I’m so excited to have you back. If this is the very first video you are watching, then you have to go back and definitely binge through the previous videos so you can actually get all the tips and insights on how to plan your social media strategy and how to re-purpose your content for this new year.
So far we’ve learned how to set attainable + measurable social media goals, how to find your dreamies, how to organize and place a strategy behind your content by creating a content calendar AND how to save your posts inside a content library so you never run out of posts ever again… Sweet!
If you missed any of the videos here’s a shortcut…
In today’s video, we’re going to be talking all about how to re-purpose your content so that you don’t feel like a content creation machine 24/7.
I know I definitely did when I first started out and that’s simply not a sustainable way to do social media marketing.
You feel meh?
I’m ultra excited because for the first time ever I’m going to be revealing my system how to repurpose content and it’s super easy to replicate.
Alright, so I wanna start by saying that I actually got this awesome tip and idea from the amazing Chalene Johnson and I’ve been implementing it in my own business for the past couple of months.
I wanted to share it with you because I’ve seen a serious, serious impact in terms of how much traffic I get from my website, how many people actually reach out to become clients, how many purchases of my online courses I’m getting, and I definitely think that it’s something you can use and implement in your own business,
So, a lot of times when my clients come to me they say something like, “You know Kim, I’m running out of post ideas,” or “I have no idea what to be publishing online,” or “I have all this content that I have created on my blog but I just don’t know how to share it,” or, this is a big one, “You know, I’m overwhelmed, I have zero time to be creating social media content. What can I do? I do know that social media is really important if I wanna grow my business, but I just feel completely overwhelmed.”
Can you relate? If so, one of the best strategies to create awesome social media content without spending so much time on is to repurpose that content.
So many of us post content one time on social media and then we expect to get all this traffic and all this engagement, all these likes, all these retweets… and then when it doesn’t happen we want to whale and scream and throw a temper tantrum because we spent all this time, creating that specific piece. Am I right?
REALITY CHECK:Most of our fans and followers, they’re not online when we’re actually publishing our content.
The solution is simple.
Publish your content more than once. You have to be posting your content more than one time, and then repurpose it into different formats.
So how can you re-purpose your content efficiently?
GETTING INTO THE STRATEGY
Here is my strategy on how to re-purpose your content, and this is what I want you to do for your business right now. So pull out your pen and your paper and definitely jot some notes down because you’re gonna want to have all of these different steps written down.
Pull out your pen and your paper and definitely jot some notes down because you’re gonna want to have all of these different steps written down.
Ready? Let’s do it.
The first thing I want you to do is to pinpoint what type of content you already have created for your business.
That can be…
A slide deck presentation
A Blog Post
A Promo Video
A YouTube/ Facebook Video
Whatever it is, I definitely want you to pinpoint what content you’ve already created that’s published in a longer format.
So you don’t want to start by repurposing a social media post necessarily, but more of a longer form type of media that has a little more ”meat” in it.
So for example, it can be a longer video on Youtube, or it can be a promo video, it can also be, like I said, a blog post, an article that you’ve created, maybe it’s a guest post, maybe it’s a slide deck because you’re giving some kind of keynote or you had a speaking engagement.
And so, it’s important that you pinpoint one of those longer format types of content right away and from there we’re actually going to repurpose that content piece into 17 + social media posts. YAY!
Now, if you don’t have a longer format content piece like an article or a video or maybe a podcast, that’s okay. Go ahead and create one.
I know this might be a little bit challenging at first and you might say “I don’t have 20 minutes to write a blog post.”. Yes, you do.
It’s very important that you’re providing original content and actually attracting people back to that content and providing value.
And so, whether it be getting in front of the camera and shooting a video, or actually shooting a screencast guiding your prospects through a step-by-step process, you need to deliver loads of value in a longer form content piece (trust me on this one!).
BREAKING IT DOWN
Let’s break this thing down into actionable steps, shall we? I use this repurposing strategy with my videos and my blogs – feel free to steal it.
Step #1: I assign a video or a blog post to my VA and she’ll go in and select the 5 main points of my video or blog post. Your VA can do this same thing with a podcast, a slide deck, an old article, etc.
Step #2: She turn those 5 main points into tidbits of knowledge, inspiration or wisdom into tweets and she will schedule them out via Buffer.
Step #3: Next, she’s going to repurpose those 5 main points into Facebook posts. They may be in a graphics format with text overlay, they might just be a link back to the article or it may be in a video format if a video is included.
