Get More People To See Your Content (Repurpose It!) with Annette Mashi | 121
Architecture Business Club with Jon Clayton · Jon Clayton
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Show Notes
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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