A Sephora Employees Guide to Repurposing Content

Simona Mirigello

As many of you already know, I work at Sephora as the resident Launch Captain for my location. This means it is my job to stay up to date with new product launches and create intuitive and informative trainings’ for my coworkers. Much of what I do is essentially “creating content” that will be seen by all the employees and managers within my store. When it comes to training on a new launch, for example ‘NEW Sephora Exclusive Holiday Gift Sets’, there is only so much information I have to work with for me to create multiple forms of content that appeals to every individual. Dee, creator behind the popular blog ‘A Dash of Dee’, taught me about the beauty of repurposing content to maximize the effectiveness of its message and its reach. Initially, I was spending hours on a 3 page document detailing every aspect of a new launch, printing it out, and verbally reciting it to my colleagues to train them. Not only was this ineffective and time consuming, but I was completely missing out on the engagement I could have been getting if I knew how to repurpose my main pillar of content (the written document). Many authors agree that in content marketing, communication via social media is the key to success as user-engagement is consistent and feels authentic to consumers. Learning this is what taught me to repurpose my training documents into short, entertaining, and informative videos that I could post on Youtube for my colleagues to watch either at work or at home! This is helpful for me as the training information remains consistent, concise and I do not physically need to be at work to ensure that everyone is up to date on the new launches. Not only do I repurpose my master document into short videos, but I also create cute infographics and grid posts that are shared to our store Instagram which is seen by all of our lovely Sephora employees. This is not extremely time consuming as I have all of the content written in my document, it just needs to be condensed. I like to use Canva to create aesthetically pleasing graphics and it is free! Ever since learning about the beauty of repurposing content (thanks to Dee), and the importance of utilizing social media in content marketing, the way I approach training for new launches has completely changed for the better. From the initial master document to the 5 forms of repurposed content I ultimately create as a result, I can confidently say I have mastered this art. — A Sephora Employees Guide to Repurposing Content

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Land Acknowledgment

The University of Guelph-Humber and Humber College are located within the traditional and treaty lands of the Mississaugas of the Credit. Known as Adoobiigok, the “Place of the Black Alders” in the Mississauga language, the region is uniquely situated along Humber River Watershed, which historically provided an integral connection for Anishinaabe, Haudenosaunee, and Wendat peoples between the Ontario Lakeshore and the Lake Simcoe/Georgian Bay regions. Now home to people of numerous nations, Adoobiigok continues to provide a vital source of interconnection for all. We acknowledge and honour the land we are walking on, the moccasin tracks of our ancestors and the footprints of the future generations to come.