If you're a blogger or content creator of any kind, you know that it takes a good amount of your time to create content. I like to call my big pieces of work ‘hero content.' From coming up with your idea, researching it, writing it, editing, to creating visual media – it is a long process. To make sure that you're maximizing your hard work in creating your hero content, I'd like to share some ways that you can reuse, repurpose and refresh your original content and maximize your time spent to get the most value as measured by reshares, tweets, Likes, repins, page views, etc.Get into hustle-mode with your content and reap the maximum juice from each project. Click To Tweet
My idea for this post was spurred from a live stream with Gary Vaynerchuk for The Art of Social Media Power Users series. Here's the question that got me thinking:
Peg: I heard a great quote from you said that “Hustling is squeezing every ounce of juice out of the orange,” and that is 100% what I do. Any piece of content that I create, I literally will squeeze like every single thing. I will make it into every form of content that I possibly can.
Gary: Smart. It's something that I haven't historically been good at. It's something I envy and I think Guy's done a lot of scalable smart stuff in that. I know that you jam that way. Recently, very recently … As a matter of fact, very quick little secret, the Ask Gary V Show is actually the strategy behind that, by answering 5 questions and now building a content team around me, I'm turning them into Medium posts and LinkedIn posts and if you go to GaryVaynerchuk.com come right now, you'll start seeing Buzzfeed and Business Insider. I'm literally turning myself into Mashable and Forbes by building a team around me. I was too, very honestly, busy with the wine business or Vayner Media, to do a good job in taking a piece of content and making it further than just a Tweet, turning it into a quote card to be good on Pinterest, then turning it into an animate GIF for Tumbler, but I think there is enormous value in that, Peg.
If you can either afford it financially or have the time to really go into it, back it up. For example, I'm sad that Wine Library TV wasn't popping. Now I know so much more about how to make it successful. Not just a show, chop it up into episodes for each individual wine, write articles about it, get them distributed by Wine Spectator. There are 17 to 25 moves in my tool shed today that I didn't use to build up that profile and I think one of the biggest ones is what I call the DJ-ing of content, taking a core thought or a piece of content and then making them consumable. How do I paint that same picture and then put it on Snap Chat and then draw a funny thing on top of me, because I'm talking natively within that platform, that's what the book was about. I think even … I only wrote it a year ago, I think.
Peg: That is this one.
Gary: Yeah, and so, that's exactly what I believe in Peg, as you know, 'cause that's two years of thoughts ago and a year and a half for the book being out, but it's scary to me how much better at that exact game at more knowledge and more things I have to say about that subject. Because, I do think that content is king, but the context of the platform that the content is being delivered on is a nuance that is separating the women from the girls.
Peg: You got it!
The full video is well worth the watch! Gary throws out amazing value and smarts packed into a thirty-minute video.
Varied Content Reaches More People
Your hero content might be a video, a blog post, or maybe a presentation that you created. Any work that you are spending time on deserves to have all the juice squeezed out of it! This is how smart content marketing is done.
One of the reasons that it's smart to create content in multiple formats is that people consume content differently. There are different styles of learning and creating content to reach multiple audiences in a unique way is the way to go.
We don't realize that we choose social platforms based upon our learning styles but we do! For example, I don't enjoy podcasts or learning lecture-style. I like to read the content myself and talk about it with others – I am a verbal learner. Many of my best ideas are inspired by conversations that I have with my friends as we talk through topics and I formulate ideas.
The Seven Learning Styles
- Visual (spatial): You prefer using pictures, images, and spatial understanding.
- Aural (auditory-musical): You prefer using sound and music.
- Verbal (linguistic): You prefer using words, both in speech and writing.
- Physical (kinesthetic): You prefer using your body, hands, and sense of touch.
- Logical (mathematical): You prefer using logic, reasoning, and systems.
- Social (interpersonal): You prefer to learn in groups or with other people.
- Solitary (intrapersonal): You prefer to work alone and use self-study.
Based on Howard Gardner's Multiple Intelligence Theory, someone may love your content as a written blog post but not really be interested in the same information as a video. Gardner proposed that most people are a combination of three different styles.
