13 Quick and Easy Ways to Create Top-Of-Mind Awareness by Repurposing Content on the Digital Platforms.
In Chapter 30 of my book, “The Ultimate Guide to Social Media for Business Owners, Professionals, and Entrepreneurs,” I shared 13 ways you can save time by creating original content once, and then repurposing that content across the social media platforms. It’s my pleasure to share this chapter (slightly modified) here with you. Enjoy!
I believe social media is all about sharing good content, helping others, and building relationships. Building a well-known brand, bringing in new clients and customers, and increasing your income come from engaging, caring and providing value.
My general rule is that only 20% of my posts on social media are about my law firm or me. The other 80% are focused on sharing valuable tips, helping others, and curating good third party content that I believe will be useful to my audience.
Regardless of what kind of posts I’m publishing, I always try to share part or all of each post on as many different relevant platforms as possible. This allows me to add value to more people than just posting in one place and, it also helps me get the most amount of exposure for my brand, in the least amount of time. If you’re like me, protecting my time is always an important goal.
Several Initial Thoughts
Before we get started, remember that in today’s digital world, we’re all media companies. Having a digital presence is critically important. Producing, sharing useful content, and engaging with others is mandatory to build your brand and long-term success.
It’s also important to understand and appreciate the fact that while content is king, context and personality are everything. Each platform is different (some more than others), so care must be taken to post and share the right content, in the right way, to the right platforms.
Use the approaches shared in my book to help you create helpful and engaging content. Feel free to duplicate the process I share below to save time and expand your sphere of influence by repurposing quality content quickly, easily and on as many different relevant platforms as possible.
Please note that while I’ll be using a website or blog post as an example of the original content that is being repurposed, the same approach applies if your original content is a video, podcast, or any other kind of content that can be read, listened to, or viewed on social media.
Step #1: Website and Blog
Create and share personal and professional news, updates or other helpful content in a properly written blog post. Once again, for purposes of this post, your original content may be a video on YouTube, a post on Facebook, or even a podcast. The same approach applies.
Use effective headings and appropriate keywords. Use an emotional story format and write in your own voice. Try to avoid professional and industry-specific jargon if possible. Make the post interesting and easy to read. Increase interaction by always including a picture, graphic or video.
If you’re creating social media content like all the other business owners and professionals out there, then you’re probably doing things the wrong way. Be yourself and unique. Share your art. Use the communication tips I share in the 19 chapters found in the third section of my book (“Part Three: Social Media Communication and Success Tips”) to stand out, make your point, and get people to take action.
By the way, if you don’t have a quality website or blog, then get this done. This needs to be a high priority. Everyone is going mobile (smartphones and tablets) so make sure your site is mobile responsive (no exceptions). For more tips and details, see Thomas Wallin’s chapter on websites and chapters by Chris Brogan and Nick Rishwain of Experts.com on blogging.
Step #2: Twitter
Share the catchy caption or heading of the social media content you just created, together with a short descriptive sentence, on Twitter. Include a link back to your original blog post. Tag people or companies you referenced in the original post and use one or more relevant hashtags.
Pictures attract attention and create more engagement. As such, add the image you used in your initial content to your tweet. If you don’t have a picture, use one of the free or inexpensive paid online services to grab an image that relates to your story. Better yet, take and use your own picture that relates to the original content.
One of my favorite ways to create a picture or video with my tweet is to capture a picture or clip of a video (screenshot) from my blog post using my computer shortcut (Shift-Command-4) or QuickTimePlayer on a Mac, use “Jing” or SnagIt by TechSmith.
While you’re thinking about Twitter, take your original content (again, we’re using a blog post as an example) and break it down into 5 to 10 240 word “teasers” highlighting key points and topics contained within your blog. Each snapshot or tweet is worded in its own unique and eye-catching way. I use Word or a Google Doc and keep a list of these mini-snapshot tweets for future use. You can always delegate this part to someone else in your office or, a virtual assistant.
