Get More People To See Your Content (Repurpose It!) with Annette Mashi | 121

Host Jon Clayton interviews Annette Mashi on Architecture Business Club about repurposing existing website content—case studies, portfolios, photos, and blog posts—so more people see it across platforms and are driven back to the website. Annette explains a top-down process: start with a large piece (e.g., an energy-efficiency case study), turn it into a blog, then break it into topic-specific newsletters and short LinkedIn posts that link back to the blog. They discuss finding content ideas in everyday client conversations and frequently asked questions, using AI tools like ChatGPT as a starting point while editing for voice and avoiding generic language, and why LinkedIn builds awareness, email newsletters nurture leads over long sales cycles, and blogs provide depth and a content library. Annette emphasises client-focused benefits over “we” messaging and highlights the value of a supportive professional network. — Today’s Guest Annette Mashi creates magic with words. She gives visibility to female architects, interior designers, and women in the construction industry. She positions them as experts, demonstrates the value they provide, and helps them stand out from their competition so they attract clients they love and win their dream projects. — Episode Highlights 00:00 Introduction 00:43 Introducing Annette Mashi 01:13 Why Repurpose Content 02:05 Multi Platform Sharing 02:30 Driving Website Traffic 03:14 Channels To Use 03:31 Top Down Process 03:57 Case Study Example 04:22 Turning A Case Study Into A Blog 04:45 Turning A Blog Into A Newsletter 05:02 LinkedIn Snippets 05:27 Main Course Analogy 05:56 No Reinventing Wheel 06:14 Repurpose Podcasts Too 06:52 Guest Appearance Content 07:09 Ask For Transcripts 07:49 Finding Content Ideas 08:27 Marketing Team Analogy 10:48 Client Questions Content 12:30 Social Proof Framing 13:05 AI Repurposing Pitfalls 14:21 Use AI As Tool 17:19 ChatGPT Tells 18:18 Content Ecosystem Package 19:49 Awareness Building Content 20:11 Nurturing Content 20:44 Why You Need To Nurture Leads 21:44 Email Newsletter Opportunity 22:15 How Often To Send Your Email Newsletter 24:13 Flow Analogy 25:12 Results From Just Eight Blogs Per Year 25:39 Building A Content Library 26:42 Long Term Benefits From Content 28:09 Linking Content Together 29:46 Putting It Into Practice 30:55 Getting Started With Content Repurposing 32:11 Sharing Your Process 32:31 Content Marketing Book Recommendations 33:28 Benefits Vs Features 34:29 A Simple Exercise: We Vs You 35:26 The Resource Annette Mashi Can't Live Without 37:15 Closing And Connect — Key Takeaways You already have more content than you think You don't need to start from scratch. Look at what you've already got — a case study, a project photo, a blog post. You can take one big piece of content and break it into smaller pieces for LinkedIn, your newsletter, and your website. It's like getting more meals from one big cook-up. Stop letting good work sit there unseen. You need to share your content in more than one place Putting something on your website and hoping people will find it doesn't work. You need to share it across different places — social media, email, your blog. Each place does a different job. LinkedIn helps new people find you. Your email list keeps people warm over time. Your blog shows them how you think and what you can do. Together, they bring people closer to hiring you. You should email your list at least once a month Most designers — around 85% — don't send regular emails. That means if you do, you're already ahead of the crowd. People often take a year or more before they're ready to hire an architect. Sending a monthly email keeps you in their minds. Even if they don't read every word, they see your name and remember you're there. That matters a lot when they're finally ready to get started. — Subscribe on YouTube (for upcoming video episodes!) 📺 Send a Voicemail to the show (we listen to every message!) 📢 Connect with Annette Mashi on LinkedIn 🤝