Use Every Piece of the Content

Hannah Curran
9 October 2016

Is there any simpler pleasure than finding a money in the pocket of last winter’s coat? Although it may seem like you have nothing to post about, sometimes the perfect piece of social media content (just like that cute sweater you forgot about) is already in your collection. Taking a look with fresh eyes and dusting off old content helps you reach a new audience and make the most of your efforts. Using every piece of the content, so to speak, will make both your thrifty grandmother as well as your CFO proud.

Tell an old story in a new medium Just as students have learning styles, different platforms and users gravitate towards different mediums. Try transforming an a written story into a visual or audio story (and vice versa) until the possibilities are exhasuted.Have a great how-to video? Write the instructions put into an infographic, list, or deck. Have a fantastic SlideShare about a product? Use the language as a script for a Facebook Live video. Remember that great webinar you just hosted? Even if registration was off the charts and the turnout successful, not all interested people will be able to attend or watch the replay. Write a quick recap that can double as a blog post. Reuse the content until it’s been optimized for every possible medium, refining and editing language and tone as necessary.
Share, share, and share again. Think you should just post a story or blog post once on social media? Think again. Why put so much time and energy into something you’re only going to use once? Different times of day and different audiences open the door to totally different audiences. If you originally posted a story on Facebook in the morning, share it on Twitter in the evening or LinkedIn at lunch. Be sure to distribute each post 2-3 times within the week of original publication (depending on the subject matter) to extend the lifespan of the piece. You can even use this to cross-promote your social channels by redirecting followers to the other posts (Love our latest blog post? Head over to our Facebook page to check out the live video.)
Make statistics your content superstars. Did you know that more that 80% of marketers wish they could better evergreen their content? No, this is not a verified number, but it just goes to show that nothing grabs a reader’s attention like a compelling stat. Use meda intelligence and social media analytics to conduct your research, and then comb through your results to find the most interesting numbers. Round up your findings into an infographic and then break the different data tidbits into individual social media posts, such as Twitter cards, Facebook images, a Pinterest board, or Instagram images. Then use the statistics as a jumping off-point or supporting data for a case study, whitepaper, or LinkedIn post.

Dive deep. Sometimes stories are hidden in plain sight. What is it that makes your comapny tick? Does your organization have a great origin story? What is your brand mission or philosophy? Are there interesting characters or even office dogs that contribute to the overall culture of your team? Take a look at the people you see every day, but through a storytelling lens. Create an online archive by interviewing seasoned employees in a podcast, video, and/or blog form. Encourage coworkers to sharing photos of past events or current key moments and leverage that user-generated content for socail media channels.

Be on the lookout for topical opporunties to share content. Is it #NationalBossDay? Share that old profile of your CEO. Do you have a grat infographic about how to select a Halloween costume? Be sure to schedule it around the last week of October. Although social media holidays may seem silly, they are an easy way to jog your memory and reshare content relevant to a trending conversation. Capitalize on opportunities to trend-jack by monitoring hashtags and conversations important to your industry. Save yourself even more time by signing up to receive our weekly Social Sidekick roundup of upcoming events stright to your inbox each week.

So next time you think you have nothing to wear (or share), don’t pull a Cher Horwitz. Try mixing and matching to outfit your communications with a content winning content that fits every occasion.

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