All too often, when we create content for social media we tend to look at it like it's a one-off piece of content; meaning that you created it, you posted it, and then it's done. But if you look at almost every other industry in which there is content being created, none of it is ever used just once. Everybody is leveraging their assets for multiple uses. As small business owners, we tend to be really bad at this. And I think that is because we have a misconception about what the content is and what purpose it's serving.
If you have ever watched the Super Bowl or any major television event, you will notice that there are always commercials. And the ads that go up on the Super Bowl are very, very expensive ads. They tend to be groundbreaking ads. It's a way for businesses to change the way that people perceive them so they don't worry about the cost.
One thing to note is that if you see a great Super Bowl commercial, you're not going to only see it one time. In fact, you'll likely see that commercial so many times that you're just sick of it. Or, if you actually like it, it may become like a meme in your life where you will laugh about it and everyone in your family laughs about it. But it's definitely not something that happens once and never again. The commercial goes out time and time again; because of the time, energy, effort and money spent money creating it.
As small business owners who use social media, we can’t afford to look at our social media posts like celebrities look at their expensive red carpet outfits; to be worn once and never again.
If you're familiar with Tiffany Haddish, who is a comedian who has grown in popularity in the last few years, you may have heard the story of how she broke from that Hollywood tradition. At one of her very first award shows, she ended up buying a dress that was really expensive to her, but normal by Hollywood standards. Because she was still new to that lifestyle, she wore it for that ceremony and she kept wearing it over and over. She's been on multiple magazine covers in that same dress, she wears it to other award shows, she's been photographed in it at different times.
Instead of it being a one and done situation, she actually took that dress and broke the cycle of feeling like you can only wear something once.
Why am I bringing all this up? Why is this important? Because as small business owners, what we tend to do is create an asset and then think, "Well now that I've used that, I can't go and use it again."
In all reality as a small business owner you can't afford to let your time, energy, effort and money go to waste like that. If you plan to be consistent on social media, then you need to leverage every single asset that you create for multiple uses.
Every time that you make a blog post, you need to be prepared to post about it several times.
Every time that you create a social media image or you have a graphic designer create an image for you, you need to be prepared to show that image multiple times, in multiple ways, on multiple channels.
If you've got a video created, you can chop it up into multiple clips or get a transcript of it and post it on your blog.
If you're creating podcasts, you need to be willing to take snippets from that podcast and do different things with them. Replay that podcast in your own podcast stream when the topic becomes relevant again.
You can even straight up repost content, because the algorithms on a lot of platforms are almost guaranteeing that a bunch of people did not see it the first time.
And if you've got a ton of engagement the first time, absolutely put it out again; maybe with a different caption. If the caption is what got people's attention, change the image. There are so many opportunities for us to leverage our own assets.
You should not be creating social media content and only using it once. If you're creating it and you're only using it once, you're doing it wrong. As a small business owner, you don't have time to just create new content over and over and over again, all the time, endless content stream after endless content stream.
None of us has time for that. We're running a business.
It's not your job to get up every morning and do Instagram stories and Facebook posts. When you're recycling and recreating and repurposing the content that you have created, you free yourself up from content creation so that you can focus on more important aspects of your business.
Of course, I'm not saying you shouldn't be doing those things. I absolutely think that all small business owners should be participating in their own social media. But you shouldn't let it dominate your daily schedule. And the one way to guarantee that it will always dominate your schedule is to never repeat your content, never repurpose your content, never reuse it...to only ever have something created once and never use it again. I don't want you to get trapped there.
Leverage every bit of social media that you are creating and move on to the more important things in life.
If you are going the DIY route for your businesses marketing, there's some pitfalls to avoid. Check out these related articles for more information on how to avoid the mistakes business owners make in their marketing. What Small Business Owners Get Wrong About Branding and 3 Ugly Truths About Marketing For Small Business