Let’s start with the premise that we are all very busy. This does not want to sound patronising, on the contrary I want to tell you that I do get it.
Life gets crazy, we have to focus on a thousand things at a time, and most founders need to wear about five different hats any given moment. Yet, with my consulting and my work at Creative Impact, I find myself teaching more and more people how to streamline and work smarter, not harder.
I even have a book coming out next year called Reclaim your time off. So, yes, with great power comes great responsibility. My aim with this piece is to give you five practical ways (I am a practical gal) to repurpose your content online and on social media.
Repurpose your master content
Creating content once is great, yet promoting it multiple times is really where the cookie crumbles. In order to do that, you need to get clear on what I call master content.
When it comes to content, I always like to think about what I call master content first, such as:
- Written pieces
- (less often) pictures
These days you’ll find founders of companies doing videos on LinkedIn, being guests on podcasts or even becoming keen writers. Why? Because content is a great way to tell stories, and talk about your personal brand.
I believe that content is the best way to truly engage and connect, by inspiring, motivating or even educating your audience.
Robin Sharma, Elizabeth Gilbert or even Brene Brown are great examples of this. Their books are both what you’d consider master content and a product, and it’s something they can repurpose during podcasts, video, speaking engagements or even social media graphics.
The key essence of your master content is that it should reflect your values.
Once you define your master content, you’ll be able to start planning the frequency you want to release that content. Whether you want to write daily, create a weekly podcast or a monthly video show, make sure you master consistency first.
Action step – brainstorm ⅗ ideas for social media promotion for each piece
After you find the content and define frequency, you can come up with 3/5 ideas of how to repurpose your master content on social media.
This should allow you to post on your favourite networks at least one per week. For a podcast, it could look like this:
- repurpose a quote from a guest into a graphic
- share an audio snippet in your Instagram story
- transcribe an episode takeaway into a caption
I believe that having at least some weekly content on social media coming from your master content allows you to have enough touchpoint with your audience, and you can always add to that by creating genuine and more impromptu content.
My recommendation is to create a simple content calendar template you can follow.
If you need one and do not know where to start, we have three handy template spreadsheets we released last year which our audience has been loving so far.
Refresh dormant content
Why having a back catalogue of thousands of pieces of content that nobody sees? This is especially true for written pieces.
At the end of 2019, I went through our own blog backlog of 1076 articles. Only 400 made the cut, and about 50 of them are going to be rejigged, repurposed, refreshed.
Some of the ones that I kept in our catalogue are articles that drive loads of SEO but not necessarily as relevant. Nevertheless, if they bring in traffic I don’t mind that much.
I always make sure I unlist articles that are a few months old, as I know they probably won’t be bringing me anything good – if they have not driven traffic recently, changes are I am not going to see loads of traction anyways. This is yet another simple step (who said this was going to be hard, hey!), yet essential one.
Lastly, you want to go to your Google Analytics and spot nay old pieces that are still driving loads of traffic (20+ views per month).
Now that you have a backlog of dormant pieces that are not driving as much traffic.
Action step: write down relevant implementations
The last big task you have to do today is writing down ideas for implementations and things that you can change when you repurpose the article.
Implementations include action steps such as:
- Changing the headline (pretty much the first thing I’d recommend)
- Reformatting your old articles
- Expanding on the topic
- Expanding on the angle
- Adding more research and stats to support your theory
Last but not least, republish the piece and add it to your promotion schedule!
Reshare evergreen content
This idea is a continuation of your master content strategy. We’re going to find and highlight any content we consider timeless and that can be reshared multiple times. It does require you to get a bit more sorting and sifting through your content, however.
Collect all of your pieces of master content in a spreadsheet: this involves all the old content that you want to turn evergreen. This sounds like the most time-consuming aspect, yet if you block a few hours, you’ll start to get an idea of what can be turned evergreen – no news pieces, or latest features etc. Productivity, tools (yes you can update those) are great options, just to give a few examples.
