This newsletter is sent every Friday morning by Mitch Jackson (me!). I focus on marketing and branding for professionals, business owners, and entrepreneurs. I also like to share my 35 years of legal experience to help keep my online community legal and safe. THANK YOU for being here.
13 Ways To Repurpose Content on Social Media
Most of my community members are extremely busy professionals and business owners. Using the approaches I share below to market your service and build your brand on social media will SAVE YOU TIME.
Without a doubt, creating content once and then correctly repurposing it across the socials is the best way I know to amplify your message and maximize engagement and sharing. Please note that I am a brand ambassador
for several companies who’s products and services help me create and share better content on social media and in the end, deliver a better experience for my clients and audience. For this reason, I may share one or more of these services below.
Social Media Repurposing Mindset
Social media is all about sharing good content, helping others, and building relationships. Creating a well-known brand resulting in new clients comes from engaging, caring, and providing value.
My general rule is that only 20% of my posts on the various platforms are about my 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. In all cases, and after we post, my team and I always focus on engaging, commenting, and answering questions in response to our posts.
Regardless of what kind of posts I’m publishing, my team and I always try to repurpose the single piece of original content to as many different relevant platforms as possible. This allows me to get the most bang for my buck from a single post with the least amount of time and effort. Repurposing content allows me to amplify my brand while I’m in court taking care of my clients.
We’re All Media Companies
Before we get started and dive into these 13 tips or steps, remember that in today’s digital world, we’re all media companies. Therefore, having a digital presence on all the top platforms and devices is critically important. Producing, sharing helpful content, and engaging with others is mandatory to building your brand and long-term success.
It’s also important to understand and appreciate that while content is king, context and personality are everything. Each platform is different, so care must be taken to post and share the right way to each platform.
Use the approaches in my book
and delivered each Friday morning via this newsletter to help you create helpful and engaging content. Feel free to duplicate the approaches I share below to save time and expand your sphere of influence from local to global by actively repurposing quality content.
Two Powerful Platforms That Allow Me To Leverage My Time
Everything I discuss below can be complimented and made more efficient via these two amazing platforms: AgoraPulse
I use these powerful services to schedule and repurpose my social media content. If you’re short on time, you can use the built-in schedule functions to let the services schedule the content we talk about below automagically.
STEP #1: WEBSITE AND BLOG (Whatever your original post may be)
The first thing to do is create and share interesting, helpful, and even entertaining content in a new social media post. For purposes of this example and newsletter issue, let’s say it’s a written blog post. It could just as easily be an article on LinkedIn or even a YouTube video. Whatever the original content is, the following steps and options apply. Again, I’m going to use a traditional blog post as my example.
When creating your post, immediately catch your audience’s attention. Do so by using an effective heading, image, and then follow-up with a dynamic presentation style using appropriate keywords.
I like to use an entertaining story type of format and write in my voice. Try to avoid professional and industry-specific jargon. Make the post interesting and easy to read. Increase interaction by always including a picture, graphic, or video. When it comes to writing a better blog post that gets your reader to take action, see the tips offered by Chris Brogan
and Mike Allton
at their respective sites.
STEP #2: TWITTER
Share your blog post’s catchy caption or heading, together with a short descriptive sentence on Twitter. Include a link back to your post. Use one or more relevant hashtags.
Pictures and video clips attract attention and create more engagement. As such, add the image you used in your blog post to your tweet. It’s best to use an image or video clip you created, which applies to your post. If you don’t have a picture, use one of the free or paid online services to grab an image related to your story.
While you’re thinking about Twitter, take your blog post and break it down into 5 to 10 short “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 Google Docs and keep a list of these mini-snapshot tweets for future use.
If you’d like to see a great way professionals can use Twitter, follow Rebekah Radice
on the platform. She consistently shares excellent content that adds value and encourages community.
Twitter Video and Twitter Live
Instead of writing tweets, you can shoot a quick video about your blog post and share it on Twitter. You can also go live on Twitter and talk about the content of your post while sharing links and related resources.
When going live, make sure to engage with your audience in the comments and share how your post will help them solve a problem. Consistency is vital with recorded or live video, and over time you’ll build an audience who will share your Twitter videos and livestreams with their audience.
STEP #3: LINKEDIN
Take one or more of the short content teasers you have listed in your Google Doc and share them on Linkedin, linking back to your blog post. I usually do this in the above step by telling AgoraPulse or Lately to send out the tweets or other content I’m scheduling to all of my top platforms pursuant to a schedule or the built-in algorithms. Using these platforms allows you to be more efficient, save time and even track the results of your efforts in their dashboards.
