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.

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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.

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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

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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.

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