Content marketing and social media marketing are two very different worlds, with different best practices and strategies. Despite this, there is some overlap, particularly when it comes to audience interest. This allows you to integrate your content and social media marketing in several different ways. One of them is turning blog posts into social media content.
In this post, you’ll learn why you should turn your blog posts into social media content, and how exactly you can do so. We’ll look at best practices along with several specific strategies to help you get more results across all marketing mediums.
Why Should I Repurpose My Blog Posts into Social Content?
Repurposing blog posts into social media content has plenty of benefits that all marketers and small businesses should be aware of.
The first is that it can make your blog and your social media feel more seamless, like puzzle pieces coming together to form a whole picture. This gives your marketing a more cohesive, consistent voice, which can always work to your advantage.
It can also send more traffic to your blog, depending on how exactly you choose to convert your content into social posts. Some strategies provide great opportunities to place a link or mention that users should check out your latest post, which can cause a direct increase in traffic to your site.
And finally, turning blog content into social content can give you a lot of extra material for social posts. Any and all social media managers out there will know what a huge advantage it is. While it’s difficult enough to come up with one or two blog posts a week, it can feel almost impossible to come up with one or two social media posts for every platform every day. Social media calendars can help a lot, but they’re not miracle workers– you still need to come up with the ideas somehow.
How to Turn Blog Posts into Social Media Content
We’re going to look at specific strategies for converting blogs into social media content in just a minute, but first we need to look at a few basic principles and clear up some misconceptions.
Despite what our instinct may first tell us, it is not actually advised to just drop links to our blog posts on social media with little to no explanation, thinking that will be enough. That practice could actually harm your social media efforts. Users don’t want to just feel like you’re spamming them, after all, and they have so much competition in their feeds for engaging content, a link won’t be enough to get that click. And now that we’ve got Facebook Zero coming into play, outbound links are likely to be given even less priority in the feed; this means that almost no one will ever see them.
You also want to consider each platform that you’re posting on. You’ll do better converting blog topics into nearly-original-but-related posts or videos on Facebook, and you’ll almost always want an image attached. Twitter values succinctness and brevity, so quick quotes instead of think pieces are the way to go, while LinkedIn is open to more in-depth and longer content as long as it’s professional. Keep this in mind, because just like your blog, social media platforms aren’t one-size-fits-all.
8 Strategies to Repurpose Blog Content into Social Content
Alright, now we can move onto the specifics. These strategies focus on creative ways that allow you to rehash your blogs into social content that will be both platform-appropriate and still feel fresh and new, even if users have already read the blog post. Copy and pasting, after all, really doesn’t work, so you need to be smart about how you repurpose the content.
Here’s eight strategies that will show you how.
1. Attach a Quote to an Image
I sometimes not-so-lovingly refer to Twitter as “the digital abyss.” Even if you have a big following, there’s just so much content that’s published so frequently that it can be really difficult to see any momentum on your content. Fortunately, adding a visual component to your tweets can help increase their visibility.
Use this to your advantage. Create a graphic design with a quote overlaid on top, and share it on Twitter. Specifically, if possible, use a quote from a blog post that you’ve written. I’ve gotten into the habit of trying to write at least one or two “quotable” phrases for each blog post just because it increases the shares significantly, and people love a good quote-on-a-picture on Twitter. And, for that matter, they’re almost as popular on Instagram, so this strategy can work for two different platforms.
When using this strategy on Twitter, you can go ahead and put a shortened link to the original blog post in the Tweet so people can click if they want to read more.
To make your job easier, use design software like Snappa. We’ve got an enormous library of stock photos that are free for you to use, and adding text is as simple as dragging, dropping, and pasting the quote right onto the image. You can sign up for free and try it out here. Here’s a video we made to show you how to turn your quotes or sayings into graphics for social media!
2. Turn the Content into a Video
Video is a big deal right now on social media, and I don’t see that changing any time soon. If anything, it will only become more important. This is backed up by all of the data and stats we have. Here’s a couple important ones compiled by WordStream:
- 82% of Twitter users have watched video on the platform
- 45% of people watch more than an hour of Facebook or YouTube videos every week
- One-third of online activity is spent watching video
- 92% of mobile video viewers share videos with others
Video is getting a lot of shares and lot of engagement, so convert your blog posts into videos and repurpose that content in a social-friendly way. Cover the same general information and utilize storytelling to appeal to users’ emotions. For best results on most platforms, keep the videos short, at just two minutes or less.
