Using The Trickle-Down Content Method
One of the things that can feel very constricting when it comes to social media is an almost panicky feeling that you have to be constantly finding new things to post. However, the beauty of social media, and content in general, is that it continues to earn its keep. You can repurpose content over and over to leverage its value. A long-form video or Facebook Live video, for example, can be used in several ways. This is called ‘trickling down content’.
An example of how to repurpose content:
1. Create a 20- to 60-minute video packed full of interesting facts, interviews, Q&As, etc.
2. Once you edit it complete with music and B-roll, post it on YouTube. You can find a free music library here.
3. Embed your long-form video into a long-form blog article (1,000+ words) on your blog.
4. Break the video up into several shorter, stand-alone, topic-specific, ~3-minute long videos and post them on Facebook. (Consider hosting a Watch Party after you have a batch to get people to engage with them again.)
5. Embed videos into shorter (500- to 700-word) articles on your blog that go over that topic specifically. (Backlink article to long-form article/video.)
6. Take one-sentence facts, stats, or quotes from the videos and make memes/gifs.
7. Use tracking codes to drive people to your blog/opt-in/products from memes/gifs.
8. Post articles with embedded video to Facebook, LinkedIn, Twitter.
9. Pull the audio off of the video and send it out as a podcast.
Voila! That one video is providing hours of playtime as well as endless possibilities for additional posts. On the breakdown of a 60-minute video alone, you can easily create several other topic-specific videos, 15+ quotes for memes and gifs, and even more content to share across social media as well as add more substance to your blog posts.
Your blogs are important in this process because Google still cannot fully search videos for content relevancy. Therefore, the written summary article will help people find the answers to their questions inside your article.
Using pillared articles for your blog allows you to get the same distance out of your written content. You take a long-form article of 1,000 to 2,000 words and then break it down into smaller articles of 500 to 700 words. The broad content of your 2,000-word article provides you with at least four more articles. You can be even more specific with your subarticles using tools such as Uber Suggest to leverage more topic-related keywords and phrases.
Your articles can be loaded up with opt-in links, backlinks to other relevant educational content on your blog, affiliate links, etc. Again, the options to repurpose content are endless with just a little imagination.
Social Media Pillars
Your core message can be developed using a content overview. You can determine what the main topic is for your brand/product/service/page and create a list of subcategories that support that messaging. For example, if your company sells essential oil products, you can also talk about general health and wellness because those topics would be interesting to your demographic.
The secret to creating good content is remembering its purpose. Content should nurture your audience. Therefore, your content can still be effective if it is related to your product without always trying to get the direct sale. You need to consider the many topics and points of interest that will resonate with your audience.
Articles For Online Content
Articles can be original or you can find relevant content from trusted sources to share. This content can include lists, FAQs, trending industry points of interest, news items, etc. The main objective is to find articles relevant to your audience, topic, and product/service to attract followers and continue driving people to your website. Your goal is to have people take action – whether it is to request for a demo/more info, sign up for emails/newsletters, or download an e-book.
Videos For Content
Video is a great way to get engagement and interactions on Facebook. Facebook is the biggest online video platform for social media. You can create a script, add in music, B-roll, and a call to action to get people excited about joining your community, buying your products, etc. Focus on educating your audience so they trust and want to buy from you.
The point of social media content is to build trust in your brand. You’re not winning over your audience with the lowest price tag. Instead, you leverage the trust you’ve built through social media so your customers become naturally inclined to choose you over the competition.