Beat the Overwhelm of Content Creation

BY JASON FRAZIER

“Use social media and put out content, put out content, and when you're done putting out content, put out some more content.”

Sound familiar?

When are you supposed to do your job as a loan officer when you're being told to be a content-creating machine?

The biggest lie you've been told about content marketing is that you always have to create new content. The simple truth is you don't. Don't get me wrong; you should be putting out content, but it doesn’t have to be NEW content, and that is what I want to talk to you all about today. Repurposing content, a.k.a. your “greatest hits.” (See below.)

Like your favorite classic rock station, it's not always about the latest hits. Sometimes, the oldies but goodies keep the audience coming back for more. The same goes for your content. That blog article you wrote six months ago about 2-1 buydowns? The Instagram reel you did about helping a borrower qualify for $150k more than what their big bank was o ering? Those are classic hits waiting to be played again.

Long story short: it saves time.

I’m sure you’ve heard the phrase, “I am a marketer who happens to do loans.” I have even used it myself when talking about my own mortgage company. But in reality you're a loan o cer first, content creator second. Repurposing content lets you focus more on what you do best – being a rock star loan officer who helps people.

Remember that not everyone will see your content, even if it was some of your best work. Content can easily get lost in the noise of the digital world, and what’s old is new. Give it another chance to make an impact!

How many freaking 80/20 rules do we have in this industry? Too many, but this one matters: Eighty percent of your content should be evergreen. The remaining 20 percent can focus on current trends & news. Evergreen content is relevant no matter the time of year. This balance keeps your content strategy both manageable & fresh.

Repurposing isn't just a hack or clever shortcut; it's innovative marketing. It allows you to reinforce your messages while ensuring your content reaches as many eyes & ears as possible, resonates with a broader audience and keeps you top of mind with both current & potential clients.

So next time you feel pressured to create something new, take a step back and browse through your “greatest hits.” You may find gold in “them thar hills.”

Jason Frazier is a 15-year veteran of the mortgage industry and has held Executive CMO, CSO & CIO roles for both retail & wholesale lenders. On top of his role as Broker CMO, Frazier is also the Chief Growth Officer & Executive Coach at 20/20 Vision For Success Coaching & Consulting. brokercmo.com

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How to Repurpose Content Like a Pro

Give It a Fresh Spin: Did you take a stance on interest rates dropping last year? Update it by looking at the recent trends. Did you provide strategies to help borrowers through the a ordability hurdle? Provide a fresh take. It's like remixing a classic song with a modern twist.

Change the Format: Turn a blog post into a quick video summary, or vice versa. Transform a customer testimonial into an engaging infographic. Different formats can attract different audiences. Yes, customer testimonials are more than just social proof; using them to your advantage in your content unlocks a new level that only a few play in.

Use Segments: Break down a comprehensive guide into bite-sized posts. Segments create more content & make it more digestible for your easily distracted audience.

Create a Series: Have a piece that performed exceptionally well? Turn it into a series. “Mortgage Mondays” or “Finance Fridays” can be a great way to keep your audience consistently engaged & looking forward to your content.

Leveraging Social Media in Your Strategy: Social media is the perfect platform for repurposed content. Each platform has unique strengths & audiences, making it ideal for sharing your “greatest hits” in varied formats.

Community & Engagement: Facebook is great for longer posts, community engagement & videos. Share your repurposed blog posts as notes or long-form posts, and use Facebook Live to discuss topics from your previous content. Engaging with your audience through comments & direct messages can help build a loyal following.

Visual Appeal: Repurpose your content into eye-catching infographics, short videos & carousel posts on Instagram. Use Stories & IGTV to share quick tips or deep dives into your topics. Highlights can categorize your repurposed content for easy access.

Professional Networking: LinkedIn is the go-to platform for professional content. Turn your blog posts into LinkedIn articles, share video summaries & post updates that reflect your expertise. Participate in industry discussions & share repurposed content that positions you as a thought leader.

Bite-Sized Content: X (aka Twitter) & Threads are about concise & impactful messages. Break down your long-form content into threads, share quotes & link to the original posts.

–J.F.