Review and update: this is where it gets fun. I save loads of resources on latest updates on platforms such as Instagram so if, for example, I am revamping an article on stories, I may add a few notes or paragraphs on the newest features from my weekly RSS spree. This is harder on podcasts and videos as you cannot update those, so if it’s not evergreen – AKA timeless – you’ll take it out of your list.
Action step: add it to your calendar
The easiest way to add evergreen content to your overall mix is to have a simple calendar set up in the first place.
As a simple split, you can have Monday, Wednesday and Friday promoting new fresh pieces and Tuesday, Thursday and Saturday promoting one old piece. This is a 50/50 split. If you do have a big catalog of old evergreen content, your split may be more 40 fresh content, 60 evergreen content.
Use social media to amplify your work
There are quite a few ways to reshare content on social media, here are my top three.
Idea one: go off on a tangent with video
I’m pretty big on tangents. These hidden gems can be used for videos (e.g., TikTok short videos, Instagram stories, etc.) or blog posts.
Even better, you can use one element from your original written piece and provide three or four new takeaways or lessons. I do this a lot on my Instagram stories.
From tips about productivity and articles about wellbeing, I love resharing and linking back to my original articles in my stories.
Marketing platform Later.com does a similar thing. When they share snippets of their articles on TikTok they create summaries or focus on one single hack at a time.
Idea two: get visual on Instagram and Facebook
Visual tips and graphics can be a great way to summarise your writing into actionable chunks.
My client Joanna Konstantopoulou, a health psychologist, does an excellent job at this:
On Instagram, make sure you add a prompt to check your latest pieces in your link in bio. On Facebook, you can directly add the link to the post.
Ideally, you should promote your posts at least twice on Instagram and Facebook, focusing on two different takeaways from the same piece.
Remember that your followers are not going to see every single post you create.
Idea three: repurpose written takeaways on Linkedin
You don’t want to overlook Twitter and Linkedin. In these networks, I give an overview of some of the key tips from a piece of content or tease my audience.
It’s easy to get lazy and share a link with your article headline. I always challenge myself to give something that adds value to the post itself by giving one practical takeaway.
At times, you may want to reuse a quote from your piece or ask a provocative question your piece will answer. (This works really well on Twitter.)
Not being lazy could make the difference between someone clicking on your link or not.
Use Requeue platforms to repurpose content on social media
I am a big fan of CoSchedule – it’s a platform I used for years as a WordPress user. Yet, it does not mean it’s only good for WordPress blogs. The tool works for both marketing and blog calendars.
The reason I constantly come back to the platform is because I personally LOVE their requeue feature. Based on the tips above, ReQueue can be the perfect addition to other techniques in this article.
As it’s core, CoSchedule allows you to create and schedule your social messages, yet as you go along you can also add your best messages to ReQueue.
Based on the messages and the frequency, ReQueue will automatically fill your social schedule. Genuinely, this feature has saved countless hours to both myself and some of my clients.
- A month’s worth of social messages scheduled in seconds
- Messages send automatically (at the best times for your audience)
- Gaps filled in your social schedule so you always stay timely and relevant
The key to effective repurposing is time-boxing or setting aside specific “slots” in your weekly schedule for the completion of particular tasks.
In order to repurpose, you’ll need some discipline. Time blocking can be incredibly beneficial when working on a schedule, as it means you’ll be able to fill your calendar all in one go, and have 10/20 updates shared weekly across social, mixing up fresh and new and exciting content and relevant, specific evergreen pieces.
Remember, you spend hours creating content. Once the content is published, it may get you a few clicks, and gets buried under new content. Eventually, your content disappears never to be seen again.
Repurposing is important because content doesn’t have a very long shelf life on the internet. Making sure your content is constantly updated and reshared will be key for your strategy.
For more questions, just hit me up on social at @fabgiovanetti
If you need help with planning your content and looking an editorial calendar, I recommend checking the free template here.
About your author
You can find out more about Fab and her business here.
I’ve been freelance writing for four years now, and almost all of my dream clients had come from Instagram.
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