Before we dive into the HOW of this post, we’re going to chat a bit about the WHY behind repurposing.

It’s no secret that content creation can feel like a full-time job. And let’s be honest, you have other tasks to do in your business than obsess over what to post to an app all day long. (It’s one of the many hats you wear.) We know that your business has seasons to it where there are ebbs and flows. Chances are you’re reading this article because you’ve tried batch working and creating content still feels like a looming black cloud.

We get it and we’re here to help.

Chances are you’re also here because you’re not ready to outsource your content. (If you’re ready to outsource, you’re in the right spot. Click here to inquire.) You’re focused on making this process more efficient and don’t want to reinvent the wheel every month. I hear you loud and clear.

If you haven’t mastered using batch working for content creation, make sure to check out this article. Today’s article builds upon that one and we don’t want you to get lost.

Insert alternative title, “Channel your inner Oprah.”

There’s something being said about Oprah. First and foremost she’s an icon. Whether it was the massive audience she built with her show in the 90s and early 2000s to the magazines and private network she created – she is everywhere. You know what movie she released, what she is wearing and how old she is. Yes, she is a mogul.

But this is the mentality I want you to take when thinking about social media.

I want you to look at each of your accounts like a mutual fund. Some platforms will grow and skyrocket while others will plateau or phase out over a period of time. While you might post more frequently on Instagram over Pinterest, this guide will help you create clear strategies with current app trends and help you increase site traffic and conversions.

In the marketing agency world, we call this digital omnipresence. Simplified we tell our customers, it’s getting loud and rising above the white noise. Some people will love you, others will hate you. However, one things remains to be true.

They can’t ignore you.

LATELY…have you let out a collective groan (or let’s be honest…a scream when it comes to social)?

Engagement, the algorithm and the latest trending audio. There’s the faceless trend and even the accounts that are solely income marketing. It leaves you feeling absolutely gross. Maybe you’ve even stopped posting or are ready to throw in the towel all together. You aren’t alone and time spent on apps overall is in a rapid decline. The writing is on the wall – it’s time to diversify and maximize user attention.

FIRST….let’s look at some data.

Start by going to your site analytics and your CRM. Whether selling goods or services, look at your referral sources.

Ask yourself:

• What platforms is my website traffic coming from?
• What referral sources are my leads/inquiries coming from?
• What trends am I noticing?
• Is there anything that surprises me?
• Where can I double down on what is working? What do I need to edit or cut entirely? (For many entrepreneurs, a heavy focus is placed on Instagram but it isn’t the highest lead referral.)
• What are my numbers? Get detailed here. Write them out and know them well. This will help you track growth as well as identify current baselines. The more specific you become the greater clarity you will have and success in achieving that goal.
  

Consider each app platform + where your ideal client is spending time online.

LinkedIn, TikTok, Reels, Pinterest, and an email list. The options seem endless, so where do you need to focus and what platforms to you need to expand to? As you increase your level of posting – first focus on platforms where your ideal client is spending time online. If you’re looking for B2B relationships, look no further than posting articles on LinkedIn and Medium to establish clear credibility and backlinks. If you’re focusing on D2C with product and e-commerce, what are the demographics of your customers and touch points of convergence? Are there traditional outbound marketing strategies that are also valuable – from in-person networking to cold emailing or joining relevant groups (Facebook or LinkedIn that are active).

While the goal is to build a strategy on each platform to future-proof your business – there will be clear top performers for certain kinds of content and offers over others.

Ask yourself:

• Who is my ideal client?
• Am I reaching my ideal client now?
• Who are my competitors? Complete a competitor and S.W.O.T. analysis to identify key differentiators.
• Am I seeing the same results this year as I did last year?
  

Create a (sustainable) strategy for each platform.

We’ve all heard the conversations about batch working and posting to social with a plan. That isn’t anything new. I like many of you have had seasons where I’ve been more consistent than others.

Rather than feast or famine, what if there’s a third way?

There are plenty of ways to recycle your content. Rather than another brainstorming session, we’ve build the following list with a clear roadmap for repurposing your content. Some of these will be easy for you and others will take a bit more time. More than anything commit to a plan that works for both the capacity you have AND what it takes to move the needle in your business.

A strategy made without a clear commitment from yourself will never happen. (I know we all can attest to the beautiful journals and well laid-out plans that stopped and started there.) Write out the commitment you will make to yourself. Get detailed. Make appointments in the calendar that you keep.

Reduce, reuse and recycle.

Here are a few of our favorite repurposing hacks:

• For creatives and online portfolios – turn IG Stories into Idea Pins on Pinterest.
• Turn TikTok videos into IG Reels by turning off the TikTok watermark.
• IG Lives and turn them into FB Lives as well by streaming to both platforms simultaneously. Selling courses or expertise in either DIY or DFY services? Save the video and place as learning units into your Facebook Group.
• Pin Instagram carousel images and quotes within group boards on Pinterest.
• Take blog posts and shorten with a cliffhanger. Post as articles on your LinkedIn with a “Read more” call to action and a link to the rest of the article.
• Use featured image of blog post within IG Stories with a link stating “Tap to Read”
• Have a long-form value filled carousel post on Instagram? Turn it into an email packed with information for your email subscribers.
• Post your latest articles or carousel posts within relevant Facebook Groups to offer solutions to potential customers without needing to write out comments.
• Use a weekend wrap up in IG Stories on Sunday to highlight the content you’ve created. It creates quick links for users to engage with what you’ve already done and extends the engagement on content past an initial 24 hours.
• Record a podcast? How can outlined shows serve as guest episodes in similar fields and double as show notes on your own site?
• Write a blog post? Create an Instagram carousel from this content. This increases both external and internal links to your content.
• Is your article content filled with value but you’re struggling to get traffic? Set up a LinkedIn Newsletter to drive traffic.

Our biggest tip: work smarter, not harder.

P.S. Ready to outsource? Let’s chat.