Content marketers often frame the conversation around blogging and social media as if the two are mutually exclusive. They may argue that social media ads or an aggressive blogging schedule is the only way to drive traffic to your side. The truth is, you need a holistic marketing strategy to connect with your dream clients. This is why it’s so important to repurpose blog content for social media.
3 Ways to Repurpose Blog Content for Social Media
Regularly published blog posts are great passive marketing because they improve your SEO without much maintenance. However, if you’re putting time and effort into either writing or outsourcing your blog content, you should get the most out of it! By repurposing blog content for social media, you can make your copy work for you across platforms and drive more traffic to your website.
In conversations with my clients, most express that of all social media platforms, they’re most comfortable with Instagram. The first place I suggest people use blog copy is in their captions. Instead of coming up with multiple long-form captions each week, repurpose passages from your weekly blog post. If you do that three times, you have a whole week’s worth of content! Don’t worry about overwhelming followers with content from the same blog all week. That wretched Instagram algorithm probably won’t show every post to every follower.
On the other hand, some people are of the mindset that long-form captions are on their way out. Does text fit your brand aesthetic? If so, you might consider including the occasional carousel with a hook from your blog copy. This can be a good way to tie in your brand voice cohesively with your images.
In 2020, Instagram added yet another way for people to create content with Reels. Since Reels are videos, you might be wondering how you can repurpose blog content in this format. There actually are multiple ways to do it well! First and foremost, use blog copy as prompts for your Reels. For more ideas, check out the section on TikTok below.
Unlike Instagram, Pinterest has a smaller reach overall, but its users tend to be very engaged. If you’re a wedding vendor, it makes a lot of sense to repurpose blog content on Pinterest and use it to drive traffic to your site. There are some slightly different considerations than on Instagram.
To start, you can rework blog copy as the copy for your pin. However, people don’t see that text until they click on the pin. Put your keyword in your pin’s title so that people find it to begin with. Keywords are very important on Pinterest and, from my research, far more effective than hashtags on this social media platform. You can also add a destination link. Don’t forget to do this! It’s an easy way to get people to your website.
Now to the social media that platform intimidates people most: TikTok. I understand why a lot of people feel overwhelmed by TikTok. Learning a whole new social media tool can feel exhausting on top of all the other marketing you’re doing. Here’s the thing, though. Engaged Gen Zers and even Millennials are finding wedding vendors on TikTok. As far as we know, it’s the future of social media with young people more likely to use TikTok than Instagram. Honestly, I also just find it to be more user friendly than Instagram Reels.
When you’re repurposing blog content on TikTok, approach it like you would a Reel. Use blog copy to script a brief voiceover in telling the story of the day. Alternatively, if you have a listicle, like “5 Unique Wedding Ideas,” you can mirror the blog structure in your TikTok and use bits of copy for the text and voiceover. I would have a one second introduction then spend 2 to 3 seconds on each idea. You can always end with a CTA, such as reminding people to follow you for more similar content.
It’s amazing how many ways your blog content can keep working for you. Are you excited about repurposing blog content for social media? I include Instagram captions as part of my Full Service blogging package. Grab the pricing guide for more details!