More Content, Less Work? We’ll show you how.

We all know that a steady stream of engaging social media content going out to all your channels is one of the best ways to raise your brand awareness, attract new customers and nurture the ones you already have.

We also know that you’re busy, and that crafting the volume of content you need can be a real challenge for any business.

What’s the secret to creating lots of high quality posts in a super efficient way?

Repurposing!

First things first – this doesn’t mean posting the exact same thing to all your channels – that’s cross-posting. Sometimes necessary when you’re in a real time crunch, and often better than doing nothing at all – but repurposing content is the next step up from that – and by following our tips, you’ll find it only takes a little bit more time for a much better result.

Put simply, repurposing your content means taking it from one channel and tailoring it to your other channels. It’s not a one-to-one exchange though – where the real efficiencies come into play is when you can create a whole batch of short-form content from one long-form piece.

Let’s use a boutique winery as an example. We’re going to take a blog post and make a whole week’s worth of facebook content from it – seven posts.

The smartest way to do repurposing well is to begin with your longest piece of content. For most people that’s going to be a blog post, but it could also be a video, podcast or some other form of content you have created in your business. 

Here’s a blog post we prepared earlier about delicious cool climate wines.

What is Cool Climate Wine?

You may have heard the term Cool Climate Wine, but what exactly does that mean? Cool Climate refers to viticultural climates that typically average a temperature of less than 16.5OC over the growing season. This temperature can be affected by things such as elevation of the vineyards, rainfall, humidity and the cooling and warming of cloud and wind patterns. It should be noted that cool climate does not always mean cold. Australian Cool Climate regions can still have hot Summers and warmer periods, however, the average temperature over the growing period might be a result of cool winters or the temperature dropping at night.

Grapes from cooler regions typically don’t ripen as quickly as those from warmer periods, this results in lower natural sugars and higher acidity. Typically Cool-climate Wines are described as elegant, nuanced and fresh. The fruit flavours of the wine tend to be tart – raspberry, cranberry sour cherry and green apple are common in cool climate wine, as are herbaceous notes, and earthy “forest floor” in Pinot Noir and black pepper in Shiraz.

Typically Cool climate regions specialise in producing varieties like Chardonnay, Pinot Noir, and Sauvignon Blanc.

One Blog, Many Posts

So – that’s our cute little blog post all about cool climate wine – time to pour a glass and get to work! We’re going to make seven days’ worth of posts from this one short blog. Each one will be a different type of post so you can see all the possibilities!

Let’s write some Educational, Lifestyle, Interactive and Promotional posts to get started.

How do we craft content in all these styles?

It’s easier than you think. Breaking down the post types:

  • Educational: Post that provides some information (facts or general information) about our Topic.
  • Lifestyle: Related to our topic, a general snapshot of something that happens/happened day to day.
  • Interactive: A post designed to encourage interactivity and engagement with the post. For example, a question or survey.
  • Promotion: Promote the business, product(s) or service in relation to our topic.

Educational

To create educational posts, you need to scan your blog posts for places in which you make a factual statement. In this blog article, for example, we can post about temperature measurement and factors that affect temperature. We can also post about how the fruit ripens more slowly in this climate and the resulting characteristics. For another post, we can describe the wines that thrive in Cool Climate Regions. You can make the fact that all these posts are on the same topic a “feature not a bug” by adding in an intro describing the connecting theme.

“This week, we’re exploring cool climate wines!”

Post 1: Educational

Cool Climate vs Warm Climate. Cool Climate refers to viticultural climates that typically average a temperature of less than 16.5OC over the growing season.

#wine #coolclimatewine #coolvswarmclimate #viticulture #winegrapes #winegrowing

 

Post 2: Educational

Cool Climate vs Warm Climate. Grapes from cooler regions typically don’t ripen as quickly as those from warmer periods, this results in lower natural sugars and higher acidity. Typically Cool Climate Wines are described as elegant, nuanced and fresh.

#wine #coolclimatewine #coolvswarmclimate #viticulture #winegrapes #winegrowing

 

Post 3: Educational

Cool Climate vs Warm Climate. Cool Wine Climates are known for their Chardonnay, Pinot Noir, and Sauvignon Blanc. The fruit flavours of the wine tend to be tart, raspberry, cranberry sour cherry and green apple are common in cool climate wine, as are herbaceous notes, earthy “forest floor” in Pinot Noir and black pepper in Shiraz.

#wine #coolclimatewine #coolvswarmclimate #viticulture #winegrapes #winegrowing

Lifestyle

Lifestyle posts are about something interesting that is happening within your business that can be related back to the core topic (Cool Climate Wine.) In these examples, we link the topic to posts focused on the Vineyards/Viticulture and Winemaking.

 

Post 4: Lifestyle

Our Viticuluture Team out today checking this years growth. It looks like another great year of growth – due to our Cool Climate, harvest is still a few weeks away.

#wine #coolclimatewine #harvest #2022harvest #viticulture #winegrowing

 

Post 5: Lifestyle

French Oak Barrels and time in Barrel help highlight the characteristics of our Cool Climate Wine, resulting in wine full of elegance and fresh fruit flavours.

#wine #coolclimatewine #harvest #2022harvest #viticulture #winemaking #winebarrels

Interactivity

Interactivity posts are designed to encourage likes, comments and shares – creating conversations, and transforming your social channels from a “broadcast only” space to a thriving community. An easy way to do this is to ask a question, encourage people to share their opinions and getting people to choose between two (or more) options.

 

Post 6: Interactivity

The elegant and fresh nature of Cool Climate Wines make them a perfect pairing to a range of foods. What are some of your favourite food pairings with our wine?

#wine #coolclimatewine #foodandwine #winematching

Promotion

Last but certainly not least, we want to make sure we’re regularly doing promotional posts – these are posts that have a direct CTA (Call to Action) in them, designed to sell! These are the posts most likely to transact.

 

Post 7: Promotion

Our Cool Climate Shiraz is a vibrant wine displaying notes of blackberries and forest floor undertones with a black pepper spice. Available from our Cellar Door, or right now in our online store here (link to collection).

#wine #coolclimatewine #redwine #shiraz #coolclimateshiraz

Work Smarter, Not Harder

There we have it – seven posts covering all our main content styles, all from one short blog post. It’s efficient, quick and it also gives you the opportunity to explore a topic in a bit more depth – giving your social content a consistent theme and showing everyone how organised you are is just a bonus.

This is just the beginning – if you add in different ways information can be expressed – data can become an infographic – text can become a video, or audio – there’s really no limit to how hard you can make one little blog post work.

We’re exploring all the ways in which you can make your content work smarter, not harder in the Click Engage Convert Academy this month. If you’d like to get access to our live training, the wealth of resources we share with our members and co-working days where you can batch-produce content that ticks all the boxes, you can join the Click Engage Convert Academy here: https://clickengageconvert.com

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