#3: Identify 10 Key Quotes or Statistics
Now that you’ve set up your spreadsheet and understand how to use it, you’re ready to start filling it in.
First, grab 10 quotes, statistics, or other snackable (easily consumable) bits of text from your article. Scan your article for sentences that are particularly meaningful and self-explanatory. Pull quotes, actual quotes from interviewees, statistics, and other data points are all good options.
Paste the first snippet you want to share into the Twitter Text, LinkedIn Text, and Facebook Text columns in the first row. Tweak the text to fit the best practices for each social platform and add relevant hashtags to the copy.
Pro Tip: Reuse your blog post excerpt as the first of your 10 social posts since it’s already been edited for brevity.
Once you’ve finished the text for your first social post, repeat this process with other quotable bits from your blog post. When you’re done, you’ll have 10 rows filled with text for Twitter, LinkedIn, and Facebook posts.
#4: Create and Customize Branded Graphic Templates
Now turn your attention to creating branded images for the 10 social media posts you just created.
In your preferred graphic design tool, select a template that has space for a headline, tagline, and branding, and features versions for all of your social media platforms.
Edit the template to fit your brand style (fonts, colors, etc.). You can ignore the background graphic in the design because you’ll swap it out each time you use the template. Just make sure your company branding and your website address (if included) are visible. When you’re done, save this design to your account.
Canva is a free, easy-to-use tool for creating attractive graphics quickly from stock materials. Other options include RelayThat, PicMonkey, Snappa, Easil, and others.
#5: Produce 10 Quote Graphics for Each Social Platform
Armed with your new design template, you can quickly mass produce graphics by copying and pasting the text for each social media post into the graphic and tweaking it to fit. Remember—the shorter, the better.
Make sure you choose a different background each time you create a set of social posts to promote a new blog article, eBook, or white paper. Your graphic design tool is likely to offer stock images to choose from or you can find images from royalty-free sites like Pexels, Unsplash, and Pixabay.
Because you’ll sprinkle your 10 posts throughout a much larger social media calendar, it’s okay to repeat the background on these 10 images. People won’t see the posts one after the other on your social channels so it won’t be obvious you repeated the design.
Remember you’ll need to create multiple versions of each image to meet the specs of your different social platforms.
When you’re done creating your images, download them to your computer and paste the image filenames into your spreadsheet.
#6: Schedule Your Social Media Posts
At this point, you’ve published a new article, copied 10 of your best quotes from it into a queue, edited your quotes into copy to post to each social network, and created graphics to go with each post. All that’s left to do is import your posts into your social media management platform and schedule them.
Most social media management tools feature a bulk import/upload feature or you can devise a workaround using IFTTT or Zapier.
For this example, I’ll demonstrate how to bulk-upload to Buffer (available in free and paid plans, starting at $15/month). You’ll export CSV files of your posts from your Google sheet and then import them into the appropriate Buffer queue with a third-party tool. The CSV file has a very simple format—one column that contains the text of the post (including the link).
Export a CSV File With Your 10 Posts
Once your 10 posts are approved and ready to be scheduled, open your Google sheet and copy the data from the Final columns (Twitter Final, LinkedIn Final, and Facebook Final) to the OUT tabs (OUT Twitter, OUT LinkedIn, and OUT Facebook).
To visualize this, here’s what the final text might look like on the OUT LinkedIn tab.
To export the content from each tab as a separate CSV file, choose File > Download > Comma-Separated Values.
Import Your CSV File Into Your Scheduling Tool
Once you have CSV files of the posts for each social channel, the next step is to import those posts into your scheduling tool. This process will be very similar in any social media management tool: Perform a bulk-upload using the CSV file and attach images one by one to each post.
While Buffer doesn’t directly allow bulk imports, there’s a free tool you can use as a proxy called Bulk Buffer. After you authorize your account, drag and drop a CSV file to your Bulk Buffer dashboard to load your posts, select the social profile you want them delivered to, and click Send to Buffer.
When the import process is complete, open your Buffer dashboard and add the images manually to each post. Since you’re only uploading 10 posts, it should take just a few minutes to edit each one to add the appropriate image.
Note: If you’re interested in automating this process, there’s a workaround involving a Zapier integration for Google Sheets and Buffer.
Repeat this process to schedule the posts for all of your social media platforms.
Randomize Your Queue
Buffer includes another useful feature when scheduling content in bulk—the ability to randomize your queue with the click of a button. You’ll need to upgrade to a Buffer paid plan in order to get access to this feature.
To randomize your queue, select your social profile on your Buffer dashboard, click Settings, and click the Shuffle Queue button. In the pop-up that asks “Are You Sure?”, click Shuffle Queue to confirm your choice. Now all of the posts you just imported into Buffer will be posted randomly to that particular social media account.
After the quick automated randomization, scroll through the posts and move any posts that were shuffled together too closely. Dragging and dropping a few errant posts should be all you need to do at this point.
Promoting your published article, eBook, or white paper with multiple social media posts will ensure it receives the attention it deserves. With this simple repurposing system, you can maximize the value of your written content, save time creating content for social media, and greatly increase the visibility of your content to drive traffic.
What do you think? Will you try this process to promote your written content on social media? Share your thoughts in the comments below.
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