Something I hear so often is that people struggle with what to post on social media. It’s a common issue that a lot of people encounter.
And when you do come up with some awesome original content, you can feel pressure to keep on this hamster wheel.
There’s a lot of time and effort and energy that goes into creating consistent original content – especially when it comes to blogs, podcasts or newsletters. A LOT OF WORK.
So, it doesn’t really make sense to do it, market it once or twice and move on to the next one. It’s a pattern I see consistently with content creators.
They are great at creating content – that’s their jam – but they miss out on so much traction not repurposing enough or often enough.
So today I’ll give you 11 ways to repurpose a single piece of content – plus lots of tips and tricks along the way!
Well because, despite what some believe, not everyone:
- Sees everything you put on social media
- Opens every piece of email marketing you send
Therefore putting it under their nose more than once is necessary to build traction, build movements and build your expertise.
If they don’t see it or read it or watch it, they won’t know how brilliant you are!
So, let’s dig in:
- SUBMIT TO MEDIA OUTLETS FOR FREE PR
This is probably the least obvious and is the one that needs the first thoughts.
For a media outlet to pick up your content, you need several things, but original content is probably one of the most important.
So, before you publish you blog on your own platforms etc, consider submitting to media outlets for some free PR around your business and expertise.
If you’ve never done any free PR before, have a listen to my podcast episode 14 where I chatted to PR expert Jules Brooke.
PR can do wonders for your business, your expertise and your bottom line! And plus, if you do get something published – you can repurpose that will all the suggestions below again!
- SHARE ON SOCIAL MEDIA
No matter what platforms you are on – once your blog, podcast or newsletter is published on your platform, share to social media. Write an engaging couple of lines which leads to a call to action – e.g./ click here to read more and share the heck out of it on social media.
- CREATE A SHORT VIDEO
Video is king. It has been for a while now, and the rise of short form video through platforms like TikTok and Instagram Reels means this is a great way of getting some video out there. Either record yourself talking about one or two important points mentioned in your blog or podcast and post on social media.
Again, with a call to action following.
If it’s a podcast you are repurposing, you can create your own videos from the audio (if you publish your podcast on YouTube you could do a screen cast of a section).
Again, repurpose on social media.
- LINKEDIN ARTICLE
One thing I love about LinkedIn (and there are many!) is that it has a platform for publishing articles. Apparently Sunday is the best day for traction on these! Go figure!
Simply cut and paste your article into LinkedIn, create a banner, put a call to action at the end something like “come to my website to read more great articles/listen to my podcast here – and then include the link.
Now if it’s a podcast you are repurposing, I am assuming you are doing show notes. It’s the show notes you’d tailor a little and cut and paste as a LinkedIn article. (Of course, doing show notes is already another way of repurposing your podcast!)
- EMAIL YOUR LIST
Holy cow. Do you forget to do this? So many small business owners I speak to don’t have an email list. I cannot repeat often enough how important an email list is to your business. If you don’t have one – please read my blog posts all about it:
- Email List Building For Small Business
- How To Get Your Emails Opened & Read
- The Power Of A Direct Message
- Email Marketing And The PS
Email your list with the details of what your blog is about, then link it over to your website. There’s many ways of doing this – but there’s two I’ve used in particular:
- Option One – Use a short email, introducing the blog a little, maybe sharing the first two paragraphs and then a simple call to action of “click here to read on”
- Option Two – This is more of an engaging email that talks about the subject of the blog or podcast, a little longer, has a longer “hook” and is probably a little more, in my opinion, personality packed.
It still has, of course, a call to action.
Create stories, and again, have a call to action in them.
If you’re not regularly doing stories on your social media, you are definitely missing out on eyeballs, as so many people now scroll their feeds via stories instead of the actual posts!
- LONG FORM SOCIAL MEDIA
Number two was about sharing on social media this point is more about sharing a story (not like stories about but a written story) in long form to engage the reader.
Humans interact with humans. We get to know, love and trust someone when they give us more than a “read this” on social.
Take the topic, share something around it that might be around the purpose of why you wrote it. Or what’s in it for the reader if they do read or listen?