In a fashion similar to Twitter Live, Linkedin video is another good way to share or otherwise reference your social posts and stir interest on the LinkedIn platform.
If you’d like to see someone who’s doing a great job of creating, sharing, and engaging on Linkedin, make sure to connect with social media business strategist Peter Goral.
STEP #4: FACEBOOK
Again, I take one or more of the tweets about my blog post (remember, I’m using the blog post as an example, the original post could have been on any platform) and repurpose the content for Facebook. Unlike Twitter, Facebook posts can be longer, so I usually add more information before posting on Facebook with the link back to my original blog 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, make sure to include an image with your post.
For example, rather than allowing the link to my blog post to automatically pull an image back into my Facebook feed, I prefer to upload my image natively to the Facebook platform. Doing this will display a better image in your Facebook post.
I have one personal and several business-related 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.
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 (maybe something about the motivation behind why you wrote the post). Then, let viewers know they can click the link to your website to read the entire post. Stephanie Liu
and Jennifer Quinn
are two live streaming experts you may want to connect with if you’d like to learn more about, or improve your live streaming skills.
STEP #5: PINTEREST
Take a look at Pinterest and see if there’s a way you can embrace this platform when repurposing content. For example, 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 and include your blog post link in the source link box. This way, when someone clicks on the picture, they will be taken to your blog post or website. Please connect with Anna Bennett
and Peg Fitzpatrick
if you’d like to learn more about repurposing ideas involving Pinterest.
STEP #6: YOUTUBE
If your original content included video, upload the video to YouTube and share part of your description with a link to your original blog post. If your original material didn’t have a video, think about creating a short video about your post and upload to YouTube linking back to the original content.
Use the Youtube transcription service, LatelyAI, or a third-party service like Rev, to create a written transcript of your video. Then, use the transcript to create a blog post, increase your SEO, and comply with ADA inclusion needs as Haben Girma
shares and thoughtfully reminds us about in her social media posts and presentations.
Youtube Live– Using the same approach as you might use with Twitter or Facebook Live, jump on Youtube Live and create related content. Take advantage of this video feature and repurpose content from other platforms.
Want to learn more about YouTube best practices? Make sure to connect with Sean Cannell
and Roberto Blake
, who share a massive amount of “how-to” value on their channels.
When it comes to an excellent and easy to understand “video editing” resource, I recommend subscribing to Michael Kinney’s
STEP #7: SLIDESHARE
This often-overlooked platform is well respected and used successfully by marking pros around the globe. Unfortunately, I neglected this service for far too long.
Once I decided to get active on SlideShare, I repurposed a traditional PowerPoint on negotiation titled “A Trial Lawyer’s Negotiation Secrets.”
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, the views jumped to over 2,000. Today, more than 46,000 have viewed my negotiation presentation and I’m honored to have received new clients and speaking opportunities from this single upload.
You can and should do the same thing. Take the blog post we’ve been discussing and break it down to a 15-20 slide presentation. Upload it to SlideShare and then include links back to your original blog post.
STEP #8: PODCAST AND OTHER AUDIO PLATFORMS
Podcasts are very popular because mobile technology now allows us to easily listen to podcasts anytime and anyplace. Leadership 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 voice. Next, use your post as an outline and share your message from your heart. Finally, close with a call to action referring to your website or blog.
Note, once my podcasts are completed and uploaded, I use the 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 fit better the platform I’m repurposing on. I then go back to my original social media post, click edit, and add my podcast links. This allows people to listen to the content instead of reading or watching.
Amazon Flash Updates/Briefings
Another little trick that I use when it comes to audio is to take clips of my podcast and create short (under 10 minutes) audios that can be listened to on Amazon Alexa (“Hey Alexa, listen to my flash updates.”). I use SoundupNow
to upload my audio clips and if you want to see how I get subscribers to my Amazon channel, click on Mitch.Today.
STEP #9: LIVE VIDEO: STREAMYARD, ZOOM, ECAMM, AMAZON LIVE AND SIMILAR PLATFORMS
These live video platforms allow you to have your own internet television show. For me, services like StreamYard have been excellent platforms that 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!
I’ll sometimes use these services to pre and post-promote and discuss the original blog post when it comes to repurposing content. I bring on guests related to the original topic and interview them. Amazon Live allows me to tap into the Amazon global audience and talk about products or services that I may have mentioned in my original social media post.
The bottom line is that these live video 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. Here’s how I’m sharing my live video shows.