Step #4: We haven’t gotten to this step just yet but the plan is to have her then turn those 5 main points into Instagram graphics with a nice text overlay and schedule them via Hootsuite or Latergramme.
Step #5: Now that you have covered Facebook, Twitter and Instagram it’s time to turn those Instagram graphics into Pinterest Pins. If you have Canva for Work (I highly recommend it) then you know that doing this literally takes two minutes with their Magic Resize feature.
And there you have it! You now have a solid plan to turn one main piece of content into A TON of social media posts.
To be exact, about 20 of them… isn’t that awesome?
Learning how to re-purpose your content can actually be loads of fun.
It’s pretty incredible, I mean there is so much content that you can pull out of that one main piece of content that you’re creating and this isn’t even something that you personally have to do.
Again, you can definitely outsource this or maybe just delegate it over to your virtual assistant. It only takes about an hour tops to repurpose all this content and now you have 17-20 new posts that you didn’t have before.
YOUR FUN WORK
Alright, so now it’s time for you to take action. Here is your funwork…
Go back and take a look at which content piece you will know how to re-purpose your content first and let me know what it will be in the comments below!
Then, I want you to figure out which of these repurposing strategies you’re going to put into place. I know at first it might seem a little bit overwhelming. So, if you’re just starting out, and you don’t necessarily have someone who you can outsource this content to immediately, start working in that direction in terms of having someone on board that can help you even it’s just a very few hours a week, maybe one or two hours a week. I promise, it’s going to be a huge help and the results will blow your mind.
Sign up for our #CountdownToZilch series so you never miss out on a new episode + you get even more bonus materials and resources.
As a Social media strategist, to create a content library is part of the whole marketing strategy to keep my business afloat. So how bout you?
Do you ever run out of post ideas for your social media accounts? I know I do. So in this episode in our series, #CountdownToZilch I’m going to teach you exactly how you can create a system that saves every single post you publish online so that you are able to reuse and repurpose your old social media content.
Awesome, right? Think of all the time you spend designing graphics, writing the perfect copy, researching and curating articles and filming your awesome video content.
Now, imagine having a library of content you can pull from whenever your social media queue is empty… How much time would that save you?
I know it saves my team and I HOURS upon HOURS each and every week and it can do the same for you.
Now that we have a legit Content Library in place we have over 500 tweets, 350 Facebook updates and 200 Pinterest pins to pull from whenever our social media post queue runs low and this is a HUGE advantage.
Not only are we able to save a lot of time but we are actually increasing the traffic we send to our website because we can strategize more effectively.
By spending more time analyzing our efforts and less time creating the content itself, we can easily figure out what my audience responds to and what type of posts simply don’t perform well.
BUT, CAN THIS ACTUALLY WORK FOR YOU?
I know you might be concerned about posting updates more than once online and that’s okay. At first, I was too!
I thought to myself – what if my fans and followers read a post twice? How embarrassing! What if they think that I’m lazy or straight up uninteresting?
If you too are wrestling with the idea of posting your content more than once on social, you gotta know that most of your fans are not online when you post anyway, so chances are they are not even seeing your content.
Plus, the average social media user interacts with hundreds of posts on a daily basis and by publishing your content more than once you are giving your fans and followers the opportunity to engage with your content and gain some value.
Now, before we jump into the video tutorial I have to give credit where credit is due. The concept of a Content (or post) Library was an idea I learned from Chalene Johnson last year and I, of course, tweaked it and made it my own.
So let’s get into the episode so I can teach you how to implement this time saving strategy for your own business.
Like anything else, there’s a right way and a wrong way to repurpose and re-share your content. Here are a few rules of thumb to follow.
Make sure your wait 4-5 weeks before re-sharing the same exact post. You can always create a content library variation of the post by switching up the copy or imagery if you want to share it more frequently.
Just because you now have a system to reuse your posts and repurpose them it doesn’t mean you should stop creating new content altogether. Remember that after a while your page will turn sterile and monotone if you don’t freshen things up with new content that is both timely and relevant. So experiment with this strategy and start out by posting 60% new content and 40% reshared or repurposed content. It is a huge part to learn to create a content library old or new.
There are certain social networks where resharing the same exact content is not the best strategy, so definitely use your common sense and intuition. For example, if you have a YouTube channel, re-uploading the same video every couple of weeks is not the best way to repurpose your content.
