Shattering content for social media

We social media lot are unique. The job requires many skills and ‘special’ characteristics- creativity, organisation, energy and a love for everything techie. The campaigns we run seem effortless from the outside but trust me, every tweet, Facebook post or LinkedIn update requires meticulous planning. Generating leads, increasing brand awareness or improving engagement doesn’t happen over night. There are many roads to success in these areas but over the last few years many believe focusing on creating engaging content is a must!

Creating engaging content often comes from the breakdown, or shattering, of large assets (content) like an ebook or whitepaper, especially for social B2B campaigns. If done efficiently the asset can last 6 months, 9 months or even a year. How do you make an asset engaging for this period of time? You repurpose it of course. 


Repurposing not only makes content engaging for fans, followers and viewers it makes our job much more fun! Working with a design team to create creative videos, slideshares and even podcasts is a nice change from the day job for planning, content writing, reporting and measurement. I suppose the point I am trying to make is social media is great fun but there is much more going on behind the scenes – and we can go about campaigns in a variety of different ways, taking content to exciting new places.

© H.Adam “Broken Glass II”. Photo. Attribution 2.0 Generic

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