Why repurposing content is more strategic than you think with Felly Day | Ep. 55 Content Magic with Lindsay Smith

On this episode of Content Magic, I'm thrilled to introduce you to Felly Day. 

Felly is also Canadian but now lives in France and she's the founder of a content repurposing agency. She helps other entrepreneurs expand their reach without creating all new content. 

We chat about what repurposing actually means (it's not just copying and pasting), the intention behind each piece of content you share, how to use Threads in your content strategy as well as how Felly uses differnent lenses when repurpusing content for her clients. 

We also get into the use of AI and ChatGPT and the ever-evolving role it plays in creating (and repurposing) content. 

Whether you're struggling to manage your content across multiple platforms or curious about the potential of AI in content creation, this episode is packed with actionable insights and inspiration.

00:00 Worked remotely to move permanently to Mexico.
05:25 Desperate for work, started repurposing content.
09:23 Agency framework: content, platforms, intentions, client-driven.
10:32 Use angles to adapt content for platforms.
13:51 Copy-pasting content across platforms hurts engagement.
19:56 Use call out posts to attract followers.
21:46 Repurpose content for LinkedIn in 2025.
25:07 Human-edited clips offer better authenticity.
27:02 Monthly content repurposing changed to weekly selection.

Instagram: @fellyday
Website: fellyday.com
Freebie: Turn one post into 10!

Lindsay [00:00:00]:
Talk to me about, like, copying pasting a social caption into an email. Is that a no? No.

Felly [00:00:06]:
I don't believe in copy pasting content. I like ripped to shreds. All the people I see on threads that are like, if you have an.

Lindsay [00:00:15]:
Online business, you're creating content and the way you create content is more important than ever. It's really noisy out there and learning to stand out is the only way. Hey, I'm Lindsey and I'm the host of the Content Magic podcast. All about being an entrepreneur and creating kick ass content to market yourself and your business. I have a not so secret superpower for copywriting, marketing and content. And I've helped hundreds of folks just like you show up with a ton of confidence in the online space. I've been doing this content thing for 20 years and I believe the real magic is a combo of intuition, creativity and strategy. You can create content for your business without losing your mind.

Lindsay [00:00:59]:
I promise. So tune in every week for tangible content tips, inspiring guests, and some real spicy opinions. Probably mine. Ready to dive in? Let's go. Hi, friends. Welcome back to the podcast. I am excited to introduce you to a new friend who I found on threads. So welcome, Felly.

Lindsay [00:01:21]:
Can you introduce yourself and tell us who you are, where you are, what you do and who you help?

Felly [00:01:26]:
Okay, who I am, I'm Felly, Canadian, who hates the snow. So where I am is in the south of France. France. Not my first choice. I was living a great life in Mexico when I met this man and I got married and now we live here. So that's where I am. What I do is I run a content repurposing agency and who we help is all types of entrepreneurs. Generally in that expanding phase, you have your messaging, you have your branding, and you're ready to show up on all the platforms without having to create all the content yourself.

Lindsay [00:02:05]:
Amazing. Love that. Can you tell us sort of your road to entrepreneurship? Like, how did you, like, where did this idea for this agency come from? And like, what was your journey?

Felly [00:02:16]:
Oh, the agency was not my first plan. Yeah, yeah, that's fair. I am a traveler and I was a seasonal worker, so I would do like six months working for some hotel in the middle of nowhere that is only open in summer and then six months working for the ski hills. And then I would travel. Travel. I would like, save all my money and then I would go until I had no money and repeat the cycle. And as I said before, I am Canadian and I was just like, I don't like it. Here and there's nowhere warmer because like I get bad seasonal depression.