Other Tools & Resources I Mentioned
IFTT: Use this tool to save your social media posts to Evernote.
Evernote: Use this tool to create your Content Library.
Curious about creating a content calendar and how to do it?
In this episode, we’re going to set up creating a content calendar together.
If you haven’t been following our CountdownToZilch series (all about planning your BEST social media year yet in 2016), you can catch up by watching episode one and two before you dig into this one (this episode is really good but I know you’ll get more out of it if you follow these videos in a sequence).
As you might notice when you watch this episode, I shoot this one from gorgeous Puerto Rico because long-story-short, I lost a ton of my pre-recorded video footage in an OS update (grrrr!!). But that’s okay, the show must go on and I’m sure you will appreciate the change in scenery. 🙂
But that’s okay because I brought along my handy-dandy web cam + a microphone in cased something like this happened and I’m sure you will appreciate the change in scenery. 😉
Like anything else, there’s a right way and a wrong way to creating a content calendar so if you are ready to finally place a strategy behind your content, it’s imperative that you are creating your content calendar one right away.
To find your dream clients on social media is easy yet a challenging process but it will be all worth it when you know how to properly do engage with them.
On this episode #2 of #CountdownToZilch, our social media series all about planning your strategy for 2016, we’re going to be talking all about finding your dream clients on social media.
I’m going to be giving you strategies you can use on 4 different social networks and we might even throw in a bonus one. As you can imagine, there are different strategies for different social networks so we are going to be covering quite of few of those.
YOUR DREAM CLIENTS ON SOCIAL MEDIA. GETTING INTO THE STRATEGY
#1. Get to know your dream client.
Let’s talk about that for a second. Your dream client in social media is someone who benefits the most
And by getting to know them, I mean get obsessed with it, yo! You need to get in their heads and learn as much as you possibly can if you want to find more of your dream clients on social media.
If you’ve been in business for a while, chances are you know exactly who this person is – but if you’re just starting out or you haven’t worked with clients or customers, don’t worry. You can always find prospects and ask them where they hang out online.
#2: Figure out where they are active on social media.
Facebook & Twitter are currently the largest social networks, so chances are you can find your dream cleints on social media in one of those platforms. However, I don’t want you to make any assumptions.
Think about it, just because you have a Facebook profile it doesn’t mean that you check it every day. Maybe you prefer checking Instagram or hanging out on Periscope. The same applies to your dreamies (dream clients).
So be sure to ask your current clients or prospects where they hang out online and do your research.
#3: Put your detective hat on and check out your competitors.
Doing so can give you clues as to where your dream clients hang out online. Keep an eye on where they are active on social media + check out whether or not they are growing their fan bases and thriving on those networks.
#4: Look into partnering with someone who services your audience but is not a competitor.
Using what I like to call, aligned audiences is a fantastic strategy. This is someone who is already established and has an audience who can benefit from your products, programs and services as well.
For Ex. If you are a fitness instructor or coach, you can look for other nutritionists who’s audience is the perfect fit for you but also a great way to add value.
LET’S GET SPECIFIC ON EACH PLATFORM
Use Audience Insights
Use your search bar to look for keywords and groups
Tracking my goals and analyzing my results on social media (and the rest of my marketing) landed my business some major exposure + some amazing clients in 2014.
And I just know it can do the same for you.
The good news is that I’m about to simplify the heck out of this social media goal setting thing so you too can have your very BEST social media year yet.
We’ll talk about tracking your goals and your progress in a later video inside our brand new series, but for now, let’s get this goal setting party started!
This is the perfect time to figure out your social media strategy for good. When it comes to social media goals, like any other type of goal or resolution, we really need to figure out what our big picture, long-term objective is.
If you are doing social media marketing, you probably already have an idea of what your big picture goals are… Like most of us, you want to get in front of your clients, reach more prospects and make more sales.
If you’re a non-profit, your goals might be slightly different, you are on social media to raise awareness and get more donors.
But whatever the case, we are all here to make more transactions and get our message heard in BIG WAYS.
So where do you start with social media goal-setting and how do you make your goals attainable and measurable?
You might be overwhelmed with all the ”to do’s” that are already piling up on your 2016 resolutions list but don’t fret.
I’m going to simplify it.
Let’s Break It All Down
It all starts with picking your BIG picture goal and it most likely fits into one of these four categories:
Growing your following
Getting more traffic
Growing your email list (the most important one)
Get more sales
For the next 30 days I want you to pick your big picture goal you are going to stick with. From there, we are going to break down your goal into daily, weekly and monthly to-do’s so you actually stick with your goal long term.