Sit down at night or early in the morning and use AgoraPulse, Hootsuite or Buffer (I prefer AgoraPulse because it offers more options, allows me to monitor all incoming comments and direct messages from one place and, I’m also a brand ambassador for the company) to schedule these additional tweets once or twice a day, over the next 5-30 days. If you’re short on time, you can use the “auto-schedule or queue” function to let the service scheduled tweets. Link each tweet back to your original blog post.
Instead of doing written tweets, you can shoot a quick video about your blog post using the Twitter app (Twitter Live). In most cases, a combination of the above is the best way to get your message heard by the largest audience possible.
Twitter Live (also see Periscope below)- This live video component of Twitter allows you to hop on a live video and share (talk about) your original website blog post with your Twitter followers. Make sure to engage with your audience in the comments and share how your post will help them or solve a problem. Consistency is vital with live video, and over time you’ll build an audience who will share your livestreams with their audience on Twitter. See Nancy Myrland’s chapter on Twitter and Jennifer Quinn’s chapter on live video to help you use these platforms the right way.
Step #3: Linkedin
Take one or more of the short content teasers that you have listed in your Word or Google document and share them on Linkedin, linking back to your blog post. I usually do this in the above step by telling AgoraPulse to send out the tweets I schedule to both Twitter and Linkedin. AgoraPulse allows you to do this and is a great time saver.
In a fashion similar to Twitter Live, Linkedin video and live video (it’s rolling out as I update this chapter) is another good way to share your blog post and stir interest on the LinkedIn platform. Jump on over to Chris Hargreaves’ chapter on Linkedin to learn more.
Step #4: Facebook
Again, I take one or more of the short teasers I’ve set up in Word or Google Docs and re-purpose the language for Facebook. Unlike Twitter, Facebook posts can be longer, so I usually add a bit more information in Word before posting on Facebook with the link back to my original blog post.
Keep in mind that if my original social media post was on Facebook (no website or blog post was ever shared), then I use this original Facebook post as the primary source to repurpose on the other platforms. Clicking on the little blue hyperlink of the time of your specific Facebook post found near the top of your post next to the audience setting (public, friends…) will display the specific link in your browser that you can copy and use for all the repurposing techniques I share in this post.
Images are powerful, attention-grabbing magnets on Facebook and will result in more interaction, shares, and comments. Because of this, and using the same approach that you did with Twitter, always make sure to include an image with your post.
I have a personal and several business Facebook profiles, pages and groups, and depending on the nature of the content; I post to each once or twice a day. The key is to always think about how you can repurpose content more than once. Experts Stephanie Liu and Azriel Ratz share outstanding Facebook use and advertising tips in the book.
Facebook Live– Jump on Facebook live and share your new post. Talk about some aspect of the content that you may not have shared in the post (your story and motivation behind why you wrote the post). Let viewers know they can click the link to your website to read the entire post. Again, use the live video and communication techniques shared in other chapters in this book to make the most of your livestreaming efforts.
Step #5: Pinterest
Take a look at Pinterest and see if there’s a way you can embrace this platform when repurposing content. Try uploading the picture or screenshot relating to your blog post and add it to one or more of your Pinterest Boards.
After using the content in your Word document to complete the description in Pinterest, make sure to add 3-4 relevant hashtags at the end and, also include your blog post link in the source link box. This way, when someone clicks on the picture, he or she will be taken to your blog post or website. Learn more by taking a close look at Anna Bennett’s chapter on Pinterest in the book.
Step #6: YouTube
If your original content included video, upload the video to YouTube and share part of your description with a link back to your original blog post. If your original material didn’t include video, think about creating a short video about your post and upload to YouTube linking back to the original content. Roberto Blake shares excellent YouTube tips in the chapter he was kind enough to contribute to this book.
Use the Youtube transcription service, or a third-party service like Rev, to create a written transcript of your video. Use the transcript to create a blog post, increase your SEO, and also please comply with ADA needs (see Haben Girma’s chapter).
Using almost any video editing software, it’s easy to rip (separate) the audio from the video. When you do this, you can then create an audio post or podcast from your original video.