Felly [00:02:53]:
Just like only leave fed to go to work. And it was kind of like, well, I live in Vancouver, it's the warmest part of Canada. Like some I gotta, I gotta find a way to make money to not have to come back. Right. And so I had done work working holiday visa in Australia and I knew I didn't want to have to deal with like work visas. I also didn't go to university so I don't have like the degree to get me any of those like in demand, skilled, skilled visas. And so I found VA work and I just did everything I could to find clients basically. And once I signed a couple, I bought a one way ticket to Mexico.

Lindsay [00:03:37]:
Nice. But also Vancouver is warm, but I feel like it's like gray and rainy most of the time. So I feel you. I grew up in Quebec and I am not a winter hater, but I grew up in like a ski fam. I know we talked about this. I grew up in a ski family and so like that's what I did all winter. Now I live in southern Ontario and it's kind of like, you know, no mountains and it's like minus two and people are like, oh, I'm like, ah, get your freaking snow pants on and your toque, man. Like, why are you dressed like it's, you know, 20 degrees.

Felly [00:04:17]:
Yeah, exactly.

Lindsay [00:04:18]:
Anyway, go ahead.

Felly [00:04:22]:
I spent two winters in Alberta and it was negative 30, but it was blue skies and sunny.

Lindsay [00:04:29]:
Yes, yes.

Felly [00:04:30]:
And everyone was like, you hate snow, you hate winter. What are you doing in Alberta? And I was like, but it doesn't rain and it's not overcast, so it's actually like way better for my mental health. Even if it's negative 30.

Lindsay [00:04:45]:
Yes, yes, I know. I have one of those happy lights at my desk and sometimes I just like shove my face in it. People are like, does it work? I'm like, I don't know, but I don't know what else to do because it's like gray every day outside. So I'm like, I don't know, just.

Felly [00:04:59]:
Shove my face in there.

Lindsay [00:05:01]:
Okay, so what, what, what was the transition from like, like obviously your, your sort of your M.O. was like, I just want to travel and be able to do work wherever I want. So what was the transition from like being a VA to, to finding the niche of like repurposing other people's content?

Felly [00:05:25]:
Yeah. So I like summer 2019, really signing clients. And I was signing clients to do whatever they asked me to do because I was just, like, desperate. And I ended up getting a couple clients who wanted me to be, like, a content writer, like, writing, like, 12 Instagram posts a month or something like that. And I would always hit the same wall of like, well, what do you want me to talk about? Like, it's great for you to say, like, I want 12 posts, but, like, what are you selling? Who are you talking to? Like, what's your belief? What's going on? You know? And I don't want. I never wanted to have, like, calls monthly or weekly in my calendar because I was traveling and backpacking, and it's just, like, time zone changes and all of that stuff. So I started, like, repurposing content, like, unintentionally. And then I realized that it was a thing, and I started doing more of that.

Felly [00:06:24]:
And then at one point, kind of between, like, March and June 2020, basically, like, with the entrepreneurship boom that happened, my business blew up, and I brought on a team, and we were doing. We became a content agency, but I was also doing, like, copywriting and, like, email sequences and all this type of thing. And then by the end of 2022. Yeah, end of 2022, I was like, something's got to give. Like, I run into the same problem with every project, which is you're not giving me enough to work with. And so I went all in on content repurposing. And that's where we are two years later.

Lindsay [00:07:06]:
That's. Yeah. And it's cool, right? Because it's. And we already said this before we started recording. It's like, it's super niche. But I feel like, you know, that's better because, you know, it's very clear what you do, as opposed to somebody who's kind of. I don't know, me, for example, like, I keep shifting my niche all over the place because I can do so much stuff. So for me to go from, like, here to here, I have a very hard time.

Lindsay [00:07:38]:
So I'm like, but I can do this other thing. But I can do this other thing. So I've been working on my own niche, which is tough for me. As we said earlier, I have a hard time focusing. That's one of my weak spots. But so, for example, like, somebody. And it's interesting because when I was creating content for people, because I was doing that as well, it was often the same kind of conversation. It was often like, you know, I would have, like, this image bank, right? And then I would be writing the captions, and then the client Would schedule a.

