When I meet my clients, I ask them: how do you feel about creating content? Most of them say they love coming up with ideas and choosing images, but they feel pressure to keep creating. In other words, they feel like a hamster on a wheel.
When I ask them how they are promoting their content after producing it, they look at me with a blank stare. I mourn the death of their stellar content because it’s likely that less than 10 percent of their followers even see the work they’ve put in.
This needs to end right now.
I’m going to teach you how to dig your content up and bring it back to life. You’ll learn how to take one blog post, video or podcast and repurpose it for social media so that you can work smarter and get the most out of your content.
Let’s get into it.
WHAT CONTENT CAN YOU REPURPOSE?
When it comes to repurposing content, you can repurpose anything you create, whether it is a single IG post or an hour-long webinar.
The key to repurposing is to consider the platform and how users engage with it. While Instagram users go to the app seeking inspiration and an insider’s (expert’s) perspective, Facebook users look for opinions and real-time content.
The Facebook algorithm presents users with content from those in their network that aligns with their interests and behaviour.
Your content on Facebook should tell a story and stand out on a competitive newsfeed. It should ask questions and offer commentary.
Instagram content, then, should inspire, insight emotions and educate your engaged users. Think of adding value in the form of tips and sharing stories they can learn from or relate to.
Download my free guide here to help you write highly engaging social media captions that convert followers to clients.
HOW DO YOU REPURPOSE YOUR CONTENT?
Are you writing long-form, high-quality blog posts for your own business? Recording podcasts or videos chock full of actionable advice? If so, you’re sitting on a gold mine of content. And most likely, fewer people than you think or hope have seen it.
I will share the simple strategy I use to repurpose my weekly blog posts and break it out by platform. However, you can use this for your YouTube videos or podcasts because that content naturally follows a structure of intro, main points, and conclusion.
IG – Select a relevant graphic and use your headline as the first line of your caption. Then use the intro as the body of the caption (edit down if necessary) and include a small call-to-action (CTA) that makes it obvious how to get to your post.
IG Story – use the words in your headline and intro as a script and record a story. Caption the slides with one main thought on each slide as you talk through it.
FB – Pair the first 2-3 sentences of your intro with graphic
Pinterest – Select a graphic and overlay the title (turn it into a “How To”) on the pin. Use your intro copy to write a description of the pin using keywords and a few hashtags.
POSTS # 2, 3, 4
IG – Post a different, compelling image for your next key content point. Summarize this into a caption and pair it with a CTA at the end. For example, “want to hear my other two tips for creating better content? Head to link in bio. ” Repeat this weekly with each section.
IG Story – use the words in your subsequent sections as a script and record a story. Caption the slides with one main thought on each slide as you talk through it. Repeat this weekly with each section.
FB – Format a graphic with one key point per week for the next three weeks (or as long as your content will allow) after post #1. Use a different relevant image that will capture the attention of your users in the feed and text that makes them stop and think. For example: “Do you agree …”
Pinterest – Post a quote pulled from your content. Include a description contextualizing the quote and include a link where they can read/listen/watch more.
IG – Ask a Question of your followers. You can use the question box in stories or ask it in a post. Stories tend to work better for this, though. This tactic is not only a way to get another post out of your content but also increase engagement, which the algorithm loves.
Your question should spark interest in your piece of content. For example, if you’re talking about planning out your podcast content, you may ask: how many hours does it take you to plan out an episode? How many podcast episodes have you recorded in your lifetime?
The key to all social media is to make your content about the viewer. It’s coming from you, but you are simply the mirror in which they see themselves. You need to serve them!
FB – Ask a Question for a post. Schedule the question to post one week after your blog post/podcast/video goes live. Then set a calendar reminder to alert you to when the question posts and hop on to FB to engage.
You can answer questions and comments and post a link to your post to get them off of FB and onto your website.
Example: “How do you feel about content creation? Leave a GIF in the comments.”
>GIF OF PERSON CRYING<
“Feeling burnt out? I hear you. Here are three ways to repurpose your content to save you time and frustration while still showing up for your people.”
Pinterest – Post a different image with a question or bulleted points relating to each of the remaining sections of your content. Optimize posts using keywords in the description and a few hashtags.
I tell my clients all the time: DON’T LET YOUR CONTENT DIE!!! Focus on longevity because if you’re creating top-notch content, it will always be relevant.
Here are some more ideas to go the extra mile:
IG – take a question to stories using text or video. Include the question box feature so the audience can answer. Share the answers on a different story and tell them how to find guidance – “link in bio” or “swipe up.”
Rockstar move – reply to them directly in a DM, share a few words of advice and the link to the content.
Asking your audience questions delivers people interested in your topic directly to you, opening up the lines of communication. They are knocking at your front door, and you are letting them in and offering a coffee!
BONUS #1: QUOTE GRAPHIC
When I was writing for magazines, I always strived to get a quote we could use as a standout feature in the article. Next time you read a magazine, you’ll find your eye goes to a “pull quote” in a larger text that shocks, entertains or profoundly resonates.
Quotes work the same way on social platforms. They’re simple to digest and offer the reader something, often leading them to read more from the source.
Quotes are popular on Facebook, and Instagram, but to make them work for you, always remember to add a CTA.
BONUS #2: REVISIT THE ROCKSTARS
Chances are you have content that has hit the mark and some that has missed. Focus on what has worked for you in the past, and reframe it to be new again by including “social proof” (feedback, questions, comments from followers).
Update it with new stats, graphics, or imagery and refresh the captions to spark more interest.
I REPEAT, DON’T LET YOUR CONTENT DIE
Creating good stuff that keeps people coming back for more takes a lot of your precious resources. If you’re committed to creating content, commit to making it work hard for you by promoting it often and everywhere your ideal client lives.
The next time you plan out your posts, look at how you can repurpose content that has scored well with your followers. Take that content and run with it by pairing it with different visuals on different platforms.