STEP #10: INSTAGRAM, TIKTOK, AND SNAPCHAT
Take the screenshot image of the blog post and share it on other platforms like Instagram, TikTok, and Snapchat, with a link or reference back to your website or blog. On Instagram, I profile and share the updated link at my Instagram profile.
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 (which references your earlier post). 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. Remember, your cross-promoting, so make it easy.
Instagram also offers different options like Instagram live, Instagram Reels, Instagram Stories, and IGTV. Feel free to repurpose your original post on one or more of these Instagram platforms for maximum effect and exposure. Sue B. Zimmerman shared a chapter in my book on using Instagram, and you can follow Sue on the Instagram
platform to get a better idea about best practices. Also, if you want to see how I cross-promote and repurpose content between TikTok and my other social platforms, I’m right here
on the TikTok platform.
STEP #11: SOCIAL AUDIO- CLUBHOUSE, TWITTER SPACES AND SPOTIFY GREENROOM
These new live audio-only chat apps are places where using only your smartphone, you’re able to engage and discuss in planned or spur-of-the-moment conversations about almost any topic of interest. At last count, about 25 top platforms are adding social audio to their services.
Regarding the above platforms, most have a “stage” and “audience,” and moderators running the room can have real-time conversations with everyone involved. You can listen or raise your digital hand, be invited up on stage to ask a question, or participate in the discussion.
After creating a social media post, jump over to a social audio platform and start a conversation about the topic. Encourage discussion and let people in your room know that you dived a bit deeper in your recent post on LinkedIn or (you pick the platform).
Take interviews you do on social audio, and use the content to create a social media post. For example, sometimes, I’ll record my audio on Clubhouse and convert it to a live audio show that broadcasts simultaneously across Twitter, LinkedIn, YouTube, Facebook, and Amazon Live.
Legal recruiter, Robert Hanna
, who is based out of the UK, does a great job on social audio and showing up and supporting his community. Make sure to connect with Robert to see how he does the social audio dance so well.
The sky’s the limit when it comes to how you can blend these social audio platforms. The only limits are your imagination and each platform’s TOS agreement. If you want to learn more about social audio, I wrote about it and shared more details here.
STEP #12: MEDIUM
This blogging platform is a great tool to reach an entirely different audience than those following your website or blog. I repurpose important or popular posts on Medium and am amazed at the additional traction I get when I do. Often I’ll spend quality time re-writing the post before sharing it on Medium. As with everything else, include pictures and embed videos when you can. Again, see links to Chris Brogan and Mike Allton in Step #1 to learn how to write better on social media.
STEP #13: EVERYDAY CONVERSATION
Conversations? What are you talking about Mitch? This isn’t digital!
I know but here’s the deal. Conversations in person, over the phone, via email, text or Zoom, are the best ways to build rapport and help each other. When you have a conversation with someone about a topic, issue, or problem you’ve blogged about or shared on social media, let them know and share the link with them.
I do this all the time when I’m out and about or down at the courthouse. It’s one of the best and easiest ways to share my content.
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 media, help people by letting them know about your earlier post.
One way I do this is that 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 ask me about. 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 copy/paste and send over a quick text from my phone (I keep a list of posts and related links in the notes app on my phone).
This is a great way to add value easily and quickly and share posts that you’ve already created. When the other person likes what you shared, and they then share your social media post with their audience, that’s where the magic happens! Repurposing content is the gift that keeps on giving.
Being able to have an engaging conversation to do the above is a powerful tool to build your brand and have others share your content. If you’d like to improve your communication skills, make sure to connect with my friends, Ryan Foland
and Chris Lema
The above approach of repurposing content works well. A single blog post can be shared using the above method over several days, weeks, months, and even years.
Services like AgoraPulse and LatelyAI make repurposing fast and 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 explain new statutes or case law, all I usually hear are digital crickets. But when I share a blog post or social media post about my hobbies, passions, family, youth sports, or family trips, the engagement is strong. 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 community who share a common interest. When this amazing group of people has a legal question, or someone needs a lawyer, who do you think they reach out 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 while protecting your time.
I encourage you to use the different approaches in this issue and start incorporating social media into your daily activity. Tap into the power of repurposing content to save time, amplify your efforts, and expand your sphere of influence.
Until next week, enjoy the journey and make each day your masterpiece!
Mitch Jackson, Esq.
PPS- Amy Woods
and yours truly discuss a real-world example highlighting Jay Baer
. This short 4 minute video will give you a few new ideas. I promise!