Before we dive into the HOW of this post, we’re going to chat a bit about the WHY behind repurposing.
Rather than focusing on one platform – NOW is the time to diversify and think through digital omnipresence. 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.
LATELY…have you let out a collective groan (or let’s be honest…a scream)?
A few weeks ago – Instagram beta tested a feed that felt too similar to TikTok and it tanked. Everyone from the Kardashians to photographers pushed back and the app listened to users – reversing the test within a few days.
Facebook and Instagram is borrowed space. As I’m writing this in September of 2022, both apps have shifted 20+ times this year. While I don’t profess to know exactly how the algorithm works – there are trends and predictions that we’re seeing rollout fast and while one failed test bought us time, the writing is on the wall – it’s time to diversify.
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 top referrals.
Ask yourself:
- What trends am I noticing?
- Are there any data points that come as a surprise?
- Where can I double down on what is working vs. what isn’t? (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.
Consider each app platform + where your ideal client is spending time online.
TikTok, Reels, Pinterest, and an email list. You have more to do than create content for your business. 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?
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.
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. (Truthfully I’m ashamed to admit how many times I’ve “restarted” email newsletters.)
Rather than feast or famine, what if there’s a third way?
As you think through ways of recycling content we’ve listed multiple ways below 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 scale 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 refuse to cancel.
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.