If it’s good, it doesn’t always have to be original.
Having to think of something unique to say each time you post on social media is a path that leads to burnout. Thankfully, it doesn’t have to be this way, explained Azad Yakatally, social media lead at the B2B mental health platform Spring Health, at Ragan’s recent Social Media Conference in Florida.
“Small teams win by multiplying ideas, not chasing new ones,” Yakatally said during a presentation. “You don’t have to come up with a new idea every single day.”
Below are some ways Yakatally turns one asset — whether it’s a webinar, white paper or customer testimonial — into several pieces of content for the social team to distribute across multiple channels over the course of a day, week or month.
- Short video clips: People want snackable highlights, so give it to them by breaking down a CEO keynote address into its most memorable moments. Isolate sections that deliver a strong message without requiring viewers to know the full context.
- LinkedIn posts: Take the transcript from the CEO’s speech and turn it into a piece of thought leadership that goes into more detail on a specific topic. Consider using information that might have been cut from the talk due to time constraints.
- Carousels: Gather all the data used in the keynote to create charts or infographics. Maybe some already exist in the presentation deck and simply need to be resized for social. Or build a series of images that explain a point the CEO was making in a more visually friendly manner.
- Emails: Take bits and pieces from everything above to write an email. Reword as needed and adjust the tone based on the intended audience, but don’t be shy about borrowing heavily from all the content that’s come before.
“Just do what works until it stops working,” Yakatally advised. “You’re the only person that really cares about it being original. Take that weight off yourself.”
Watch Yakatally’s full presentation, titled “Slapdash to Studio: Scaling Social Content Creation,” on Ragan Training.
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