you the expert in? So for you obviously it would be but there may be other things which you want to be known for. your differentiators, the things that make your business a little bit different from the next. And these are content pillars. I'm not talk, some people will say content pillars are things like talking about sales,…

Nick Poninski: Mhm.

Shelly Terry: talking about behind the scenes. That's not what I'm talking about here. I'm talking about the topics which What are you an expert in? So, you choose three or four that you want to be known for.  So for example, one of mine is repurposing. And when you saw my website and a look through, you spotted that repurposing was on there. So I would like to be One of my content pillars is repurposing. So if people were talking about me and my business, I would want them to know that that is one of the things. So you create these content pillars and that is what you're going to create your content on.

Shelly Terry: So when you have those in place, it makes the strategic planning of your long form content much easier because you rotate through those pillars. So one week I might create a long form video on repurposing and then the next week I switch to my next pillar and then you just cycle through these so that you are talking about the things you want to be known for in your industry.  And this is helpful in your planning then because you can say right okay I need two videos on repurposing I need two blogs on this and so on and so on. And that means let's say in the month you're creating one a week for example. So let's say four or five long form pieces in the month. When it comes to repurposing all of those they are all topics that you want to be known as expert on. They're not random.

Shelly Terry: 

Shelly Terry: All of that content going out, all of the SEO work that you've done, it is all framing you not just as an expert, just so that people can find you for what you want to be known for, what you want to be found for. it does leave room for more random content. I'm not saying you can't go on and talk about something else, but your long- form content sticks within those pillars so that it reinforces who you are and what you do. I don't have any data for this statistic, but it's said that people need to hear something seven times before they actually hear it.

Nick Poninski: 

Nick Poninski: Yeah, I've had that.

Shelly Terry: And now marketers are saying it could be up to nine or 10 times because attention spans are getting shorter.

Nick Poninski: Yep. Interesting.

Shelly Terry: So by creating this long form content that sits within a narrower window of content pillars or content topics, themes, it's easier for people to hear our message and what we are about. And then when we do go on to repurpose that, it's just amplifying that message because the strategy is there in our long form content.

Nick Poninski: Love it.

Nick Poninski: I don't really have much to

Shelly Terry: So if you imagine back to our supermarket analogy,…

Shelly Terry: let's say on the front of the window you have your content pillars. So the aisles and it says Whole special food around the world. if that's the long form content whether you're going to walk in that shop or not and you'd walk to the next shop and then it says, local fruit and veg sustainable, meats. That's the one you walk in.  That's how your long form content is going to work for you because it will get that whole message out there about what you do.

00:20:00

Nick Poninski: So I guess my question is when you talk about this strategy what you're talking about for example my audience is a HR consultant they create long form content there is no point them talking about things which their target audience don't need to know about from them right so if I have a HR consultant who works with accountants she knows that they have specific HR problems and she knows that they probably don't worry about other certain HR problems.  So she wouldn't need to talk to them about these, right?

Shelly Terry: 

Shelly Terry: Yes, exactly. It might be that they only talk about, things from a financial perspective, things that are relevant to somebody who's working with accountants. they are particularly ethical in the way that they do things and…

Nick Poninski: 

Shelly Terry: they ensure that the companies they work with pay over the minimum wage and what is unique to them and then you can create the content which is specific to your audience.

Nick Poninski: Yeah. And…

Nick Poninski: then what you're saying is then we can re look at these pieces of these key pillars perhaps from a different angle or something, but we still don't venture into those areas which are irrelevant to them cuz that's going to turn them off. They're going to be like, "Why the hell are you talking to me about this?

Nick Poninski: Yeah.

Shelly Terry: It's either, it's not bringing in the leads we want. It's not attracting the people that we want. And you refine it and perhaps you remove a pillar and put another one in. It's not a forever deal. But you cannot talk to everybody. You really can't because people won't listen. They need and I think all of us feel if a brand or a company speaks to us in a way that makes us feel seen and heard and "How did you know that was my problem?"

Shelly Terry: How did you know? Because you must have been listening in on a call. Those are the brands that we will listen to, the ones we will connect with. that's not to say by being super specific in your content, you won't attract other people cuz you naturally will. I have some specialisms that I work within, but that doesn't stop some other industries saying, you've been recommended.

Nick Poninski: 

Shelly Terry: I want to work with It's not about that. It's just about refining the message we're putting out there.  so that people feel heard and seen. No, really.

Nick Poninski: Hot dang.

Nick Poninski: Love it. For those listening along at home, I did not prep Shelly to say that. But that is one of my key messages I share with my clients and leads. I Serve that target audience because consultants have a habit of saying that they work withmemes. And I keep saying to you, SMMES as a market doesn't exist. It exists in real life,…

Nick Poninski: but in terms of marketing messages, you can't create messages thatmemes will get hold of. they're just too variable. Yep.

Shelly Terry: No, no,…

Shelly Terry: it's a little bit how I talk to my clients about building their ideal client avatar. So, will naturally you start with the demographics and where do they live, what gender do they identify with, all of these things. But those are just facts. We all fall within those facts. If you go a little bit deeper, you get psychoraphics and that's where the magic happens. That is what people feel about those facts and that could be vastly different even if the data the demographic is the same but the psychographics…

Nick Poninski: 

Shelly Terry: how they feel about those facts about themselves completely different.

