If you’re creating content but not repurposing it, you’re missing out on a slew of opportunities to provide value to your audience and save time with your marketing. What could be better than that?
You can create one piece of content and then repurpose it to use across various marketing channels through a process we call the “Macro to Micro Method” here at Dash of Social.
What exactly is the Macro to Micro Method, you may be wondering? Good question. This method involves taking a longer form of content — such as a video, podcast, or blog post — and breaking it down into smaller pieces of content — such as a newsletter, shorter video clips, and social media posts — to leverage in your marketing. Through this approach, you’re able to pull bite-sized chunks from your content so that you’re not necessarily creating something new all the time but rather using what you already have there.
Are you ready to implement this process in your own business? Let’s get started.
Create Your Long Form Content
First things first: create your long form content. Are you going with a podcast, a blog post, or a video?
Once you determine the medium, the topic of the content can come next. If you’re struggling with thinking of what to say or write, we always recommend brainstorming the problems or issues that your target market is facing and then create content that solves those problems or issues. This not only provides value but also positions you as an expert and thought leader because you’re demonstrating your knowledge on the subject while also helping your audience.
As an example, we published a blog post about how to use Facebook groups to grow your business because it’s something that we specialize in and also something that our audience often wants to learn more about.
Turn the Content into a Newsletter
If you’re thinking about drafting a newsletter that’s just a shorter version of your blog post, that would be the next step in this process. I encourage you to think about the main points of the blog post and highlight those in the newsletter, but then drive people to the link of the full blog post so that they can read it for more information.
Or, if you’re thinking about doing more of a “digest” for your newsletter like ours (sign up here if you aren’t already on our list to see what we mean!), that works, too.
Using our blog post example above, we list five ways for using Facebook groups: sharing, lurking, posting, connecting, and being consistent. If we were to create a newsletter specifically on the blog, we would set up the newsletter so that we leave the introduction paragraph (or even shorten it if we find that it’s too long), outline the five ways and write a brief explanation for each, and then include a call-to-action that would encourage our subscribers to read the full blog post for additional support.
If you have a longer video or podcast episode, though, that’s another process. We’d recommend using a transcription service like Descript so that you can easily copy and paste the transcript into your newsletter, clean some things up, and get your newsletter ready to send.
Once that’s complete, you’ll then move onto creating the short form content.
Break It Up into Short Form Content
Your short form content will consist of social media posts, audio clips, and video cuts. The audio and video clips are easy enough because you only need to take the longer video or podcast episode and cut it into something that’s between 30-60 seconds, and that task is even easier if you have the transcript to follow of where you want to make the cut.
For social media posts, you want to take that condensed newsletter that you wrote and write a short yet enticing post from it that will encourage people to click through to the blog for more information.
You can do this by presenting the main topic or problem, sharing the steps to solve that problem, and then driving them to read the blog post. The social media post that we would write for this blog post is:
Have you used Facebook groups to grow your business? You can do this by:
1) Introducing yourself
2) Combing through the group
3) Posting in the group
4) Making connections within the group
5) Being consistent with your efforts
Read our latest blog post to learn more about how to do this.
Simple enough, right? Now you have multiple audio video clips and social media posts to share with your audience, all from one piece of content.