One of the most intimidating parts about jumping into social media with a brand is creating enough content. Whether you’re a marketing firm with a traditional campaign, or you just have your own brand that you’re trying to build, having enough different content across all of your channels can seem daunting. It doesn’t have to be though. One of the best ways to make certain you have enough different pieces is to repurpose content for social media.
What Is Repurposing?
Before we begin talking about how you can repurpose content for social media, we must first discuss what that term actually means. There are many creators out there that feel the need to create something completely new every single time they post. While this is a worthy goal to have, it makes things terribly unsustainable when you have to consider content for upwards of five or more social channels. Repurposing content for social media is the act of taking a well done piece that you’ve created and splitting it into many forms to fit different markets.
By doing this you can save an enormous amount of time and energy while still putting out consistent high quality content for your followers. There are those that would protest and call repurposing lazy. To those people, the age old quote applies fantastically: “work smarter, not harder.” If you put in the work and make a single really good piece of content, it can gather views, comments, and shares for ages. Even pieces that didn’t do well in their complete form may perform well when broken into fragments that are easier to digest.
Transforming Your Written Content
With all of that in mind, it’s time to discuss how you can actually repurpose content for social media. One of the easiest types of content to adapt are blog posts. If you have a well researched and informative blog post, one of the easiest things to do with it is to take pieces and turn them into infographics. An infographic is simply an image with your text laid over it. This may seem pointless as the full blog exists on your blog or website, but I assure you it is far from pointless. Putting your information into an image nallows for much easier posting on platforms like Facebook and Instagram. The shorter length will also attract more casual readers. These bite-sized pieces help attract more people back to your website to read the full article.
There are certainly ways to optimize these infographics as well. First and foremost, they should be eye-catching. This means picking a relevant and interesting picture. From afar, interested viewers won’t be able to read the text, but they will be able to discern what the image is. If that can catch their attention, you are in a good position. Selecting what snippet of information to put on the graphic is the next step. You’ll want to keep things short and simple as a cluttered image will turn more readers off. Something short and profound, meant to draw people back to the original post, is your best bet.
Infographics are far from ideal for every platform, however. Another productive way to repurpose content for social media is to take your blog and turn it into a podcast. This opens up more avenues as to what platforms you can post on as well as adds a more engaging element to the blog. Not everyone has time to sit down and read whatever it is you have written, even if it’s a great piece. On the other hand, far more people will be able to simply hit “play” and listen to the information you have for them. This is 2020 and people like to multitask. By playing into that, you open yourself up to a much vaster audience.
When adapting a blog topic into a podcast you have several options. The most direct is to simply read the blog aloud and record it. This method works just fine, but it does bring up the old redundant argument. If you want, a discussion podcast can be even more informative. You can bring in another person to ask questions about the topic or even just answer frequently asked questions in regards to the topic. The options are only limited by what you feel you are able to create.
Transforming Video Content
When it comes to taking video you’ve shot, you can get a little more creative when you choose to repurpose it for social media. Depending on the type of content, the initial option is to cut it down and make a trailer of sorts. Say you have a piece that is a bit longer and you feel you can create some excitement by posting bits and pieces early. A trailer is an excellent solution.
In the same vein of thought, it can be easy to take some of the best screen shots and use them for social media. You can take some of the better still frames and post them to Instagram or Twitter for easy content. This method can also be used in conjunction with the previously mentioned method of creating infographics. If you combine them you can rely on outside sources even less and it can create more press for your company or brand.
An offshoot of taking screenshots for promotional images can be to use them for memes. For those unaware, a meme is an image with a bit of text over it, usually with a humorous connotation. If your company can afford to take itself a bit less seriously, memes can be an outstanding outlet for a bit of humor to humanize your brand. This will attract a different form of follower and widen your potential client pool
It may seem like an impossible task to make sure you have enough content to fill all of your social media spaces with consistently. Many companies have faced the same problem. But, if you commit to making good content that you can repurpose for social media, you will have a near endless supply of content to pull from.
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