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Deconstruct Your Blog Posts To Feed Your Business’ Content Pipeline

Content Marketing

Deconstruct Your Blog Posts To Feed Your Business’ Content Pipeline  image deconstructed blog posts2

A blog post shouldn’t just be a blog post.

Any time you put the effort into writing a blog post, you should consider how to deconstruct it into several pieces of shorter form content to feed your business’ social media content pipeline.

I’ll describe how you can do this and a few things you should consider for each social media platform here:

Facebook, Google+ & LinkedIn

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Each blog post should at the very least be cross-promoted on Facebook, Google+, LinkedIn or whatever social media platforms your business is utilizing. Instead of just posting the title to your blog post, try also sharing a key point, or posing an interesting question to drive engagement.

A word of caution here is to not over-promote your content on these platforms. Limit your cross-promotion to a single post on each of these social media networks so you don’t come across as spamming your audiences’ timelines.

Twitter

Get the most out of your blog post by also cross-promoting it on Twitter. In addition to tweeting the title of your article with a link, schedule follow-up tweets to share each of the key points, statistics, and otherwise tweet-worthy anecdotes.

The number of tweets that can be created from the contents of a blog post is dependent on how many points of value you’re able to extrapolate. The key here is to ensure that each of your tweets can stand on its own as being of value to your audience.

Pinterest

Pinterest might not seem at first like an obvious social media network through which to extend the value of your blog post, but there are often opportunities to share content from your blog here as well. Create images that highlight key points, lists, ideas, how-to’s, or other information from your blog post.

Similar to Twitter, the number of Pinterest pins that can be created from your blog post is reliant on how many individual points from your blog post alone can provide value to your consumers. When creating Pinterest pins, ensure that the content you will be sharing from your blog post is enhanced by the added visual element that is inherent on the platform.

YouTube

Your blog posts can be reimagined as scripts or speaking points for YouTube videos. Video content can be created to touch on all of the points included on your blog, or you can create a series of shorter vignettes to engage your consumers with more bite-sized content.

Alternatively, your blog posts don’t need to be the beginning and end of a conversation. YouTube can be used to dig into certain points, provide additional context, highlight practical application, or interview others to gain their perspective on your content.

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In addition to placing a huge amount of effort into creating content that will provide value to your consumers, you should also be focused on how you can get the most value from the content you create. By deconstructing your blog posts into content for your business’ other social media properties you’ll be able to extend the reach of your content by reaching different consumers on different platforms, and you’ll be able to save your social media and content marketing teams a huge amount of time creating content.

How do you deconstruct your blog content for use on other social media networks?

It would be great to chat with you more about this in the comments, or on Twitter @RGBSocial

Original Post

Comments on this Article: 3

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  1. Ben says:

    Matthew – Great post! Getting the most value out of an individual piece of content is a huge best practice and can make the time and effort your team exerts much more meaningful.

    I think your idea can even be expanded up the content chain from blog posts. Investing the resources into creating a longer form piece of content, like an ebook, can become much more valuable when you then break that asset into additional pieces of content (white papers, webinar topics, videos, and blog posts). Then, taking your idea, promote those assets across multiple platforms.

    Here is a quick slide we’ve used at Kapost to visualize this idea: http://screencast.com/t/WK4t7LMgxn. This deck actually coincides with post from last week by Hamzah Qutub – http://bit.ly/ZAmA2t

    Again great post!

    • Matthew says:

      Thanks very much for the comment Ben. You’re bang on that a similar practice can be applied up the content chain (I like that term BTW). Thanks for contributing your thoughts.

      Matthew.

  2. Oscar says:

    This is a great piece article you have here Matthew. Thanks for making this available for us.

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