Lindsay [00:08:13]:
But it was kind of the same, like, I kind of. I just felt like I was saying the same thing over and over and over again. And sometimes that works because clients just don't want to deal with it. And they just, you know, depending on what the, you know, like, for example, I had a client that was a restaurant and a client that was an interior designer. So for them, yes, very image heavy. Absolutely. People want to see the before and afters of a kitchen. They want to know what they're ordering, when they get the eggs Benedict, whatever.

Lindsay [00:08:44]:
So for those things, it was super image heavy. But still I felt like it was that kind of like, what are we going to talk about? What are we going to talk about? What are we going to talk about? Which is tough, I find, when you're doing it for someone else. And it's very different when you, like, you're creating your own content because one, you're, you sound like you in your own voice. And two, it's like it's all your ideas. So how do you, like, if you're. What's the process of like repurposing somebody's. I don't know, what blog post, for example?

Felly [00:09:23]:
So my agency has a framework, CPA content platform, intention angles. And so the first two are kind of on the client. Give us your content. Whether that's like, give us your podcast, give us a content bank, or just say like, I want this post repurposed. That's totally up to you. Platforms are the platforms that you want to show up on so you don't have to be on every platform. I'm not going to tell you what platforms to be on because generally if you're coming to me, you already have a business. And so once they tell us, like, I want you to create for email and carousels and B roll videos, you know, then we will go through a blog post or podcast or whatever and we ask the clients, what are your intentions? So like, what actions do you want your audience to take when they view your video? Or what, how do you want them to feel? Or what actions do you want people to take when they read your email? And so some people, like, they're working to nurture, Some people are working to educate, others are selling, others are trying to generate leads.

Felly [00:10:32]:
And so once we have the intentions and the platforms, we use our angles, which is a list of eight different basically lenses that you can put in front of content. I'm not going to try and name all eight of them because I always get stuck and forget one but it's like if we had this podcast episode and it's like how to repurpose content. That's a very educational, like that's a value add piece of content. And if you wanted to repurpose it into a short form video or into an email and you wanted to make it address an objection or address a limiting belief or this is why I don't try to name them because I always forget them. I think there's like inspirational, polarizing opinion, limiting belief. There's something right next to limiting belief that I can like see in my mind. Anyway. Okay, yeah, basically we put that lens in front of the content and we change it to fit the new platform and the intentions you have.

Felly [00:11:35]:
So a blog post, post will be a long form piece that has generally an educational intention behind it. And if we're going to take that and turn it into emails, generally people are either nurturing or selling through their emails. And so it's not going to be so much how to content, it's going to be this is why content, it's going to be what you're missing content. Right. And so we transform using the angles so that it becomes new content without boring your audience.

Lindsay [00:12:06]:
I think it's sometimes tricky for people to comprehend this idea of repurposing. And it's something I talk to my clients about all the time. I'm kind of like wherever you get the good ideas, like if your, your best idea platform is Instagram, like and that's where all the gold is, then yeah, take some of that stuff like whatever it is that's resonating, maybe that's a podcast episode. Maybe there's an email in there somewhere. So talk to me about like copying pasting a social caption into an email.

Felly [00:12:41]:
Well, what you were just saying like with the having I call it core content. Right. So it's like it could be your podcast. For me, current it used to be my podcast, now it's threads. Threads is my core content. I can word vomit there and have great content. And I like to use the analytics and the reactions from people for like verification and validation. If we're being honest ones, then get repurposed.

Felly [00:13:08]:
So I don't believe in copy pasting content. I like rip to shreds all the people I see on threads that are like make a tweet, screenshot it, share it on Instagram, copy paste it to your email list and then copy paste it to threads and then copy paste it to your reels and blah blah, blah. I hate it. I hate Hate, hate it. And the reason I hate it is because it's boring and it doesn't really do anything to move your business forward. A lot of your audience is following you on multiple platforms. A lot of the times, platforms like Instagram, not Instagram, platforms like email are your warmer audience. It's the people who are there because they want beyond what you're sharing to bring people in.

