Social Media: Brilliant Content Repurposing Tips with Susan Moeller from Tailwind (episode 065)

by April Buencamino-dy

Organic social media expert Susan Moeller has been helping improve social media marketing for nearly 10 years, with experience across both B2B and B2C channels. Right now, Susan works at Tailwind, where it’s all about making social media marketing easier and bringing you better results.

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Getting Started

Susan started out as a freelancer handling social media for clients in the finance and non-profit industries.

She then moved to a startup called BuzzSumo, writing about the types of long-form blog content that worked best on social. This ultimately led to her work for Tailwind.

Why Should We Get Into Content Repurposing?

Having started out writing blog posts and trying to use them on social media, Susan quickly realized how essential repurposing is.

For her, content needs to be presented in different ways which is why repurposing is key for any social media strategy.

She says content is valuable and it can help any business achieve its goals, so it’s important to highlight it from different angles to make the most out of it.

What Types Of Content Can Be Repurposed?

For Susan, any kind of content can be repurposed, but you have to think about which channel will be suitable for each piece and consider what’s appropriate for your audience. 

Product pages, any kind of image or video you own can be repurposed. Even your content that resides on the web can be posted on social media as long as it’s suitable for your consumers.

Repurposing For eCommerce

Aside from the product and sale information, think about the main ideas you want to convey to your audience, and the ways you can communicate them.

This means not only do you repurpose the content assets themselves but also exhaust and repurpose the high-value ideas you know are working for your brand, before moving on to the next.

Steps In Repurposing Content

Start by creating video content, which is the most time-intensive, high-value piece of content you will make.

From the finished video, you already have a lot of assets you can repurpose. A simple transcript of that video can be used as a blog post. Quotes from the same video can be used in a variety of ways and may even become a call to action on your blog or in an email. Several quotes may be used to create a carousel post on Instagram.

You can further break this down and repeat the process as necessary.

Scheduling Tools And Switching Costs

A scheduling tool is important because one, you don’t have to stay online until that perfect time for you to post.

Two, from an ROI and efficiency standpoint, a scheduler becomes valuable because it saves you on the switching cost that comes with moving from one project to another. With a scheduling tool, you can work on a content now and all its pieces, then plan its release ahead of time. This is more efficient than jumping back on forth on different campaigns and having your focus interrupted.

What To Watch Out For Right Now In Social Media

The people from Instagram say you have to be very consistent in the times you post because your audience knows when you’re going to show up. Consistency will also ensure your content is promoted efficiently. 

On the Pinterest business page, it’s also good to keep up with the weekly trend report they publish. And with Pinterest being further ahead than other channels, you should already begin thinking about your holiday content.

Insider Tips

If we’ve inspired someone to take their first step with social media – what do they need to know to give themselves the best chance of success?

Don’t limit yourself when it comes to organic social.

Constantly ask yourself what the biggest need is for your business, and then check out which social network will work best for you and your budget.

Once you’ve started of course you’ve got to ‘keep optimising’! So what’s your favourite way to improve social media performance?

Broaden your view of social media and learn to use it to build an owned audience.

Find a way to engage with people outside of one social channel, and the gold standard is to get them on your email list.

This also relates to Susan’s newbie advice which is to not limit yourself when it comes to social media.

If someone listening wants to learn more about social media is there one cheap/free resource you’d recommend?

Susan gives us 3 recommendations:

Crystal ball time – what’s coming up in the next 6-12 months that we should be getting ready for in social media?

For the short term, Susan says it’s time to plan for Black Friday and Cyber Monday. If you haven’t started planning for these events, Tailwind has a Black Friday-Cyber Monday kit to help you out.

For the long term, think of entertainment. We will see more content presented in a very entertaining way.

Interview Links

  • Business
  • Fancy giving Tailwind a try? Start for free HERE and get $30 credit for when you upgrade to a paid plan

Susan on Social media:

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