How Can I Repurpose Content on Different Social Platforms?
Now more than ever, it’s important to know how to effectively create long-lasting content. In this article, we’ll discuss how and why repurposing content for different social platforms can be beneficial for your business.
Have you created a business and marketing strategy and are now starting to create content, but feeling a bit stuck? As a business, you are focusing on many things including constantly finding new audiences, improving operations, and staying abreast of industry trends. However, with the social media revolution, you are required to create and share content on multiple platforms. It can be quite daunting. In this article, we discuss best practices for repurposing your content for different social platforms so you can go back to running your business.
Why should I repurpose my content?
Creating a story or explanation is important to market your business to new and existing customers. Through this content, you are sharing your business’s story, building relationships, distinguishing yourself from competitors, staying relevant, and growing your audience. However, you are not likely to do this by creating one blog post and calling it a day. And creating new content constantly is exhausting and frankly takes time away from running a business.
Repurposing your content is great for the following reasons:
- Grows your business’s ROI
- Will organically increase your social media presence
- Experiment with different audiences
- Allows you to focus more time on your business operations
At the end of the day, the goal of content repurposing is to widen your business’s sales funnel, eventually converting leads to customers. Becoming omnipresent over multiple platforms broadens the scope to find these customers.
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Steps to repurpose your content
Align with your marketing strategy
As a business owner, you should already have an overall marketing strategy that includes business goals, objectives, competitor analyses, key messages, and brand persona. When you begin to create your content, review your strategy, and make sure that you are referring to it as you build your core and platform-specific content.
Build your core content
Core or pillar content is a long-form piece of content that is shortened and repurposed for the rest of your social media posts and campaigns. The content is long-form media, whether video or written. If you start with video content, it is best to create something that is 30 mins or longer. If written, an article of 1000 words or more is best. Creating lengthy pillar content allows you as the business owner to have more freedom with your message—you aren’t confined to character or time limits. From here, you can determine relevant snippets that can be used on your different platforms. However, how do you even start to create core content? Here are things to consider:
Differentiate from competitors
With the advent of social media, it has become very easy to spy on your competitors and their marketing strategies—all their content is out there. As a result, it is key to research your competitors and focus on what makes you different from them. Because at the end of the day, if your brand is just another business that is a dime in a dozen, why should anyone choose you? When looking at competitors, look at their content, what is working or not, and use that as a jumping point for differentiating your new core content.
Evergreen. Evergreen. Evergreen.
For long-form core content, it is important that it reflects the mission and vision of your business, the product or service you provide, and your personality. Generally speaking, this information does not change much over the course of your company, so this content should be evergreen, and be referenced for years to come. Evergreen content is great because it can be used for a long time and eventually grows your followers on autopilot.
Ensure it is quotable
Your core content is going to be used for different platforms, which means that it needs to have good snippets within it. If writing a blog, be sure there are quotable parts that can be reused in a social post. If posting on Facebook, you would want a one or two-sentence quote to grab the viewer, with a link to the full blog. If creating a larger video, find a 30-second (or shorter) quip that can be posted on Instagram to catch a follower’s eye. It is key to make sure that your long-form content is interesting throughout—meaning that different parts can be retooled for different purposes and uses. When you eventually share on social platforms, it will be important to make it look like you created it just for that platform.
Create platform-specific content
Regardless of the platform you use, you should become familiar with the different types of content including blogs, videos, podcasting, infographics, gifs, memes, user-generated content, how-to-guides, and paid ad content. After you create your long-form content, become familiar with the other versions of social media content that will likely become important to you.
According to Statista, “As of 2019 and 2020, the average daily social media usage of internet users worldwide amounted to 145 minutes per day, up from 142 minutes in the previous year.” Social media is still increasingly important to any business’s marketing strategy. As part of creating your initial marketing strategy, you should have decided which social platforms you were going to focus on. When repurposing content for each platform, here are some tips:
Facebook is the most ubiquitous social platform out there. While it has become a bit more outdated for younger users, most social users have an account on this site. It has become a news source and community for those who use the platform frequently. As a result, depending on your strategy, you will need to reuse your core content appropriately. For example, if you are looking to share news of a new product, then posting on your page is adequate. However, if you are looking to build a community for your clients, then creating and posting relevant information in a Facebook group may be the right fit.
