When I started managing social media for an organization I use to work for, it felt like feeding a voracious beast that was hungry every 20 minutes. Spending hours crafting valuable and interesting content for five different social media platforms, only to watch it disappear into the black hole of competing noise was discouraging. Especially when there was so much else to do.
It wasn't until several years later I realized: I doesn't have to be this hard.
I developed my Social Drip System. If you take one idea and drip it out fit each social media network in a variety of ways, your content will go further, and you will save time on social media marketing. Use the tips below to reach more people with the valuable ideas you have to share.
Here's how the Social Drip System works:
1. Brainstorm a list of ideas related to what you do and start with ONE blog post, podcast or video on one of those ideas.
You want to start with the place you develop your core, anchor content, such as a blog, podcast or video - whatever way you typically communicate with your audience. This is where you will flesh out the idea.
Like anything you put out there, your anchor content should be relevant, high quality, error-free, well-researched material that helps your dream client in some way. If you are going to spend time somewhere, spend it here. It doesn't matter how well you optimize for search engines if the copy is sloppy. Make sure you have a catchy title that draws people in. Include an attractive image as a header image.
2. Take a snippets from the blog post and post it on Facebook with a photo.
Once your anchor content is complete, with a killer headline and an image that draws people in, copy a couple lines from your post and use it as post for Facebook. Include a related image. Later in the week, just as traffic to your blog is dying down, share a link to your blog from Facebook.
3. Cut your Facebook post further into three and posts them to Twitter at various times in one day.
These can just be short sound bites that capture different angles of your idea. At least one of these should include a link back to your blog.
4. Reconfigure the photo with a catchy title for Pinterest and pin it with a link to your blog. (Vertical pins are best)
Take the image and reshape it to be vertical. You can do this in photoshop, Illustrator, Canva or a similar photo editing tool. (This is an affiliate link, but only because I love Canva and know how well it works for busy business owners). The great thing about Canva is it has all the optimal pixel dimensions for each platform already build it, so you don't have to guess on what size to make your graphics. When pinning to Pinterest, make sure you are using keywords. Pinterest is a visual search engine, so hashtags are not useful here. Keywords will be your bread and butter.
Optional: A few days or a week later, reconfigure the photo and text and pin the post again. Pinterest loves fresh and original content.
5. Send out a version of your anchor content as an email to your list with a link.
Cut down your copy a bit and create an email for your mailing list that includes a "read more" link to your full anchor content. At the bottom, include a "call to action." This is the next step you want your reader to take. Maybe it is to download a freebie. Maybe it is to purchase a product. It could be to comment on your post. Or maybe it is to share on social media. There are a variety of next steps you can ask your readers to take. Mix it up.
6. Mix up the content for Instagram's various .
Instagram has become four social media platforms rolled into one. Between posts, stories, reels and IGTV, it can be tough to keep up with it alone.
Here are a few ways to repurpose the content on Instagram:
Similar to your Facebook post, take a snippet to post with your photo on Instagram. Make sure the photo you choose is in line with your branding so your photo feed looks cohesive.
Pull the most powerful line from the content and make a quote graphic.
Make a carousel of tips based on the main topic.
Resize the tips and post them as stories. Add a video of you talking about the topic.
Make a Reel that hits the highlights of a couple tips.
Change your link in your bio to the blog post, video or podcast, and reference the link in all of your caption.
7. Create a Facebook or Instagram live that covers an outline of your content in your blog.
Live streaming is a great way to capture your follower's attention.
People like the raw, unedited way lives gives them a glimpse into who you are.
I know, it's a little scary to think about broadcasting a live video on social media. That's like putting out your first draft of your blog as you write it. But practice first, start short and then expand as you get a little more comfortable.
To advertise, start with a teaser post the day before. Say your post is about green smoothies, you could say, "Tomorrow I'm going live at 11 a.m. PTS to explain how to make a green smoothie that is healthy and easy." Then show up at that time and give a brief outline of your post, adding a few other tidbits about the topic you didn't cover.
Instagram allows you to save a live as an IGTV for people to rewatch later.
So there you go!
With one idea, you now have 15 ways you can connect with your audience and save time on social media.
This is enough to easily fill a week. In addition to your own posts, make a couple of your posts on social media be simply sharing other people's posts and tag them. Not only do you not have to do the work to create them, you will win friends who might be more likely to share your content. It's yet one more way to save time on social media so you can get back to doing what you love.
To be clear, you don't have to do ALL of this. Just pick a couple ways that work for you and that are management with all that you are juggling.
These are just a few ideas. How do you repurpose content?
P.S.S. I know this all can feel overwhelming! I've prepared a free checklist for you that will help you keep track of each of these steps below.