Copywriting: 8 easy ways to multiply the reach of your copy and rise response.

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Copy, copywriting: Creating high-quality content is expensive, which means releasing it once and forgetting about it is too wasteful. In this article, I will share how I distribute content in my projects to maximise reach from a single piece.

Hello! My name is Pasha Molyanov, and I lead the content agency “Sdelaem” (“Let’s Make It”). We produce a lot of content for self-promotion: I have blogs on Telegram and VC, conduct webinars, and my agency team manages social media, releases articles, creates courses, and videos. You could say we have a small content factory.

We strive to maximize the distribution of the limited content produced by this “factory.” I’ll talk about 8 ways how this happens.

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1. Write a copy in the media

In January, I conducted a webinar on the Tilda Education channel, where I discussed 7 ways to improve text for landing pages. Approximately 100 people watched the live broadcast, and the recording gathered 5,400 views.

A couple of weeks later, I provided the recording of this webinar to one of our authors, and he turned it into an article. We published it on VC, and it garnered 9,600 views. I didn’t come up with entirely new ways to enhance landing page text, nor did I conduct an interview with the author to generate material. I simply edited the text a bit before publication, and that’s it.

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Case 1: Webinar. 5400 views.
Case 2: Article on the VC. 9600 views.

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2. Make a lead magnet

Once, we hosted a webinar on how to write articles on VC, and following that, a brief guide on the same topic was published directly on VC. Taking it a step further, we created a mini-course based on the same theme. Now, it can be used for advertising purposes to attract a new audience.

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Case 1: VC 8400 views
Case 2: Pikabu 6000 views
Case 3: Habr 2900 views

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Currently, we are working on another lead magnet – a knowledge base on content marketing. To achieve this, we’ve compiled the best posts and articles from our blogs over the entire period of their existence, and we’ve organized them into a personal dashboard. Access to this dashboard will be granted in exchange for an email address.

As a result, everyone benefits: people have convenient access to advice they no longer need to search for across channels, and for us, it presents a new opportunity to attract individuals into our sales funnel, garner additional reach, and provide a second life for posts that might otherwise have been lost in the depths of Telegram.

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3. Cross-posting in the media

If you’ve published an article in your blog or on VC, you can repost it without changes on other platforms, such as at least Pikabu and Habr. They treat non-unique content normally, and there are no sanctions for it.

I’ve recently started using this method, and there’s already an effect. For example, I wrote an article on VC about hiring a personal assistant, and it gained good traction with 14 thousand views. On Habr, it almost reached the same number: 13 thousand. Doubling the reach literally from scratch!

Of course, there are instances where cross-posted articles don’t perform well. For example, the same article about the assistant on Pikabu didn’t yield anything except for sharp comments. Well, that’s okay, as the publication cost me practically nothing.

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We’re implementing this process in our agency, so currently, we only publish on Pikabu and Habr. There are other publications where you can follow the same principle. Someday, I’ll gather them into a comprehensive collection and publish it on my blog.

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My agency’s primary social network is Telegram. We don’t specifically create content for other platforms; we simply copy it there.

Again, if a post doesn’t gain traction on other platforms, well, that’s okay, as it only took a couple of minutes to publish. But if it does, that’s fantastic because it’s free exposure.

On VKontakte, where I have 5,000 friends-subscribers, posts typically reach 600-1200 views, sometimes spiking to 2500 views.

On Zen, this tactic has brought in 8,400 subscribers since 2018. Posts there average 1600-1800 views, with a cumulative reach exceeding a million people.

On Tenchat, where I simply republish posts from my Telegram, I’ve become one of the largest bloggers, with 11,000 subscribers and a weekly reach between 20,000 to 100,000.

There are leads as well, not just reach. Over 4 years of managing blogs:

• From Zen: 89 agency service leads and 80 purchases of paid training.
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• From Tenchat: 30+ leads.
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• From Facebook, several targeted leads come in every month. Recently, for example, a lead from there resulted in a deal worth 1.2 million rubles.

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5. Resizes for social networks

When we release a long read or conduct a webinar, the content is repurposed for social media: the essence remains the same but in a condensed format. If the material is extensive, we might even create multiple posts.

When we used Instagram advertising, we followed the same strategy. Additionally, we ran ads for these posts, gaining subscribers at a cost of 30-40 rubles per follower.

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Resize according to the article about resizes as an example of how resizes can be done.

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6. Republishing

Reposting successful posts after some time is a smart strategy: new followers may not have seen them, and even if the existing ones did, they are unlikely to react negatively if your overall content provides value.

There are different ways to repost:

1. Direct Reposting: Simply repost the same content without changes. Throw the post back out there after six months to a year. Unless you’re Artemiy Lebedev, chances are no one will notice.
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2. Create Content Collections: Compile several posts at once to boost overall reach. You can create a collection of the best posts for the month or organize posts around a specific theme.
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3. Reference Old Posts in New Ones: This is something I do in my Telegram channel. I add a link to a related post at the end of a new one. If there’s no post specifically on the topic or if I’m feeling lazy, I just link to a random post.

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7. Mailings

If you have an email database, you can include already released content in a lead nurturing sequence. Here’s how it works for us:

1. Someone receives a lead magnet in their email and joins our email database.
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2. We identify which of our content performed the best, gauged by social media reactions or media coverage. If we conducted a newsletter campaign announcing an article, we can also evaluate it based on open rates and clicks.
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3. We craft emails from these successful content pieces and create a sequence. You can send only these emails or mix them with product-related messages and offers, depending on your goals.
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4. Voila! New subscribers receive an email with our most impressive content every few days. We don’t do anything extra for this; subscribers think we release gold every week =)

This strategy not only keeps your audience engaged but also showcases your best content to new subscribers, creating a positive impression.

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8. Conferences

I began this article with a story of how a presentation transformed into text. Now, I’ll end with a tale of how the text turned into a presentation.

In the middle of last year, I invested heavily in advertising for my Telegram channel—placing ads in 34 channels, experimenting with various creatives, and creating a convenient table to analyze the results.

Later on, I decided to share this experience and wrote a post on how I purchase advertising. The post gained traction, leading us to compile a detailed article for VC, which has now garnered over 50,000 views.

When I was invited to speak at a conference on sales and content marketing, I simply crafted a presentation from this article and went on stage.

In short, if you’ve produced successful content once, release it a second, third, fourth, fifth time. Why let something good go to waste?

By the way, this article is also a result of such an approach. I’ve long been writing in my blog about zero-waste content production, and now I decided to share it with you.

If you found this helpful, consider subscribing to my Telegram channel on content marketing and agency development. Most of my content appears there first → @molyanov

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