Great ways that you can repurpose one piece of content
1. Create a video. Upload your video to YouTube. No fancy equipment needed to get started, you can shoot with your smartphone and some great lighting. If you love the video format, you can upgrade your equipment as you are able.
2. Break your video into smaller pieces to share on natively Facebook (3 minutes long), TikTok (6 second videos that loop), or Instagram (3 to 16 seconds long).
3. Create quote graphics from your content using Easil, Canva, or Photoshop if you have some mad skills.
4. Pin your blog post on Pinterest. Also, pin all the smaller chunks of content that you create. Pin, pin, pin all the things! Using your custom graphic, create a pin for your new article. Two sizes that work well: 1000 pixels 1500 pixels or 1000 pixels by 1000 pixels. Use relevant keywords in your description and add a link. Make sure that you edit the pin and add the link to your post in the source as well. Pinterest pins are easy to share on Twitter, Facebook, and LinkedIn. Everywhere that you share a link to your blog, you can share the link to your pin as well.
5. Add a call to action with the Pinterest link. I like to use pin it for later with a link to the pin. I also like to share pins that are being repinned with a tweet saying Popular Pin or Hot Pin with a description and link to the pin.
6. Design a SlideShare presentation from your content.
7. Tweet images on Twitter. Are you taking advantage of Twitter photos? You should be! Tweets that include an image are “94% more likely to be retweeted” according to Dan Zarella based on his analysis of almost 500,000 tweets. Tweeting with images gives you more impact on Twitter and it’s so easy to do! “Every second, on average, around 6,000 tweets are tweeted on Twitter (visualize them here), which corresponds to over 350,000 tweets sent per minute, 500 million tweets per day and around 200 billion tweets per year.”
8. Turn a video into a podcast.Grab little quotes to share as text-only updates. And create custom tweetables in your posts. Click To Tweet
How to squeeze every bit of goodness from your content
Once you've created all these little pieces of content from your big master project, the key is to spread them far and wide across your different social networks. No need to blast all at once, sprinkle them out over time to different platforms and add a little special sauce to each piece to tailor it to the social platform. When you're sharing your own content, it's best to natively upload it to the platforms when you can.
Here are a few tips for getting your blog noticed, read and shared.
- Share your blog in your email signature. I use WiseStamp to create my custom message.
- Add your blog to Pinterest. I pin using the Pinterest “Pin It” Button.
- Stumble your blog. I wrote a detailed post called Maximizing StumbleUpon for Your Content Sharing Strategy which provides detailed information in StumbleUpon.
- Make sure that you are utilizing the available space on your profiles (Twitter, Facebook, LinkedIn, etc.) by adding a link to your blog whenever possible.
- Engage with people who visit your blog. If someone new comments on or shares your blog, continue the conversation with them. Visit their blog, share their content and go beyond one interaction.
- Guest BLOG! Great post by Darren Rowse, @ProBlogger, Why Guest Bloggers are Great for a Blog, goes into great detail but the Reader’s Digest version is that it gets you whole new audience and links back to your blog. Win/win!
- Be a part of the blogging community by reading, sharing, and commenting on other’s blogs. Again, common sense, but I think this is where some bloggers drop the ball and others really knock it out of the park.
- Make sure that you make it VERY easy for readers to share from your blog. Add a tweet button at the top of your post and sharing buttons on the side or bottom of each post.
- Use the Tasty Pins plug-in for Pinterest to help your content get shared by more people. It allows you to add multiple Pinterest images for blog posts without them being on the page.
- Send an update to your blog subscribers as an RSS feed email or better yet a custom email with your blog post included sent through MailChimp or Constant Contact.
I hope that this gives you some ideas for having your content reach more people and how you can squeeze the juice out of your work. As always, I'd love to hear your thoughts and questions in the comments below. If you like this post, please pin it and share it with your social community, and take a second to signup for updates to receive them straight to your inbox.
How Pinterest Can Help Your Blog
Jared Lenover says
I like your point about natively uploading your posts to individual platforms. Is that because you can take full advantage of all the features that are built in?
For example, when you use some of the management and scheduling tools for Twitter, it seems like your pictures don’t show up the same way as they would if you posted directly through the platform.