Felly [00:13:51]:
They want to know your deeper thoughts. They want to know your sales. They want to. Maybe they're on the edge of buying and they're waiting for you to convince them. And so using the same caption you used on Instagram or your carousel you used on Instagram, which had the intention to generate leads to then the warm audience who's already there, they probably already seen your Instagram post because they follow you so closely. And then they just delete your emails because they're like, well, I've already seen that she doesn't share anything good to their emails. They unsubscribe. And so it's like copy pasting, in my opinion, hurts your business.

Felly [00:14:27]:
And there's a time and a place that it's like, okay, if you're going on vacation for a month, go back six months and like, bring forward some old posts, bring forward some old emails, but don't put a piece of content that was meant to generate leads on your email list where you're trying to sell people. You're not going to see results.

Lindsay [00:14:50]:
Yeah. And it's interesting, you know that the meme of the guy that holds up the, the cardboard sign. So I always talk about social media. Like, it's the guy that holds up the cardboard sign. And then your email list is like somebody who comes up to the guy and they're like, hey, I get a coffee. And then your email list is like, you, you invite that guy into your. Or like that guy invites you into his living room. I'm like, so now that guy's in your living room.

Lindsay [00:15:14]:
Or like, you're in. You're in the living room with this guy. So, like, if you're the guy with the sign, now we're going to say to your captive audience, who's in your living room? So that's how I talk. Let's talk about email list. I like analogies a lot. Yeah.

Felly [00:15:30]:
And I. Yeah.

Lindsay [00:15:31]:
And I don't think I ever thought of it that way. Like, in terms of, like, what, like, what's your intention for different platforms? For sure. You know, I definitely use my email list for nurture and sales, for sure. Threads I don't know. It's a bit of a mishmash. Like, the stuff that goes like, you know, the stuff that gets traction is never business related. It's always like, something random. I posted about Emily in Paris and I was like, why has she been there four seasons and doesn't speak French? Oh, the people came for me.

Lindsay [00:16:10]:
They came for me. Right? Anyways, so, like, that's the kind of stuff that, like, gets a ton of engagement. I'm kind of like, what's happening over here? But another friend described it as an awareness platform, as threads and awareness platform. I was like, oh, that kind of makes sense, you know? And I think. I don't. Are people making sales on threads? I'm not. They are.

Felly [00:16:39]:
I think majority of my clients came from threads this year.

Lindsay [00:16:41]:
Really?

Felly [00:16:42]:
Yeah.

Lindsay [00:16:43]:
Oh, you have to tell me your ways.

Felly [00:16:46]:
I would say that, like, for me, threads is both lead generation and sales, which is, like, weird because usually those are opposite ends of a marketing funnel. But I feel like the people who follow me on threads do, like, they go to my email list, they go to my Instagram, they go to my podcast, and they come back to threads, and it's like, that's where they find me through threads, and then they consume everything else and then they come back to threads, and that's when they buy.

Lindsay [00:17:14]:
So, yeah, so I call those. I call those people like creepers or like your fan club. So essentially it's like. And I. This is something I've been pondering too. Like, the sales process, to me, it's kind of shifted this year a bit. To me, the buying process is a lot longer than it used to be. And I feel like what's missing is kind of what you just said.

Lindsay [00:17:41]:
Sort of like, you know, the creepers who come to threads and they go to Instagram and then they go back and they come back. Right. I think that, like, to me, that's more nurturing, and then they become some kind of hardcore fan and then they're like, okay, well, she's awesome. I'm going to buy her thing. Are you finding that?

Felly [00:18:04]:
Yes and no. I'm not sure if the buying process is longer so much as I feel like people are pickier.

Lindsay [00:18:12]:
Yes.

