From burnout to brilliance: Strategies for growth and resiliency
How to create the types of content that grab attention—by using what you already have
You’re busier than ever. Let’s talk about how to maximize your content, time, and success—yet maintain your quality and unique voice.
Today’s agenda:
✍️ The power of repurposing
👀 “Attention metrics” are back
😰 Avoiding burnout as a small business owner
💼 Briefly — our quick news roundup
⏱️ Up & coming
📚 Create more—with less work
Repurposing content has the potential to result in astonishing growth across your channels.
📈 Businessman Alex Hormozi managed to significantly increase his subscribers, followers, and traffic by repurposing seven pieces of weekly content into 80 pieces.
Copyblogger CEO Tim Stoddart then studied Hormozi’s strategy and broke it down into the following components:
Test your content ideas with your audience to determine which performs best
Check out the general interest on your keyword/topic of choice
Turn your content idea into a long-form video
Repurpose your video content into short clips and text content
Publish the content on your channels
👉 Depending on your overall goals, strategy, and capacity, you can repurpose the content yourself, have a team member do it, or hire contract workers.
Why repurpose?
Reach a wider audience
Appeal to various content preferences
Save time and resources
Boost quantity without sacrificing quality
🔥 Trending tip: Hosting events such as webinars or workshops can result in months of fresh content!
📏 How to measure attention
Marketing has undergone numerous transformations—especially in the last handful of years.
In 2024, Content Marketing Institute has its eye on 🚨 attention metrics 🚨— formerly known as the ad recall method.
The best ways to measure attention
Data such as scroll speeds, cursor location, and completion rates
Audience feedback on whether your content captured their attention
AI metrics
The most accessible way to measure attention in 2024 is most likely going to be with direct audience interaction to discover which types of content they prefer.
🛎️ The best way to get attention? Authentic content with a human touch.
🩺 Your health is tied to your success
The word “burnout” gets tossed around a lot these days, but it’s for good reason.
While burnout isn’t a medical diagnosis, it’s recognized by the World Health Organization as an “occupational phenomenon” characterized by:
Exhaustion
Negative or cynical feelings toward your job
Reduced efficacy at work
In other words, it directly impacts your performance, productivity, interactions, and more.
🏥 And according to Mayo Clinic, untreated burnout could eventually lead to a compromised immune system and high blood pressure or heart disease.
How to overcome burnout
Distribute tasks to your team if you’re able
If you’re a “solopreneur,” look into technology to automate tasks
Take breaks (and communicate breaks with your team and customers—or you’ll end up more stressed!)
Get enough rest and exercise
Celebrate and reward your success
👉 It’s normal for business owners and entrepreneurs to experience stress and burnout—but it needs to be addressed for the health of you and your business.
Briefly
🧑💼 The biases of automation software may actually be preventing you from finding the perfect candidate
💰 Survey reveals that most marketers expect their budget to increase this year, and the top areas of spending include in-person events, direct marketing, and content marketing
🚨 Expectations for AI regulation this year include sweeping AI laws and greater accountability
🤖 Researchers test which AI models are able to detect their own content and find that out of ChatGPT, Claude, and Bard, Claude has the most difficulty detecting content that it generated
🍪 Google is rolling out a new Tracking Protection feature to 1% of Chrome users as its official start to phasing out third-party cookies
Up & Coming
Have you been paying attention to Google’s incoming Search Generative Experience (SGE)?
SGE will display an AI-powered overview on a topic at the top of Search results. Marketers are concerned that this snapshot will reduce the amount of organic traffic going to their websites.
According to a new study, SGE’s answers do not match any of the links from the top 10 organic search results—93.8% of the time.
Instead, websites that aren’t in the top 10 may have a better chance of appearing as featured links in SGE. The full impact of SGE remains to be seen, but we’ve got our eye on it.