How To Plan and Reuse Content
Running a small business is time consuming. I don’t know about you but the last thing that I want to worry about is making sure I have content out the wazoo. We’ve talked about creating value rich content and you know it can take a lot of time and thought. So the question becomes, how do we get the biggest bang for our buck when creating content. I’m here to tell you that there is no need to invent the wheel here, we’re all about working smarter, not harder. (Do you think I could include another clique phrase in there?!?! LOL!)
Okay, so let’s dig in. The first rule of thumb is that you don’t want to wing it. When you wing it, it is hard to have any consistency. I like to plan out my content by the quarter (at least) so that I know what is coming up ahead of time. Then I think about all the platforms that I post on. For me this includes YouTube, Blog, Instagram, Facebook, Pinterest, and a newsletter. Now think about which of your platforms requires the most amount of work to create your content. For me, this is YouTube. YouTube requires filming, editing, transcribing, and posting. Most of my content revolves around the YouTube schedule since it is the most complicated to produce.
Let’s walk through how I can make one YouTube tutorial become content on EVERY SINGLE one of my platforms.
YouTube: Duh, right! This video was created for YouTube, so I upload it and boom! Done!
Blog: This one is pretty easy too. I create a blog post that basically summarizes what I cover in the tutorial and embed the video into the blog. Some folks will write a transcript of the video and post this to their blog. I think this works great for podcast formats, but for tutorials, I think a step by step works a lot better. The benefit of this is that some people don’t want to sit and watch videos. They want to see the steps laid out.
Instagram/Facebook: I combine these two since I mostly post through Instagram and then just have it copied over to Facebook. I don’t have a huge facebook audience, since most of my target audience is over on Instagram and it works better for visual media. I will take the video clips from my YouTube and create a quick REEL previewing what you’ll learn in the tutorial and directing folks to my YouTube channel. I’ll also make a grid post of the final product so it is posted in REELS, on my grid, and then I’ll repost to stories.
Pinterest: I can actually make at LEAST two pins here. I like to make a pin both to the YouTube page and to my blog. It can also be good to make a few pins for the same link that look a little bit different. Pinterest now allows videos in their pins so I’ll do some pins with pictures and some with videos so we can catch more people.
Newsletter: Tell your people about it! I like to do a quick roundup of the weekly content in my newsletter so people can get straight to the good stuff!
Now, let’s say you don’t have a YouTube. That’s okay. You can still repurpose your content. I personally think that video is easiest to repurpose, but let’s do the example of a photo. Let’s take an Instagram grid post where I posted about how I’ve been working on getting more accurate skin tones for all types of skin. I just took a picture of an example and listed the colors that I used for a portrait of an Asian family. Let’s walk through how this can be repurposed:
Blog: Talk about it in a little more detail on the blog. Go into why you chose the colors that you chose, link to affiliate links (if applicable) for your supplies, show examples of other portraits with different skin towns.
Instagram/Facebook: don’t just leave it at the post, repost that to your stories, make a quick REEL where you show the supplies and the colors you used. It’s all on the same topic and you already have the paint out anyways. This is where it is helpful to plan--so that you remember to take a quick video of you squeezing the paint out onto your palette and taking pictures at various steps in your work.
Pinterest: Pin your blog post, and pin to your family portraits listing on your website
Newsletter: put in a little note about your custom portraits and let them know that being able to paint a vast array of skin tones is important to you. You can even link to your blog so that they can learn a little bit more about what goes on behind the scenes.
So, as you can see, It looks like a lot, but you can really make one piece of content go a long way. If you want to start digging deeper into your content scheduling, I’ve created a pretty epic spreadsheet (if I do say so myself) that can help you organize your content for the week. Get the file sent straight to your email when you sign up for our newsletter with the form below: