How to Repackage
Your Best Stories

• November 7, 2024
• Shlomi Ron
• no comments

As a visual storyteller, I bet you produce a ton of content regularly you often recycle, right?

I’m talking about your original content—be it text, audio, images, or videos—that you share on your owned media channels.

Those are the channels you fully control such as your blog, email newsletter, mobile app, white paper, webinars, courses, public talks, podcasts, and books.

Yet, when you produce hero content with well-thought-out insights that receive a strong response, it becomes part of your Thought Leadership library that builds your brand authority.

Now you need to figure out how you can further repurpose, or repackage this content.

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Finding your “Thought Leadership Jewels”

You can be intentional from the get-go when creating comprehensive stories or assembling your past short-form content under a unified theme.

Either way, this high-value content requires more originality, complexity, and development time.

Here are some of the places I found my jewels:

My Newsletter: If you follow my newsletter long enough, you know that I often start my posts with a short story to demonstrate a point.

After the first four years of writing this newsletter, I accumulated a bunch of short stories that I repackaged into the book Total Acuity: Tales with Marketing Morals To Help You Create Richer, Visual Brand Stories.

Short stories collection coming from my newsletter, dressed up with a medieval tale theme, and enhanced with practical tips (illustration: Penny Raile)

 

Still my newsletter: I often produce long-form and timely stories – like the recent The Landscape of AI Writing Tools where I invested time researching and coming up with unique perspectives and practical tips.

I repackaged the story and transformed it into an e-guide on Gumroad, an e-commerce platform for creators.

A new e-guide, repackaged out of a newsletter story

My training programs: Over the years, I’ve been providing visual storytelling training programs in various formats: corporate workshops, academic courses, webinars, and 1:1 coaching.

In my slides, I spotted those original frameworks I developed that helped solve a clear pain point for my clients or students.

For example, people have long told me “I don’t know what stories to tell in my marketing campaigns!”

So, I created The Brand Storytelling Train, a visual e-guide designed to help marketers craft the right story to meet customers’ needs at each stage of the buyer’s journey.

For this visual e-guide, I used the train metaphor to illustrate the different story types you can tell along the buyer’s journey

Another important handout I often share in my training programs is my “Top 10 Business Storytelling Formulas.  If you’re a paid subscriber of this newsletter you already received it as part of my benefit package.

Another useful training handout that found a secondary market, if you will 🙂

My public talks: I bet you get invited to give talks and often you need to create the content from scratch or highly customize what you have.

That’s what happened to me when I was invited to give a keynote talk about “AI for Nonprofits.”

For this talk, I also developed a useful handout called “AI Cheatsheet for Nonprofits” that gives attendees the basic workflows and AI tools they can apply for different use cases.

Instead of leaving this resource on my hard drive, I added it to my e-guide library, so others could benefit.

An event handout found a new life as an e-guide

I bet you’re sitting on your own goldmine of “Thought Leadership Jewels,” too.

Find them, repackage them, and expand their exposure. Don’t let your tracking reports be the last evidence of their success.

Promote them on your network or use their previews as high-value magnets to capture leads.

These days, it’s easy to repurpose your greatest hits into multiple platforms and this way increase your brand reach, and authority.

It’s an ongoing process where you regularly prune your content’s “cream of the crop” and turn them into digital products.

Since I started a month ago, I published 5 e-guides, but I already have a few ideas warming up on the sidelines.

Lastly, in this story, I focused on one type of digital product, e-guides but there are of course other types:

• Online courses
• Webinars
• On-demand coaching
• eBooks
• Newsletter or membership
• Paid podcast episodes
• Short or long video
• And more

Beyond repurposing and monetizing your content with digital products any other content you create can have a new shelf life on another platform.

It’s a multidirectional repackaging activity.

Start by knowing your audience’s primary pain points, and then build your omni-channel storytelling distribution.

Leading with value is showing vs. telling people about your gifts.

Looking to elevate your storytelling and grow your brand narrative? Get my 1:1 mentoring and start your journey today! Book a free call!