What could Thanksgiving leftovers and Social Selling possibly have in common? Done right, they both involve skillful REPURPOSING of material.
One benefit of spending hours to create a big Thanksgiving meal is that it pays off for days in the form of leftovers. A fundamental activity of Social Selling is sharing tasty content, but regularly creating original content can be laborious.
Here are three ways to repurpose content so that the original effort pays off in multiple ways:
Be a Master Mixologist - Most people don’t want the exact same meal the next day. The art of creating great Thanksgiving leftover meals requires a twist on the original dishes. Classic Thanksgiving combinations include turkey and cranberry sandwiches or twice-based stuffed sweet potatoes. With Social Selling, content can be repurposed via a combination of distribution methods. Consider a blog, for example. Beyond the original posting to your blog site, you can extend the content’s visibility many ways:
1) Include it in the next month’s email newsletter
2) Post the link with a “grabber” comment in a LinkedIn Update and your LinkedIn Company Page (if you manage it)
3) Post the link with a “grabber” comment to your Facebook Status Update and your Facebook Business Page (if you manage it)
4) Post the link with a “grabber” comment to your Twitter followers
Add New Ingredients - Sometimes, combining existing ingredients is not enough. New ingredients are required to yield different results. Imagine using leftover mashed potatoes to create Shepard’s pie or adding chorizo and jalapenos to leftover stuffing for a Thanksgiving burrito. New ingredients in the Social Selling world could include new media types like audio or video. A few months ago, I started to record the interviews for my Social Selling Superstars blog entries. I did it so I wouldn’t have to take notes and I could concentrate more on the actual interview. After listening to the first one, I decide it was good enough to publish the audio file as a blog download. Soon after, I learned it was possible to upload the files to iTunes, and, voila, I had a podcast. For more visual content, you can create your own YouTube channel. I put clips from my training videos and speaking engagements on The Sales Foundry’s YouTube channel.
Leverage Additional Distribution Channels – Sometimes, there are so many leftovers that the host will send guests home with a plastic container of leftovers. Similarly, your friends and colleagues can help share your content to others. It could be via a LinkedIn Update, re-Tweet, guest blog post, or other means. Since the social era finds more and more serving as information curators, may people are looking for content to share. The trick is to understand their audience so you only ask people whose audience would be interested in your content.
In both cases, the point is that if you are going to do the hard work to create a wonderful meal/content, why not repurpose them to maximize the benefits.
Sales Leaders: If you're curious to know how well your sales reps are sharing content to build relationships and drive leads, request your free Team LinkedIn Sales Skills Report.