👋 Hi [FIRST NAME GOES HERE],
I am guilty. Guilty of being precious about my newsletter content.
In the newsletter community, the lore advice is to turn any long‑form piece into short‑form content for socials such as LinkedIn or X, so your content travels further.
But I always felt like I was mooching off my newsletter content whenever I repurposed it. I used to protect it, as if the act of repurposing is like reheating last night's leftovers and serving them to guests. Gross, I know.
Two recent articles changed my mind though. Not only about repurposing long‑form content into short‑form, but also about using my own content (long-form and preserved) across other platforms as discovery for prior issues.
I am sharing both of them here, so you get to change your mind on this topic, as I did.
1. Jay Clouse's Creator Science issue on Vojtech Vosecky
Jay wrote about Vojtech Vosecky, a member of Jay Clouse's community (The Lab) on a recent issue at Creator Science. Vojtech built a Kit-based newsletter and then used the LinkedIn newsletter feature to repurpose the exact content from Kit. Vojtech then gated the juiciest resources on the newsletter content, so readers click a link, and then enrol into his Kit newsletter, leading to 24k of his LinkedIn subscribers spilling into his email list.
Here's the Creator Science issue in case you are interested.
Creator Science Issue on Vojtech's newsletter approach
2. Daniel Bustamante's Substack Archive
Daniel Bustamante's work on email list growth is stellar, and he is always on the lookout for alpha on unexplored growth tactics. The Substack archive method is one of those.
Daniel describes how he repurposes his entire bank of prior newsletter issues to build on Substack, without using it to send a single newsletter. He recommends essentially using it as a hosting platform like Medium.
Daniel's Substack Archive Play on his newsletter
3 things to keep in mind
If you are thinking of using any of these two approaches (or both), remember these 3 points:
You are building on borrowed land (I am beginning to sound like a broken record I guess), so be agile and monitor your growth.
Always point to the actual newsletter at specific sections to interrupt the reading pattern, so people know how to get the feed from the source.
Preface the content at the beginning, that it originally appeared on your site, before being archived on Substack or LinkedIn. Google likes it apparently, that you are attributing it back to the source.
I am going to try out both these approaches myself, so I will keep you posted on what I see at my end.
Thoughts on double-dipping into your newsletter content? I am happy to be your sounding board.
Let me know by hitting ‘Reply’ on this email, or send a note to [email protected].
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Cheers,
Renga from LetterStack
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