Are you a slave to continually posting on social media in the hopes of expanding your business? Do you ever feel burned out and fatigued after spending so much time developing content on each platform?
Here’s the deal… The importance of social media in helping you expand your business cannot be overstated. However, it should not prevent you from carrying out the mission for which you were created. It should aid in the transmission of your message rather than take up all of your time.
If you’re a yoga instructor who teaches people through courses and coaching, for example, your time should be spent performing yoga.
If you’re an accomplished copywriter with coaching capabilities, you should devote your time to teaching people how to write high-converting content.
You shouldn’t spend your entire day going through your feed trying to please the algorithms. That is not to say, however, that you should disregard social media. So, how can you be on social media without spending all of your time and energy?
Learn how to reuse your content to get the most out of it in terms of interaction and exposure. In this post, we’ll show you how to repurpose your content so you may expand your business faster than ever.
- 1 Why You Should Repurpose Content
- 2 Goal = Becoming Omnipresent
- 3 How to Repurpose Content For Social Media
- 3.1 Step 1: Create Amazing Pillar Content
- 3.2 Step 2: Create Micro Content
- 3.3 Step 3: Using Each Platform
- 3.4 Step 4: Scheduling Your Content
- 3.5 Step 5: Learn From Audience
- 4 Final Words
Why You Should Repurpose Content
Let’s speak about why repurposing is so crucial before we get into the specific tactics used by prominent influencers and companies.
As you are probably aware, social media can no longer be ignored. If you want to expand your business, you must understand the value of social media because it can help you:
- Share your story
- Build relationships
- Create custom audiences
- Learn about your competitors
- Stay top of mind with your audience
- Grow your audience (even with a small budget)
And there’s a lot more. Not to mention that the average American spends more than two hours every day on social media!
However, this does not imply that you should spend all of your time on Instagram or Facebook. You didn’t become a content producer, entrepreneur, or influencer for that reason.
Rather, make your content work for you by developing smart content that begins the seeding process with your audience and repurposing it across all platforms.
You’ll save a lot of time and yet get all the benefits of being active on social media without having to develop separate content for each network if you do it this way.
Not to mention, reusing your content will benefit you in the following ways:
- Boost your return on investment.
- Grow your social media channels naturally.
- Discover your ideal clients’ purchasing habits.
- Allow yourself to spend more time in your creative zone.
Promote your products and services, of course.
Goal = Becoming Omnipresent
So what’s the end goal?
Becoming omnipresent and dominating your niche.
The best aspect about repurposing content is that you can become omnipresent over time.
“The objective of omnipresence is to create a filter bubble to move people from the sidewalk to the slow lane to the fast lane and eventually to buy from you,” said Scott Olford.
Being ubiquitous will allow you to spread your message across all social media channels, potentially resulting in more clients and income.
If this appeals to you, let’s get started with my step-by-step repurposing technique.
How to Repurpose Content For Social Media
Here is a quick overview of what to expect in this 5-step system:
- Create Amazing Pillar Content
- Create Micro Content
- Distribute Micro Content
- Outsource and Systemize Your Strategy
- Learn From Your Audience
Step 1: Create Amazing Pillar Content
Creating outstanding pillar content is the first step in repurposing content. Nothing else will work unless you complete this step.
If you’re unfamiliar with the term, pillar content is a large piece of content that gets trimmed down and repurposed for the rest of your social media channels.
Start with an immersive YouTube video, a video podcast interview, a public speaking event/mastermind, or even Clubhouse audio in this step.
To create the largest amount of micro-content, this should be at least 30 minutes long. Because you can’t repurpose written content (like a long-form blog article like this one) into a video, pillar content is usually not written content.
Audio or video, on the other hand, can be used to create an almost infinite number of micro-content. There are, however, various ways to cut down long-form written blog articles into smaller pieces of information, such as a tweet, Instagram carousel post, or guide.
These fresh social media posts can also be used to kick off the seeding process and as a first, second, or third touchpoint.
It all starts with this massive chunk of content.
Your pillar content, on the other hand, isn’t some random piece of content. No, this is where you put your best foot forward and go all out.
Because this will be shared across various platforms and social media channels, you’ll want to make sure that every component of it accurately represents your business.
