Let's face it, creating social media content can be tedious!
Companies doing well on social media marketing usually post a few times a week on various platforms. Some of these companies have a team of full-time social media marketers to do it.
But some companies don’t have the luxury of having a team of social media marketers.
So how can we create useful and relevant social media content a week without spending too much time?
The secret lies in this concept called: repurposing long-form content.
Long-form content are content that are lengthy that you are already producing on a frequent basis. Some examples of long-form content:
The blog articles you spent time creating don't have to stop on your blog! You can repurpose that content and maximize its potential.
Not sure how to do that?
This article will cover different ways you can repurpose content so that you can save time yet maintain high quality content and consistently post on your social media platforms.
When you repurpose content, you save time. You don't have to create new content from scratch, which can take a lot of time. Creating new content involves researching, brainstorming, creating new content outlines and captions, designing, etc.
With repurposed content, you might also get an SEO boost on your website. Creating multiple posts around the same topic allows you to send Relevancy signals to Google. Relevancy is an important criteria for your website to rank on Google.
In most cases, your long-form content may reach a limited audience. However, with repurposed content, you can get more audiences through the various platforms that you’re posting on.
Publishing quality content around a topic on several platforms can help raise your authority in your niche. You can establish yourself as an authority when people see you as the go-to for a certain topic, on several social media platforms.
Talking about the same thing, again and again, is vital to getting your message across. In fact, the Marketing Rule of Seven says that a prospective buyer should hear/see your marketing message at least 7 times before they buy.
If you're looking at video marketing, then you must be on YouTube. YouTube is the largest search engine after Google. But you can't just read your content out over some slide with crappy audio. That won't work if you want to rank on YouTube.
So, how do you convert your blog content into a converting YouTube video? These steps will help you with that.
Not all your blog articles are suitable as scripts for YouTube videos. While a blog article may generate tons of traffic as blog posts, they might not do well on YouTube.
People on YouTube are sometimes at a different stage of the buyer’s journey. They might be researching a certain topic, or considering certain things. So your content has to be relevant and speak to the audience on YouTube.
What are the top videos on that topic? What are some titles that appeal to your audience? What is a unique title and/or angle you can consider for your video?
YouTube is not only about the script/content; the quality of your videos also matter.Some YouTube channels produce videos that require heavy post-production work.
But if you’re a small team, and don’t have much resources to produce a highly post-produced video, consider at least having a good camera that can produce high-definition videos.
Studies have shown that longer videos generally perform better than shorter videos on YouTube. That's because longer videos are more detailed. Check out how Brain Dean uses this method. All his videos are always at least 10 minutes long. Note that his views are quite impressive.
However, don't just create a longer video without valuable information. That may affect how long viewers view your videos, which will affect your YouTube SEO.
If your long-form content covers several sub-topics, you should break the content into different sections. Avoid long videos, build out each sub-topic, and create a detailed video for each of them.
You can then create a themed playlist that covers all the sections of blog content. That will establish you as an authority on that topic and help your video optimization.
Here is an example of a Themed Playlist by Lex Deville on freelancing. He is considered an established authority on freelancing on YouTube.
For several reasons, Facebook/Instagram is a great social media platform to repurpose your content. First, with over 2 billion users, it is the largest social media site around. So, it is more likely that most of your target audiences are active on either Facebook or Instagram.
Apart from that, social media platforms nowadays have several content format - graphics, videos, posts, links, stories etc
Divide your content into smaller pieces of information and cover them over a certain period.
Create social media content that covers different sections. You can also create posts to cover the significant talking points to drive engagement.
An excellent way to keep your audience engaged is to create a post series. This is a great way to break a long blog post and cover all the sections. You can also use that to connect all your posts with a central theme.
You can also summarize long-form content into a Carousel post format.
Infographics are a great way to summarize long-form content into a visual and easy-to-understand format. An example is like what Buffer did with infographics repurposed from their blog article.
Keep in mind that your infographic must not be too clustered. It must be simple and easy to understand. It should outline each point clearly.
If you don't know much about creating graphics, you should get a professional to design your infographics. Tools like Piktochart and Visually can also help create well-designed infographics.
According to this Wyzowl research, 72% of buyers would rather watch a video to learn about something. So take advantage of that by creating engaging and short videos from your content.
Revive your blog content as short, contemporary videos to re-communicate the message back to your audience.
If converting your blog posts into videos will be a lot of work; several tools can help that process. First, tools like Lumen5 can automate the process for you. Then, leverage the AI features to create your videos.
All you have to do is pick the blog posts; the tool will pull out meaningful sentences and create a storyboard for you. You can format, add photos, music, video to create a short video on the automated storyboard.
