In February 2018, The Manifest nailed it, they discovered that a lack of human and financial resources are the top social media challenges for most marketers. It’s no surprise, as we have 100+ social networks worldwide, and one specialist can't develop the strategy for each and post original content everywhere. The solution is simple: with content intelligence in mind, you can repurpose your social media content to communicate your marketing messages to the right target audience. In this article we will cover how you can repurpose your content intelligently across Facebook, Instagram, Twitter, and LinkedIn.
To do that, you need to be where they are - and at the right time, speak their language, and solve their problems with your content; this is what makes your social media campaign smart. Repurposing content for cross-promotion on social media is a technique that helps to tailor messages and address each community intelligently. You need it to:
- generate more content with less resource cost and time
- increase reach
- get more traffic
- attract more potential customers
- grow conversion, as a result
How to Repurpose Your Social Media Content
So, you've guessed it, repurposing content is about maximizing the strengths and specific characteristics of your social media content to meet the needs of each community and make it convert. Here are some details to consider to repurpose content effectively with social media automation:
- content preferences of your audience: for example, B2B customers prefer education while B2C followers would choose sharable, short, and easy to understand information
- times when a community is most active online
- content format and size: a number of characters and images, a use of hashtags and emojis, links to include, etc.
- posting frequency
Repurposing Content for FacebookNo matter how many algorithms Facebook develops to confuse social media marketers, they come up with new effective strategies to communicate a message to the target audience. And though visual content has top priority here, we still need text. When repurposing content for Facebook, it needs to match several criteria: Make your content short and thought provoking from the start. For that, use questions, share insights, and reveal exclusive facts to engage readers so they would want to click "See more."
Write it in simple words, using short sentences and paragraphs. Keep your brand’s tone of voice in mind while creating content, but speak the same language as your audience. It will also help you manage your brand reputation on Facebook. When it comes to creating social media post descriptions, think of the inverted pyramid style: the conclusion goes first so readers know what to expect if they continue reading.
A survey from Livestream and New York Magazine made it clear - 80% of users would rather watch live video from a brand than read a blog, and 66% named Facebook Live their favorite video platform. Given that, consider this content type when repurposing content for better organic reach and engagement rate.
Also, make sure you keep one thesis per post. If you want your Facebook content to be memorable, appeal to your audience’s’ emotions with storytelling techniques and always finish the post on a positive note (even if you write about problems and challenges). No one wants to read the bad and sad news when scrolling a newsfeed. To reach more people with your social media campaign, try any of these 100 efficient content ideas to post on Facebook.
Repurposing Content for TwitterWith 330 million monthly active Twitter users, and hundreds of millions of Tweets going live every day, repurposing social media content for this network has its own tricks. 82% of Twitter users access the platform on mobile and have a short attention span. Remember that when crafting Tweets: use active verbs, ask questions, be original, address a particular type of audience, and engage them in conversation. Like this, for example:
Make about 70% of your Tweets informative (share your blog posts) and 20% - promotional (share the news on your product or service). Also, consider entertaining content like GIFs, quotes, #thoughtoftheday, etc. Some research insists that you need to post 15 Tweets per day, so you might want to retweet some influencers or brands that focus on similar topics with you. It would also come in handy to know that Twitter audience is most active between 3 and 6 pm.
Sounds either labor-intensive or time-consuming, huh?
- Images: bright, horizontal, bringing value to readers (numbers, charts, graphs are what you might want to try).
- Add emoticons wherever appropriate. (If your brand tone of voice allows it, of course.)
- Video content is your food for thought here, too.
- Follow the principle in Tweets: show, don't tell.
Repurposing Content for Instagram
Start repurposing content for this social media network to engage a broader audience for your brand. It requires a little more imagination than with Facebook or Twitter, but a creative and design approach is what we all strive for today, isn't it?
Once you've built a killer Instagram profile and learned how to use hashtags like a boss, it's time to repurpose...
Blog posts into photos:
Repurposing Content for LinkedIn
The TakeawayThe benefits of repurposing content for different social media networks are many, from growing brand awareness and trust, opening new channels for generating profit, access to a broader audience, extra PR, building customer loyalty, and driving more sales through better conversion.
More than that, it's a nice chance to test alternative marketing techniques and develop your writing skills for creating engaging content. A key factor to success here is the added value you provide to people with your social media content; but that requires planning, personalization and constant optimization to accomplish an effective marketing campaign.
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