What if you could create one piece of content and then repurpose it to use across various marketing channels, while saving you time and still providing value?
The good news: you can.
As a marketing expert, I’m a big fan of using what I call the “macro to micro” method, which is writing a longer form of content--such as a blog post--and then breaking it down into smaller pieces of content--such as a newsletter and social media posts--to use. Ultimately, it involves using this longer form of content and pulling bite-sized chunks from it so that you’re not necessarily writing new content but rather using what you already have there.
Follow these steps below to implement this process in your own business.
Write the Blog Post
First things first: determine the topic of your blog post! Struggling to pick the right thing to write about? I always recommend brainstorming the problems or issues that your target market is facing and then write a blog post that solves those problems or issues. This ensures that you’re providing value because you’re identifying where your audience could use support and then your content is giving them that support.
To give you an example, I recently published a blog post about how to work on your business rather than in it after realizing that there were so many entrepreneurs out there who don’t spend enough time internally developing their business to help it grow and instead only focusing on completing the tasks that they need to for their clients and customers.
Once you know what you decide on the topic and then write the post, you can use QuillBot’s paraphrasing tool in the Fluency mode to improve how the blog post flows and fix any grammatical errors, which is what I did:
You can paraphrase up to 10,000 characters, which is the perfect amount for a blog post. Read through QuillBot’s suggestions, and if everything looks good to you, you can move onto the next step.
Draft the Newsletter
A newsletter is usually shorter than a blog post, so that would be the next step to take in this process. I encourage you to think about the main points of the blog post and highlight those in the newsletter, but then drive people to the link of the full blog post so that they can read it for more information.
Using my blog post example above, I list three recommendations for working on your business: developing a marketing strategy that wows your audience, networking like your life depends on it, and generating leads and selling your heart out.
Because I list those three steps, I would recommend setting up the newsletter so that you leave the introduction paragraph (or even shorten it if you find that it’s too long), outline the three steps and write a brief explanation for each, and then include a call-to-action that would encourage your subscribers to read the full blog post for additional support.
In summary, you’re condensing the blog post to remove any text that isn’t absolutely necessary to include for the subscriber to get the overall message. If you think your newsletter might need some tweaking, QuillBot’s paraphrasing tool in Concision mode is great for creating short, concise sentences:
And now you’re left with the perfect newsletter to send, bringing you to the last and final step.
Create Social Media Posts
The key with creating social media posts is to take that condensed newsletter that you wrote and write a short yet punchy post from it.
You can do this by presenting the main topic or problem, sharing the quick and easy steps to solve that problem, and then asking your audience if they have any further questions about it. The social media post that I would write for this blog post is:
Dedicating time to work ON your business rather than only IN it is how you’re able to grow your business and take it to that next level.
Don’t know where to start with that? Follow these suggestions:
1) Develop a marketing strategy that wows your audience
2) Network like your life depends on it
3) Generate leads and sell your heart out
Read my latest blog post to learn more about what goes into each of these pillars.
See? It covers the overall message without getting too “in the weeds” and wordy. And, because I really want to make sure that I write my post the right way, I like using QuillBot’s paraphrasing tool in the Standard mode:
And voila! You have the perfect post for social media.
Marketing is all about working smarter, not harder, and that’s exactly what this macro to micro method achieves for you. Saving time while providing value for your audience? I’d call that a win-win situation.
By Ashley Mason
Ashley Mason is a marketing consultant, TEDx speaker, and founder of both Dash of Social and Student to CEO.
Starting her marketing firm at the age of 19, Ashley successfully grew it to reach six figures by the time she was 21 and took it full-time upon graduating from college. Since then, she has been featured in prominent publications such as TEDx, Business Insider, The Huffington Post, and more.
Passionate about pursuing entrepreneurship at a young age, Ashley hopes to inspire others to take that leap, just like she did.