Some might debate this, but I’d say the hardest part of managing social media pages is the effort and thought required in order to produce content.
It’s not that all content is hard to create of course. However, when you want to create high-quality content which reflects positively on your business or brand you’re going to invest time in thinking it through and making sure it’s right.
When content creation is time-consuming we either need to think of ways to make it more efficient or we need to make our content work harder for us.
With this in mind, I want to share with you a strategy I use to help make my content work harder for me. It’s a process I’ve been through already with Simon Social Media and I’m about to go through it again because I need to re-focus. I’m going to talk about how I repurpose content.
So, what do we want to achieve here?
You want to create a strategy which makes your content work harder for you.
What does that look like?
It means you need to plan for how you share the content you create across all of your social media platforms.
How do we do that?
You’re going to think about your platforms and the type of content you share on them. You’re then going to map out a plan for how you share content from one platform to the next.
Here’s how I did it…
In January 2017 I sat down and realised I needed to be smarter with how I managed my content. I have a presence on the following Social Media sites: Facebook, Twitter, Pinterest, Snapchat, Instagram & YouTube…not to mention my website & blog.
I was finding the challenge of keeping my accounts up-to-date difficult, especially given the priority is always my clients.
I sat down, literally with a blank sheet of paper, and gave fresh thought to the following questions:
- Who’re my target audience?
- What content would they want to see?
- Where do I distribute that content?
- How do I make use of that content on more than 1 channel?
I wanted to avoid a situation where I’d spend time on a piece of content and only share it on one social media channel. I needed to share content on all channels, or at least those to which it could be relevant (which is probably all of them, right?).
I created answers to the questions above and then I reviewed my social channels. Which did I want to focus on? Should I remove some? What content did I want to share on them?
I then took a blank piece of paper and I created a mind map. In the middle was the word “content”. That went out to bubbles containing the words “Facebook”, “Twitter” etc. From each social media bubble, I would then typically draw the type of content I would post on them.
– Facebook: Text-Posts, Images, Video.
– Twitter: Text-Posts
– YouTube: Video
– Website: Blog
– Instagram: Images and video/image stories
– Snapchat: Video/Image stories
You’ll relate to this, right? The format of content you share on different channels is…well…different. A post on Facebook is different from a post on Twitter and is definitely different from a blog or YouTube video.
So, what do we do next?
Next, we create a strategy which asks, “How can I take this piece of content from this platform and re-use it on another platform?”.
Here’s the caveat: I’m not just simply thinking about sharing that image from Instagram onto my Facebook page, or sharing a link to my new blog on Twitter. It’s deeper than that. That’s the easy, minimal effort stuff that’s useful but not necessarily where I’m heading.
No, what I’m thinking is – how do I re-use that content on a different platform and distribute it in the format which is most relevant to that platform?
I’m not saying it’s a negative to be sharing content on other platforms, that’s totally a good thing to do.
Ok, let’s use this example.
I’ve got my mind map with content in the middle, which branches out to my website (the channel), and that branches out to my blog (the content).
I write a blog and the next question is, “How can I repurpose my content?”
Ok, so I could definitely share that to Facebook. OR, I could do a Facebook Live and talk about what I wrote.
What’s more effective? Probably the Facebook Live.
I could share a link to that blog in my Instagram bio and create an image saying “NEW BLOG ALERT”. OR, I could talk about it on Instagram Stories? OR, I could create a short video talking about it and then direct to my link.
I could create a YouTube video which discusses the blog. If I didn’t want to do a Facebook Live (above) I could share that video on Facebook. That would also be more beneficial than sharing the blog post.
Other examples to think about…
You see a discussion or you read an article that prompts a series of tweets. Do you just leave those tweets there? Or does that give you blog or blog content, or content for Instagram Stories, or Snapchat, or a Facebook post?
Purposeful re-use of content.
How does this help?
In two areas:
- You’re now thinking about how you take a piece of content and distribute it elsewhere in the format most appropriate to that channel.
- You’re reducing the burden on creating new content. This avoids a situation where you post a piece of content to a platform on a Monday and then are thinking about what to post on Tuesday, and Wednesday, and Thursday, and so on.
Social Media is a strategic and tactical game. You are publishing content for a reason. Could be Sales, could be awareness, could be customer loyalty…could be many other things. But here’s the point; you’re posting for a purpose and hence each time you post to social media there needs to be that purpose in mind – that’s why it’s strategic.
Each post is a chess move; what is the purpose of the content and what are you hoping it achieves?
Creating a blog post and sharing the link on Twitter might be a move, but is it the most effective move? By having a proper thought process around the type of content you want to share, how you intend to share it and how you intend to repurpose content is REALLY important and what’s more, it’s not complicated.
What have we really done here? We’ve just mapped out the content we want to share and given reasonable thought to how we could best share that content on our other social media channels.
What’s more, in doing so we’ve taken away some of the burden of creating NEW content for those other channels. Yes, we’re still creating content. But re-purposing is most definitely not as much effort as creating content from fresh and you’re also building in a consistency of messaging across platforms.
Here’s how to put this into action:
1. Review your current social media sites. Check they’re working for you. Have you got too many? Don’t persevere with social media channels which aren’t supporting your objectives.
2. Write down the type of content you want to share with your audience. Insightful? Motivational? Humorous? Serious? Sales? Educational?
3. Write down the way in which you currently sharing content on the social channels you want to continue with.
4. Map out how you can repurpose content from one platform to another. That is, draw lines from Twitter Post to YouTube video, or from Blog Post to Instagram Story…whatever works for you.
5. Then put your plan into action and come back and let me know if it helped you be more efficient and effective with your content.
I’d love to know how you get on and if I can help you with any of the stages above please get in touch.