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How to Splinter Long-Form Content for Social Media (Instagram, Twitter, and LinkedIn)



How to Splinter Long-Form Content for Social Media (Instagram, Twitter, and LinkedIn)

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:

  1. Take your introduction and use it as your caption.
  2. For articles: Use the points of your article (H2 and H3 headers) or video as individual carousel graphics.
  3. For videos: Cut your video into segments sharing each of your points, and post each as its own carousel video.
  4. 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”).

For example, this is an Instagram feed post based on this article published on our blog:

How to Splinter Long Form Content for Social Media Instagram Twitter

Instagram Stories:

Here’s how to turn an article or video into an Instagram Story:

  1. For articles: Film 1-2 stories introducing your topic by using the introduction of your article. 
  2. Film 1-3 Stories per point of your article.
  3. End with a conclusion of 1-2 Stories based on the conclusion of your article.
  4. 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).

Twitter (Threads)

Turn articles and videos into Twitter threads by:

  1. First tweet: Use 1-2 sentences from your introduction and add your title as the last sentence. 
  2. Each point of your article or video is 1-2 tweets long (pro tip: add media for better engagement).
  3. 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

1642112650 923 How to Splinter Long Form Content for Social Media Instagram Twitter

Twitter (Tweets)

Use tweets to promote articles and videos with 3 steps:

  1. Use 2-3 sentences from your introduction.
  2. Make the title of your article or video the last sentence of your tweet.
  3. Add a link to read or watch your content.

Here’s our tweet promoting our blog article, Pre-Holiday Campaigns: Checklist for eCommerce Businesses:

1642112650 179 How to Splinter Long Form Content for Social Media Instagram Twitter

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:

  1. Copy and paste your introduction into your LinkedIn post draft.
  2. 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:

1642112650 458 How to Splinter Long Form Content for Social Media Instagram Twitter

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.


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Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies



Unlocking the Power of AI Transcription for Enhanced Content Marketing Strategies

Have you noticed how artificial intelligence (AI) is slowly integrating into, well, everything? Then it won’t surprise you to hear that it’s also infiltrated content marketing.

How can AI enhance your content marketing? Through AI transcription.

Want to learn how?

Why AI Transcription is Revolutionary

AI transcription is transforming the way we access and interact with information. Here’s how it’s changing the game:

Rapid Content Transformation

Imagine turning a one-hour podcast or webinar into a comprehensive text document in minutes.


AI transcription allows for quick conversion of long-form audio and video content, making it a breeze to repurpose these materials into articles, blogs, or reports.

This means you’re spending a lot less time working on making your content as accessible as possible—the AI is doing it for you—and more time on simply creating new content.

Inclusivity and Accessibility

By providing a text version of audio and video content, AI transcription breaks down barriers for people with hearing impairments. This widens your audience.

It also aids non-native speakers in understanding the content better by allowing them to read along, improving comprehension and engagement.

Content Amplification

With AI transcription, a single piece of content can be repurposed into a multitude of formats.

For example, a transcribed interview can be used to create an in-depth blog post, several engaging social media posts, and even quotes for infographics. This not only amplifies your content’s reach but also maximizes the return on investment for every piece of content created.


SEO Benefits

Transcripts can be a goldmine for SEO. They are rich in keywords spoken naturally during conversations. Including these transcripts on your website or blog can significantly improve your search engine ranking by providing more content for search engines to index.

Real-Time Engagement

With real-time transcription services, audiences can follow along with live events, like conferences or webinars, through captions. This enhances the interactive experience and viewers don’t miss out on important information.

AI transcription is revolutionary because it democratizes content, making it accessible and usable in a variety of formats. It caters to a global audience, and multiplies the impact of the original content, all while improving SEO and user engagement.

Integrating AI Successfully

To truly tap into the power of AI transcription, you need a game plan. It starts with picking the right AI transcription service—one that’s not only accurate but also savvy with the lingo of your field.

Here’s how you can integrate AI transcription into your workflow like a pro:

Record Quality Content

The clearer your audio or video recording, the better your transcription will be. Invest in good recording equipment, minimize background noise, and ensure speakers articulate clearly. Think of it as laying the groundwork for flawless transcription.


Transcribe with AI

Once you have your high-quality recording, it’s time to let the AI work its magic. Upload your file to AI technology like Clipto and let it transform your spoken words into written text. This step is where the tech shines, turning hours of audio into text in minutes.

