We’ve been creating copy for clients in Bristol, the UK and even internationally for over ten years, actually over 13 years.
Despite so much change in that time, from big technological leaps like AI (and social media and video marketing were still finding their feet back then) to significant societal shifts, there are still many fundamental aspects of copywriting that remain consistent.
Strong headlines, building a good rapport with your reader, being useful and engaging to them, and not forgetting a call to action when required. Another fundamental consideration is the distribution of the copy or content. I always endeavour to understand from our clients how they wish to use the copy we are writing for them. And I encourage them to use it in as many ways (and places) as possible.
Find your sense of “repurpose”
Sometimes it is obvious what something is being written for. Let’s say a LinkedIn article. Often likely to be a thought leadership piece, that does not mean it can’t have an even more productive life for you in other guises.
Most companies will have a client database nowadays. You could use your newly written LinkedIn article as the foundation piece of an email newsletter to your list. Better still, click-throughs from an email shot may boost the popularity and reach of the LinkedIn article, too. Cross pollination, so to speak.
Another easy win, if you are publishing content for a blog on your website, is to ensure you are also sharing it on social media. It is a basic step, but some people are still not doing it.
What else? Well, why not see if you can make an impact with SEO. This is particularly good for connecting with your “unknown audience” – new people who have an interest in what you do and have to say, rather than those who already know you via social media connections or because they are on your email list.
That is not to say that in this scenario you shouldn’t email out your content every month to your “known audience”. Existing customers are often your best– they already know how great you are – and may be ready to make a repeat purchase; or eager to hear of new services that may be of interest to them.
According to one piece of research in 2025, the probability of selling to an existing customer is 60–70%. The probability of selling to a new prospect is only 5–20%. That means existing customers are 3x to 13x more likely to buy again compared to new ones. This is not new, though. Marketers have long made this observation.
Going further – Amazing value access to a green screen recording studio
You can make your content go even further.
You probably already know that video is huge in marketing and has been for several years. As broadband and 4G/5G speeds have gotten faster, and social media takes more prominence, media rich content like video is easy to watch, engaging and connects with people in different ways than just words alone.
For businesses within easy reach of Bristol and Bath, I wanted to share a fantastic video marketing proposition I came across recently. Run by Super Motion, it is a fully kitted out green screen recording studio which you can access for just £149 + VAT for an hour. Plan it properly and you could blast through creating months of high-quality content in that time (maybe book a couple of hours).
And that is also where we at On Point Copywriting come in and I tie up the thoughts in this blog post.
There are many video ideas you can take to this studio, but why not convert your existing and ongoing blog content into a generous supply of video content too – it is great for social media, enriches the quality of your website, and Google loves it as well: serving up YouTube suggestions prominently to related search queries.
Nigel Smith, who runs Super Motion, is an engaging and accommodating chap – very highly regarded in what he does. You can book a session directly here.
At On Point Copywriting, we can take your existing content and adapt it into script format for you, or provide this as an excellent value bolt on service to ongoing blog content. Email me back to find out about a special bolt-on rate for converting your current blog content into a video script for you, or to “retrofit” old content. And we are happy to liaise directly with Nigel at Super Motion for you too, if you would rather that than go direct.
