How can you make enough content to consistently maintain a presence across multiple platforms? Utilizing the various social media channels enables you to exponentially increase your reach.
Customers expect to find your brand on multiple social platforms, and if they don’t, they will question your credibility.
We’ll let you in on a little secret: you don’t have to create 100% unique content from scratch for each channel. Instead, you can get more out of the content you create by repurposing it.
This is a great post for small businesses and beginner brands that need to gain more social media traction without necessarily creating more brand new content. Here’s how:
Content repurposing: 3 steps to make the most of your content
Here’s how to repurpose your content in 3 steps:
1. Select your channels
The first step is to pick the right social media platforms for your brand. Here are the top channels:
Facebook has more active users than any other platform, nearly 2 billion, with Millennials and Gen Xers being the most likely to share content. A little over a quarter of retail shoppers buy products they find on Facebook and it’s useful for most any industry.
YouTube is the second largest social media platform with 1 billion monthly active users and 2 million video views per minute. It’s a great place to host and share video content about your brand.
Instagram is the highly visual platform where you can share rich images and videos. It has 800 million monthly active users with the majority being aged 18 to 29 years old. Plus, 53% of Instagram users follow brands!
Twitter has 317 million monthly active users, the majority of which are aged 18 to 29. While content on Twitter has to be short and sweet, it’s a place for you to keep your audience updated. Plus, over 79% of Twitter users retweet SMBs and 84% use the platform to find reviews and deals.
Snapchat is home to 300 million active users, 60% which are under the age of 24. If your target audience includes teens and/or people in their young twenties, this is the place to be. Another interesting fact: about 70% of users are female.
Pinterest is also a very visual platform and is known for being a place to share creative projects and ideas. This can lend itself well to marketing for brands which promote creativity. The platform has 200 million active users, 60% of which are female.
LinkedIn has 106 million monthly active users and is a hotspot for professional networking. Being so, it’s a great place to reach business owners and working professionals. There are slightly more men than women on the platform but it is almost even.
Aside from the biggest channels, there are also useful smaller platforms and those that are useful for a specific type of content. Here are some examples:
- Podcast platforms: PodBean, SoundCloud, Podiant, Buzzsprout, Castos
- Places to publish articles and blog posts: Medium, Reddit, LinkedIn Articles
While strategies should include multiple channels, utilizing ALL of the channels is not usually necessary, or effective. You don’t want to spread yourself too thin for a minimal return. Review the demographics of your target audience and decide which platforms will be best for reaching it.
2. Create, adapt, and repurpose content
Once you have chosen your platforms, you need consistent content for them all. A great way to make the most of the content you create is to use the upside down pyramid approach in which you have one big piece of content and many smaller ones below it.
You start by creating a substantial long-form piece of audio/video “pillar content,” as Gary Vee calls it, such as a vlog, webinar, podcast, interview, speech, etc. Further, you could even create long-form written piece of content like a whitepaper, ebook, industry report, or 10x content article.
Next, monitor comments and other responses to identify which parts are most impactful and engaging. Then, you can break the original piece of content down into dozens of short-form pieces of micro content that feature the highlights.
The micro content you create can include articles, blogs, memes, images, rants, GIFs, stories, quotes, mashups, and more. Once created, distribute the content across all of the social media platforms in your strategy.
Examples of micro content:
- Take popular excerpts out of the content, share them, and link back to the main content.
- Monitor responses from the community and make 1-3 compilations of the best moments with new custom copy and titles
- Adapt clips into shorter clips with new copy for other platforms (60 seconds for Instagram)
- Edit a webinar into a tutorial
- Create a video and/or slideshow to dig deeper into a topic from a popular blog post
- Extract the audio from video content and make it into a podcast.
- Create infographics from stunning stats in your pillar content
- Tweet stats from your pillar content with a link back to it
Let’s look at an example:
Say your brand has decided to focus on Pinterest, Instagram, YouTube, and Facebook and wants to create a set of posts around a tutorial.
- You would create a full-length tutorial video for YouTube.
- Then, for Pinterest, you could take stills from the tutorial at key points and create create a set of eye-catching images that direct users to the tutorial on YouTube.
- For Instagram, you could make a short 60-second video with an introduction and highlights of the tutorial.
- Lastly, you could post an edited “teaser” version of the tutorial on Facebook that drives people to view the whole tutorial on YouTube.
Multiple posts should be created for each piece of pillar content. Further, each post should provide value, and all of them should work together toward your goal.
3. Monitor what works and improve
As you continue to create and publish sets of posts, you should monitor your analytics to track the movement of your target metrics. Here are some examples of social media goals and the correlating key performance indicators that you would measure:
- Brand awareness: followers count, post reach, mentions, and shares
- Drive traffic to your website: post clicks, share of overall traffic, traffic from social media, and bounce rate from social traffic
- Lead generation: lead information collected through social media, downloads of content, post clicks, and conversions
- Revenue growth: signups and sales revenue
- Brand engagement: likes, shares, comments, replies, and mentions
Learn more about key performance indicators on this handy social media KPI worksheet.
Expert tip: It can be very helpful and efficient to use a tool that allows you to manage all of your social media posts and analytics in one user-friendly dashboard. (My personal favorites are MeetEdgar and SproutSocial.)
It’s no easy task to plan content for multiple channels, especially if you are viewing each one as a silo. Instead, they should all work together. By starting with a high-quality, in-depth piece of valuable content, you have your base material. After that, you just need to break it down into new and unique smaller pieces which work well on each of the individual platforms.
By following this strategy, you can launch and maintain a unified, multi-channel social media presence that allows you to reach more people while conserving your resources.