On Friday, September 11, 2020, we continued the Social Media Breakfast Houston Online edition with Nick Wolny. A writer, first and foremost, he has become a go-to messaging strategist with his company, Hefty Media Group.
We discussed how to take media you are already generating and leverage it for your business. This includes content such as podcasts, newscasts, long-form blog posts (10,000 words or more); ultimate guides, etc.
Creating Nuggets of Social Media
Almost anything can be repurposed. For example, television segments are very short, but you still may have talked about 12 different ideas or “nuggets.”
You can use each of these nuggets to create posts with at least one sentence including a clip of that newscast with a backlink. If it's a video screenshot, then look for ways to inject that information into other channels in a way that points back to the original content.
Diversify & Specify those Nuggets
A great diversification strategy (and avoiding the same hashtags all the time) is tagging these little bite-sized pieces of content. It brings you different audiences. And make sure your tags are precise, not broad.
For example, if you tag Instagram on Instagram you are literally competing with Instagram. And yes, people have done that. (But no, we won't ask you to raise your hands. 😜😂)
Zoom In & Zoom Out
Another great resource is in long-form SEO pieces like Ultimate Guides or multi-chapter blog posts that have 10-20,000 words. You don't want to have a blog post series full of a ton of information just sitting there on your website.
Take a larger view and present it in a chapter-by-chapter style. Most people don't want to read 10K words in one sitting, especially on mobile. Write each like an independent smaller piece that lead into the next one. Include cliffhangers and a table of contents. This is also a great opportunity to create shorter tip pieces that cross-link to the larger piece.
What About Work On Other Sources?
When re-utilizing video content from other sources, be sure to properly attribute the original source. Phrases like “as seen in” or “featured by” are usually appropriate to avoid copyright infringement. Also, it is a good idea to create a backup copy of the video for your records as it will likely disappear from online after a period of time.
Great tools are SnagIt for video and Audiogram for podcasts.
On Wednesdays We Send Email
Email lists are your best friends. You don't have to worry about changing algorithms and you can redirect to all your platforms. And yes, we know you have the same love/hate relationship with the inbox is much like life with the Plastics, if it has value, they will open.
It might even be fetch!
Like Me, Please Like Me
Getting featured as a writer on other well-viewed sites is another great opportunity for repurposed content. To seek out guest posting opportunities, most sites provide a list of guidelines. Usually this does require the piece written in advance. When looking for projects, consider how the content will serve the outlet.
Finally, from Nick “if you just work on improving your content muscles your content creation muscles… before it's absolutely completely perfect, always being testing with things like that, you know newsletter times and different types of posts.”
We appreciate Nick Wolny joining us and sharing how we can make the most of our content.