Felly [00:18:12]:
And, like, I can't blame them because I made a lot of impulse buying decisions in my business and, like, so many of them were not good. And so I feel like people are looking for that verification that, like, your offer is not going to be absolute fluff when they get in. Because we've seen the people who are really good at marketing and really bad at coaching or really bad at delivering.

Lindsay [00:18:36]:
Yeah. And so like, I. Yeah. And I wonder if people have been burned and they're kind of like, are you the real deal? Right. Like, I feel like. I don't know. I know 2024 is not over, but I'm like looking into the new year, trying to like, think about how to address some of that. So tell me, do you have a.

Lindsay [00:18:56]:
Do you have a thread strategy? Because I think people want to, like. I do not.

Felly [00:19:00]:
I have one. Do I stick to it religiously? No. I would say there's four main things that I try to do. The one that could like, actually account for like, proper marketing strategy is that I do like to do keyword searches and like, I'll search like content repurposing and repurpose your content, omnipresent marketing, whatever. And I'll go through posts like that and I will either like, quote, post, like, re. What is it? What do they call it? Repost quote, where you can like comment on it basically on your own post. Or I'll like, get ideas of like, posts that I can remake for my own business. I really use the saved feature on threads where I have never ever looked through my saved files on Instagram.

Lindsay [00:19:53]:
Never. No. They go to die somewhere.

Felly [00:19:56]:
Yeah, yeah. And something that I see really work. If you see that your. Your feed isn't showing you good, good people, people you're actually interested in like having on your feed is to do those call out posts. I know, like what? Like two weeks ago there was a big influx of people moving to threads and all the posts on my feed were call out posts for like a week straight. And I was like, this is dumb. I don't actually want to see every single person's call out post, but doing that post that says I am this type of business and I am looking for these types of businesses or this type of person, or like this type of personality. Those posts really do bring in followers and bring you back in front of the right people.

Felly [00:20:42]:
So those are like the two main things I would say for my strategy.

Lindsay [00:20:48]:
Yeah, that's good. That works. So do you find it's like the cobbler in their shoes or whatever? Like your focus on other people's content for them and then you sort of let your own stuff slide a bit. Or do I practice what I preach? Yes, exactly.

Felly [00:21:07]:
Oh, I would say I do. I would say I didn't always, but currently I do. I'm currently in the process of turning all my podcast episodes. I'm at like 95 or something into blog posts. I am currently repurposing my most popular threads into. Into B roll videos. I'm not sure if I'm going to keep that up because I'm not loving B rolls right now. I'm not loving reels.

Felly [00:21:41]:
I'm not loving Instagram if we're being honest, but I am.

Lindsay [00:21:44]:
A lot of people are not liking it right now.

Felly [00:21:46]:
Yeah, I'm. My plan for 2025 is to like actually seriously give LinkedIn like three month try. And so my plan is to find my best Instagram content threads, content emails to repurpose and rejig for LinkedIn. My emails right now are currently all repurposed emails because I, I took like all of September off for my wedding and then I went to the US for a week for a friend's wedding and so I just. All of my content was pre scheduled and they were repurposed emails. Not that they were copy pasted emails. Because what I would do is I would look through old emails to see what I talked about and then I would bring it forward to now. I guess, like I have a lot of emails of like, what, what was, what were my clients monthly deliverables? Because we don't do set deliverables.

Felly [00:22:43]:
We do it based on what the clients ask for. And so being like, okay, so this month this client got xyz, the next month this client got what's the next letter def. Doing like an email like that. Like basically remaking old emails and using different examples, different stor. Yeah, different angles.

Lindsay [00:23:06]:
Yes. Yeah, I relate to the angles thing because I have a journalism background, so angles was like a big thing. Before we started recording, we talked about AI a bit. So I was told once that, you know, ChatGPT is coming from my job. While sometimes I think, yes, it can replace a copywriter's job or like a content writer's job, it really depends on the person. I think most of my clients come to me because they want a human to write it. So is that like, are you, are you thinking about using any kind of AI in your business? Like, what. Where are you at with that? Because I know like you, all of your ideas come from your brain.