Plan ahead: When it’s time to develop pillar content, don’t wake up hoping for a brilliant idea. Instead, think about your topic ahead of time and make sure it answers a huge question that your target audience is looking for answers to.
Create evergreen content: Make sure your long form content is focused on a topic that is extremely relevant to your offer(s) and in which you have a lot of experience. Evergreen content can help you increase your followers and admirers on autopilot for months or years. To avoid becoming locked in the content hamster wheel, try to make 90% of your content evergreen.
Research competitors: One of the best aspects of social media is the ease with which you can see what your competitors are up to. While you should never imitate their precise actions, you should research the content and messaging they use. Because you have a similar audience, this will assist you learn what works (and what doesn’t). Pay attention to the style of content they publish, such as the typefaces and colours they utilise.
Review your existing content: Finally, make sure you review what has already resonated with your audience using Google Statistics, YouTube Studio analytics, and other indicators. Then, to improve the likelihood that your audience will adore it again, create comparable content. Plus, the more you know about a topic, the more likely you are to establish yourself as an authority in your field.
Step 2: Create Micro Content
Now that you’ve created your enormous piece of content, it’s time to break it down into manageable chunks for each social networking platform. As a result, you’ll be able to develop content that’s tailored to each social media channel and your audience.
Remember, no two platforms are the same.
Because both the algorithms and the viewers are different, you must play “their game” in order to get the most out of any outstanding content you create.
Consider the following: the audience on LinkedIn is considerably different from the audience on Instagram or Snapchat. Not to mention the content itself, which is why it’s critical to generate micro content tailored to each social media network.
Otherwise, you can post all day long but, due to minimal engagement, your audience would most likely not grow. When you don’t see any results from your hard work, it’s easy to feel burned out and give up before you’ve reaped the benefits.
This is how you want to turn your pillar content into micro content.
The first step in transforming your pillar content is to have it transcribed. This way, you may include the transcribed text in your blog post, use portions of it in emails, and add captions to movies, among other things.
All of our chats are transcribed using Searchie.io. You can easily transcribe all of your audio or video content using Searchie. When you upload your video, Searchie creates a completely searchable transcription and captions for all of it automatically and instantaneously.
It reduces the stress of utilising several tools and integrates with 92 percent accuracy with many of the partners, including Facebook, Zoom Pro, Vimeo, and others.
You’ll need to write (or hire) someone to write a long-form blog article once you get your transcription. This shouldn’t just be a transcription of your video with a few images thrown in for good measure.
You can contribute your transcription to the blog post, but you should also create original content. This will help your long-form post rank in Google, resulting in organic traffic to your website.
To get the greatest results, make sure you do keyword research and integrate those short-tail and long-tail keywords in your blog piece.
Make sure to include the following in your blog entries to make them more appealing and valuable:
- Make it enjoyable to read.
- Make use of a lot of white space.
- Use both major and secondary keywords in your search.
- Include 1-2 external links as well as connections to other relevant blog posts.
- Make it legible for people while simultaneously employing SEO techniques to improve your Google ranking.
- Add images, infographics, and embedding your pillar content to break up the text. Include an audio podcast version if you chose to do one.
You want users to stay on the page longer, much like on social media. This informs Google that your content is of high quality, and they will reward you by promoting it in the search results.
Finally, don’t forget to provide an incentive at the end of your piece to encourage readers to join your email list. Always include a call to action, whether it’s a free PDF, a free video series, additional audio, or something else.
This will assist you in converting readers into subscribers and obtaining their email addresses. Before exiting your page, you may also use a pop-up form to ask for their email address.
Emails For Your Newsletters
Creating content is crucial, but advertising it is much more so, as you’ll discover throughout this essay.
Despite dropping email rates in recent years, email marketing remains the most effective way to engage with your audience. This is how you market your products or services by establishing a “know, like, and trust” aspect.
Make sure you share any new content you develop with your email list as soon as possible once it’s published. You wish to try to boost the algorithm’s performance by delivering users to content within the first 24 hours of its release.
You’ll be rewarded more if more people watch, participate with, and share your content.
For instance, if you post weekly films on YouTube every Wednesday morning, email your list with the link in the middle of the morning. Encourage your devoted fans to consume it so that YouTube and other platforms will promote it to a wider audience.