3. Discuss Questions from Content in Live Videos
Blogs with engaged communities will often get questions and comments on their posts. You should answer these questions as soon as possible if you’re able to do so on your site, but you can also use those questions a basis for a Q&A held over live video.
Facebook, Instagram, and Periscope all have their own live platforms, and users are currently loving the broadcasts that are happening in real-time. Q&As in particular are an outstanding way to get users to engage with you on social media as the video is happening, which only means good things for its performance in the long run.
Social Media Examiner knew they hit big when everyone was coming to them for information about the new Facebook Zero algorithm, so they held several live videos where they addressed common questions people were asking them and shared predictions.
4. Create Infographics Based on High-Performing Posts
1,000-word-long chunks of next aren’t exactly highly shareable on social media (or readable, for that matter). People want the information quickly and in a format that’s easy to digest. Enter infographics.
Infographics are highly visual mediums that present information in a way that social media users find immensely appealing. They’re also incredibly sharable, especially if you make them either A) valuable, or B) entertaining (or option c, both). You can break down blog posts into different infographics just by adding some visual components to them, and share them on social media.
Snappa can also help with this one. We have plenty of infographic templates ready to go, all of which are fully customizable to fit your needs, as pictured below.
5. Share Snippets of the Post on LinkedIn
LinkedIn is a platform that’s a little more friendly to long-form content that would resemble your original blog post. And you can, in fact, upload your post directly to LinkedIn Pulse. You also have the option of sharing longer snippets of the post directly to LinkedIn. We wrote a blog post on 4 types of social media content that will help drive engagement!
When you do this, make sure that the meaning of your text is clear. If you need to preface it with a few sentences explaining what you’re about to discuss, do so. Try to keep it to about 150 words or less or you risk losing readers. You should also end the post with a CTA asking users to share what they think. Ultimately, these posts without engagement will fall flat.
6. Create Relevant YouTube Videos
I know we already talked about videos, but this strategy is actually just a little bit different from the one discussed above. This one is specific to YouTube, which has an engaged audience who may be discovering you through their platform for the first time. Because of this, creating content that is either relevant to your blog post but not an exact match or one that isn’t quite complete can be an excellent choice.
Let’s look at an example. If we turned this blog post into a YouTube video, we could:
- Create a video discussing how to generate ideas for social media, with one of the tips being repurposing content from blog posts. We could list that tip last, and then tease this blog post and say “click on the link below for more about how to turn your best blog posts into social content!”
- Create a video discussing the importance of turning blog content into social media posts, and then encouraging users to click on the link in the description to see exactly how to do this on the blog.
This allows you to create new content that users will love, and because it comes close to matching your blog post but doesn’t have true overlap, you’ll be able to drive engaged traffic to your blog.
7. Use “Click to Tweet” CTAs in Text
So this option is kind of cheating a little bit, but it’s still effective. All blogs should already have functional social sharing buttons in place that make it easy for users to share your content. That’s a given. You can take this a step further by placing clickable “Click to Tweet” CTAs in your text, as seen in the example from ThoughtFlame below.
This allows you to pretty much gift-wrap a snippet of text or a quote and present it to your audience with a bow on top, all ready for them to share. This encourages your customers to do some of the social sharing for you, allowing them to turn your blog posts into social content in a way that other users will pay even more attention to (and all because it doesn’t look like it came from you).
There are several WordPress plugins that can help you with the technical side of this, including one that is aptly named “Click to Tweet.”
8. Create Visual Tutorials with Instagram’s Multi-Image Posts
As someone who does a ton of social media management work (and who writes a lot about said work), I was ridiculously excited when Instagram’s multi-image posts came rolling out. There’s a lot of great use cases for them, but easily one of my favorites is visual, step-by-step tutorials.
A lot of blogs will have their fair share of tutorials because they’re exceptionally valuable for users, and thus are likely to get a lot of shares and clicks. Use Instagram’s multi-image posts to visually show step-by-step tutorials. You can even use the text from the content that you’ve already written, and encourage users to check out your blog for the full article.
Turning your blog posts into social content is a fantastic way to get more results on all platforms, integrating your marketing efforts while saving yourself a lot of time and creative energy. Remember to adapt each post for the platform you’ll be sharing it on, and to keep your social content diverse for best results.
And hey, if you’re ever stumped on ideas for blog posts, this strategy can work the other way around, too, but that’s another post for another day!
What do you think? How do you turn your blog posts into social media content? Do you use an integrated approach or other strategies? Share your thoughts in the comments below!