The first website to be classified as a social media platform launched in 1997 and was called “Six Degrees.” Users could create a profile, upload images, and “friend” other users: which was the first proof-of-concept of the viral and engaging nature of social media.
Today there are nearly 3 billion users across hundreds of socially connected apps and websites. The availability of mobile devices has also increased the percentage of users engaging in visual content marketing and blogging on sites like Instagram, Tumblr, Pinterest and Wordpress.
Blogging in particular, has become a key element in the strategies of major brands and social media influencers alike. It’s a powerful tool to establish expertise and build up an online audience.
But what happens after you publish a post? No one wants to spend time and resources creating blog content only to have posts fade in popularity and visibility over time. Savvy marketers know that recycling high-performing blog posts into social media posts helps extend the half-life of their content.
This post takes a look at when and how you should be repurposing your blog content, as well as tips for getting them to perform well on social media.
How to repurpose your blog content on social media in 2019
1. Why think social?
An important detail in content marketing is cohesion with respect to tone. Blog content should align with the content strategy across your social channels. That means with a little effort, long-form pieces of content can convert quite well into a shorter format, because they’re already in your voice and geared towards your audience.
On the WordPress platform alone, users publish 70 million new posts per month. Leveraging the platform’s “Reader” feature and commenting and interacting with other bloggers is great for short-term visibility, alongside tagging posts. However, it’s largely up to you to maximize your social impact and achieve sustainable ROI for your efforts.
Enter: social media. Leveraging social channels has been shown to have a direct tie to increased organic traffic and conversions such as downloads, purchases, email entries- even clicking a link in an Instagram bio can count as a measurable conversion activity.
While social mentions do little in the way of search engine optimization within Google itself, they do help establish positive brand sentiment, create natural linking opportunities on other websites, and create partnerships with other brands and influencers that help your sphere of influence thrive.
2. When to repurpose
Not all content is created equal. So, how do you know what should make the cut? We compiled a checklist that outlines key elements of blog posts with great social potential.
- It’s evergreen: evergreen posts make great additions to any social feed because they aren’t tied to a specific holiday or brand initiative. This means they can be easily squeezed into a packed social plan or used in a pinch to cover a content gap.
- It’s one of your top-viewed posts: Elevating hero content is always a good idea. Blog content can be dusted off and given new life on social media and can introduce a wider audience to a post that has already performed well.
- It contains unique factual information: 94 percent of people share posts because they believe they’re helpful to others within their network. That said, there is a plethora of listicle-type posts out there. What about your post is unique to your brand? Have you conducted some research? Do you present a series of facts in a way that sheds new light on a particular topic? Being able to differentiate your resource-based content will help both your blog and social content gain traction.
3. How to repurpose
Once you’ve decided which posts will make it back into your social feed, it’s time to think about how to convert them. Brevity is the essence of social strategy. You’ll want to make sure you’re thinking of the best ways to recycle long-form content with that in mind. Let’s take a look at some standout examples below:
- Create a video: Video content is a great way to refresh blog posts in a new way, as well as capitalize on emerging trends in content consumption. Instagram in particular is driving the creation of video content, most notably with their IGTV feature, that allows creators to post longer videos. As you can see, the Food Network is a good example of this. Their content team has taken full advantage of the current range of video capabilities, from creating vertical Instagram and Snapchat videos to posting daily recipe tutorials that all tie back to posts on their site. Who can resist a food video?
'Next time you want to promote a piece of content, make a short video introducing it to your followers. In 2019, the best social media posts will include the following:
- A headline with a number
- A secondary headlines with benefits
- Mentions of anyone who contributed to the article
- A hashtag
- A 1-minute video with captions introducing the article
- The link to the article (with Google Analytics tracking code to measure the results!)
Is it more work? Yes! It's often 10x the effort. It can take 20-30 minutes to make a great social media video, add captions and create the post. But the results? Often 100x.' - says Andy Crestodina - Chief Marketing Officer & Co-Founder @ Orbit Media.
- Use survey data to create infographics: Earlier, we talked about the psychology of sharing, and how important it is to create thoughtfully researched blog content that will incentivize users to pass it along to their network. Infographics like this example from Constant Contact are an incredibly impactful way to distill a longer post or study results in a digestible, shareable format. Many B2B companies leverage Pinterest for posts like these, especially given the platform’s “rich pins” feature, that shows extra information about the site and includes links back to the original post.
- Post quotes: Pulling out impactful quotes and post snippets is a good way to attract interest in a piece of content. Twitter is a powerful platform for that. Twitter’s character limit keeps posts short and poignant, with a considerable payoff. Accounts that tweet quotes tend to be retweeted 847 percent more than accounts that tweet questions and have nearly 50 percent more followers. Quotes suggest a sophisticated flair for content curation and expert credibility, so it’s important to choose both the image and text strategically. Gabby Bernstein, a New York Times bestselling author and lifestyle blogger, is a perfect account to model after. She regularly tweets quotes like this one, while also tying the theme back to a relevant post:
4. Maximizing social engagement: best practices
Once you’ve built out a holistic content strategy, you’ll want to make sure your social posts are getting as much engagement as possible. A large part of this is considering which metrics to keep track of. A few of the most impactful ones are listed below:
- Reach: the number of people who have viewed your post.
- Click through rate (CTR): the number of people who click on the blog link within your post.
- Engagement: the total amount of likes, shares, comments, and other interactive activities on your content.
- Referral traffic: Where your web traffic is coming from.
- Share of voice: how your engagement and activity stacks up against your competitors.
Measuring the impact of a content marketing campaign can be difficult, however, there are a number of useful social listening and analytics tools that can automate certain processes and provide a helpful roadmap to improve your strategy in the future.
Creating content takes time and effort. Luckily, with a little creativity and pre-planning, the ways you can extend the usefulness of blog posts is limited only by your imagination.
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