Producing good quality content is a must for your website. It should be well-researched, it should be relevant to your audience, and it probably shouldn't be boring. But you knew all this, right? Which is why you've written a great piece of content that is now sitting snuggly on your website, happy as the proverbial clam. So: what next?
Unfortunately, it isn't enough to just write the thing. If it were, everyone would be skipping merrily through sunflower seeds of success - but no. You've got to make noise about your content, and the most effective (and cheapest) way to do this is through social media.
But after a while, your audience will begin to get bored of the same old 'Here Is A Blog Title About Interesting Things: [link goes here]' tweets. Especially if you're posting at a fairly regular rate (which you probably should be), this'll quickly become old news and your audience's eye will start to glaze over what they've already seen before.
'Oh gawd! Why am I even bothering?!' you might be starting to wail. After all, it was time-consuming enough to write the content, let alone share it on social media, and now you have to start sharing it in totally different ways?! First Brexit, now this?!?!
Don't despair. Although it might sound like you're giving yourself more work, it's actually the opposite. If you can come up with fresh, interesting and innovative ways to share old content then you won't actually have to worry about producing so much content (which is, as we all know, the really time consuming bit).
First thing to do is exactly what you're already doing - which is to get the word out there. Either through an automated system or through the excellent organisational skills of whoever runs your social media. Make sure you're sharing news of your new blog across all your social channels. Just like we did here:
Step 2: Let's Get Visual.
Share the images. Social media is imagery, and if all you're ever doing is sharing words (words! Useless, lazy little words) you'll get lost in the content swamp. There are 4 images in this post (not including the featured image, cause we already shared that above) - so that's easily 4 Tweets, a Facebook post & an Instagram post. No pictures in your post? Come on now. With plenty of free image websites out there, there's really no excuse.
Step 3: Soundbites.
Read through your blog post again - no, no, stay with me here - and look for the soundbites. These are the snappy, pithy sentences that will draw your reader in to make them want to find out more. So put yourselves in the shoes of your audience - can you find any sentences that might make you click? A couple from our post...
- 'Content can be a pretty fickle beast.' (Why does this work? The audience has probably already had this thought, but it doesn't really say anything about the post itself - so where is this going?)
- 'Really knowing your audience, and building successful buyer personas as a result, is the key to writing content.' (Wait - is it?! And why?! And how can you possibly have the audacity to say that something is THE key to anything!? It's those kinds of questions that will get people clicking.)
- 'You stare at the screen. You stare at the keyboard. You check Facebook. Repeat ad infinitum.' (We've all had this moment, but what could it be referring to here?)
The key is to get the audience asking questions - pausing mid-way through the endless social media scroll to frown at your tweet and, maybe, feel inclined to press your link. If you can make it slightly relatable, too, this will get people's interest peaked.
Step 4: Useful Tips.
Don't give the whole thing away, obviously, but pull out a few key snippets of advice from your piece, and share them - either through simple written tweets or, if you have time, imagery.
If you keep putting your content in the same place, you'll keep reaching the same audience. It's simple: to reach new audiences, you're going to have to try something new! So rather than sticking to the usual suspects of Twitter, Instagram & Facebook, think about some other channels you might want to use. Does a trendy young intern in the office fancy recreating this article on Snapchat? Do you want to host a webinar centered around this blog post - or maybe a live chat using Facebook Live or Periscope? Are the images good enough to be shared on Pinterest?
Or perhaps, try outreaching. If you have a great relationship with any partner companies, ask them if they wouldn't mind sharing your content. Chances are they face the same oh-god-what-content-can-I-share-today woes as you, so will be happy to have something new to share: particularly if you're willing to share something of theirs in return.
Once you've tried all of the above, have a look at what's worked. If a particular piece of repurposing has done better than another, then put a small amount of paid behind it. Just £5 behind a Facebook post can go a long way (provided you're targeting accurately), and Twitter ads don't have to be expensive either. That way, you're maximising the reach of your repurposed content.
We hope this helps! Successfully repurposing your content for social media will help you to save time and should streamline the whole social process. For more tips on managing your social accounts as effectively as possible, you're gonna need to download our PDF guide, below. It's free, ya know. Clickety click!