Felly [00:23:57]:
Yeah. So currently we don't use AI and I'm proud of the fact that we don't use AI. But I'm also wondering if I'm being stubborn and hurting my growth. I've also like, I've been thinking about this a lot this week because I've just had this like Weird. I guess the word is fear. I've had this fear, like, unearthed in me that I am not going to be relevant in 25, in 2025, that, like, people aren't going to want my services anymore and all my demand's going to die off because AI just keeps getting better and better. So I'm looking to see how I can better leverage AI. We have a service called the Remix, where you give us 10 pieces of content and we send a hundred custom content ideas based on the content that you've created.

Felly [00:24:44]:
And I'm wondering how. I'm basically, I'm contemplating, like, if I could write a really good prompt to be able to feed in each piece of content to have the AI come up with, like, various posts. I don't know. I don't know. I'm like, is it necessary? Because I look at the content and I can do it already, you know, like, it's already there. That's how my brain works.

Lindsay [00:25:06]:
Yes, mine too.

Felly [00:25:07]:
Yeah, and same like, I was hiring a video editor and I was interviewing video editors, and this one girl was like, oh, you should get this platform. It cuts up the clips for you. Like, if someone asks us for talking head clips from a. From a podcast. And I was like, honestly, I find that watching the podcast episode and pulling out the clips gives me better clips than using an AI clip generator. And maybe that's just my opinion, but the computer doesn't know, like, what their exact ideal client is going to resonate with best. So that's like, again, like, I could use it? Do I want to use it? Will it hurt my business if I use it? And I think, like, the belief that I'm trying to convince myself or, like, working on believing is that there are other people like me who want, like, good, authentic content and are willing to pay for it.

Lindsay [00:26:05]:
Yeah, yeah, that's pretty much my thought process on it, too. Where can people find you and how can they work with you? And what do you have on the go? Right now.

Felly [00:26:17]:
I am on threads mostly. You can find me on Instagram and LinkedIn under the same name, Feliday. Or my website, feliday.com. i have my podcast, the Unprofessional Entrepreneur, which will be back probably late January, early February for season four. It's been on break since I left for my wedding and just haven't gotten back into recording and how to work with me. You can check out the remix, which is the offer. I told you before that you send us 10 links to your existing content, we send back a hundred custom content ideas and we also do done for you content. I'm in the process of revamping my retainer, repurposing unlimited.

Felly [00:27:02]:
What it used to be is 10 hours of repurposed content every month. So you would send us like a bank of content to repurpose and we would repurpose as much as we could for the platforms you want to show up on with 10 hours. And I'm changing it to be like different. You get to choose the content each week. So three weeks of the month it'll be like content A, content B, content C. And then the fourth week will be revisions and that will be hard. Launching in January, but I'm going to be looking for not affiliates for beta clients in December. I don't know when this episode is coming out, but potentially I'm looking for beta clients for that offer and it's going to be on heavily discount.

Felly [00:27:43]:
So I'm excited, excited to relaunch that and see how it goes.

Lindsay [00:27:46]:
Fun. Thanks for coming on and for chatting with us.

Felly [00:27:51]:
Thanks for having me.

Lindsay [00:27:52]:
Oh, my pleasure. That's it for us today, friends. So I feel like I'm supposed to have a catchphrase at the end of my podcast and I don't. I just say toodaloo.

Felly [00:28:04]:
That's.

Lindsay [00:28:05]:
Yeah, that's it. Toodaloo, everyone. And we'll see you next time. Thank you so much for listening. If you loved what you heard, don't forget to subscribe, leave a review or share this episode on social media. And don't forget to tag me on Instagram @lindseysmithcreative. And if you do all three, I'll be your best friend forever and invite you to all my birthday parties. That's it for today and I'll see you next time.