When I started my web design/development business, I initially shied away from content marketing. However, it wasn’t long before I saw how valuable it could be as a way to grow my audience and build my brand. I soon began creating quality content on my website to share via blog posts and through email marketing.
Things started off great until I realized just how much work was involved! It takes a lot of time and effort to create quality blog posts, and I noticed that I wasn’t always reaching people through my writing. This is because people like to consume content in different formats so not everyone thinks to subscribe to a website’s blog.
After trial and error, I came up with a sure-fire way to create and share content that would appeal to my audience no matter how they chose to consume the information.
Here’s my simple process:
- Write a meaty blog post on a topic your audience will love or find valuable.
- Use Google Docs / a spreadsheet to identify quotes or highlights from the blog post, and brainstorm ways you can leverage the blog post’s content across other social media channels.
- Go ahead and rework the blog post content across those different platforms
Now let me show you how I apply my process to various social media platforms through real life examples.
I use Twitter to share brief bits of written content, such as a quote from the blog post, with the goal of getting those viewers to click over to my website. You can try this out a few ways, for example by sharing a quote or an interesting/valuable tip from the blog post. Be sure to link to the blog post in your Tweet and schedule several posts to go out at different times.
Snapchat / Instagram Stories
I love these platforms and use them to share short bits of visual content such as tips or advice that my audience will enjoy. To repurpose content from your blog posts on these platforms, take a few of the main points from your article and rework those in different formats. You can play around with sharing one tip per day, or else do a mini lesson covering all the points at once. Keep the videos short and sweet since that’s the most effective way to reach your audience on these social media platforms.
Your approach to Instagram posts should be different from how you would repurpose content through Instagram stories, however in both cases you’re providing value for your audience. Balance out the beautiful pictures on your profile with quality captions. Instagram posts are a great way to leverage content from your blog posts by re-working sections for Instagram captions. It’s okay if your captions are lengthy so long as you break it down in shorter sections or headers. You can then direct readers to visit your website to read the full blog post via the link in your bio.
Facebook Live Videos
Many people are hesitant to use Facebook Live since they don’t know what to talk about, but when you have a hefty blog posts already published, there’s a ton of content waiting to be used! Two common ways to repurpose your content for Facebook Live is to either cover every section from your blog post in one Facebook Live lesson (i.e., an overview of a subject), or else you could break up each section and present it in greater detail across several daily segments. People like Facebook Live videos because they are “real” and there’s more room for discussion as questions come up naturally while you’re presenting live.
Facebook posts can be extremely effective when used properly so let’s just agree that slapping a link to your blog post on your business’s Facebook page isn’t going to cut it. Instead, write out content from your blog post and share it in a way that people can consume it directly on Facebook without having to hop over to your website. People who are on Facebook want to stay on Facebook so keep that in mind when you’re writing out your posts. You can share the main sections of the blog post in a way that focuses on high-level value, or else break it down into more detailed blurbs as part of a series. This method might not drive a lot of traffic from Facebook to your website, but know that you will still be engaging with your audience, building your authority online and growing your brand across social media.
Youtube is a fun way to repurpose content since you simply have to identify the main points from your blog posts and present them on video. It doesn’t have to be anything fancy (you can even record from your iPhone) so long as you’re providing value. Make sure that you’ve reworked your script so that it sounds natural when you’re filming the video but feel free to pull directly from your blog post content. Just remember that people who find your video on Youtube might not know who you are so be sure to introduce yourself, direct viewers back to your website and include a link in the video description to the corresponding blog post.
And there you have it! By adding just a few minutes to your content marketing strategy, you can easily repurpose content from your website across a number of social media channels. Take the platform into consideration and get creative with it! Once you’ve put in the hard work up front to write out a quality blog post, you have every right to share your work across other platforms in ways that reach your entire audience.