Marie Forleo. Photo by Eric Michael Pearson.
When you’re feeling blocked, producing content feels like shouting into the void. You want to reach more people, but you don’t want to spend too much money on ads or stress out your team. And even when you are in your content production groove, how do you make sure your audience actually sees your message?
Marie Forleo is a life coach and entrepreneur with an ever-growing following. She’s friends with the likes of Oprah and Eckhart Tolle, and she’s interviewed everyone from Franchesca Ramsey to Brené Brown. And she’s basically the queen of leveraging different platforms to expand her reach.
Beyond the life lessons Marie shares (this one seriously set my soul aflame!), the brand she’s built for herself serves as an excellent lesson for entrepreneurs and marketers looking to learn how to adapt their content strategy across platforms. Let’s look at an example:
For her talk show, MarieTV, Marie sat down with Nancy Lublin, an incredible entrepreneur who founded Dress For Success, completely transformed DoSomething.org, and started the Crisis Text Line, a means for people in crisis to seek help via SMS 24/7. It’s a profound, moving discussion that’ll have you thinking about empathy like you’ve never considered it before.
You can watch the video here, but keep reading to learn how Marie turned this one conversation into droves of content.
Create an ecosystem
When we conduct a content audit or create a content calendar for a client, we usually start with their owned platforms. After all, those are the ones over which brands have the most control. Owned platforms are things like your website, blog, email lists, and social media marketing properties.
When it comes to owned properties, Marie, well… owns it.
First off, we’ve got the video itself. This is what we’d consider core content, from which Marie built several other pieces of content. Here’s what that looks like as an ecosystem:
And here are some examples of how it looks in practice:
By selecting key moments and takeaways from the video, Marie was able to transform it into a podcast, a blog post, an email, and posts on each of her social media properties.
Make sharing easy
Owned platforms are great, because you control the message and how it appears on each of your properties. But if you only put effort into your owned platforms, that message will mostly just reach your existing audience. What if there’s someone out there who could really use your service, or your product, or your stunningly inspirational interviews, but isn’t already aware of you?
That’s where shared and earned media come in. These platforms take off when your message is so powerful, when what you’ve got to offer is so relevant, that your audience can’t help but tell their audiences about it.
Marie excels at inspiring earned and shared media, too. She includes calls to action across her owned platforms, resulting in higher engagement (including likes, shares, and comments) and even user-generated content. Let’s explore one of her calls to action:
Directly on her blog post, Marie transforms a pull quote into a call to action, highlighting a key insight from the post and including a button where readers can easily click to Tweet the content. You can do this, too — Click to Tweet is an easy, free tool for generating these share links.
By creating an ecosystem out of one piece of content, you meet your audience where they are instead of expecting them come to you. You’re spending less time on content ideation, but you’re still making a big impact — it’s kind of like how bands change up their setlists. You wouldn’t expect them to write all new songs for each show, would you? It’s the same with your audience.
As part of our Brand Recharge program, our marketing consulting team will spend six weeks working with you on project management to get you thinking about multi-platform campaigns that let you build resonance with an audience, while saving loads of time and energy. Schedule your Discovery Interview today to learn how we can put our process to work for your business.