Your blog should be feeding your social media content pipeline, including Pinterest.
I know it seems counterintuitive that a largely text-based medium, your blog, could feed your content pipeline for Pinterest, which is such a visually based platform, but it’s certainly not impossible.
Following are a few ideas for how you can reimagine your blog content as highly visual content for Pinterest:
Visualize key points
Every quality blog post typically has several key points that support the main theme. Sometimes these individual points can make great bite-size content, so take advantage of this and reimagine them for Pinterest.
Try isolating the key points from your latest post and re-write them as short snippets of text – think something along the lines of a tweet. Then create or find a compelling, attention grabbing visual that illustrates each individual key point, and spend some time nicely laying out the associated text on the image.
Depending on the length of your article, and number of points or support points made, you could create a nice series of pins from a single blog post.
Graphically demonstrate stats, numbers, or anything you’ve quantified
If your blog post features statistics, or if you’ve quantified virtually anything, try to think of interesting ways to visually demonstrate those numbers and give them richer meaning to your audience.
Consider finding interesting or entertaining points of comparison, re-think how you create graphs and charts to make them more visually stimulating, or lay out your numbers on top of an image to give added context.
Create pin-worthy header images
This is a bit of a no-brainer, but try spending a bit of time on a key visual or header image for each of your articles.
The bit of added time you spend creating a stunning key visual will serve the dual purpose of also being interesting content for Pinterest.
Infographics for added information
Finally, think about how you can create a supplemental infographic to the content of you blog post. You could include a breakdown of key points with added context, give a more detailed analysis of any stats or numbers provided in your post, provide a detailed back story or ‘behind the scenes’ for interested audience members, or more.
There are a number of ways that you can create supplemental value for interested readers through the crafting of an infographic, or infographic-esque image. Get creative and give it a shot.
Have you ever converted blog content into valuable Pinterest pins?
Do you have any unorthodox sources of content for your Pinterest boards?
It would be fantastic to chat with you more about this in the comments, or on Twitter @RGBSocial
There are some amazing businesses and brands pumping out absolutely killer content every day, though I can’t think of many that do it with such regularity as Red Bull. This article will showcase the awesome episodic video content series ‘Imaginate’ by Red Bull, featuring Danny MacAskill.
This post will go on to illustrate some of the key lessons that can be learned from Red Bull and how you can apply those to your own business or brand’s social media and content marketing.
What they did
Danny MacAskill has a track record of riding in awe-inspiring trials mountain bike riding videos. I’ll admit that before his ‘Way Back Home’ and ‘Industrial Revolutions’ videos, trials riding wasn’t in my consciousness, but now it’s a discipline of mountain bike riding I find to be absolutely amazing even though I’m not a rider or particular fan of the sport.
Despite this, Red Bull found a way to up the ante from these already amazing videos, and completely redefine the context in which this type of riding typically occurs; all of which of course results in amazing content for Red Bull’s audience.
Why it’s killer
Red Bull has proven mastery in taking time to tell a story and creating episodic content. Where most businesses or brands would simply cut to the chase and produce a killer trials riding video, Red Bull identified an opportunity to tell a human interest story about the featured rider, Danny MacAskill, the personal challenges that needed to be overcome, as well as give an insider look at what it took to create the final video.
As if this wasn’t fantastic enough, Red Bull also created an innovative social media consumer promotion on Pinterest centred around the idea of solving photo puzzles by creating personal pin boards and arranging photos in the correct order, and created a series of Q&A videos to answer audience questions asked on Reddit.
Even with Red Bull driving all traffic to the official Imaginate microsite to view the series of videos – not YouTube – the final riding video has still achieved over 2.7 million views on YouTube, which is pretty killer to achieve with no real traffic drivers.
What can be applied to your business?
Spend time telling a story
When telling a story, slow down, take your time, and think about ways that you can captivate your audience even before you hit them with the climactic finale. Doing this will build interest, allow for a broader audience to be drawn into the story, and give people a reason to return to your social media and digital properties for future updates or episodes. Additionally, it will give you even more valuable content to publish for your audience.
Find ways to involve your audience
Giving your audience easy ways to get involved with your business, brand or content will give them a deeper sense of investment in what you are doing, and will work toward building loyalty. Certainly not all audience members will want to get deeply involved, but try to know them well enough to understand what level of involvement will be meaningful and met with excitement.
Publish your content where your audience is most comfortable
Don’t hold back from publishing your content across several social media and digital channels just so that all views, comments, likes, pins and shares will be consolidated on the same property. Chances are that your audience is divided in how they absorb and interact with content, and you should give them the option to do that on their social media channel of preference. When you are measuring success, you can simply consolidate metrics from all channels into one report to gain a higher-level view of performance.
What do you think of Red Bull’s Imaginate content?
Have you seen any killer content recently that you’d like to share?
It would be great to chat with you about your thoughts in the comments, or on Twitter @RGBSocial
A blog post shouldn’t just be a blog post.
Any time you put the effort into writing a blog post, you should consider how to deconstruct it into several pieces of shorter form content to feed your business’ social media content pipeline.