Instagram is a visual social media platform, so if you decide to use written content here, you need to be sure that you have a visual that is extremely compelling, whether a video or photo, that excites the viewer to want to read. The written content can be either in the post (short) or can be a link on your page’s bio, where the viewer can read the longer content. Instagram now has reels where many people share TikTok-like content, with live-action, and off-the-cuff performances obviously created on their phone.
YouTube is used as a place to hold video content and as a social platform. Meaning you can keep long-form content here to reference and shorter content to entice new viewers. When using YouTube, decide how you want your viewers to engage with you here. If it is to create tutorial videos, then keep them short and sweet (ideally less than 3 mins). If it is to show a longer story or case study, then videos can be up to 10 mins. For any video that you share on a social platform, captions are important. According to Hootsuite, “most people don’t watch videos with the sound on (roughly 85% on Facebook alone).”
Email newsletters are great because they allow loyal customers to automatically receive updates from you. Instead of hoping they will find you on their social feed, you can guarantee that the content is found in their inbox. When using email newsletters, you can provide all relevant updates you want your customer to see. However, you do not want to put all the information in the body of the email. You should write short sentences that reference where to find more information on a particular story (e.g., blog post) or how-to guide (e.g., YouTube). Newsletters are a great opportunity to use a mix of visuals (e.g., infographics) and written content.
Of course, these aren’t the only social media platforms out there. Twitter, Pinterest, Reddit, LinkedIn, and Snapchat are other platforms, and it is all constantly changing. Regardless of the platform you choose to use, take careful thought and planning before retooling your content to ensure maximum impact.
It is likely that you are not planning to share content on one platform, right? If you decide to use multiple platforms, then you will likely want to schedule your content out. There will certainly be times when you post something live, but as part of your marketing strategy, you will have created a content calendar where you have planned for certain content to be distributed at certain times. Unfortunately, there is no one scheduler that can post everything you need in one swoop (anymore), but there are a few options. Hootsuite and Buffer are great options to schedule out your posts and Facebook Business allows you to schedule posts for Instagram and Facebook.
Now that you distributed the content, it is time to see if the content was successful. You will need to review metrics and review the original content to see what needs to be changed. It is important to keep updating your content and educating yourself, as trends and algorithms change constantly.
As part of your business goals, you should have created metrics for success. For example, what is a successful “how-to” video on YouTube? Is it the number of views, how long they viewed, the number of comments, or likes? You should be constantly reviewing metrics for success. If something is not performing well, then you need to make changes; perhaps using different platforms. You should also maximize your top-performing content and analyze the results for why it is working well. You may even decide to take old content and repost that piece for a new target audience.
After reviewing your metrics did you find that a particular content piece is not performing well? One reason may be the SEO is not aligning with the post. Maybe you are not using the right keywords in your Instagram post or the correct hashtag on Twitter, so the right customer is not seeing the post. In this article, we discuss how to restructure your existing content to improve SEO. Another reason may be that your content is no longer fresh. While evergreen content is important to core content, it does not always work when sharing on social platforms. Trending products, ideas, and cultural stories can work in your favor, and you should be constantly monitoring this so you can maximize your presence.
Why should you outsource your social content needs?
As you can see, creating one piece of high-quality content can last experienced marketers through several different campaigns and platforms. While creating and repurposing content can be done by you, it takes time and expertise. Creating the long-form content itself can take days (especially if it is a video).
As a small business owner, you should be using your time to perfect your business plan, making sure your employees are happy and still have a personal life. UpCity recommends using a content marketing agency as they are equipped to provide this service and will be able to increase value to your content and social platforms. Check out our lists of the Top Content Marketing Agencies in the U.S. and Canada to get started!