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Practice Management > Marketing and Communications > Social Media

Work that blog content, Part 2

By Amy McIlwain

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Now that you’ve written your optimized, relevant, original blog content, it’s time to learn how to stretch it to benefit your business.

Repurpose blog content for social media. Besides simply promoting your blog title in a tweet or Facebook post, your content can be dissected to provide additional posts and updates to bulk-up your content calendar.

The following steps will help you break down your blog posts into shareable snippets:

1.     Outline the content. Create an overview of the blog post. While it takes a little bit of time, this provides a great snapshot for potential readers. To make it easier, create an outline before you write the initial piece of content. If outlines are not your style, make a list of the main points.

2.     Highlight small pieces of content that can work as one-liners. Quotes and statistics can be used for this purpose and turned into content for a variety of social-media platforms.

Different social-media platforms highlight different types of content, although there’s definitely some overlap. Take the outlines, bullet points and highlighted information you have pulled from your original content and decide the best way to repurpose it.

With a few simple techniques, you can expand the number of your devoted blog readers as well as the quality of your social-media postings.

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Amy McIlwain is a professional speaker on social media and President of Financial Social Media, an online marketing firm specializing in the financial industry. She can be reached through her website www.financialsocialmedia.com and on Facebook, LinkedIn and Twitter.

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