Maximizing Your Reach: How to Repurpose Your Blog Content for Social Media
11-minute read
Building content for social media is a challenging task.
It can be a time and resource-intensive process, and if you wear multiple hats in your business, you might have neglected social media marketing even though you are aware of its importance.
Social media managers enter the chat.
While yes, outsourcing this portion of your business to a talented social media manager or agency would be the easiest way to go about this, it may not be feasible within your limited budget during the initial stages of growing your business.
Despite the difficulties, it is important to recognize that social media is one of the best sales tools to use for brand awareness and community building.
Although having a dedicated individual or team for social media management can ensure consistent content generation, it can be difficult to always generate new fresh ideas and also maintain the right brand voice.
Repurposing a piece of long-form content to generate content for short-form platforms is the easiest way to stay consistent with your brand voice and social media presence.
Step #1 Create Evergreen Content
The Importance of Having a Blog
Blogging is critical to building a strong online presence for your business. It allows you to speak directly to your audience and simultaneously establish yourself as an expert in your industry.
We always call blogging evergreen content because it lives on and on, and continues to bring new customers to your business, it is also an idea generator for social media content, which we will get to shortly.
With the average person spending roughly 2.5 hours on social media every single day, it is one of the most effective tools for sales and brand awareness. You are able to constantly stay top of mind for your customers. But the reality is you have to constantly put effort into it.
Blogging when done right becomes one of your most powerful tools because once you have put the effort into the blog post, it is quite low effort to keep it updated (as you should).
This is why most social media platforms have ways of summarizing posts, in playlists (TikTok) or in story summaries (Instagram), and for the same reason a lot of people with online platforms release eBooks which are generally a more detailed version of the content they put out for free packaged in a nice digestible format.
Long-Tail Keywords
You’ve heard it everywhere, keywords keywords keywords.
The great part about building a blog is that it enables you to create content that is rich in long-tail keywords, which are easier to rank for than short-term keywords.
By having a solid blog, you increase the chances of your website ranking higher on search engines, making it easier for potential customers to find you.
Credit: SEMRUSH
Step #2 Get Specific with your goals
Clearly understanding your social media goals is crucial to your success.
Social media can be used for many purposes, and you can choose how you show up on each channel. The best part about planning and strategizing your goals is that you can choose to actually show up differently on each platform.
So whether you choose to use social media to build brand awareness or increase engagement, let’s take a look and how you can get specific with your goals and stay on track.
Social Media Pillars
Content pillars are essentially the broad themes that guide what a brand’s posts on social media. These pillars act as the cornerstone of a brand's social media strategy and help maintain a consistent message across all platforms. Some of the most popular content pillars include:
1️⃣ Storytelling: Telling your company’s story, some crazy things you might have done in the early days, the most important part is to get personal and let your audience in on what it’s like to be in your shoes.
2️⃣ Product/Service Education: Breaking down your offerings and helping people understand what they're all about.
KOV Essentials are a great example of a company that embodies its social media pillars perfectly.
3️⃣ Industry Insights and Thought Leadership: Sharing your expertise and perspective on industry topics, and establishing yourself as a leader in your industry. The combination of these posts will make people say “these guys know what they’re doing”.
4️⃣ User-Generated Content: Showcasing content created by customers, such as product reviews or testimonials. UGC is meant to be organic and not highly edited. It’s basically a Google review in video or photo format. There are no rules, just a customer expressing how they feel authentically.
5️⃣ Behind-the-Scenes: Giving people a glimpse into the brand and how it operates. This is another way of getting personal with your customers. Direct-to-consumer (D2C) love packing videos, there are businesses that even add an option during checkout for ~$20 to have your order packed on Tiktok.
Oak & Willow adds a brilliant “pack-my-order on Tiktok” option at checkout.
Having clear content pillars helps brands maintain a consistent and cohesive social media presence, build stronger connections with their audience, and achieve their marketing goals in a fun and relatable way.
The Power of Consistency
Consistency is key in social media. Regularly posting content that aligns with your brand's messaging and goals is crucial to keeping your followers engaged and attracting new ones.
Consistency is the key to brand awareness, that’s why we automatically think of certain brands when during major events, such as Coca-Cola and Budweiser at the Super Bowl.
While they are already established brands, they still spend millions of dollars on advertisements during these events because of the power of brand awareness.
Show Your Personality, Create Your Brand
Showing your personality through your social media channels is also important as it humanizes your brand and helps to build a strong connection with your audience.
Having a clear understanding of what you want to achieve, is also critical in ensuring that your efforts are focused and impactful.
The best advice is to write as you talk and allow your personality to shine through. We love to create word banks for our clients, filled with words and specific ways that their brand can stand out and have a personality.
Step #3 Plan Ahead
Proper planning is essential, otherwise, you will feel discouraged and then fail at maintaining the consistency you were striving for.
We recommend creating a content calendar at the beginning of each month. You can also make it a point to leave room for spontaneous posts and opportunities to interact with your followers.
Step #4 Strategize for Every Channel
Each social media platform has its unique set of features, audience, and content strategies. Here are some tips for each of the popular social media platforms.
1️⃣ Create a post promoting your blog post, include a catchy caption, and make sure you have the title of the blog post in the image.
2️⃣ Break down a piece of content from your post into a carousel. Make sure that you only include key information. Never put this information in the caption.
Tiktok
Tiktok should be the number one platform you think about for your business, especially if you are a D2C business.
Tiktok is the platform where it should be all personality. While this is an ever-evolving platform, changing faster than any other social media channel, one thing remains the same: authenticity.
What better way to learn about Tiktok than the case study they have done on one of the most successful Tiktok accounts: Duolingo.
Focus on creating professional and informative content showcasing your industry expertise.
Repurpose the carousel format that was created for Instagram. Your caption should be different. The caption is even more important than the carousel here since LinkedIn shows the caption first. We will create a post about LinkedIn captions soon.
Remember, the content that you are using is already written out and formatted for an optimized blog post. You are telling the same story, just to different audiences through different means.
Step #5 Automate to not fall behind
Automating your social media efforts can help you save time and ensure that you are consistently posting content even when you are busy with other aspects of your business.
Our favourite tool for automating social media is Planoly. This tool makes it easy to schedule and post content on various platforms, freeing up more time to focus on our customers and growing our business.