If digital content marketing is in your tactical arsenal, you know that developing fresh subject matter can be challenging. Thankfully, by repurposing content that is proven to be successful, we can cut down time while maintaining or even increasing engagement. The following are 7 unique ways to repurpose successful social media posts for your school or brand.
1. Find and Create Evergreen content
Evergreen content is essentially content that doesn’t lose its value over time. It stays fresh for consumers, and when an individual encounters the content in their feed, it won’t feel stale or dated. The first step in successful content repurposing is finding and creating evergreen content. A few examples are:
- Top tips
- Instructional “how -to” tutorials
- Encyclopedia-esque entries
- Product reviews
In academia, it’s easy to pinpoint information that will have a long lifespan. Educational topics rarely lose their value and can be repurposed many times over. Scan through the backend of Facebook and check to see which posts you’ve published that could have a maximum potential repurposing value. Shy away from anything related to news pegs, outdated statistics, or trends. When building out content for future use, it’s important to keep the evergreen mentality in mind and think ahead of the recyclability of posts that you create.
2. News Pegs
Consolidating stories on social media is a fairly straightforward task when dealing with a university and/or academic program. Course curriculum and program themes construct a natural skeleton to build content around. Take, for example, a master’s in criminal justice degree. Reoccurring topics may include policing, crime scene identification, and the US correctional industry. I run into reoccurring themes like these many times when promoting an academic social media account. These themes aren’t only applicable to the internal narrative of a university but also to stories outside of the school’s domain. Connecting relevant topics to trending news stories can be a great way to latch onto existing exposure. When you find a story that could apply to your brand, it’s critical to think of a unique angle to stand out from the masses.
Whether it’s a simple student quote or a research-based infographic, most academic literature can easily be converted into visually appealing media. Using sites like canva and unstock editor, you can create simple social graphics without the need of an extensive design background. Keep it minimal and clean and consider using campus images or other branded media you may have in a portfolio. It’s proven that Facebook posts generate 84% more click-throughs when they have an image. By converting simple text into a visual format, you can also capitalize on posting through instagram.
Another way to take advantage of already-existing social media posts is by converting content into an infographic. If you’ve listed any tips or relevant industry information you can use canva’s infographic maker to easily organize them into a sharable infographic.
“Infographics make complex information eye catching, shareable and easily digestible. They can help boost engagement on your social media profiles, make your presentations more interesting and transform your marketing materials to have greater impact.” –Canva
4. Facebook Live
Live video streaming on mobile devices is expected to grow by 39 times in the next five years. Facebook Live is at the forefront of this burgeoning market. Thinking of ways to incorporate live video is going to be a tremendously popular marketing trend moving into 2017, and brands need to start capitalizing. For universities and their programs, think campus tours, live lectures, or even athletic events. When it comes to repurposing existing content, twitter AMA’s featuring professors could be easily repeated or tweaked for Facebook live. Including an admissions AMA where prospective students can find out more about a school they are interested in is another valuable strategy. The key here is personalization. Being able to see a face, rather than text coming from a brand and a logo, makes a big difference. Students and fans alike can make a better connection this way. Additionally, Facebook live videos seem to break through the organic barrier much better than other posts. Facebook is pushing people to really use the platform, so this is a major benefit at the moment.
5. LinkedIn Pulse Publisher
Launched in 2015, LinkedIn Pulse is a publishing platform that showcases roughly 130,000 unique articles every week. It’s one of Linkedin’s fastest growing products. Publishing to pulse is easy. Simply find a successful post you’ve already published on a social channel, preferably some sort of long-form content like an article or academic research, and then upload it to the Linkedin publisher. It’s important to note that you must have an external blog connected to your school/program in order to be considered a publisher on Linkedin. For a full list of requirements needed to publish on Linkedin Pulse, see a step-bystep guide here. Don’t forget to use canva for a catchy cover image.
6. Upload YouTube videos to Facebook
Many marketers think of YouTube as the primary frontier for video marketing. However, Facebook video has considerably grown over the past three years. Zuckerberg is challenging the video throne. Facebook now serves over 8 billion unique video views per day. These videos generate 135% greater organic traffic than photo posts. If you already have video multimedia at your disposal, uploading it to multiple channels like Facebook is an easy decision to make. Video examples for universities might include alumni interviews, professor highlights, course descriptions, or campus tours. When I mention uploading YouTube videos to Facebook, it’s important to note that I’m not talking about posting the YouTube link. Video that is uploaded to Facebook directly plays natively and reaches 2X more people, resulting in 2X more likes, 3X more shares, and 7X more comments than a posted link.
7. Compile Tweets into Twitter Moments
Twitter moments were released to the public in November of 2016. They represent “the very best of what’s happening on Twitter” (their words) by compiling collections of tweets about a specific topic in one place. Creating a moment is simple and the link to do so can be found on your Twitter profile dashboard.
After you click the “Create new Moment” button, you’ll be prompted to enter an eye-catching title and description, along with a cover photo. After you’ve decided on a cohesive theme to guide your moment, you can scroll down and select historically posted tweets to add that fall in line with the story you’re trying to create. If you want to further customize your moment, click the “…More” button in the top left corner.
Jordan Opel is an accomplished, creative professional. He is responsible for managing and enhancing organic social media activities for our various clients. Additionally, as the leading graphic designer, he contributes to a significant portion of Circa Interactive’s creative endeavors through motion-media design, illustration, and content-creation experience.