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How do you manage and repurpose your content across different social media platforms?

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Content is king, but it can also be a hassle to create and distribute across different social media platforms. How do you make sure your content reaches your target audience, fits the tone and format of each channel, and doesn't get lost in the noise? In this article, you'll learn how to manage and repurpose your content effectively and efficiently, using some simple strategies and tools.

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RACHEL SIMON

I help B2B companies close more business by harnessing the power of LinkedIn?? | LinkedIn?? Trainer and Profile Expert…

1 Plan your content strategy

Before you start creating content, you need to have a clear idea of what you want to achieve, who you want to reach, and how you want to measure your success. A content strategy helps you align your content with your goals, audience, and brand voice. It also helps you decide what type of content to create, how often to post, and which platforms to use. A content strategy can be as simple or as detailed as you want, but it should include at least the following elements: your content objectives, your target persona, your content themes, your content calendar, and your key performance indicators (KPIs).

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Shirmattie Seenarine

Director, Communications & Technical Publications at Deltapath
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A content strategy plan is very important, but only as good as the effort you put into it. I like to start by identifying the target audience and learning about their needs, pain points, interests, and the platforms they use. Next, I brainstorm business objectives. Once I know the objective it is used to help create the content, but not before the type of content to be created is explored. Decide if your audience consumes blog posts, videos, podcasts, etc. Of course, a budget may impact what you can create. Remember to always optimize your content for search engines, identify what success looks like, and then measure it. Rework your content and strategy if it is not working.

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2 Create evergreen and adaptable content

One of the best ways to save time and resources is to create evergreen and adaptable content. Evergreen content is content that stays relevant and valuable for a long time, such as how-to guides, tips, case studies, or testimonials. Adaptable content is content that can be easily modified or repurposed for different platforms, formats, or audiences, such as blog posts, infographics, videos, or podcasts. By creating evergreen and adaptable content, you can ensure that your content has a longer shelf life, reaches more people, and serves multiple purposes.

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RACHEL SIMON

I help B2B companies close more business by harnessing the power of LinkedIn?? | LinkedIn?? Trainer and Profile Expert (100+ written) | Co-Host of Sandy Springs Business Radio | ?? Swiftie
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Evergreen content can and should be shared regularly. Sometime it just needs a little update - either the content or content type. Your audience needs to hear your message several times so repeating it in a meaningful way is a good strategy to engage with your target market.

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Shirmattie Seenarine

Director, Communications & Technical Publications at Deltapath
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Evergreen and adaptable content is always good when thinking about generating traffic long-term. However, content tied to current trends and events is equally important because it can get you more engagement. Also, creating unique content can also have a large positive impact. Overall, focus on a good balance. Consider what is important to your audience and what the competition is doing before deciding on a content strategy.

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3 Repurpose your content for different platforms

Repurposing your content means using the same core idea or message, but presenting it in different ways to suit different platforms. For example, you can turn a blog post into a video, a video into a podcast, a podcast into a social media post, or a social media post into an email. Repurposing your content allows you to maximize your exposure, cater to different preferences, and reinforce your message. However, you should also consider the specific features, guidelines, and best practices of each platform, such as the optimal length, format, tone, style, and hashtags.

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RACHEL SIMON

I help B2B companies close more business by harnessing the power of LinkedIn?? | LinkedIn?? Trainer and Profile Expert (100+ written) | Co-Host of Sandy Springs Business Radio | ?? Swiftie
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I love repurposing content but it's important to remember that what works on one platform, may not work the same on another. A good example is when you see an image with 30+ hashtags on LinkedIn - an Instagram strategy. While the content itself may work, it's important to understand HOW to post on each platform so the content is effective.

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4 Use tools to automate and schedule your content

Managing and repurposing your content can be time-consuming and tedious, especially if you have multiple platforms and accounts to handle. Fortunately, there are many tools that can help you automate and schedule your content, such as Buffer, Hootsuite, CoSchedule, or Loomly. These tools allow you to plan, create, edit, publish, and monitor your content from one dashboard. They also help you optimize your content for each platform, track your performance, and analyze your results.

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5 Engage with your audience and monitor feedback

Creating and distributing your content is only half the battle. The other half is engaging with your audience and monitoring their feedback. Engagement is crucial for building trust, loyalty, and relationships with your audience. It also helps you understand their needs, preferences, and pain points. You can engage with your audience by asking questions, responding to comments, sharing user-generated content, or running polls or contests. You can also monitor their feedback by using tools such as Google Analytics, Facebook Insights, Twitter Analytics, or Instagram Insights. These tools help you measure your reach, impressions, clicks, likes, shares, comments, and conversions.

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6 Review and update your content regularly

Finally, you should review and update your content regularly to ensure that it is still relevant, accurate, and effective. Content can become outdated, inaccurate, or ineffective over time due to changes in trends, technologies, or customer behavior. You should audit your content periodically to identify what works and what doesn't, what needs to be improved or removed, and what gaps or opportunities exist. You should also update your content to reflect new information, data, or feedback. By reviewing and updating your content, you can keep it fresh, valuable, and engaging.

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7 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Isabella Steele

Senior Copywriter & Content Strategist | 2023 Barricade Art Award Winner | 7+ years competitively positioning B2B brands in SaaS, BaaS, VR, and engineering
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For refreshed content to feel—well, refreshing—your web journey should be thought out across channels. Why, other than the views, are you bringing back this particular piece of content? Consider how your refreshed content will influence or improve your target audience's web experience. Plan to comb through your existing materials for things like broken links and out-of-date calls to action. You can quickly and efficiently do this by keeping a list of your company's current objectives and making sure that your CTAs align with the actions you want your customers to take.

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How do you manage and repurpose your content across different social media platforms?

1

2

3

4

5

6

7

1 Plan your content strategy

2 Create evergreen and adaptable content

3 Repurpose your content for different platforms

4 Use tools to automate and schedule your content

5 Engage with your audience and monitor feedback

6 Review and update your content regularly

7 Here’s what else to consider

Content Development

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How do you manage and repurpose your content across different social media platforms?

1

2

3

4

5

6

7

1 Plan your content strategy

2 Create evergreen and adaptable content

3 Repurpose your content for different platforms

4 Use tools to automate and schedule your content

5 Engage with your audience and monitor feedback

6 Review and update your content regularly

7 Here’s what else to consider

Content Development

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