Content creation is one of the most important tasks for a digital marketer. Whether blogs, case studies, graphics, videos, podcasts, or something else altogether, coming up with content ideas and sharing them with the world is a collaborative process that takes marketing skills, social media knowledge, and a creative mind. It can be exhausting, too — It takes a lot of trial and error, effort, and evaluation to figure out what resonates with your audience.
Whether you’re a solopreneur wearing many hats or have a marketing team to help you out, repurposing content for social media can take some of the pressure off when it comes to content creation. With these 10 strategies top of mind, you can transform content you’ve developed for other purposes into engaging and interesting social media content that works well with the platform in question.
There’s a world of social media content possibilities hidden within every type of content made for your business. Take a look at these 10 strategies to identify the ones that work best for you.
Many stories can be told from a single blog, ebook, case study, or other piece of content that lives on your website. These longer pieces of content can be broken down into smaller bits — called “micro-content” — and used to create multiple social media posts.
Take a blog like our Guru Guide on website branding tips. This guide offers seven helpful pieces of advice necessary for a properly branded site. In just a few minutes, and with little additional work, you have seven pieces of content to share on social!
To get started, create a template in the right dimensions for your chosen social media outlet. Make sure to use your brand’s font, colors, and voice as set out in your style guide. Lay out your content, save and export your work, then schedule your posts. That’s all there is to it!
Testimonials are powerful social proof that customers trust and hold your brand in high regard. When one of your clients or customers leaves a testimonial on your Google Business Profile, Yelp, or a similar site, you can use those reviews to create content for social media. Utilizing a template with your brand colors and fonts, select the best and brightest of the available testimonials and share them with the world on Facebook, Twitter, Instagram, and other platforms.
If you’re first starting out and don’t have much existing content to go on, look inward for inspiration. Your brand mission and vision are crucial for steering your business in the right direction. These values aren’t meant to be kept under lock and key — share them with the world so potential customers know who you are and what you stand for. In a world where most customers want to conduct business with companies that respect their values, this kind of content can be incredibly powerful when distributed on social media.
The content you create based on your brand values can take a few forms, including:
User-generated content (UGC) refers to material submitted by your current customers or clients that you can repurpose as part of your marketing strategy. The testimonial example mentioned earlier in this guide is one example of UGC. But your ideas don’t have to stop there. Photos and short videos are other fantastic examples of UGC that can be used in several ways throughout your social media campaigns.
To illustrate this concept, let’s look at a restaurant’s marketing strategy. Customers can take pictures or record short video clips of their favorite course and post them to social media, tagging the restaurant in the process. Some restaurants may offer discounts, points, free food and drink, or other incentives in exchange for this UGC. And once that UGC is obtained, the restaurant’s marketing team can repurpose it by posting the material on social media channels, their website, blogs, menus, or in myriad other creative ways.
Blogs certainly have their place in a marketing ecosystem. They’re important for consumer education, search engine optimization, and lead generation. But a blog can’t easily be replicated on all social media platforms. How can you convey the main messaging in an important piece of written content on other platforms, like Instagram, Pinterest, or LinkedIn? This is where an infographic comes into play.
An infographic is a type of image used in digital marketing that illustrates important information and data and makes the main points easy to understand. They’re particularly useful and effective on social media, where images are key for driving engagement. You can use infographics strategically to effectively deliver the main message of your written content through visually appealing content that’s in line with your style guide. Platforms like Stencil for Visual have plenty of free infographic templates that you can use to get started.
Chances are, a good amount of your website content is evergreen. That means it’s not tied to any specific date, season, or time-bound trend. These posts contain relevant information that’s still applicable to your customers whether they read it today, six months from now, or years down the line. As new social media trends emerge — and they emerge all the time — look back at your catalog of evergreen content and find ways to make connections to the trends of the day.
Let’s take National Entrepreneurship Month as an example. All November long, companies and organizations celebrate the achievements of folks who have a business idea and venture out to make it happen. Mentions of this occasion are likely to uptick naturally on social media throughout the month, so it’s a perfect time to share evergreen content about starting a new business you may have published previously. A blog filled with new online business ideas or steps to starting a new business can easily become infographics on Pinterest, carousel posts on Instagram, or a short TikTok set to the latest trending music.
Have you ever seen a screenshot of a viral tweet floating around on Instagram? Then you’ve seen repurposing content in action. In these cases, the poster wants to share a particularly successful post on other platforms to increase reach, visibility, and engagement. And now, Twitter makes it easier than ever: The company recently announced that you can share tweets directly to Instagram Stories.
Here’s how to determine what’s “cross-post” worthy:
A pull quote is a catchy, inspiring, or otherwise notable snippet of text that you can pull from a blog, podcast, or video and share on social media as its own piece of content. These share-worthy nuggets of wisdom can be a great way to drive your followers to content published on other platforms or through other mediums.
Content can be created from anything. There are endless sources of content that you can find throughout your company, from customer service to the C-suite and any department in between. The material that inspires your social media content doesn’t necessarily have to be intended for marketing. With some creative thinking, you can turn that material into thoughtful, interesting, and engaging information that your social media followers will love.
Webinars are a great example of this reverse engineering strategy. Although webinars are certainly a form of marketing, the audience for a webinar is quite different from those following your company on social media. Schedule a meeting with your sales department to find out what materials they use to convince clients to purchase your company’s products or services. Review their presentations and mine them for social media content gold. For example, statistics used in a webinar can make great social media content, or you can pull major themes from the webinar and put them into an infographic.
Did one of your YouTube videos attract 100,000 views, or did one of your Instagram posts capture four times more traffic than most of your other posts? That’s a good sign your content resonated with others, but you can’t exactly ride on its coattails for the next few months. As you plan out your social media calendar, look for opportunities to naturally reshare that successful content across different social media platforms. Some ways to do so include:
Transforming your website content into social media content is a handy shortcut that only benefits your business. It saves time and money while introducing your offerings to new audiences, all while getting the most value out of the content you’ve already created. And with the strategies outlined in this guide, you can put these ideas to work today.
Namecheap Visual makes repurposing content a breeze. Our suite of creative tools makes it easy for anyone to create content for distribution on any social media platform. With Stencil for Visual, you can access tons of templates that fit the proper dimensions for Pinterest, Instagram, Facebook, and much more. Simply plug your content into an image with your chosen font and colors, all available through Stencil, and get to publishing. You can even directly export these images right onto social media, saving you time and eliminating headaches when it comes time to post.
And if you’re repurposing blog and other website content, Site Maker makes it simple to put your content out into the world. Our easy-to-use and intuitive website builder includes everything you need to bring your ideas to life online. With all that time saved on publishing your content and maintaining your digital presence, you’ll have plenty of time to get creative and share your ideas with the world.