You can utilise bits of your blog content or parts of your transcripts to write your emails. With your list, test out long and short versions of emails to determine which ones have the best open and click-through rates.
Don’t forget to repurpose your emails once you’ve gotten into the practice of creating them for new content. You should upload your themes and emails on related topics to your email marketing service as an autoresponder once you have a few.
Then you can automatically send new users through this sequence. This will ensure that people see your greatest content, learn more about you, and take advantage of your offers on autopilot.
When you start sending out regular emails on the cool things you’re up to as a creator, your subscribers will either become more invested in you or become irritated and want to unsubscribe.
That, believe me, is a good thing.
You don’t want users on your email list who will never engage with or open your emails because it costs you money. You want them to either want to read your emails or unsubscribe from them.
They have complete authority to re-subscribe to your mailing list at any time.
Social Media Captions
However, we are not yet finished with the blog article. Instead of wasting time creating captions for Instagram, Facebook, and other social media platforms, use parts of your blog to save time.
Then, to go along with your caption, you can utilise the photos we’ve created below. Experiment with different durations, just as you would with emails, to determine what works best with your audience.
Try to come up with a content plan that works for you so you can quickly publish social media content in batches to save time.
While many entrepreneurs adapt content I’ve noticed that a content upgrade is something I see a lot of them overlook. A content upgrade is a way to increase your email list while also providing value to your readers.
Create an opt-in page, provide the content upgrade, and invite visitors to join your mailing list.
One of the key purposes of content production is to get individuals to sign up for your mailing list. But they won’t do it until you give them a reason, so give them a freebie (or a content upgrade) to entice them.
You might even publish a premium or free eBook based on your epic blog postings.
Quora and Reddit
Make sure you’re contributing to the platform by finding the appropriate threads/questions. Then, when the time comes, include a link to your pillar content or blog post to increase views and shares.
Let’s move on to video now that you’ve repurposed your pillar content into 5-6 written pieces. While written information is useful for blogs, emails, captions, and other applications, video is becoming increasingly popular.
Here are some intriguing video marketing statistics from Oberlo to help you get started:
- Video is used as a marketing technique by 87 percent of marketing professionals.
- Videos are the most popular sort of social media content among consumers.
- More video content from a brand or business that consumers support is desired by 54% of consumers.
Furthermore, many social media platforms encourage users to make video since it boosts engagement and keeps visitors on their platform longer.
Let’s move on to video now that you’ve repurposed your pillar content into 5-6 written pieces. While written information is useful for blogs, emails, captions, and other applications, video is becoming increasingly popular.
Video is the way of the future, therefore the more you can repurpose your pillar content into bite-sized video snippets, the better.
However, just because you want to play by Instagram or Snapchat’s algorithm doesn’t mean you have to create a tonne of new content. Repurpose your pillar content instead into:
Shorter Videos for YouTube
Your pillar content is most likely 30-60 minutes lengthy. While repurposing it into a slew of micro content is fantastic, not everyone has the patience to watch something for so long.
This is why you should make shorter clips that focus on the most important parts of your pillar content.
For example, if you have a 60-minute video interview, try to break it up into 3-5 5- to 10-minute bits of content.
However, make sure to follow YouTube‘s guidelines.
That is, don’t use a title and caption as you would on other social networking platforms. Instead, make sure each video is good enough to stand on its own, and try to use it to target a keyword.
You can also experiment and come up with new and original content, as the Hustle and Flowchart Podcast does. They make YouTube videos from their podcast episodes by filming them live and recording them.
Instagram Reels & TikTok
No worries if you don’t feel like dancing about to make Instagram Reels and TikTok videos. However, by reusing your content, you can still benefit from these viral video.
Make sure that each video adheres to your brand’s and each platform’s themes. The more you can make it appear as if you made it specifically for that platform, the better.
Even if your Instagram Reel doesn’t go viral, it should still help you grow your account’s reach by allowing you to use the platform’s newest features.
You’re putting yourself up for success on one of the most popular platforms by combining stories, feed posts, and IGTV.
For instance, I recently launched a new app called CH Tools and subsequently produced an Instagram Reel to promote it. This is how it appears:
Instagram, Facebook, and Snapchat Stories
Stories are still popular, even though Reels and TikTok have taken over. You can also use your pillar content as a basis for tales.