Edit and Polish

AI is smart, but it’s not perfect. Review the transcript for any errors or awkward phrasings. Adjust any text you need to. This editing process ensures the final product is not only accurate but also engaging and readable.

Incorporate into Your Strategy

Now that you have your polished transcript, use it to upgrade your marketing materials. Transcripts can be repurposed into blog posts, social media content, eBooks, or even used to enhance video and podcast SEO by providing searchable text.

AI transcription is  a dynamic tool that can extend your capabilities. By treating AI as a collaborative partner, you can enhance your content marketing efforts, making your message clearer, more accessible, and far-reaching. Integrating AI transcription allows you to engage with your audience on multiple levels.

Spicing Up Your Content with AI Transcription

Let’s get real—AI transcription is more than just a fancy way of turning chatter into text. It’s a secret weapon in your content marketing arsenal.

Boosting Quality and Nailing Relevance

Think about it: when you transcribe your audio and video goodies, you’re capturing every little detail and nuance that might have slipped by unnoticed. Here’s the scoop:

  • Accuracy is Key: With AI, you can nail the exactness of your content, catching the subtle hints and expressions that give it flavor.
  • SEO Magic: Those transcripts are like SEO gold, stuffed with keywords that naturally pop up in conversation, giving your site’s visibility a hearty push.

And the cherry on top? AI transcription can sort out the big themes in your content, keeping your marketing vibe consistent and spot-on across all platforms.

Digging into Data

Now, here comes the detective work. AI transcription lays out all the juicy data about what your audience loves (and doesn’t). With this goldmine of info, you can:

  • Analyze Engagement: Spot the hotspots in your videos or podcasts where people hang on every word—and where they hit the fast-forward button. This insight is like a roadmap to your audience’s heart.
  • Strategize with Confidence: Armed with data, you can tweak your topics, amp up engagement, and keep your audience coming back for more.

So, by turning your spoken content into text, you’re not just filling up space. You’re diving deep into the analytics pool for a smarter, more data-driven approach to content marketing. It’s about getting down to the nitty-gritty of what your audience really likes, making every word you publish count.

Bottom Line

It’s clear that AI transcription is not just a fleeting trend but a robust ally in the realm of content marketing. Equipped with tools to make your message not only heard but felt across the globe.

From crafting precision-packed text that search engines adore to unveiling layers of audience insights waiting to be explored, AI transcription is your go-to for making every piece of content count.

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How To Adapt Your SEO and Content Strategies for SGE and AI Experiences



How to Adapt Your SEO and Content Strategies for SGE and AI Experiences

A massive change is coming to search.

As Google experiments with AI in its standard search results and its Search Generative Experience (SGE), marketers must understand how to adapt their content strategies for new AI-impacted search experiences.

Since 2023, Google has been prolific in its AI experimentation, changing the way content is represented in search results. Its content-led SGE recently moved out of its testing lab to show up in a small percentage of results in Google’s main search interface.

Brands that produce content experiences that align with new search behaviors and focus on conversion stand a better chance to survive the search change.


Google adds generative AI, first-person reviews, and anti-spam actions

Your news feed says all. Search and generative AI investments are everywhere. And it’s not just Google — new entrants, such as Perplexity AI and, are on the search scene. Meanwhile, OpenAI is working on a search engine powered by Microsoft’s Bing.

Still, Google owns the biggest market share in search, so let’s focus on the ways AI is affecting Google SEO.

Reddit and new content sources

Google added new content sources to its traditional results and Search Generative Experience.

In traditional search results, adding more content sources helps fine-tune its AI technologies. The recent content licensing deal with Reddit is a prime example. You can already see its content appearing more often in traditional search results.

This screenshot shows the search engine results for “Is Volvo a good car?” A discussion from the Volvo subreddit appears as the third result on the page (or fourth if you count the people-also-ask module.)

Click to enlarge


SGE appearance

The image below shows the SGE for the Volvo query. The first paragraphs are an AI-generated summary drawing on ratings from RepairPal (after an alert explaining the experimental nature of the generative AI content.)

Below the SGE summary, a search box prompts the visitor to ask a follow-up question. After that element, the Reddit discussion on Volvo reliability appears.

The image shows the SGE for the Volvo query.

Click to enlarge

Showing Reddit content in SERPs lets Google show more first-person reviews and opinions (the experience element of Google’s EEAT (experience, expertise, authoritativeness, and trustworthiness) for search ratings.

