How do you expand your reach on social media without writing every single day?
Let’s face it, content creation is a lot of hard work and time-consuming. And it becomes a chore if you have been lazy or just haven’t had the time to experiment so it just seems like you have nothing to share or post.
You have a blog you want to post to at least once a week. Or at least you know you should post consistently to grow your audience over time. Then you have at least four social channels that you have to generate content for.
Oh my, what can you do when you have four kids and a husband to take care of? How do I feed all of these peeps? That’s my analogy… not that I have any of those.
You can repurpose your blog content for various distribution channels! I don’t use every single one of these, but I have tried the majority of them.
And here are eight ways you can do this.
#1 Pick out the sticky points of each blog post and repost them as quotes on Twitter.
Since Twitter is a 140-character platform, you need to cut to the chase when you pick out sentences from your blog posts. These must not be filler sentences (not that you should have any in your posts anyway), but they really need to make a point.
Sometimes the sentence you want from your blog post might not be exactly under 140 characters. Rewrite the sentence as it doesn’t have to be exactly the same wording from your post. It just needs to carry the same message.
#2 Make these sticky points posts on Instagram.
Use Canva to create your square graphics.
These same quotes or points can be repurposed on Instagram which is a platform that loves inspiration and truths. You can use Canva to create your photos as they have a template for you to work out of already.
If you use the same quotes for Twitter as for Instagram make sure you schedule them to go out at different times. Unless you’re posting the quote for the first time, you don’t want to come across as spammy.
Since Instagram doesn’t have such a short life span as Twitter and new followers will actually scroll down to read your feed, you don’t want to be reposting the same post to Instagram too often.
So how often should you post?
That depends on how often you post to Instagram.
#3 Clip out a story to Facebook and a link back to your website.
Now unlike Twitter and Instagram, you can actually go a little deeper on Facebook and share a larger snippet of your story. People love mini stories on Facebook and good copy goes a long way. Whether you’re sharing a win on a Facebook group or page, it’s not much different.
If you can cut and paste a paragraph off of your post, that’s awesome! But if you can’t, try and re-write a mini version of 3-5 sentences of your sticky point. A good framework to follow is:
- A beginning (What happened in the beginning?)
- A middle (What’s the turning point?)
- An end (What was the result?)
It doesn’t have to be long and again, it’s the same story, but you’re just making it enough so you’re sharing the message. If you want a click back to your website, you can omit the end and let them find out on your blog post.
#4 Create an inspirational pin for Pinterest.
Your blog post might have been a valuable how-to post, but when it comes to repinnable content, you want to make it inspirational.
Yes, this is slightly different from pins that you’re creating to drive more traffic to your blog. If you pay attention to the repin rate, article pins almost never past the 4-figure mark. They might have 4.2k repins per pin. But for infographics that are inspirational, you’ll see some pins with more than 47.3k repins!
My point is you should create both inspirational content as well as informational content for Pinterest. This is actually a mistake I made early on. Repins does boost your account, make your content more desirable, and rank you higher on the smart feed.
This inspirational message isn’t much different from what you put on Twitter or Instagram. But because Pinterest favors vertical images, your inspirational pin can be slightly longer.
Of course, you can create an infographic of your blog posts as well. Those are really valuable, but do take a little longer to create.
Otherwise, if you have a truth bomb to share, a vertical image quote would just be fine. I absolutely love Amy from Wherever Writer’s travel quotes on Pinterest.
#5 Then schedule your social media for auto-rotation to reach new people every few months.
Now that we have covered all the major social channels, you want to make sure that you have some of these on auto-rotation or at least pre-schedule.
I say this because for some networks, you want to repost the same content less often for two reasons:
- The content on that platform has a longer life span
- You don’t post as often on that platform thus it makes the same post super obvious
For Twitter, the lifespan of a tweet is much smaller than that of a Pinterest pin. A tweet will last only a few minutes on Twitter because people move onto the next thing while a Pinterest pin can last over 3 months!
Since you are posting a short quote on Twitter and Pinterest, it’s okay to occasionally repeat the quote, maybe every 3-4 months and no one will notice. There has to be people in your audience who hasn’t seen it yet. People just don’t sit there and wait for you to tweet. You know they don’t, ha.
But on Instagram where you’ll post much less often (unless it’s your bread and butter), you won’t have the privilege of repeating the same content frequently. Also, Instagram is one of those networks where having the perfectly curated feed makes you the real deal. So naturally, you don’t want to repeat the same post often unless you can manage to add 4-5 new posts every day.
So when it comes to creating your auto-rotation schedule, it boils down to how frequently you post on each platform. I personally only have my Twitter and Pinterest on auto-rotation schedule because those also happen to be the two platforms where I share other people’s content too. Because I share other people’s content, I have more content to rotate.
#6 Have a recurring feature every week or month.
I use to have a recurring feature for another blog where I will feature different celebrities every week, but it was the same type of post. This takes the time out of having to come up with a new post every week. It also conditions people to expect the same type of post each week.
Some of these posts people usually look forward to are:
- Monthly income reports from bloggers
- Monthly traffic reports
- Best of style for the week
Of course, you’re not limited to these ideas, but things like income reports spark people’s curiosity.
#7 Repurpose five related blog posts into an email course.
If there was one thing I wished I did better was to create an email course from my blog posts. Writing an email course isn’t much different from writing several blog posts. But since these people already have an interest in your topic, you want to make sure they read all your blog posts related to that topic (and not just one or two). And sending them via an email autoresponder is the most intentional way.
If you don’t have a series of blog posts that connect with one another for an email course, create an autoresponder that sends out a series of high-quality posts. The purpose of an autoresponder is less about it being a course that leads to a pitch at the end, but more about building that relationship with your people.
#8 Create a video of a popular blog post tutorial.
Sometimes it baffles me why people do written tutorials on blog posts when it’s so much easier to just film a walk through on video. I’d admit that there are a few posts on this site that initially was a blog post idea — then I’m like, “isn’t it faster to just film it?”
This is especially true if you’re showing a DIY craft, beauty tutorial, or tech tutorial.
Diversifying your content with video is not only a great way to grow but also a great way to reach new people on YouTube. Once you create your video tutorial, don’t forget to embed it into your post and make your video SEO-friendly for YouTube’s search engine.
#9 Host a live stream about a proven popular topic that makes people want to attend live.
If you’re the brave one and really want to host a live stream, it’s best to start with a topic that’s already popular. You can even merge two similar posts and create a live engagement on your Facebook page.
Otherwise, to reach a bigger audience some Facebook group owners allow guest live streams too.
The main reason I like repurposing is that:
- I don’t have so much time to create new content every day
- I want to test which way people respond best to my content
Again, I don’t all of these ways myself. I did focus on Twitter when I first started, but for the time forward I’ll be focusing only on Pinterest and email.