Imagine being told to create roughly 1,000 pieces of unique content from just 30. Imagine that your supervisors, your colleagues, and the public will judge the quality of your newly created content, and that the quality of your content will impact your company’s success.
Welcome to the world of a social media manager. They face this predicament every day. How can one create so much relevant, customer-worthy, and sharable content for a company that produces minimal? Here are tips on how to turn each piece of content into the gift that keeps on giving on social media.
1. Atomize Content – Deconstruct each piece of content into small bite-sized pieces of information.
Example: This article is (comprised of six tips and five examples) could easily be separated into 12 pieces of information, each which could be separated and shared by itself. Each example and each tip is its own post, tweet, pin, etc. If an article doesn’t introduce a numbered list tips or ideas, you’ll find that each paragraph or section has multiple sharable pieces of information.
2. Re-Purpose Same Information for Different Audience Segments – Group the target audience into segments and share the same information in different ways by adapting it to fit each audience segment. Each adaptation of the same piece of information becomes a unique post, tweet, etc.
Example: A nutritional supplement retailer is selling Supplement X. Monday’s Facebook post targets endurance athletes with a picture of a triathlete taking Supplement X and text saying that it promotes muscle endurance.
Tuesday’s post is a picture of a body builder taking Supplement X next to a description of Supplement X’s muscle building benefits. Wednesday’s post targets senior citizens with a photo of a senior taking Supplement X, and a description saying that it promotes longevity. The Content Marketing Institute shares more creative ways to repurpose content.
3. Show Different Aspects of the Same Concept – Look at information from different angles and share each perspective.
Example: A financial advisory firm can assist clients with increasing retirement savings. Sharing this benefit with potential clients is a must, but why not go a step further? Also share the drawback associated with not having that additional savings.
Share examples of what a retired couple could do with more income (such as traveling, buying a golf course membership, paying debts, helping grandchildren pay for college, etc.). Each example equals one share. Also, share a testimonial from a satisfied client. There you have it: seven shares out of one very specific offering.
4. Share Related Information – Offer different bits of relevant information that all lead your audience back to the same idea or offering.
Example: A grocery store selling premium beef products can share information related to beef. First, offer four different recipes (on four different days) that call for high-quality beef as the main ingredient. Second, share information about how cows are raised to create premium beef. Third, discuss how the beef industry distinguishes between premium and low quality beef. Fourth, educate consumers on how to differentiate between low quality and premium beef.
5. Share Content from Other Companies – Borrow content from other companies in the same industry, share it, and give credit to these companies (such as with an “@company name” on Facebook or Twitter).
Borrow content from well-respected companies that offer products and services complementary to yours. This relieves pressure to create content. (A side benefit is that it increases the likelihood that the company from which you borrowed will appreciate the added visibility and share your content in return. This will increase your brand’s reach.)
Example: A popular beach resort can share information from airlines, beach/leisure clothing companies, sunscreen companies, and luggage companies.
6. Solicit Opinions or Submissions – Host Q&A sessions, contests, asking for opinions, etc. Audience’s responses can be shared as original content. Social Media Examiner shares useful tips on how to keep your engagement attempts creative.
Example: A home décor company can ask customers to submit photos of the most creative living rooms decorated with the company’s products. First, post the contest winner’s photo. Then, discuss the décor type in the photo (rustic, modern, etc.), color schemes used, furniture, artwork, etc. Each of these ideas is one piece of content.
Content in a Different Light
For marketers who are new to business-focused social media and for business owners who wear many hats (including the marketing one), remember this: content is like clay. It is moldable and flexible…and as marketers, we are the artists. We must approach content creatively and with an open mind. Above all, we must realize that each piece of content carries far more than its face value, and each whole piece is a sum of many independently sharable parts.
By Chiara Tedone
Chiara is Digital Content Creator for AMA Tampa Bay. She is Co-founder and Director of Winning the Fight, a non-profit organization specializing in neurodegenerative disease research. Chiara is also a freelance digital marketer for small businesses and is finishing up her MBA with a specialty in marketing from the University of South Florida. Prior to moving to Florida, Chiara lived in Washington, DC. She earned her BA in International Studies from American University’s School of International Services in 2007 and worked for Booz Allen Hamilton and the Department of Defense thereafter. Her hobbies include obstacle racing, running, swimming, kayaking, SCUBA diving, and opera/classical singing. She also loves country music and chocolate!
Email: Chiara at [email protected]
Social Media: LinkedIn