How Much of Your Content Goes To Waste?March 15, 2021
For today’s #MarketingMonday topic I want to talk about the MASSIVE content wasteland that most of us are swimming in. What do I mean by that? Well, most of us don’t realize it, but we have a TON of content right under our noses that we can be using on our own networks RIGHT NOW, only most of the time we completely overlook it.
From the industry emails we subscribe to, to the posts that cross our social feeds, to the content sitting in our Canva accounts and let’s not forget about ALL THE CONTENT that is just hiding on our computers!
How many times have you saved something to your computer and never did anything with it?
We’re all guilty of it.
But that’s just it, we have SO MUCH content that we consume on a daily basis that we oftentimes don’t realize what we have to work with when mapping out our own social content planning.
For this week’s Ready…Set…THRIVE! Marketing Monday conversation, the talking points were as follows;
- Where do you typically gather your content for social media from?
Do you bookmark your favorite blog sites and industry publications and peruse their new content daily? (Hint, hint…if you do you should totally add THE MODERN DAY AGENT to your daily consumption list!) Or do you get the latest industry posts delivered to your inbox daily/weekly/monthly? Do you utilize the SAVE button on your social networks when you come across a post that you like and want to revisit? If so, how often do you go back and revisit or share that content? Do you use a resource such as Breakthrough Broker, Keeping Current Matters, or perhaps your national brokerage site to find new content? What about NAR, CAR, or your MLS? Do you ever scroll through the content you’ve created inside of Canva or any of the other apps that you keep on your phone and desktop? What content is sitting in those areas? And last but certainly not least, when was the last time you did an audit of your own computer to see what content is sitting on there? If you’re anything like most of us…there’s a GOLD MINE of content or a LANDFILL, depending how you look at it!
- Do you post direct to a platform or via a scheduling tool?
While there’s certainly different solutions that work best for different agents and teams, something to keep in mind is the fact that posts that are natively posted to a site, DO receive more algorithmic love. It’s just they way things work. Think about it…if you owned a business, would you want the customer to come to the store and look around for themselves or would you rather they send someone in on your behalf? That’s kind of how social networks operate, they want YOU to start your conversations directly from their platform first. But let’s face it, we’re busy professionals and we NEED to streamline. So we can use tools like Hootsuite, Buffer, Sprout Social, or Later to schedule out our social content. OR, if we don’t want to to get dinged in the algorithm we can use Facebook’s OWN scheduling tool, Creator Studio. Personally, that’s the tool I now use for all of my social content. I love that because it’s owned by FB you aren’t bound by the same ropes as when you use an outside 3rd party tool. If you’d like to learn more about creator studio and you’re a member of The Residential Real Estate Council, you can actually access the replay of the webinar I taught on Creator Studio – HERE. If you’re not a member of RRC and you’re in the greater Los Angeles area, send me a message and we’ll set up a time for your brokerage to get dialed in!
- Do you cross-post or create original content for each network?
I was reading an article the other day where a professional marketer was basically shaming realtors for using the same content across various networks. I’ve got to admit, I was annoyed by the post. Here’s the thing, the experts that tell realtors to create different content for all the networks they are on, they have NO CLUE about just how many hats a realtor wears and how much they already juggle. Asking a realtor to now be a marketing agency that curates original content for numerous sites DAILY or WEEKLY is just absurd. Here’s the thing, how many people do you think see your FB posts daily? If you’re lucky, 10% of your network. So what about the other 90%? Maybe some of them are on Instagram, Twitter, Pinterest, YouTube, LinkedIn, or maybe they’ll just be surfing on good ole Google. So it stands to reason that if you post that SAME post in all these areas, even if you hit a mere 1% on each of those (which is super low, you’ll likely hit more than that), that’s now 5-10% more eyeballs on that very same post. Cast that net wide I say…maximize it. Because even IF you max out and get 20-25% eyeballs, you still have 75-80% of your sphere that still haven’t seen your content. We’ll circle back to this down below….
- Do you ever repurpose content? If so how?
Have you ever written a blog post, or shot a video that offered tips, tricks or some sort of value proposition? Have you ever thought about revisiting those posts and creating several posts from those larger ones? This is the ninja trick that lots of professional marketers use. They curate a big piece of content with the sole purpose of using it to create a bunch of micro-content. Truth be told, this is the WHOLE REASON I jump on livestreams. Whether it’s one of my curated interviews for Ready…Set…THRIVE! or one of my FB lives for #marketingmonday, I use the livestreaming to create content that I know will take minimal effort to curate. Once I go live, now the video lives on that network, with no editing or uploading necessary. And, if I used a tool like Streamyard, now it lives on whatever networks I simultaneously pushed it to…such as YouTube or Facebook. The beauty of having these videos is that now you can go back and write a blog post for your website about the video (which is what I am doing right now), create micro-posts about each talking point, use Wavve to create sound bytes, or upload the audio alone as a podcast.
Lots of options for content all from one live broadcast!
- What about posts that are barely seen, what can you do with those?
Now let’s revisit my earlier talking point from above…have you ever taken the time to scroll through your social networks to take a peek at all the posts that barely received any interaction, but deserve to be seen? SO MANY of our posts get so little eyeballs, so it MAKES SENSE to go back and repurpose and repost from time to time. You can either re-share from your social networks directly or you can make minor edits to the colors and font in Canva if you have posts that live in there. Simple little edits that refresh your posts from the past and make them VOILA, brand new to someone today!
There’s so many ways we can be tapping into our gold mine of content that’s right in front of us…I can’t wait to see what you all come up with! Leave a comment below or connect with me on social to share with me what you were able to find. I’m excited to come along and support your efforts!