Elizabeth Goddard (the OG of my repurposing clients) originally started working with me because she wanted to be using Instagram more, but didn’t want to spend a ton of time creating short form content when she’d already said so much good stuff elsewhere (sound familiar?). But she lost steam on IG fairly quickly (it’s just not her jam, I think). So she had this big ass library of gold nuggets I’d created for her that she still wanted to use. 

Eventually, she came up with the absolutely BRILLIANT idea of turning them into an evergreen email sequence!

She tweaked the captions into short emails, uploaded a bunch of them into Converkit as an evergreen sequence, and just dumped her entire list into it.

Now, every few months, she does that again to keep the sequence going with new nuggets!

Why this works:

• Email is much more Elizabeth’s jam than IG, so she actually keeps it up.

• She only has to pay attention to it every few months — otherwise, it runs on autopilot to nurture her audience while she puts her creative energy elsewhere. 

• Because my team and I make each nugget as an IG caption, they’re very focused and snappy. They clearly communicate one idea and link to or promote one thing. She’s gotten feedback from her audience that they love how short and snappy they are!

• Elizabeth has toooons of courses and offers, so these give her a chance to link to and promote them without doing a whole launch or promo around it, because whenever a nugget is related to an existing offer, we CTA it in the nugget! 

• Because the emails from this sequence are branded as their own thing (“Monday Musings” and now also “Thursday Thoughts”), they are clearly distinct from more time-bound emails that she sends to her list, like emails about a promo or launch, or reminders about an event. And people expect to receive them each Monday and Thursday and already understand that they are their own thing, so if she wanted to, she could keep the evergreen sequence going while also sending out time-bound emails about something else.

• Because all of her repurposed content comes from the office hours in her group coaching program The Profitable Playground, Elizabeth includes a short blurb at the bottom of all these evergreen sequence emails about how these emails are inspired by conversations on the weekly group calls in her program, and if the reader likes them and wants more conversations like this, “join us!”