Save Time – Repurpose Content – Connect the Dots!

I pride myself on efficiency. I want to get as much done as possible without constantly creating. Coming up with new and innovative ideas for social media can be exhausting. Honestly, how many inspirational posts can one person find??

So how do you use one piece of content to create multiple, unique posts? Better yet, what should your underlying strategy be that connects content with product promotion?

Let's start by looking at the strategy behind social media. Although many people use social media to keep in contact with friends from high school or college, many also use social media to follow brands. If you provide interesting and informative content, then your prospects are likely following you. As marketers, we use social media to provide content that blends marketing with education. We want our messages to be insightful, illustrating who we are as a brand, why we do what we do, and how we can serve you – all without a distasteful hard sell.

Many think of repurposing content as a way to, as an example, take one blog post and then take snippets and turn them into individual social media posts on Instagram, Pinterest, or Facebook. And this is precisely true; however, I'd like you to consider a much larger picture.

Let's step back further and incorporate repurposing content into your next product launch.

First, let's look at your next launch; we'll use a 5-module course delivered online for this example. To promote this core offering, we're going to need a healthy list, and to build your list, we're going to use social media. You should create a blog post for each module that informs on the topic covered in your course, but the blog doesn't teach the outcomes. Your message should follow the "I get you!" theme. Build confidence with your audience that you know where they are right now. For each blog post, which you'll publish weekly, create 3-5 individual social media posts that tie back to that blog post, which is on your website.?

So now we have your social media followers' potentially clicking through your social media messages to your website. As I've said time and time again, your goal is to get their email address. That is the best way to market directly to them and build your list.

This is where you will use a Lead Magnet that pops up when visitors come to your site to read your blog. This Lead Magnet connects to your offer, perhaps a checklist, but doesn't give away the secret solution that your course will provide. You'll also promote this Lead Magnet on social media, so you can build your list not just from your website but from those who follow you on social media as well.

However, we must consider that not every one of your followers will always see your post on social media; after all, social media can be noisy, and your prospects are constantly receiving messages from friends and brands. But if we have them on your list, we can now reach them directly. This is where the next part of the strategy comes into play. As you build your list with your blog and Lead Magnet, we're going to keep that list warm by sending regular informative content. Once a month, send a blog roll with links and summaries to all of the blogs over the last few weeks. Encourage your readers to share this message with family and friends (who may then visit your website and sign up for your Lead Magnet).

Always grow your email list. And keep in constant communication with that list.?

You'll see that we are actually marketing the course; you may never even mention it at this point. All you're doing is establishing yourself as a resource for the subject area, and the course will look like a natural extension of the content you've been covering over the past several weeks.?

Sounds like a lot, I get that. If you ever want to chat through how social media can build your list and brainstorm on what Lead Magnets could work best for you, reach out any time. We always offer complimentary consultations, and we love to get creative!?