Youtube Live– Using the same approach as you might use with Twitter Live (also Periscope), Facebook Live, and Linkedin Live, jump on Youtube Live and create related content. Take advantage of this video feature and re-purpose content from other platforms.
Step #7: SlideShare
This often overlooked platform is well respected and used successfully by marking pros around the globe. I neglected this service for far too long.
Once I decided to get active on SlideShare, I repurposed a traditional PowerPoint sharing negotiation tips. Within the first 24 hours, it had more than 900 views and trended on Twitter and SlideShare. The response was so good that this presentation was then profiled on the SlideShare homepage. Two days later, we’re over 2,000 views. Today this repurposed content has more than 40,000 views. Click here if you want to take a look.
You can and should do the same thing. Take the blog post we’ve been talking about and break it down to a 10-15 slide presentation. Upload it to SlideShare and then include links back to your original blog post.
Step #8: Podcasts
Podcasts are very popular because mobile technology now allows us to easily listen to podcasts anytime and anyplace. When I do my beach runs, I’m always listening and learning to something new on a podcast. Expert Nicole Abboud shared a great podcast chapter in the book that will get you up and running in no time.
Take your blog post and turn the content into a short 10-20 minute podcast. Start with a snappy and attention grabbing intro and then share your information using your own voice. Use your post as an outline and just share your message from your heart. Close with a call to action referring your website or blog. If you know an expert on the topic, interview him or her on your podcast and remind the audience of your earlier post if they’d like more information or, a different perspective on the topic.
Note, once my podcasts are completed and uploaded, I use the exact same techniques I’m sharing in this chapter to distribute the podcast to all of my other platforms. The heading and short description are slightly modified to better fit the platform I’m repurposing on. My podcast links are also shared on the original blog post or website page, just in case, a visitor would rather listen to the audio version instead of reading the blog post.
Step #9: Zoom, BlueJeans, ECamm, BeLive, and Similar Live Video Services
These and many other traditional and live video platforms allow you to share videos and even have your own social media television show. For me, live video platforms like Zoom have connected me with interesting and well-known people from all around the world. Using live video, I’ve been on shows with Katie Couric, Anderson Cooper, and one episode even ended up on TMZ. How cool is that!
When it comes to repurposing content, I’ll sometimes use these services to pre and post promote and discuss the original blog post. I bring on guests related to the original topic and interview them. These services allow your audience from around the world to engage in live chat, ask questions, and even join you via live video to meet your guest and ask questions. See Jennifer Quinn’s chapter on live video to get the best results possible with live video.
Step #10: Instagram and Snapchat
Take the screenshot image of the blog post and share it on Instagram with a reference back to your website or blog. I usually edit my Instagram profile and share the updated link there. Because you can’t post a live hyperlink in the Instagram stream, simply share the link in your profile and let viewers know they can find it there. It’s OK to change this link daily or weekly.
If you’re feely sassy, hop on over to Twitter and then share a tweet letting everyone know you’ve just posted a new Snapchat or Instagram. Include your handle or direct link to make it easy for people following you on Twitter to click over to your Instagram or Snapchat account.
Instagram offers different options (Instagram live, Instagram Stories, IGTV) so feel free repurpose your original post on one or more of these Instagram platforms for maximum effect and exposure.
Since I originally wrote this chapter, a new feature rolled on on Instagram regarding IGTV. You can now upload vertical and horizontal videos to IGTV. When you do, you’re given the option to have the first 60 seconds previewed on the regular Instagram feed. Make sure to select this option for more visibility and engagement. See Sue B. Zimmerman’s chapter on Instagram for ideas.
Step #11: Periscope
Just like Facebook Live, Periscope allows you to livestream to the world. It’s owned by Twitter, and your live video will appear in your Twitter feed.
When I have new content to share, I like to jump on Periscope, from wherever I am using my smartphone, and share the news with my audience. I usually share a backstory as to why I wrote the post, and I always make sure to let my viewers know where they can find the full post.
I’ve also found Periscope to be a fun and powerful engagement tool at community events and while flying my drone over the Pacific (yes, I live stream on both Periscope and Facebook Live while flying and engage in real-time conversation). When I do I’ll casually mention my new post or a social media update.
