Re-purposing Content On Your Social Media Channels

Sometimes it is just too easy to think about re-purposing your content, only by copying and pasting, to save time and money. Perhaps, you are new using the digital channels and you feel safe preparing the content “as usually” for example, as for the offline channels. Think twice when using your traditional content: what worked offline, will not necessary work online: 

Easy steps to re-purpose your content:

Understand your new audience: People who are using the social media channels are perhaps different than those reading your press releases and your printed material. Check your audience and understand them. Spend time online and look at the influencers in your business area or industry: check who is there, what are they saying and how are they saying it. Check various channels such as Facebook, YouTube, Pinterest, Snapchat, Instagram and Twitter. You don't need to use all of those channels. However, If you use different channels, use content and tonality which are appropriate for each one.

Be interesting: Find different angles and stimulating content: fascinating facts, exciting stories, attention-grabbing visuals, etc. Think out of the box, take risks.

Summarize: If you have a long text talking about many topics, you can select one topic at the time and summarize your text and your story. Remember: easy to read, easy to share, easy to keep in your readers’ minds. Too many topics, and too much information make your content hard to understand and easy to forget.

Use powerful visuals: there are enough proves that using visual content increases the number of shares on the main social media channels such as Twitter, Facebook, and Instagram. Therefore, if you are working on your content: make it very graphic, colorful and clean. If you add text, make this easy to read. Don´t go over creative, experimenting with many things at the time. 

(part of) The power of visual content extracted from http://www.digitalinformationworld.com/

Tell something new: Don’t repeat over and over again the same information. There is nothing so boring like reading the same case with a different customer's name. It is very common to find the typical consumers stories: who, why, when, blah, blah, blah! If you have similar products and similar stories, you will lose your reader on the second case –already!. Shake the story a bit (or a lot). Say it in a different way: interview, guest blogger, product review, infographics, videos, pictures or tweets.The sky is the limit.

Remember, you have more opportunities to try new ways of telling your story. Forget the past, forget the printed material and  "the way we have done things here". While keeping a clear visual identity and a consistent tonality, be creative and take your marketing content to a new level.