The “Content Squeeze” – How to Repurpose Content From Your Free Groups – Episode 110

Keisha: hello, I love when I can at least ask a question, I try to at least check in every once in a while, see how things are going. This is super, super, super beneficial to what I've been building. So I'm thankful. Right. Let me get to my question. So my question is. I have a growing membership, which means I actually have people pulling out their card and paying me.

Thank you, Jesus. And I'm wondering about the deliverables. So I currently have a smaller growing membership, like I said, and I deliver, you know, live content digital products that I'm already producing for a larger audience. And I really want to be able to deliver something to my members that is a bit special.

Versus, you know, something general that I'm already offering to the public. So once again, my question is, does anyone have any ideas on how I can customize what I'm already offering to the public for my members without overworking in burning out? Because I also want to be able to still have the creative energy to create these products, but I don't want to leave my members hanging in.

Yeah, and just give them something general. So I hope that is a clear question. 

Melissa: Yeah. One question Kisha is, your deliverables, are they physical products, digital combination of both. 

Keisha: It's definitely currently digital moving into the physical and about a couple of weeks, I've been planning out some special merch for my members.

But as far as like giving them the digital products, I already offer, you know, global in the ecosystem, I'm just trying to figure out the best way to, you know, make it feel like, oh, she made this just for us. Right. 

Paul: I love it. So does anybody have any insight or input where they've taken, like member content technically is similar to like public content, but you deliver it or package it differently.

Want me to jump in? Okay. So this is normal and what I like just for all of us, give yourself grace, because what you talk about inside of your membership when your members really want that content? That means it's the perfect type of content to put out publicly that would bring the right people into your membership, because what, what your members want is exactly the right thing now, publicly. 

Now what we do is we have an agency that we work with that does graphic design work for us, like unlimited every month type thing. So whenever we have a piece that's public, we normally re-look at it. And just like, like, what can we go deeper dive with our internal you know members, so maybe internally on any particular topic, we might have 10 points that we would give them a little deeper dive or perspective or case study, like something extra.

And then maybe it's like a five point system that we share publicly, you know? So we, we look at our ecosystem and as we go to the layers out of our pay program, what happens is we just kind of semis the content, or we give a little bit higher level of the content as we give more out publicly. So as you get closer to us, you get more of the behind the scenes.

The, you know, what's going on behind wizard of Oz as curtain type thing. But it's really just repackaging the same content it's just delivered in a different modality. 

So you might have a blog publicly, but then you might have like a written PDF maybe an article written for your members and then you do a video around it and you explain it.

So now they got the exact same content, but now they have perspective. They get a video from you versus just reading this content, Melissa normally calls this like a content squeeze. 

Melissa: And you're speaking into that, like I would go through and look at the content that you have publicly and see how you can squeeze it kind of just a different format. 

So if like the content is normally PDFs, could you record for your members, maybe like a short video about that content and include that as well. So it walks them through it because it just gives them a little bit of a higher touch. 

And then the other thing too, for our members is that we, we brand things a little bit differently for them.

So whenever, even though we might have very similar piece of content like inner circle, they have their own brand colors, their own brand feel. It's just, it's packaged differently, even though it might be, it might be the exact same PDF, but it's just, it's packaged a little bit differently or have maybe it might not a couple of other extra little things to it, but just the packaging is slightly different.

The branding, the way it's presented 

Paul: and . Typically a public content is, is normally a little messy. Where you're talking in this topic, you know, for free over here and then you're over here and then you're over there where inside of your membership and, or course offerings are typically more organized.

Like, Hey, here's step one. Here's step two. Here's step three. Like you're showing people how, like here's the recipe and how you can make the cake and you got to do it in this order. We're out in a public. Like, if you think about it, like, think about these calls, right? So each question is very uniquely different.

So when they are transferred into like a podcast, like one week we talked about this the next week, we're way over on an, in another direction. And over here, well, within our memberships, like we show you like, here's all the steps to do a launch. Like here's what your pre-prelaunch looks like. And this we should do on day one.

This is what you should do on day 30, you know, and be in advanced to build up your audience and momentum is what you do. 10 days out. Like we give the. Like we give like each step and you're not going to get all of that perfectly. And our public content, you know, you're gonna get a piece of it and you're going to get a section of it.

You're going to get, you know, maybe high level or maybe a point or two where you're not going to get the deep dive, but it technically is the same content. 

Melissa: Yeah. I love it. When you give them like that. Step-by-step so even with some of your content, you could, you know, even create their own special template where it's like, Hey, are you just getting started?

Here is your guide to X, Y, and Z. Go to this resource, then go to this resource, then do this and kind of give them like their own recipe too. 

Paul: I'm not sure if any of that helps out. 

Keisha: That was perfect. I I'm, like I said, you always give such great advice. And when I think about it from like what I'm offering globally to niching down it's perfect.

It makes perfect sense. I don't feel overwhelmed now. Thank you so much. 

Melissa: Good, good. 

Paul: One last thought I was thinking. When you have people on a paid membership, you have people that have bought in, and that there's a commonality of the community. If there's a community element. So everybody in there has skin in the game.

So there's just, you don't even have to come up with new content, just the community supports one another, a lot tighter. And then also sometimes depending on how your membership set up, the, the another piece of value, even though it's not new or different information, it's just the connectivity of them with you.

That they're just a little closer, you know, that the analogy we always use is like a, like a concert is that there's the people that pay nothing. And they're out in the, in the parking lot, you know, doing their little tailgating and they can kind of, sort of hear the music from afar, but they're there for free.

Then as the people on the lawn seats all the way outside the pavilion that are getting rained on, like, they're the one that pay $20 for the ticket. And then, but as you get closer and closer to the stage, it's still the same exact concert. It's the exact same content. It's the exact same thing. It's just a different level of experience because the people are paying thousands of dollars are sitting in the pit or their backstage, and they got a photo on a meet and greet type thing, but it's still the same concert.

So for all of us, it's that proximity sometimes is really what the differences between free and is that you had some of the, in some cases, depending on your price point, it might be them having the ability to actually have a conversation with you directly.

So hopefully that helps too.