These tales can be shared on Snapchat, Instagram, Facebook, and other social media platforms. When you don’t feel like going behind the scenes to do a live storey, this should save you time.
Finally, you can make your own animated GIFs. Create 1-2 GIFs for social media or to utilise inside your emails if you have a hilarious occasion that you think would make a possibly viral GIF.
Last but not least, don’t overlook the auditory aspect of things. You’ll want to take the audio from your pillar content and repurpose it in a variety of ways.
A podcast is the first place you should put your audio. I would recommend beginning a podcast as soon as possible if you don’t currently have one.
This is why…
Podcast Insights claims that
- Podcast listeners account for 50% of all households.
- The term “podcasting” is familiar to 75% of the population.
- In comparison to the general population, 45 percent of monthly podcast listeners have a household income of $75K or more.
Podcasts, of course, are a fantastic method to gain new fans and get your message out to new people. In comparison to other platforms, turning pillar content into a podcast is quite simple.
All you have to do now is add the intro/outro and upload it to your podcast provider once you’ve pulled the audio. The blog post or transcription can then be used for your podcast notes as well.
You may also create “best of” episodes out of shorter segments to give your audience even more spectacular stuff.
Jenna Kutcher is one example of someone who excels at turning audio programmes into written blog posts.
Finally, don’t overlook the importance of designing personalised images.
While video should be your major focus (since consumers and social media platforms like it), photos are also useful to convey. They have the potential to disrupt your feed, go viral, and spread useful information.
Quote cards are the second form of graphic you want to make using your pillar content.
These are excellent for emphasising a point and encouraging them to watch your pillar content. Additionally, you may use them to break up big blocks of text in blog entries.
For instance, if you hear something you appreciate from a favourite artist, influencer, or coach, you may turn those words into a great graphic, tag them, and share it on social media.
When we hear individuals say magical things on Clubhouse, we do this all the time. Take a peek at it.
What person doesn’t enjoy a good meme? Your post can also be turned into a meme, which can help your account go viral and bring in more followers.
For his Instagram account, John Lee does an incredible job generating visual graphics and memes.
We haven’t discussed Pinterest yet, but it’s a fantastic way to repurpose your work. While most people associate Pinterest with sharing recipes and photographs, it is also a search engine similar to Google and YouTube.
You can gain extra exposure to a new audience by making several pins and adding them to your boards. Remember that Pinterest is incredibly popular among users, and studies predict that it will continue to grow in popularity in 2021.
Sprout Social claims that
- Pinterest has a monthly active user base of 450 million people.
- Pinterest is used by 80 percent of millennial women (and 40 percent of millennial men).
- Pinterest users are 3X more likely than users on other social media platforms to visit a brand’s website.
This could be a big way to draw more individuals to your brand, depending on your ideal client persona.
These could be related to the information you supplied or to your video directly. You may then include it into your blog entries, use it as an excuse to guest write on other websites, and so on.
As you can see, your single piece of pillar content has spawned a slew of micro content. The next step is to apply everything to each platform in order to gain new fans, followers, and subscribers.
Step 3: Using Each Platform
First and first, congrats on getting this far in the repurposing process.
If you make it to step three, you’ve discovered a treasure of information. You have a tonne of great movies, music, photographs, blogs, emails, and more to draw in your audience at this point.
It’s time to post your micro content on social media now that you’ve finished it.
Here’s how to accomplish it quickly and effectively:
Use a Scheduling Tool
One drawback is that not all platforms allow you to schedule content ahead of time.
You can, for example, schedule IGTV videos and Instagram posts, but not Reels.
While you can’t schedule everything, you want to schedule as much as possible so you’re not logging into different platforms all day.
For these platforms, use scheduling tools like Hootsuite or Buffer:
LinkedIn may not be as well-known as Instagram or Facebook, but it is, in my opinion, an underutilized resource.
Remember that Microsoft paid billions of dollars for LinkedIn, which is ideal if your target demographic is older than Snapchat’s. You should take it seriously if a corporation as large as Microsoft is putting billions of dollars on it.
You can distribute content on LinkedIn in a variety of ways:
The first method is to submit your photographs and videos in their feed postings, similar to how you would on Instagram or Facebook. Simply write a description and upload your photo or video, then schedule it.
