Make one story into many (for businesses)

You had a banger of a business story, and you partnered with athletes in your community to promote it. Media interviewed you and the story ran in and outside your primary marketing area. Mission accomplished.

But wait, don’t stop there! Your feature doesn’t have to stand alone. Repurpose it and any stories that came before it. With NIL partners at the ready, you can add publicity power with some cosmetic tweaks. For instance:

Social media

Be social with your stories. Share links across social media sites where your customers hang out. (The social sphere is more fragmented than ever, so double-check your list.) Work with NIL teammates to add their thoughts to yours, provide them brand graphics, and be sure your messages are parallel. The result is updated or redesigned stories. Think of it like your closet when you add a new shirt 👕 or pair of shoes 👟👟 to refresh your wardrobe. Repurposing with social can make media hits new again.

Podcast it

Pitch your NIL-inclusive promotion, business benefit or feature story to podcast producers that feed your insatiable audience. There are dozens that fit most every niche, but if there isn’t one you think works, record a few words and release them into the universe yourselves. After all, you know your audience, and when you bring an NIL partner into the mix, you show you value who listens to them, too.

Screen time

Tap record on your phone’s video app and informally chat with NIL athletes on your promotions roster. Invite a loyal fan that shares your interests for a second one. Add a simple intro, and voilà, you have two videos that can expand a story that ran on a local TV station or was featured on a news website.

Blog like a boss

One area that AI crushes is transcribing audio to copy. Edit for word crutches (e.g. um, uh, right, you know, etc.), accuracy and readability, then post to your blog and send the story to your newsletter list. Find a photo that fits your narrative (remember a detailed description – always feed SEO spiders) and you’ve got another refresh to an old story.

Repurpose, repeat

Involve your NIL partners in events, products and industry news, then repeat steps to repurpose those stories. Your NIL athletes, assuming you extend partnerships beyond one promotion, continue to learn from you and share your story. They might become as valuable as if Caitlin Clark walked through the door because you build mutual respect and help one another grow. Everyone wins.

The simplest stories can be repurposed months after your initial media pitch or appearance. DIY or outsource your repurposing projects to a professional.

Contact me and let’s talk about how I can help amplify your NIL business partnerships with new and repurposed publicity material.

@ 2024 Gail Sideman, NILPublicity, gpublicity

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