So let’s break down these goals so you can figure out which one fits you best.
Big Picture Goal #1: Getting more followers
If you are first starting out and you have less than 100 fans or followers, you have to make it a priority to grow your first 100 fans. Then, focus on getting your first 500 fans and followers and then your first 1000 fans and followers.
If you have less than 500 fans or followers, these need to be your goals. Now, if you have more than 500 fans or followers, you need to focus on big picture goal #2, getting more traffic.
If you don’t have a website yet, forget about setting goals on social media. Work on getting your website up and running first (this is your most valuable online asset).
Boom. So you have 500 or more fans or followers. Awesome. Now, what? Focus on sending traffic back to your website.
Your Traffic Goal Checklist
Share more links to your blog, website and lead magnets (these are freebies like discount codes or free information).
Install a Facebook share button on your blogs to make sure your existing readers are spreading the word.
Use short videos to deliver value and drive your fans back to your website for more.
Make sure your page’s about section has a link back to your website or blog.
Use Facebook ads to run a simple traffic campaign (you don’t need a huge budget).
Twitter more often + make sure your tweets have links back to your site.
Install a Twitter share button on your blogs to spread the word.
Use Click To Tweet to make it easier for visitors to share your content.
Update your Twitter bio with a link back to your blog or services page.
Have a call to action on every scope and get clear on where on your website you’ll be redirecting your followers.
Direct your followers to your website or better yet, a landing page where they can sign up for your email list.
Get creative! Write down your URL on a piece of paper and show your followers where they can learn more from you (make that URL as short as possible so they remember).
Make sure there’s a link to your website on your bio.
Let followers know they can learn more over on your website by clicking the link on your bio.
Add the actual URL to your Instagram posts even though they are not clickable because followers can copy and paste them directly into their browser (I’ve seen this become more of a trend in the past couple of months).
Use short video to promote a specific URL and make it short.
Optimize your descriptions with links to related blog posts or lead magnets.
Use YouTube cards to tease your content.
Make sure to redirect your subscribers to your description box to learn more about the topic and sign up for your mailing list.
Big Picture Goal #3: Growing Your Email List
So goal #3 is to grow that email list! Engagement is great, but email is where those sales are going to happen. So make sure that growing your email list is at the top of your priority list for 2016.
My hubby recently launched his podcast, #EntrepreneurHour (you can take a listen to one of our episodes here) and although he’s still focused on goal #1 which is to grow an audience, he’s also building his list as he grows.
Communicating effectively on social media, and really through any medium is essential for your business.
I mean, we’re talking about your messaging here! So today we are going to talk about 3 ways you can write better social media posts.
This topic has been on my mind for a while now, and I want to show you a few strategies to make sure you are communicating with your fans & followers in a way that capture’s their attention instead of turning them off.
Let’s begin with a little story, shall we? The other day I was writing copy for a client’s social media pages and she was really upset that I was using contractions on her posts.
I laughed to myself and kindly explained that contractions were exactly what she needed to be using if she wanted to connect with her audience in a relatable way.
She couldn’t believe it. ”Contractions? Really? We were taught never to use those! They are so unprofessional!!”
If you need an English class refresher, contractions are two words that are made shorter by using an apostrophe… ”we’re” instead of ”we are” and ”it’s” instead of ”it is.”
I see tons of entrepreneurs that freak out about using relaxed, conversational language in their social media posts and quite frankly, I’m not surprised.
After all, we were taught in school to address our peers in a professional manner and then that conditioning was reinforced when we landed our first “real world’’ job. Am I right?
Well, I’m here to tell you that we all have to switch the script when it comes to communicating effectively on social media. And you know what that means? You gotta throw all the official corporate talk out the window because it won’t work.
Your audience wants to feel like they know you personally.
They want to feel like you guys are best buds.
And more importantly, they won’t be able to understand your message if you talk to them like you would address your boss during a quarterly budget meeting.
Makes sense, right?
So let’s talk about 3 ways you can flip the script and write killer social media posts.
3 Ways To Sound Like Yourself On Social Media
#1 Use contractions.
These cute little words are actually very powerful on social media because they humanize us.
Let me prove my point…
Let’s say I post on Twitter something like, ”I am hosting a social media class this Thursday and you will not want to miss out on it.”
