This week on the podcast I had the pleasure of speaking with Mike Morrison about how you can repurpose membership site content. Mike and I first met at a small, private mastermind session with Chris Ducker in early 2017. Since then, I've had the pleasure of hanging out with Mike at conferences and events in the UK and USA on quite a few occasions in the short space of a year.
He has over 15 years experience in digital marketing and online business and has worked closely with multinational brands such as McDonalds, ITV and Ancestry.com. He has been the driving force behind a multitude of 6 and 7 figure membership businesses.
He’s the host of a popular podcast, author of two best-selling books and has been featured on the likes of Social Media Examiner, Huffington Post, Foundr and Net Magazine. Mike can regularly be found on stages around the world at events including Social Media Marketing World, Tropical Think Tank and Podcast Movement.
Mike recently rocked the stage at the Youpreneur Summit in London in November 2017, where he did a sterling job of convincing the entire room of 350+ people that having a recurring revenue stream in your business is a really smart thing to do! (you can see my write up of the event here).
I know one thing that people really worry about when they’re considered offering a paid membership is the amount of content that they will need to create. So, since I always have my repurposing hat on, and I wanted to bring Mike onto the podcast to talk about the content repurposing opportunities that you can implement with a membership site.
Please listen to the podcast episode to hear all of Mike’s words of wisdom. Here is a summary…
Can you repurpose content when you start a membership site?
Yes – you can! Mike explained that new membership site owners often feel that they need to overcompensate in terms of the content they need to deliver to paying members. In other words, membership site owners think that their members will expect more than they actually do.
If you’re creating a membership site look at the content you already have and find ways to deliver it in a slightly different format (remix it, collate it…). Or use your existing content as a jumping off point and create a little bit extra for your members.
Don’t underestimate how valuable convenience is and saving people time (by having everything mapped out and in one place).
If you can bundle relevant pieces of content together in one place e.g. taking 10 relevant blog posts and turning them into an ebook for members - the convenience that you have delivered by way of saving time trawling through your blog to find all of those related articles is highly valuable.
Mike explained that typically you wouldn’t take what has been offered for free and lock it behind a pay wall, but you can use that content as a jumping off point and offer something extra. For example, a blog post could be the inspiration for a live Q&A or it could be turned into a downloadable checklist. The ‘extras’ you create can form a part of your membership content, and people will be willing to pay to access them.
Here's a video trailer of Mike discussing this topic...
Creating Membership Content From Your Podcast
Mike shared some really great tips on how you can use your (free) podcast to create (paid) membership content.
Brilliant Idea #1
Video yourself recording your podcast episode. Offer the audio for free as a podcast episode via the usual channels. Make the video recording only available to paid members and perhaps look at how you could add a little bit extra to the video.
Brilliant Idea #2
On your podcast, ask interview guests to stay on for ten more minutes, ask them extra questions or do something special with them – just for members. You can let podcast listeners know at the end “if you want to listen to the quick fire round…the 3 questions on….so and so’s number 1 tip on….then please sign-up to our membership.”
What a great idea right?
Creating Membership Content from Live Events
If you are running events, or presenting at an event, whether it’s a big conference or just a small workshop for a few hours, consider recording your presentation/talk and putting the recording into your membership.
For example, Mike recently presented at Youpreneur Summit. All of the video recordings of every speaker are in the private membership area on Chris Ducker’s Youpreneur Membership – so Chris took the opportunity to repurpose his entire event (in terms of presentations) into this membership. A very smart thing to do and this adds huge value to the membership.
In addition, Mike will be able to take the recording of his own presentation at Youpreneur and put that within his private membership as well.
TIP: If you are speaking at someone else’s event you will need to obtain agreement in advance to have a copy of the recording for your own membership
EXTRA TIP: You could extract the audio from your live presentation and right there you have a podcast episode! I have seen people like Gary Vaynerchuk and Tony Robbins do this, it works well.
Repurposing Your Membership Content To Advertise Your Membership
Mike explained that if you have courses or lengthy content in your membership, it does not diminish the value if you take some of it and release it for free.
Mike provided an example of where he has done this by taking the audio from his membership tutorials and putting it out as a podcast episode. The only thing to be mindful of when doing this is that the lessons you repurpose need to be able to stand on their own two feet as standalone content.
You can also take individual stand-alone lessons and put them onto YouTube. You can solve one piece of the puzzle and provide the call to action to come over to your membership to get more help.
I asked Mike would your members complain that you have given content for free to non-members? Mike said that he has never known this. It doesn’t diminish the value. Members are usually understanding.
At Content 10x we often help our clients to repurpose their membership content for marketing purposes e.g. with Facebook ads. What better way to advertise your membership than to show people a sneak-a-peek of what’s included in the membership. For example, we created a Facebook video ad from a tutorial within our client’s membership site. Mike really recommends doing things like this.
Getting Started With A Membership Site
Mike’s big tips are…
- Be clear on your role as a problem solver. It’s not about the volume of content, it’s about the value and how easily your content solves problems for your members. Just because someone tells you to blog once a week doesn’t mean that you should if that’s not right for you. Zero-in on what you need to do to solve your audience’s problems.
- Work out how your membership will be structured and segmented. Are you taking your members from step 1 to an end result? Or, are you creating a more competency-based membership and it’s more about going from beginner, to intermediate to advanced? Make sure that your content provides enough content to cover each of those stages as a starting point. E.g. if it’s a 5 stage journey, have content on all 5 stages as some people will not join at stage 1, they will be at stage 2,3…
- Add 10% to your most popular content. Look at the ten most popular and relevant pieces of content that you have produced so far. Take those ten (or fifteen…you decide), then find ways to add 10%. For example, create a checklist, create a video, create a guide to print off, bring a guest back for a Q&A… The act of organizing free content in order to take people on a step-by-step journey is also a way of adding value and people will be willing to pay