You created that fantastic article about the perfect topic, you post a link to it on LinkedIn and then… 10 reads on your article. Do you recognize this? Pretty normal. But such a waste of time on writing and editing that article to post it just once on LinkedIn, don’t you think?
In this blog, we’ll share our workflow & tips on how to repurpose your content to be able to create maximum impact and reach as much audience as possible with 1 single piece of content.
There's little overlap in consumption
your audience consumes content on different times throughout the day but not only time is relevant, also the format. As studies have shown there are
This implies that you can post the same content several times and you can repurpose your content in different formats as your audience will probably not have seen it.
On top of that, only 10 to 12% of your audience will see your message. And from that 12%, there will always be people who prefer to watch content, read content or rather listen to it. That means that if you’re producing video content, turning it into a podcast and then getting it written as an article on your website, there’s little chance your audience will see it twice.
Video is the fastest type of content to produce
If we’re talking speed, video content is for sure the best option. We do not have to tell you anymore you NEED video in order to catch your audience’s attention in 2023.
All social algorithms (of any platform) will push video first. Most currently prefer short form video but we’ve seen great uptake on long form video on platforms like Youtube. Yes, Youtube is a highly underestimated channel for B2B video
The framework to use 1 single content piece during 5 weeks
In order to get the most out of 1 single video content piece, we made a framework using AI to be able to scale that piece of content at fast pace.
Let’s break down what you need to do each week to distribute your piece of content on social media platforms.
Week 1: Post your expert video native on social platforms
First things first: upload your expert video on YouTube. Yes, even if you’re not a fanatic Youtuber with a thousand subscribers. YouTube is the only social platform owned by Google. This means you will get the SEO benefits from Google by publishing your video on the platform. Furthermore, you’ll need the transcript generated by YouTube later on.
When your video is live on YouTube, to create as much impact as possible, you will post your video native on LinkedIn. No links, no anything. Share the value of your expert video with a short caption above.
After testing this for several clients, we found the best times to post on LinkedIn are usually on Tuesday and Wednesday between 11am and 1pm.
Pro tip: make sure to add subtitles to your video for your reading audience who doesn’t turn their sound on.
Here is an example on how to post your video native on LinkedIn:
Week 2: Post your expert video as micro blog on your website
As you want to drive traffic to your website, embed your YouTube video into your website, add a bit of text, a compelling call-to-action and there you go! This is a great way to keep your blogpage alive. Here again, you want to get as much as SEO keywords as possible in your microblog. To make some speed, use the transcript from YouTube and ask ChatGPT to turn that transcript into a blogpost.
Week 3: Extract pictures and text and turn it into carrousels, quote images,...
To create the perfect mix between the different available content types on socials, select the main insights from each video you make and turn them into a carrousel or visual with a quote.
This not only allows you to share your message in a new and visually compelling way, but also helps you reach different segments of your audience who may prefer different types of content.
By mixing up your content formats, it keeps your social feeds engaging and interesting to follow.
How to leverage AI for this one? Use the transcript from YouTube and let AI generate the most important insights/ tips from the video into a format you can use on carrousels.
Week 4: Recombine multiple videos into a longer article
Now it’s time to recombine the shorter videos you shared all over the place to one piece of content that offers a lot of value.
Particularly useful if you make videos that explore a particular topic or theme, so you can bring them all together into a more comprehensive piece of content.
The best way to build your article, is to decide on 3-4 subtitles that match your topics and incorporate 1 video for each topic. Next, you’ll elaborate on the video in written text and include Call To Actions. Take each transcript of the videos you’ll use and start generating text with AI for your minibook.
Week 5: repurpose your video into shortform video
The short-form video platforms such as Tiktok, Facebook and Instagram require mobile format videos. To post on these channels, reframe your video into a 9:16 format and add some animated captions to catch your viewer’s attention.
Your expert video will typically include 2-3 insights or tips. Use AI software to be able to cut the video in different pieces and share them on the shortform video platforms.
Watch the example of a small part of the Sales Acceleration Show by Michael Humblet: