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.
Every piece of content you publish is content for other platforms. At DigitalMarketer, we turn every article into:
- An Instagram feed post
- An Instagram Story
- A tweet
- A Twitter thread
- A LinkedIn post
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).
This is a Twitter thread we wrote based on our article, Why 2021 Is the Best Time to Begin Your Digital Marketing Career:
Use tweets to promote articles and videos with 3 steps:
- Use 2-3 sentences from your introduction.
- Make the title of your article or video the last sentence of your tweet.
- Add a link to read or watch your content.
Here’s our tweet promoting our blog article, Pre-Holiday Campaigns: Checklist for eCommerce Businesses:
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.
In this LinkedIn post, we broke down our article on How to Sell Marketing: 5 Key Points Your Sales Pitch Needs into a quick, easy to read post:
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.
How to Cure “Lonely Marketer Syndrome”
If you feel lonely as a digital marketer, you are not alone.
According to an ongoing survey conducted by CareerExplorer, marketing managers rate their career happiness at 3.1 out of 5 stars, which puts them at the bottom 40% of careers.
Why would a job that involves the most entertaining and fun aspects of business, that being growth, change, and interaction between business and customer, lead to such an unsatisfactory rating?
Further, how could a job that is perfectly suited for remote working still rate so low?
Why Marketers Are Unhappy
There are lots of reasons why someone could be unhappy with their job, but for now, let’s focus on the five core factors that generated a 3.1 star rating for marketing management. We’ll expand it a bit to accommodate soloprenuers/consultants and marketing agency owners as well:
- Compensation & Revenue
- Personality Fit
- Work Environment
- Skill Utilization
Marketing Compensation & Revenue
Marketing Managers aren’t happy with their salary, even though they rate very high according to CareerExplorer’s survey. With an average of $135,000, marketing managers are the highest among similar careers like management consultants, investment fund managers, online merchants, operation managers, advertising managers, human resource managers, and project managers.
On the marketing business side, marketing agency revenue has continued to increase as well. According to Statista, digital advertising agency revenue grew from $5.69 billion in 2012 to $30.6 billion in 2022, an increase of 437% over 20 years (22% average annual increase).
Even so, they’re not happy!
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Do marketing managers find their work meaningful? Most of them don’t according to the survey. They ranked meaningfulness at 2.7 out of 5 stars.
How about the personality fit of people who are marketing managers? According to the survey, marketing managers rank fit as 3.8 out of 5 stars. Not bad considering! Still not great.
What about the work environment of marketing managers? That’s not bad as well, with a rating of 3.5 out of 5 stars. Even so, it could be better.
Finally, let’s talk about skill utilization. Do marketing managers feel that they’re using their skills to an adequate degree? They have skill utilization a 3.5 out of 5 stars. Again, not bad but not great either.
Overall, marketing professionals are missing on a lot of the key factors that lead to job and life satisfaction. Could there be a root cause for the disconnection?
Why the Marketing Profession is Awesome
We now have some insights into why the marketing profession may not be ideal, now let’s examine why it’s a really, really good job for some people. Let’s use those same survey factors to discuss.
Marketing Compensation & Revenue
Marketers make GOOD money. The survey by CareerExplorer said $135,000 average, which sounded high to me, however, Salary.com confirmed the range with the median being $113,582. No matter how you look at it, that is a great paycheck.
This is an abstract measure, but I think marketers have a huge opportunity to find meaning in marketing. Your job directly impacts the success of businesses. Businesses provide goods and services for their customers, while also providing paychecks for 47.5% of the population of the USA. What’s more meaningful than helping 58.9 million people to get paychecks?
The marketing profession is perfect for people who like networking, extroverts that like building relationships, number-heads who love analytics, creatives who like constantly creating new media, attention-seekers who love interacting with audiences, and business people who like money. If your personality fits into any of those groups, you can find a good fit with marketing.
Marketers to work pretty much anywhere, PLUS there are tons of networking groups, expos, masterminds, courses, and other events to attend all year long all over the planet. You can work from home, work at an office, travel to clients’ locations, or take your laptop to the beach. A marketer can create their own work environment if they want to!
Few professions utilize a more dynamic list of skills than marketing. From technical to analytical to creative to relational, marketing requires the utilization of vast, complex, and evolving skillsets. You will never get bored with a marketing career because you never know what you’re going to need to know next. Better yet, you have the opportunity to create entirely new skillsets that no one has even considered before!
Loneliness is Bad for Productivity
With all that said, why are marketers still unhappy? I believe that the majority of marketers are more socially-minded than your average person. They crave connection between people. That could be connection with other marketers, connection between companies and their customers, and connection between owners and marketing professionals.
Problem is that since marketers can work anywhere, they often default to working remotely. As of mid-2022, Linkedin reported that jobs offering “remote work” increased 457% year over year. Remote working for marketing roles working remotely increased 177% in just the first half of 2022.
What do you get when you have primarily “social” people working remotely? You get lonely, and loneliness hurts productivity, creativity, and health.
Research by Dr. Vivek Murthy showed that loneliness and depression cost employers $44 billion a year. A study of remote workers found that one in five said “loneliness” was their biggest struggle.
So, while marketers are generally well paid and provided with challenging work that engages their personalities, they are faced with loneliness which greatly impairs work satisfaction. How do we fix the issue?
How to Fix Lonely Marketer Syndrome
The fix may seem obvious, but it is usually missed or approached too casually in most cases. Marketers need to become part of marketing communities. Not just any communities however, the ones that will truly impact their business and mindset will have the following characteristics:
#1: Formal Education Systems
Ideally, your community should have a proven set of frameworks that other marketers (preferably hundreds or even thousands) have used to succeed.
#2: In-Person & Online Events
Online events are great, but if there is no planned in-person event, you’re going to be missing an important part of connecting with others: seeing them “for real.” Your new community should have plans for in-person meeting opportunities, even if it’s just once a year.
#3: Broad & Narrow Specialty Groups
If you can find a network with a significant amount of people in your specific marketing niche, great! Just note that they should also be connected to broader topics so that you can learn more about interacting with entire marketing teams, not just people do the exact same work as you do.
#4: An Established History
Brand new groups are great, but there’s nothing worse than committing to a brand and having it disappear on you. Ideally, look for marketer communities that have been around for at least 5 years, but preferably longer.
#5: A Hierarchy for Ascension
The best communities provide opportunities for their members to grow and contribute, with the possibility of becoming a thought-leader, teacher, or contributor to the knowledge contained within an organization. Look for groups that have positions, awards, and prizes for top community members.
Where to Find the Right Marketer Community
Lucky for you, you’re already on the right website! DigitalMarketer has been growing their marketer community since 2008. With over 120,000 marketers completing courses, thousands of contributors, and over 1 million email subscribers, DigitalMarketer is the community of choice for marketers in over 60 different countries.
Whether you’re a beginner looking for your first certification with a Lab Membership, an agency owner looking to scale with our Certified Partner network, or a successful business owner looking to scale with the M3 Mastermind, DigitalMarketer is the place to be.
Beat Lonely Marketer Syndrome and join us today!