Another option for sharing content on LinkedIn is to write native articles for the platform. However, from what I’ve observed, you shouldn’t copy and paste another piece of text onto LinkedIn.
That is, in fact, an excellent rule to follow in general.
Instead of sharing a YouTube video on your Facebook profile, always publish straight to the platform. To maintain consumers on their platforms, social media platforms desire native content.
Use some of your blog entries that you wrote for the complete pillar content and reduce it for LinkedIn articles.
Facebook & Instagram
Schedule your Facebook and Instagram posts for your main feed using the same scheduling tool.
You’d like to block off the following time:
- Instagram feed posts
- Facebook page posts
- Facebook group posts (if you have any)
- Instagram feed posts, carousels, and videos
Finally, don’t forget to schedule your tweets. Quotes from your pillar content, quote cards, and unique images can all be uploaded.
The issue is that third-party apps do not allow you to schedule specific content. However, using Facebook’s Creator Studio as a workaround is a viable option.
When you connect your Instagram account, you’ll be able to schedule:
- Carousel Images
This will save you time throughout the day and ensure that you are not spending time uploading content every time you need to post.
Podcast & YouTube
The beauty of podcasts and YouTube is how simple it is to upload and schedule audio and video content.
Upload your audio and notes to your podcast host, then schedule your episodes across all major platforms (Apple Podcast, Soundcloud, Spotify, etc.).
The same is true with YouTube. Upload your notes, video file, and schedule properly using their internal scheduler.
Step 4: Scheduling Your Content
If you’re like most entrepreneurs reading this, you’re probably thinking to yourself, “This sounds great, but how am I going to do it all?” How do I generate and distribute 30+ pieces of content when I hardly have enough time to execute everything in my business?”
It’s an excellent question, and one that I’d want to address in this part. Because here’s the thing: while many individuals recognize the value of this redistribution model, the majority are terrified of the process.
Here are some of my best strategies to help you outsource, batch, and schedule your content to save tons of time.
Hire 1-2 Virtual Assistants
You won’t be able to perform all of this on your own if you’re a solopreneur.
Don’t exhaust yourself by doing things that don’t assist you grow your business. Instead, hire a couple of virtual assistants to assist you with the majority of the work.
In the Philippines, for example, a virtual assistant can be hired for $4 to $6 per hour.
They can then alter your pillar piece of content to meet the requirements of each platform. Then you or another VA may upload, schedule, and ensure that everything is delivered on time and on the correct platform.
Create Systems and Workflows
However, having a clear strategy in place is the only way to make it work with your virtual assistants. You may then send them pillar content and instruct them on how to develop micro content using the procedure.
The content can then be scheduled by you or someone else.
To organise all of your procedures, I’ve found that using a project management application like Trello or Monday.com works best. You may quickly share this with other members of your team and make changes as needed.
Step 5: Learn From Audience
Okay, the difficult (or time-consuming) part is gone. Now is the time to unleash all of your great content into the wild and see what your audience responds to.
Finally, you must learn from your audience and content in order to rinse and repeat.
The benefit of putting out so much content is that you can rapidly see what is working and what isn’t. This will enable you to create even more content in the future that is tailored to your audience’s preferences.
You can create premium items (coaching, membership, online courses, etc.) to help solve their difficulties once you’ve identified the most pressing issues.
This will tell you even more about your ideal client persona, which will aid in the creation of future pillar content.
It all comes full circle.
That is all there is to it. We just went through how to turn one piece of content into 50+ pieces of content to share across all of your social media networks.
You might have thousands of pieces of micro content if you simply created one core piece of content per month. While it may appear to be a bit excessive, don’t underestimate the value of repetition in marketing and content seeding.
Remember the rule of seven: individuals must see your message seven times or more before considering purchasing. You can speed up the sales process and convert more readers or viewers into buyers with this repurposing strategy.
Furthermore, sharing so much content can help you raise brand awareness, stay top of mind, and possibly lead to collaborations.
While there are numerous benefits to repurposing content and having a robust content seeding plan, don’t try to handle everything yourself.
Otherwise, you won’t have much time to spend in your zone of genius, attracting new customers to your business. It’s best if you can outsource and systemize as much as possible.