Your content is valuable. And so is your team’s time.
If you could squeeze more juice out of the lemon, wouldn’t you take the opportunity? By splintering your long-form articles and videos into content for your other marketing channels, you squeeze all the juice possible out of every article or video you publish.
You also build an omnichannel presence…without needing a huge content team.
And if we wanted, we could keep going! Our article can turn into a YouTube video published as an IGTV video and cut down into a TikTok and Instagram Reel.
But, you don’t need all of that. You just need to cover your main content basis: Instagram, Twitter, and LinkedIn. And luckily, you’re sitting on a mound of content, ready to be splintered.
You just need to know the template for squeezing all the juice out of your long-form content.
Here are 5 templates for turning your articles and videos into Instagram feed posts and Stories, tweets and Twitter threads, and a LinkedIn post.
On Instagram, you can create feed posts, Stories, Reels, and IGTV videos. IGTV videos are similar to YouTube videos, and you can repurpose your long-form content directly to Instagram as an IGTV video. Turning long-form content like articles or videos into feed posts, Stories, and Reels requires a bit more work, with a worthy ROI.
Instagram Feed Post:
To turn an article or video into a feed post, follow these steps:
Take your introduction and use it as your caption.
For articles: Use the points of your article (H2 and H3 headers) or video as individual carousel graphics.
For videos: Cut your video into segments sharing each of your points, and post each as its own carousel video.
As your last carousel graphic or video, write either a summary or a call to action if you want the viewer to take a specific action (“Click the link in bio to read our article” or “Click the link in bio to watch the full video”).
Here’s how to turn an article or video into an Instagram Story:
For articles: Film 1-2 stories introducing your topic by using the introduction of your article.
Film 1-3 Stories per point of your article.
End with a conclusion of 1-2 Stories based on the conclusion of your article.
Add a call to action to your Story and add a link if necessary (“Click here to read the article”).
There are two types of content to create on Twitter, tweets, and threads. Tweets are 280 characters long (one single tweet). Threads are several tweets ‘threaded’ together to create a longer-form piece of content (that still abides by each tweet being 280 characters maximum).
Turn articles and videos into Twitter threads by:
First tweet: Use 1-2 sentences from your introduction and add your title as the last sentence.
Each point of your article or video is 1-2 tweets long (pro tip: add media for better engagement).
Last tweet: Use 2-3 sentences from your conclusion to summarize your thread and add a call to action and link to read the article or watch the video (if necessary).
Note: These tweets will have less engagement (likes, replies, and retweets) because they’re promotional. Only focus on one metric for these tweets: clicks.
On LinkedIn, you can post your article, video, and posts. To post your article, you’ll just copy and paste from your blog to LinkedIn (but beware, this can mess with your SEO). We splinter our articles into LinkedIn posts for our company page. Keep reading to see how we do it.
Here are the 2 steps to splinter articles and videos into a post on LinkedIn:
Copy and paste your introduction into your LinkedIn post draft.
After the last sentence, add a link to your article to read more.
Splinter Your Long-Form Content and Multiply Your ROI
Part of content marketing is playing the numbers game. You want to show your content to as many customer avatars as possible, showing them TOFU, MOFU, and BOFU content that draws them closer to your brand.
And marketing is all about meeting your customer avatars where they are. You don’t want to force them to learn a new platform, figure out how to intake content, and add it to their daily routine. That’s not your job.
Your job is to put your content in front of your audience—wherever they choose to hang out.
More of your ideal customers are scrolling Instagram, Twitter, and LinkedIn than your blog (we’re all in the same boat, here). By splintering your content, you can show them the in-depth article you just published or the straightforward YouTube video that just went live on your channel.
And you can do it in the form that suits what they’re looking for on that platform…without needing to create entirely new content, bog down your content team with more tasks, and get less ROI on more pieces of content.
Splintering content is a content marketer’s ultimate tool in the insatiably hungry content world.
As consumers sign up for more a la carte streaming apps and other on-demand TV services, they’re slightly less tolerant, on average, when it comes to watching ads, according to a new study by GroupM, the media investment arm of WPP. The research was conducted in December by GroupM’s Audience Origin (formerly LivePanel) and included 1,000 U.S. consumers.
Respondents to the survey were asked, “If it meant a lower monthly bill for your streaming services, how likely would you accept having to watch commercials?” In the previous survey, 76% agreed. This time, 73% agreed.
The GroupM study also concluded that access to ad-free and ad-light subscription services remained high, consistent with the figures they observed through public filings by streaming service operators.
Why we care. If the number of TV watchers who would tolerate ads for a discount on their services hovers around three quarters, that’s still sizable, and the reason why a company like WarnerMedia introduced an ad-supported version of their HBO Max app last spring.
WarnerMedia announced that combined HBO and HBO Max subscribers were at 73.8 million subscribers, but declined to provide a breakdown of how many chose the ad-supported tier of HBO Max, which is priced at $10, as opposed to $15 for no ads.
In an online press appearance, WarnerMedia’s President of Advertising Sales JP Colaco declined to provide the specific breakdown, but said that viewers did “sign up in droves” for the ad-supported tier.
As the streaming landscape continued to mature, ad-supported video, or AVOD, will remain a significant segment.
Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.
Jeff J Hunter (owner of VA Staffer) recently partnered up with Trisha Leconte to run BrandedMedia. Trisha’s personal branding agency “HEROBrand” – which is an acronym for “Helping Entrepreneurs Realize Opportunities”- was absorbed by BrandedMedia and they are so excited to announce their partnership.
In this video, Jeff and Trisha talk about the CORE Branding Method focused around building your own personal brand!
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