But how will Google distinguish between subjective, objective, and informative opinions? With Reddit content, which can include positive and negative opinions readily on display, brands will need to follow relevant discussions on Reddit.

Google goes after spam sites

You may have read about Google’s latest update, which aims to avoid sites with low-quality (often AI-generated) content and give helpful content more prominence in SERPs.

This hammers home the message to avoid relying on generative AI alone for content creation. Content needs a human touch to earn the experience, expertise, authoritativeness, and trustworthiness that Google and, more importantly, searchers want to see.


Expect more penalties from Google for content that’s just churned out from AI prompts.

SGE’s impact on brands

SGE is the rollout that will impact every industry and content marketer.

My company, BrightEdge, built a tool to detect how and where search engines experiment with AI and new content formats. The chart below shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Health care will see the biggest impact, with 76% of its searches affected by SGE. Finance will be the least affected, with only 17% of queries impacted by SGE. Here’s how SGE will affect other industries:

  • E-commerce (49%)
  • B2B technology (48%)
  • Insurance (45%)
  • Education (44%)
  • Restaurants (36%)
  • Entertainment (36%)
  • Travel (30%)
The chart shows an estimate of the percentage of queries by industry affected by SGE results once it’s fully rolled out.

Click to enlarge

Once SGE rolls out completely, it will likely impact over $40 billion per year in ad revenue on Google for marketers per BrightEdge estimates.

How to prepare for SGE and changing search behavior

Google has always shown relevant sources and articles so searchers can make informed decisions. With the generative AI changes, Google’s engine now asserts an opinion. This represents a fundamental shift in how a search engine responds to queries.


Imagine you search the web to learn more about a BMW model you’re interested in. Previously, a Google search would display results with links such as BMW’s official site, Top Gear, Consumer Reports, and Carfax. The searcher then could choose the resources to explore and form an opinion about the vehicle.

In the generative AI world, Google’s primary result might not be a direct link to BMW’s website. Instead, it could be AI-generated content that provides an evaluative perspective. The AI content might include important factors to consider when looking at a BMW, such as the potential for high maintenance expenses or issues with parts availability due to supply chain challenges. This AI-curated summary will be presented before the searcher can see the resources with links for further exploration.

This shift may lead to reduced but higher-quality traffic. Brands are likely to experience better conversion rates. The reason? Consumers are more likely to act because they’ve been influenced by prior engagements and information provided by Google.

Still, you’ll need to adapt to the new search environment. Here are some tips on how to prepare.

Focus on the search basics

Solidify your foundation of SEO and website fundamentals. The essential elements will gain more significance as time progresses.

Make sure your website is optimized for user-friendliness and complies with Google’s guidelines regarding Core Web Vitals, Helpful Content, and EEAT (experience, expertise, authoritativeness, trustworthiness).


You may also want to review these tips for optimizing content for SGE.

Deepen your understanding of new search behaviors

Use data to grasp user and conversational intent, especially since these factors influence the AI-generated search results. Identifying high-value searches is essential.

Make sure that your content responds to the specific query and addresses its broader context to attract results for long-tail keyword searches.

Content generated by AI draws from reliable and credible sources. Ensure your brand’s content is considered an authoritative source.

The growing prominence of trusted sources and an increase in consumer reviews signal a pivotal change: Brands are likely to have less control over the customer journey.

Align content with other marketing disciplines

Search engine results now encompass an array of media types and formats, including social media, reviews, and news sources. So, teams in marketing, content creation, digital strategies, brand management, design, social media, and public relations must align closely.


Strategies for an AI-first future

According to BrightEdge research, 98% of enterprise organizations say they’ll prioritize SEO in 2024. And 94% of organizations are looking to integrate SEO into all marketing (omnichannel) strategies.

Strategies for adapting your content approach to new search experiences will vary by industry.  Here are a few examples.

E-commerce: Google commonly presents content for e-commerce queries via product viewers. SGE replaces these with better, more visual, and informational (combined) content.

Google has experimented with several formats, including a general shopping result that details what a searcher would expect to see in a universal listing. However, as SGE results have evolved, so have the ways a user can view products.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

This image shows an example of SGE’s integrated product viewer carousel with grouping for apparel, which displays multiple apparel options in a single display.

These tips will help you prepare for the various viewer modules (see viewer examples).