If your blog posts contain meaningful quotes, stats, and key takeaways, turn them into images. Then, create eye-catching photos with your quotes and critical takeaways for your social media posts.
Make sure your target audience can relate to your quote images. Pick out catchy phrases and valuable stats that your audiences will like to read.
Your IGTV is another great place to repurpose your content.
With IGTV, you can get more viewership, give your audience more value, and connect deeper with them. Furthermore, your IGTV videos are shown in the Discover section, notification on Instagram, and recommended videos on related videos.
Also, people prefer to stay and watch IGTV videos longer than Facebook videos. That is because it is easier to view and the seamless integration with Instagram makes for a better experience.
How can you efficiently repurpose your videos on IGTV?
Keep in mind that IGTV's full 16:9 ratio takes up the entire length of the screen. That way, it limits distractions and fully immerses your viewers. But it also means that your videos must be high-quality and engaging enough to keep their attention.
Check out how Jasmine Star does that on her IGTV videos.
Make sure you film in a way that can be easily cropped into a vertical format. You must also go farther than just talking. Create something fun and visually appealing that will keep your audiences engaged. Remember, it is a space they're constantly distracted.
IGTV is a public platform that anyone (or your followers, depending on your privacy settings) can view. If you want to create a marketing funnel, consider having exclusive content for your newsletter subscribers. You can use IGTV as a teaser for the exclusive content.
You can use your IGTV to broadcast Question and Answer sessions regularly. Through these live Q&A sessions, you can create long-form content for free, and be able to repurpose it into other forms of content.
You’ll also be able to identify what your audience are looking for.
Another great way to repurpose your content is to create interviews sessions. Organize interviews with industry experts and broadcast them on your IGTV. The beauty of this strategy is that the time needed to prepare for such interviews is minimal, compared to the quality of content produced (by experts!).
The other thing is interviewing experts is a form of social proof. You’re associating your brand with the experts.
According to this industry report by Edison Research, an estimated 112 million people have ever listened to podcasts in the United States only. And around 67 million people listen to podcasts monthly in the US.
That is a whole new demographic you're missing out on by not creating podcasts. By repurposing your content into podcasts, you can start connecting with new audiences.
Repurposing your blog content into a podcast can be as simple as just reading it out and recording. Or you can try several tactics to improve your engagement.
Here are some ways you can repurpose your blog content into podcasts.
Copyblogger, a freelancing website, does this well with their podcast series, The Lede Podcast. What they discuss on the podcast is based on their old blog content.
You don't have to write another script for your Podcast sessions. Just convert your YouTube videos into audio versions. You can either record your script as just the audio or literally convert your YouTube videos into audio.
Repurposing your blog articles into podcasts shouldn't be only about reading it out. Go a step further by creating a featured podcast series where you'll interview experts.
Use your article's outlines to create your interview questions. So, your blog content will help build your interview questions. Then, your expert can take it from there.
With featured podcasts, you and your listeners get fresh perspectives on the blog content.
If the blog article is longer or contains several subtopics, it is better to break it into several episodes. Then, let each podcast episode cover different areas of your blog content.
You can talk about the subtopics in further detail during the podcast.
Medium has an established viewership of 60 million monthly readers. As a result, it is a popular place to share or guest post content.
The best part is you can repurpose your blog article directly without altering it. With your repurposed content, you can start building your email list. Here is an example of Benjamin Hardy, who used his repurposed blog content on Medium to build his subscribers from 0 to 20,000 in 6 months.
If you want to repurpose your blog post directly on Medium without any changes, wait a few days after publishing on your blog.
That's because publishing your article directly on Medium immediately may not give Google enough time to index your blog article. Google may index your Medium article as the original post; that will definitely hurt your rankings.
Also, make sure you link back to the original article on your blog to drive traffic.
Quora is a social answer site, and answers to questions frequently rank top during search queries. You can either repurpose your content as replies to questions or as posts to Quora's user blogs.
Look for relevant questions that your blog content answers. Then repurpose your blog content to provide in-depth solutions. You can also link back to your original blog posts.
By repurposing content, you don't have to create new social media content consistently. Instead, by making a few changes in the format, you can push your content on the various social media platforms with minimal effort.
However, it should not be about repurposing blog content on different platforms alone. Turning those repurposed content into marketing tools matters. Ensuring that your social media content sells your products/services effectively, is key.
Not sure how to do that?
Get a marketing expert/agency to help you. If you're looking for the best social media marketing agency in Singapore to help you handle your marketing, contact us for help.
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