Nick Poninski: Yes, that's…

Nick Poninski: what I use a different way of talking about it,…

Nick Poninski: but it's exactly the same. What are the pain in their life? What pleasure want in their life? What are they running away from? Where do they want to get to? I love that you've said that because honestly it's difficult as well that consultants they get scared about taking that message in.

Shelly Terry: Yeah. Yeah.

Shelly Terry: 

Nick Poninski: They think like we all did when we started in marketing that when you choose a target audience that means you can't work with anyone else and that means that you're lowering the market but what you're actually doing is making things so much easier and so much better.

Nick Poninski: so yes, right, fascinating conversation there, Shelley. Love Any takeaway tips for people listening along?

Shelly Terry: Thanks. Yes.

00:25:00

Shelly Terry: Think backwards and think forwards. So, what I mean by this is you already have lots of content out there. Go back, see which long form content you've already written recorded. What did particularly well? These are great pieces to start testing out your repurposing. Just have a  test out the tools, get on AI, give it a go. everything is existing.  you can go back and have a look at. And when I say go forwards, get planning, get strategic. Work out what your message is and then plan what large pieces of long form content you're going to make so that when they are written, recorded, you can then repurpose from that strategic place.

Shelly Terry: So just because you may not be in a position now to be strategic doesn't mean you can't get on with repurposing and making your snackable content.

Nick Poninski: 

Nick Poninski: because you talked about putting those key quotes onto breads and blue sky and X whatever it's called now. I would say to my audience don't bother unless their audience is on that platform and they want to build out that platform. I always say just concentrate on one platform because unless you've got a team you're going to waste not waste but it's going to cost you a lot of time. So just stick to one platform. How do you feel about that?

Shelly Terry: I agree to a certain extent.

Nick Poninski: Excellent. Okay.

Shelly Terry: We can't be everywhere unless we are a very large business like you say with a marketing team.

Nick Poninski: 

Shelly Terry: We cannot be everywhere. We can create content for all the platforms from the anchor content that we create.

Nick Poninski: Yes. Yep.

Shelly Terry: That's a fact. Our audience are also likely to be on multiple platforms. You can use them differently.

Nick Poninski: Yes. A

Shelly Terry: So, I'll give you an example. I use Pinterest, but I don't pin business stuff there. I pin ideas to my daughter's bedroom because,…

Nick Poninski: Yeah,

Shelly Terry: when I want to decorate or do something, that's where I go. I mean, I'm there. And if I'm someone's target audience, yes, I'm there, but I'm not using it for my business. I'm on Tik Tok.  I see a few business videos, but I'm mostly looking at how I make some kind of Facebook, however, I'm on for business and I'm in the groups and I'm networking and I'm chatting. And your audience is no different. They may be on all the platforms and you might look at the data and say, " they're on all of these, but they're using them differently." So, number one, consider how they use them differently. And then number two, consider which ones you like that fit your business goals.

Shelly Terry: If you hate going on video, don't choose YouTube. Even if your audience are there, they will be somewhere else that you can use to a better degree. Pick the platforms you are comfortable with. And as you're saying, okay, so maybe blue sky, Twitter is not the platform that you're on.

Nick Poninski: 

Shelly Terry: That's fine. It's not just about the content you've got to think about. You have to be present on the platforms you're posting to.  There is nothing more frustrating than seeing a brand online. You comment on their posts. You say you're excited about the brand and it's crickets. They don't reply to messages. They don't reply to your comments. There's absolutely no point being on the platform if you're not using it as a community tool to chat with your audience.

Nick Poninski: Yeah. Yeah,…

Nick Poninski: 100%. I see this all the time with consultants who have a Facebook profile for some reason that they're linking to on their website and it's so sporadically updated. I'm like, what is the point? Just close it down. Yeah.

Shelly Terry: Yeah, you are Choose one or two platforms and do them really well. At the end of the day, you cannot be an expert in everything. And that's true of me too. Yes, I run the creation and…

Nick Poninski: 

Shelly Terry: the marketing agency, but I don't do every single platform myself. I can't know them inside out. I have a good working knowledge of all of them. But if a client comes to me wanting Tik Tok, I bring in a freelance or Tik Tok specialist who knows it inside out and then we work together on it. Because we can't know everything…

Nick Poninski: Yeah, fair play.

Shelly Terry: unless you use the platform all the time and you're living in it yourself.

Nick Poninski: Okay, love it.

00:30:00

Shelly Terry: No, just commit to doing regularly what you can do.  If for you that is do it once a week. Do it well and show up. Don't try and do three times a week if it's going to stress you out. You can't keep up with your posting schedule and then you drop off the cliff for a month at a time. Commit to less. Do it well and build yourself up.

Shelly Terry: People learn in different ways. So, it's great for some, I will listen to a podcast on my walks in the morning, but when I sit down at my computer, I'm not going to do that. I'm probably going to watch a video of them or read a blog. we all learn different ways, but also at different times. So, you linking back to your work you do with their audience. are they on the school run? Is that a good time? Do they consume your content that way?  Is it in the evening? you can think about those more minute details to help you figure out which ones to go for and what to do.

Shelly Terry: have. So, two places I'm on social media assheldonsocial and that is on all the major platforms. and my website has sort of all my blogs and all my articles and all the links that people will need. That's www.sheldon. The dotsocial is instead of com. That's the end part. It looked very, very neat and I loved it until I realized that people might end up wanting to do on the end. Yeah. Yeah.

Shelly Terry: No, no, thanks for having me.