  • Optimize for trend relevance: Aligning category pages with current trends can increase your chance of being included in SGE dynamic displays.
  • Incorporate product reviews: Showing product reviews on your site boosts credibility.
  • Present clear pricing Information: Use schema markup to highlight pricing details.

Travel, restaurants, and local: Places have long been a key module for Google. Now, we’re seeing the places module showing up in about 45% of SGE queries. So, make sure to include location-based keywords.

You might also try these optimization suggestions:  

  • Monitor and respond to reviews.
  • Tailor your local listings for location-specific queries.
  • Keep an eye on how and where SGE displays local modules. SGE displays local results even in queries without location-specific terms.

Entertainment: SGE entertainment results are primarily informational. But more reviews (and warnings for age-appropriate content) are appearing in both traditional search and SGE.

Get ready to shift your SEO thinking

Whoever provides the best experience for their target consumers will win in the new AI search experiences. Focus on third-party content reviews, social, PR, and brand authority. Expect your competitive landscape to change with new entrants that might eat into your market share.

Be aware, ready, and prepared to optimize for multiple AI search experiences.

All tools mentioned in this article were suggested by the author. If you’d like to suggest a tool, share the article on social media with a comment.

Want more content marketing tips, insights, and examples? Subscribe to workday or weekly emails from CMI.


Cover image by Joseph Kalinowski/Content Marketing Institute


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Feeling Stuck: What to Do When You Don’t Know What to Do



Feeling Stuck: What to Do When You Don’t Know What to Do

Now, let’s deal with the task at hand.

Now that you have calmed yourself down and got a clear head, it’s time to get on with the task. There are all sorts of techniques you can use, but I’m going to go through one I use a lot: the traffic light system.

The traffic light system

First, work out what you do know and don’t know using the traffic light system.

List out all the things that you feel you need to do; it could be as simple as:

  • Create a plan

  • Add the timeline

  • Build a team

  • Talk to someone

And you’ll find as you think and write, more ideas will come to mind. Keep building on that list, be creative, think of similar problems you have faced, and as you do, jot them all down.


Once you have exhausted ideas, go through the list and color code it as follows:

  • Know how to do it – GREEN

  • Have an idea on how to do it – AMBER

  • Absolutely no idea – RED

This process will take you from “I don’t know how” to “I have some idea how.” It will give you a visual representation of the task, with steps, and you may be surprised at how much green there is on the list. You probably know more than you think you know. We often do, but fear and panic can get in the way of clear thinking.

Who do you need to talk to?

Now you have a better idea of what needs to be done, talk to the people who will help you build on that. They may be part of your team, connected teams, a supplier, or maybe even a client.

This often is easier said than done, as insecurity can come into play. One of my clients once said, “But how can I ask for help? It is my job, and I am supposed to know how to do all of it.”

Together, we challenged this view of thinking by going through the ABCDE model that neuroscientist Giulia Panozzo talked about on my podcast.

ABCDE stands for:





Disrupter (another belief)


Learn more by listening to the podcast episode:


Using Neuroplasticity for Personal Growth with Giulia Panozzo — The SEO Mindset Podcast

In my client’s case, it went something like this —

Action — She didn’t want to ask for help.

Belief — She believed her job was to do it all and know it all, or else she wasn’t doing her job well.

Consequence — She was stuck in the project

Disrupter — Her manager was someone who was there to support her. Someone she could learn from, and this project was an opportunity to grow.


Energize — With this new belief, she could feel energized and move forward.

By speaking to others, and leveraging their knowledge and expertise, continue building a plan and/or solution for the task that will help you gain progress.

What do you need to learn?

This step is about is about figuring out what you need to know. That may be a course, a book, learning from someone in your organization, and so forth. And remember, you don’t have to learn everything, just the bit that takes you forward.

This doesn’t mean that you shouldn’t learn more, read more, or do the whole course, but as a person with these tendencies, I know it can delay the actual progress of taking action.

Take action

So, remember that traffic light exercise? And the subsequent steps to find out more? Don’t wait to have an entire board of green or to ‘know it all’ before you start. It won’t happen, and you actually don’t need to. As you start having a go, you’ll learn more, and the project will open up.

Often, while searching for a perfect solution, it can feel easier and safer to get lost in the details and planning or get busy with other tasks. These actions could be rooted in fear of failure, reluctance to venture out of the comfort zone, or not feeling confident.


However, confidence will come from taking action, so just start!

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