Hello again, our NMJ darlings,

Once again, Midhat and I are back to help you through your content troubles in this final issue of the SaaS content series.

If you’ve missed the previous ones, here are the links to all of them:

• Issue 1 (Intro): Let’s start at the very beginning—content edition

• Issue 2: From boring basics to bootylicious content

• Issue 3: How to NOT get rejected by the growing AI;DR (AI didn’t read) crowd

Let’s get into it!

Table of Contents

• 1. Grab Your High Quality Engine (the Pillar Conte …

• 2. Crank Up the Engine (Technical SOP)

  • Step #1: Prep with your Messaging Matrix clues

    • Step #2: Dig in with your tools

    • 1. From "so what?" to articles and newsletters

      • So what if your product/service is great?

    • 2. From "aha!" moments to LinkedIn posts

    • 3. From objections to video reels and shorts

• 3. Fuel for your engine, aka, technical tool stack …

• 4. Keep the Engine Running

If you think content repurposing is lazy, damn right it is.

But only like engineering.

‘Cuz lazy engineers are the best in the game: they always find the path of least resistance to solving their problems.

And this is what repurposing really is—being an efficient content engineer.

So today, we’re showing you how to scale that engine and put it in a truck, a boat, and a plane.

1. Grab Your High Quality Engine (the Pillar Content Piece)

If you want to repurpose your existing content into multiple different pieces, you need to have something to repurpose it from.

For a founder, it’s usually something they are already doing as part of their job (yay! You don’t have to write anything yet!).

For example:

• a presentation given at a conference,

• a high-stakes sales call,

• a Loom video explaining a feature to a client, or even

• a long-form internal memo

Any of the above can become the engine that powers your content repurposing system, aka, your pillar content.

Here are a few examples of what you can extract from your pillar content + where you can use it:

2. Crank Up the Engine (Technical SOP)

Now that you understand what you’re going to do, here’s exactly how to do it.

Step #1: Prep with your Messaging Matrix clues

If your pillar content is the engine that powers your repurposed content, your messaging matrix is the toolkit that you use to do it.

When you have it populated, your messaging matrix will give you these major insights about your audience:

• Pain points and underlying problems

• Why do they love [your product/services]? Why do they stay?

• Endgame (What do they want out of their job/life/hobby)?

• Your product features that matter most to them and how they describe it

• Unique words & phrases the audience uses

• Pivot point (when they realized their current situation isn’t gonna work anymore)

• Emotional payoff (the exact feelings when your product/service solves their pain point—relief, happiness, having a mountain of stress lifted from their shoulders, etc)

• Biggest objections (hindrances to signing up/paying)

• Objection handling (what they need to be convinced to sign up/pay)

• Stats (concrete proof) they need to convert/send up the chain

These are important for repurposing because they give you nice, solid directions you can pick from.

So you don’t have to spend too much time planning on this (full example coming in the next section)!

Step #2: Dig in with your tools

Once you have your populated matrix, you can pick any one of its rows to repurpose your pillar content into different pieces.

For example, if you have a demo call you’re using as a content pillar piece, you can go:

1. From "so what?" to articles and newsletters

So what if your product/service is great?

You need the spots where you explain the why behind your product, i.e., the Underlying Problems row in the matrix.

Extract the personal reasons people buy—like wanting to look good to their boss or getting home earlier—rather than just increasing ROI.

You can turn them into a deep-dive newsletter that addresses the Endgame—what the reader actually wants out of their life or hobby.

2. From "aha!" moments to LinkedIn posts

If your demo call finally had a moment when the prospect realized, oh, this is how their problem can be solved, you can use that moment for a short LinkedIn post.

And you can refer to the Unique Words & Phrases row for this.

All that quirky, audience-specific language will make your posts much more relevant and relatable!

3. From objections to video reels and shorts

Find where you addressed what made the prospect hesitate to sign up and why.

You can shoot a 60-second reel using the Objection Handling row of your messaging matrix.

Moreover, you can mix it up by reassuring viewers with proof (”Stats they Need to Convert” row), such as:

• Case studies

• Testimonials

• Growth numbers

Basically, you just need to mix and match with whichever rows present themselves as the most usable tools for your pillar content. And keep going!

3. Fuel for your engine, aka, technical tool stack for founders

The table below contains a basic toolkit for you start repurposing your content. There are many alternatives, of course, and you can also add in others that you may need to make your life easier.

But this is a good place to start:

4. Keep the Engine Running

We promised you a complete example of the process, so here it is.

Want to see how you can use newsletters as pillars?

Let’s pick a NMJ issue for this example: Jump in loser, we’re going to the Matrix to show you how we’d do it.

What was it about? A deep dive into the messaging matrix.

So, let’s say the first Thursday (day 1) of the month is when the newsletter issue went out (this was the most “high-effort” part).

Now this would be the plan for repurposing the newsletter’s content:

If a piece of content performed well once, it’s a candidate for the infinite loop. Repost it every 4 months. New people won't remember, and old people need the reminder.

Also, don’t let your assets die! If you have a great testimonial in your Messaging Matrix, it shouldn’t just live on your Landing Page. It could be part of a LinkedIn post, a “P.S.” in your newsletter, or a slide in your next presentation.

And that’s all, folks!

If you have enjoyed this series, or have any questions from any of the issues, hit reply and let us know!

Aaaand if this made you realize that your content needs a-fixing, look below ⬇️

See you in your inboxes soon!

Cheers!

Aelia ⚡️🧕 & Midhat 📚️👩‍🦱 

Powered by: Post-Eid laziness. Did we have fun? Was the food absolutely scrumptious? Did we eat too much? YES.