The only limit to using Periscope, and most of the other platforms, is your imagination so always be ready to pull your smartphone out and “go live” whenever you can. If I were you, I’d take a look at Alex Pettitt’s chapter on Periscope to see how professionals like him use the platform.
Step #12: Medium
This blogging platform is a great tool to reach an entirely different audience than who may be already following you via your website, blog or regular social media channels. I repurpose my important or popular posts from other platforms on Medium and am amazed at the additional traction I get when I do so. Often I’ll spend quality time re-writing the post before sharing on Medium. As with everything else, include pictures and embed videos when you can.
Step #13: Everyday Conversation, Interactions and Your Email List
Too many people don’t do this. When you have a conversation with someone about a topic, issue, or problem, you’ve blogged about or, shared on social, let them know and share the link with them. I do this all the time and it’s one of the best and easiest ways to share content and build your brand.
If you do interviews or speak from the stage, always try to incorporate your social media content into your efforts. There’s no need to reinvent the wheel so when you talk about a topic or issue you’ve covered in the past on social, help people by letting them know about your earlier post. I always share screenshots, video clips, and links in my presentations.
Pro Tip: I keep a list of all my favorite posts and links (articles, podcasts, videos, live videos) addressing the most common 30 questions or issues that people have involving the law and that related to my legal practice. Then, when I’m online or offline, and the topic or question comes up, I let the other person know I’ll send the answer over when I get back to the office. Sometimes I just send over a quick text from my phone (I keep a list of the posts and related links in the notes app on my phone).
Because links to blog posts and social media posts can be long, I use the link shortening service bit.ly to shorten all the links. This makes it easy for me to share a resource and link with someone else.
If you have an email list, share your important blog or social media post with your audience. Incorporate it, via story format, into your email message of the day. Interested readers will click on the link and jump over to read more about the topic you’re sharing.
This last approach to repurposing and sharing (personalized human to human solutions and answers) is a great way to add value easily and quickly. Not only is the other person happy that you were able to help them with their question, but when he or she shares your social media post with his or her audience, and often times they will, that’s where the magic happens. Always make it easy (keep the links short) for others to share your content.
The above approach of repurposing content works very well. A single blog post, podcast or video, can be shared using the above method over several days, weeks and even months. Services like AgoraPulse make repurposing easy. Whatever works for you is fine. Just make sure to take action and get started. Use repurposing to share more content and save time.
Without a doubt, the best increase in influence and engagement I’ve experienced on the digital platforms have come from my efforts relating to my non-business interests that directly or indirectly complement my practice. When I blog about a legal theory or try to explain new statute or case law, all I usually hear are digital crickets. But when I share a blog post or social media post about my passions, family, youth sports, or family trips, the engagement is strong. When I do so using a well told emotional story, especially with video, that’s where the connections are made, and frankly, that’s where the referrals and business come from.
Using these repurposing approaches, I build trust and rapport with my tribe. When this amazing group of people has a legal question, or someone needs a lawyer, who do you think they reach out or refer to?
Today, smart business owners, professionals, and entrepreneurs use social media to inspire, inform, educate, add value, and build new relationships. Hopefully, you will use some, or all of these repurposing ideas, to do the same thing. I encourage you to use the different approaches in this chapter and start incorporating social media into your daily activity to expand your sphere of influence and create top of mind awareness.
More About Mitch
Mitch Jackson is a 2009 Orange County Trial Lawyer of the Year and 2013 California Litigation Lawyer of the Year. He’s been profiled in best-selling marketing books and on INC., Mashable, and The Wall Street Journal. During the past several years, Mitch has presented cutting-edge business/legal/marketing techniques and results, along with David Meerman Scott, at the Tony Robbins Business Mastery.
Mitch is the founder of the global LegalMinds Mastermind (a digital community for professionals and business owners), and author of the new book, “The Ultimate Guide to Social Media for Business Owners, Professionals and Entrepreneurs” which became a #1 best seller on Amazon and top #1 new release in two separate categories.