Organic Reach: Speed Dating Potential Customers
Repurpose for Organic Reach
Repurposing content on social media extends your audience and builds brand awareness. But you need to grab attention quickly. It's like speed dating. You have seconds to connect.
When creating social content, it pays to "work smarter, not harder." Rather than continually coming up with new ideas, businesses should look at what they already have and repurpose their top-performing blog posts, videos, reports, white papers, and more.
What is Organic Reach?
Organic reach can be defined as the number of people who see your content through unpaid distribution, without you spending money on reaching a specific audience.
Organic reach can be measured across all social platforms, so businesses shouldn't just turn to Facebook and Instagram. The more places your content appears, the more opportunities you'll have to connect with your audience.
The concept of internet marketing is relatively easy to understand: if you own a business, or have a blog and want to drive more customers to it. Depending on the type of business and industry you are in, marketing on social media is a must. Most social media platforms offer easy ways to connect with your customers and promote your brand.
Why Repurposing Works
Repurposing your content for social media is a strategic advantage because it requires less work and saves time.
You'll develop connections for your business and receive benefits like:
Reinforce your brand’s messaging
Give content an SEO boost
Reach audiences who missed a piece of content on its first round of promotion
But you need to be aware of how people consume information on each social media platform.
You Have Seconds To Connect
Unlike website content where visitors expect to spend time reading, in order to succeed on social media you must think of grabbing attention in the few seconds before your potential customer scrolls on to the next thing.
It's like speed dating—first impressions count and you need to connect instantly.
There's no time for phrases like:
My thoughts about...
I discovered a new...
You won't believe what...
Did you know?
Get to the point.
Use Images to Stop the Scroll
Don't forget the power of photos. A strong image connects in seconds.
"If you use visual tools, the results will be more meaningful," according to Tom Davenport, the co-author of The One to One Future: Conversations on the New Realities Driving Marketing and PR.
Repurposing Considerations
Be aware that not all content lends itself to repurposing. Put your best foot forward, as the saying goes, by prioritizing content that delivers well on the social media channel and will meet your needs.
Knowing which metrics to use to evaluate content for your curation strategy makes it easier to decide. Goals can include:
Brand awareness in a specific industry
Drive your website's organic traffic
Assisting with trials and new products
Repurpose content that is evergreen or time-constrained. Online articles that perform well year-round may be easier to repurpose right now, while events or seasonal content may need to be carefully scheduled before posting.
If you are creating content on social media, you will need to consider where it will be posted.
The right channel makes all the difference—how you tell the story is equally as important as the content itself.
Think about which of your networks are most active, how each of them is used, and what format you can use to repurpose the content. A three-minute video based on an eBook may work well on YouTube, but it likely won't work on Twitter.
Know your audience. Think about what your audience expects from you on each network.
How to Repurpose Content
Copying and pasting content from your blog to social media is not content repurposing. Depending on the social media channel, you will need to adjust the content to meet each channel's needs.
Here are some ideas:
Turn a blog post into a Twitter thread. Take the subheadings and create a tweet for each.
Turn a blog post into a LinkedIn post.
Design infographics from blog content. Make your blog post informative by showing steps or takeaways in an infographic
Create video content from your written content. Share key findings from your research report or a video discussing the topic.
Ask a question. Use LinkedIn Q&As or create polls on Facebook and Twitter.
Create short video clips from presentations and webinars.
Follow Word Limit and Hashtag Protocol
Follow best practices for each social media platform for description character limits and the number of hashtags.
Hashtags help people find your social posts according to the category. You'll target an audience that already has an interest in your topic.
Each social media channel has best practices.
LinkedIn -Two to three sentences that would best introduce the article to a LinkedIn audience plus four suitable hashtags.
Twitter - 250-300 character description for Twitter plus up to two suitable hashtags.
Instagram - 50-word paragraph that can be used on Instagram and 30 suitable hashtags.
Pinterest - 25 – 35 word description to place in Pinterest where the pictures will then link to the article.
Facebook - The Instagram description to also be used on Facebook. Hashtags don't work on Facebook.
One Concept, Many Places
Repurposing content helps you reach new potential customers. As long as you repurpose according to the way each social media channel works, you'll extend organic reach.
Remember you have seconds to connect. It's faster than speed dating.
Get to the point. Grab interest right away. Be visual.
The potential to connect with new customers grows with every post you create.