Now let’s add some contractions, ”I’m hosting a social media class this Thursday and you won’t wanna miss out!”
Think about it, without contractions, your copy sounds robotic and synthetic. It’s a bit stale and it’s almost impossible to show off your personality without using them.
See, when it comes to copywriting in the digital sphere, you kind of have to bend a lot of the writing rules you learned in your college English class.
Especially this one!
Avoiding contractions makes sense when you are writing an essay, a cover letter, your resume or any official document, but when you write your social media posts, your emails, your sales pages or any other piece of copy to market to your audience, you have to relax.
But we’re not done yet.
Tip #2: Write like you talk in real life.
Have you heard of the best friend rule? If you are writing any piece of content and you want it to sound like you, give it to your best friend and ask her if it actually sounds like you.
This is probably the one tweak that will make the biggest difference in your social media copy.
Your fans and followers don’t want to feel like they are just fans and followers. They want to feel like they are your friends (like in real life).
So ditch the corporate, robotic, non-authentic talk and just be real (meaning just be YOU).
I know this is sometimes a lot easier said than done, but let me give you a quick example
If you wanted to invite your bestie to your epic party, you wouldn’t pick up the phone and say ”Sofia, we are hosting a party tomorrow night and John Legend is attending. You will not want to miss it.”
No! Of course not. That type of language is stale, boring and cold.
If I talked to my bestie, Aranxa like that she’d give me a look like, “what’s gotten into you, dude?’’
Let’s be honest, in real life you would say something like, ”OMG Sofia, we’re hosting an epic party tomorrow night and John Legend’s coming. Can you believe it? You HAVE to come!
Okay, maybe you wouldn’t exactly use the word “epic’’, but you get the gist. Make sure that your copy is infused with whatever adjectives and adverbs you would normally use to describe real life situations.
Listen beautiful, here’s reality, you have to write like you talk or no one will be able to relate.
Remember, people are hanging out on social media to connect with their friends and family and escape the rigid environments they operate in every single day. So give ‘em what they want…
An intimate relationship with you (or your brand).
Tip #3: Use proper grammar.
Just because social media is supposed to be a relaxed, social environment it doesn’t mean you can forget proofreading your content.
Make sure your posts’ are typo-free and use proper punctuation.
I’m the queen of grammar mistakes, so trust me, it’s a huge struggle even for me.
A great tool that has really helped me improve my grammar is Grammarly. It’s a cool little app that follows you around the web and corrects your grammar on any sites or apps you visit.
It’s actually correcting this blog as I type it up right now (if you see any grammar mistakes, take it up with Grammarly! Haha, JK!).
How To Be Fun + Conversational Without Being Unprofessional
“But Kim people are not going to respect me if I don’t conduct myself a certain way.’’
I totally agree, you do have to show up on social media #likeaboss.
But here’s the thing, being conversational and having a relaxed tone of voice in your copy does not mean you are unprofessional or that you are sending a negative vibe to your fans and followers.
There are plenty of ways where you can send the, “hey, I’m fun and all but I mean business’’ kind of message.
1.The first is to act professional (novel concept, right?)
Just because you get to be conversational and fun doesn’t mean I want you to share personal details that fall into the TMI (too much information) category. I know I don’t have to elaborate on this one because you know exactly what I mean.
2. The second is to take your copy seriously. Don’t skip the punctuation marks or have sloppy grammar.
I’m the queen of grammar mistakes, so trust me, it’s a huge struggle even for me.
3. And third, take your branding seriously.
My mom always says that the most humble of homes can feel like a palace if everything is clean, neat and organized with care.
Your online home needs to feel the same way.
Just because you’re not a big brand with hundreds of employees and millions in the bank doesn’t mean your branding has to suck.
With free graphic design tools like Canva and the beauty of freelancer sites like UpWork, there’s no excuse, baby.
Make your branding a true representation of your fabulous self.
So, let’s recap.
Unless you are marketing your message to scholars, philosophers or academics, skip the big words, ditch the corporate talk and just be… you!
If you are having a hard time sounds like yourself on social media, no worries, I have a free social media class all about creating engaging social media posts the right way.
We’ll talk about time-saving strategies, how to organize your content and the best ways to get more engagement on social.
(Think of it as fun action steps)
Review your lastest 10 social media posts and check for robotic, non-human copy.
Send those 10 posts to your BFF and have him/her give you honest feedback (remember, this still applies if you’re a traditional brand).