PS – if you write a good email – this sometimes can be repurposed here with a few changes.
- TURN INTO A WEBINAR OR FACEBOOK LIVE
This one might take you out of your comfort zone or indeed might not be appropriate for every episode – but definitely worth considering.
I turned four of my podcasts into webinars last year which extended my audience ten fold.
If you don’t have webinar software (Easy Webinar, Go to Webinar, Zoom) then maybe consider a Facebook live. Nothing says expert like putting yourself out there live with live interaction with your audience. Encourage questions from your audience, and don’t forget that all important call to action!
You’re getting this right, you ALWAYS need to be leading your audience to the next step – don’t leave them guessing, show them EVERY TIME what you want them to do next.
- SHARE INTO FACEBOOK OR LINKEDIN GROUPS
If your article or podcast has something in it for the reader/listener (which is clearly does) then think of ways you can share that content into groups.
Look for groups that have specific days to share content – like #episodemonday or #tipstuesday etc etc. They’re out there – use them to your advantage.
My Facebook group – Like Minded Business Owners, has #tipstuesday and #offerthursday – you can repurpose on those days in my group. Not a member, better join in the fun then!
Pinterest seems to be that social media platform that’s really a powerful search engine that we tend to forget about.
If you write blogs or have a podcast – you should be looking at Pinterest!
So much content gets shared on that platform, it’s a great option to help increase your exposure.
- QUOTES FOR GRAPHICS
My absolutely, hands down, favourite platform for creating graphics is Canva.
Pull some engaging quotes from your content, make them into a graphic and share on social media.
One of the simplest ways to repurpose your content.
Of course, with a call to action!
So that’s my 11 ways to repurpose 1 single piece of content. WOW! I hope I have inspired you to repurpose, repurpose, repurpose!
There’s lots of other ways to repurpose content, perhaps not all your content, but definitely a good lot of it – so here are another four options!
- Share on platforms such as Missinglettr, Medium, Quora, Slide Share
- Build an infographic from the information – perhaps on Piktochart or Canva – again links in the show notes
- Share on any stats on twitter – twitter users loves stats!
- Create spin offs from your blog. Perhaps there’s a subject you touched on a little in your piece of content that could be a piece all unto itself!
If you can think of another, or you use a another, let me know! Send me a DM on Instagram or put it in the Like Minded Business Owners Facebook group or just send me an email firstname.lastname@example.org – I’d love to hear about them!
So, just to wrap up, here’s the 11 again:
- Get published – Free Media PR
- Share on social media with link
- Video, Video, Video
- LinkedIn article
- Email your list
- Share in stories
- Long form posts – tell me a story
- Turn into a webinar or Facebook live
- Share into Facebook or LinkedIn groups
- Make graphics with quotes and share on social media
How can I help you?
If you are feeling stuck with your Social Media and looking for some help on your strategy, then book in for a Discovery call with me!
If you’d like to book a call – get in touch – send me a message on any of the social platforms or book a call at http://bit.ly/Discoverwithjenn
There is also my Like Minded Business Owners Facebook group – I’d love to see you come and join in the group, it’s such a great community of people who are so willing to share their experiences and expertise!
Or you can DM me on Instagram or shoot me an email email@example.com
I wish to acknowledge the Traditional Custodians of the land, the Yorta Yorta People, on which I conduct my business today and pay my respects to their Elders past and present. I extend that respect to Aboriginal and Torres Strait Islander peoples reading this blog post today.
ABOUT THE AUTHOR!
Jenn Donovan is a marketing strategist and social media extraordinaire, coach and mentor to savvy business owners. Owner and Founder of Social Media & Marketing Australia.
With a passion for making business simple, because it’s isn’t easy but it should be simple or at least simpler, she’s built a reputation for helping other small business owners simplify their marketing and businesses so they can reach their goals, be more profitable and live the dream (finding the freedom they set out to achieve when they started … the illusive small business owner freedom dream …!)
Jenn believes in giving before asking and that’s why she’s the host of the popular Small Business Made Simple Podcast.