I’ll describe how you can do this and a few things you should consider for each social media platform here:
Facebook, Google+ & LinkedIn
Each blog post should at the very least be cross-promoted on Facebook, Google+, LinkedIn or whatever social media platforms your business is utilizing. Instead of just posting the title to your blog post, try also sharing a key point, or posing an interesting question to drive engagement.
A word of caution here is to not over-promote your content on these platforms. Limit your cross-promotion to a single post on each of these social media networks so you don’t come across as spamming your audiences’ timelines.
Get the most out of your blog post by also cross-promoting it on Twitter. In addition to tweeting the title of your article with a link, schedule follow-up tweets to share each of the key points, statistics, and otherwise tweet-worthy anecdotes.
The number of tweets that can be created from the contents of a blog post is dependent on how many points of value you’re able to extrapolate. The key here is to ensure that each of your tweets can stand on its own as being of value to your audience.
Pinterest might not seem at first like an obvious social media network through which to extend the value of your blog post, but there are often opportunities to share content from your blog here as well. Create images that highlight key points, lists, ideas, how-to’s, or other information from your blog post.
Similar to Twitter, the number of Pinterest pins that can be created from your blog post is reliant on how many individual points from your blog post alone can provide value to your consumers. When creating Pinterest pins, ensure that the content you will be sharing from your blog post is enhanced by the added visual element that is inherent on the platform.
Your blog posts can be reimagined as scripts or speaking points for YouTube videos. Video content can be created to touch on all of the points included on your blog, or you can create a series of shorter vignettes to engage your consumers with more bite-sized content.
Alternatively, your blog posts don’t need to be the beginning and end of a conversation. YouTube can be used to dig into certain points, provide additional context, highlight practical application, or interview others to gain their perspective on your content.
In addition to placing a huge amount of effort into creating content that will provide value to your consumers, you should also be focused on how you can get the most value from the content you create. By deconstructing your blog posts into content for your business’ other social media properties you’ll be able to extend the reach of your content by reaching different consumers on different platforms, and you’ll be able to save your social media and content marketing teams a huge amount of time creating content.
How do you deconstruct your blog content for use on other social media networks?
It would be great to chat with you more about this in the comments, or on Twitter @RGBSocial
‘I want to shut down my Facebook page because I don’t want to deal with all of the negative comments that people have to say about my business’
Have you ever heard something like this?
Have you ever thought this?
If you’ve thought it, please, take a moment to hang your head in shame.
I’ve recently had discussions with several friends and colleagues who have shared stories of their clients wanting to remove their business from social media because they don’t want to have to address negative comments, the headache that trolls can cause, criticism from their loyal consumers, or simply because they don’t have time to address these concerns.
The very thought of wanting to ‘remove your business from social media’ is completely missing the point.
You can’t remove your business from social media.
All you can do is remove yourself from the discussions that are going to happen about your business, regardless of whether you’re participating or not.
Just because you ignore issues, doesn’t mean they’ll go away
Consumers don’t limit their online expressions of discontent, enthusiasm, or other opinions on businesses to only those with a Facebook Page, Twitter timeline, Pinterest board, YouTube channel or blog.
They have their own blogs, their own Facebook profiles, Twitter feeds, message boards and almost numerous other options for sharing their experiences, opinions, and perspectives on your business.
By not engaging in social media, you’re willingly being ignorant to these discussions and removing your ability to participate, make things right, and in some cases, defend yourself.
You can learn from negativity and apply it to improve your business
Consumers complain and spread negativity for a reason; they’re unhappy with your business. Sure, trolls exist, and some people are just inclined to complain, but most consumers have legitimate criticisms when they take their frustrations online.
Even when consumers are being negative, this is can be positive for your business. For every single person who expresses their criticism online, how many consumers are biting their tongue, vowing to themselves that they’ll take their business elsewhere in the future? It’s worthwhile to listen to what they have to say, and to view this as an opportunity to improve your business.
You can set the record straight
On occasion, there are consumers who express concerns on social media who are doing so unjustly. Maybe their negative experience was an anomaly, maybe they used your product improperly, maybe they didn’t set your service staff up for success. Whatever the issue, being able to receive these complaints also gives you opportunity to set the record straight and help those consumers out with their problems.
This will not only help the consumers you’re directly connecting with, but future consumers will be able to see these interactions and have greater faith that you are going to support your product or service, which can positively influence their purchase decisions. You might be able to avoid these issues or complaints in the future by creating record of your interactions, as a sort of FAQ or troubleshooting guide.
In my opinion, there is exactly one reason why engaging in social media could be viewed as a negative, and that one reason is that you no longer want to be in business, or no longer care about the future success of your business. This isn’t to say that the success of your business is entirely dependent on social media, but the perceived downsides are actually incredibly positive in most situations.
Have you ever been frustrated by complaints or negativity expressed on your social media properties? If so, how did you handle that situation?
If you have anything you’d like to add or discuss further, please feel free to do so in the comments, or on Twitter @RGBSocial
Photo Credit: Veer