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It’s 🥌 Curling Is Cool Day, Reader! Let’s hear it for the sweepers!

In today’s edition:

• Today's 👉 Tip of the Day is for LinkedIn

• ♻️ A simplified strategy to 10X your most valuable content

• 🤳 More features for Instagram’s Creator Marketplace

• Expanded 📊 YouTube analytics

• 📣 Additional industry news from Threads and YouTube

Do you manage a company page on LinkedIn? Wish you knew about new features sooner rather than later?

Join the Official LinkedIn Group for LinkedIn Page Admins

This special Facebook-style group for LinkedIn page admins lets you see updates directly from LinkedIn's pages team. 

Today's tip is inspired by Michelle J. Raymond, a featured speaker at Social Media Marketing World.

A Quick Reminder for Reader... 

We wanted to make sure you saw this before it’s too late…

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How to Repurpose Content for More Awareness and Engagement

Having a content marketing strategy is essential for businesses today, but consistently creating high-quality, engaging content can be a significant challenge. The following “atomization” framework will guide you in exponentially amplifying your existing content to maximize its impact and value.

For example, take a comprehensive research report. Instead of just posting the report link on socials or adding it to your website, brainstorm all the possible ways to divide it into smaller content formats.

The key is matching formats to social channels and audiences. For example, determine how an infographic looks on Instagram as a post versus a Reel. How does this live in your email? How does this live on a podcast? 

Some repurposing ideas include:

• Social media graphics with key stats

• Short video summaries

• Blog post series based on main sections

• Infographics around major findings

• Email newsletter nuggets

• Presentation decks

• Podcast interview snippets

• Quotes for sharing

Systematize Your Content Amplification 

Center your efforts on four key elements:

Content Pillars: Connect content to overarching topics and themes your brand focuses on. This allows you to identify areas where a piece may have additional applications.

Audience Stages: Map content to target audience mindsets across your sales funnel. For example, how could a report be formatted differently for prospects who are new to your company versus longtime customers? Different groups will have unique needs.

Angles: Determine the core narratives or angles you want to highlight and feature. For a report, these could be major conclusions, actionable recommendations, surprising revelations, etc. Covering multiple angles allows you to generate more variants of the content.

Formats: Finally, consider what formats will work best based on social platforms, use cases, and audience preferences. Would your content resonate more as a LinkedIn article, Instagram carousel, or email newsletter? Align formats to your audience’s consumption habits. 

Here’s an example: Say your cornerstone content is a report. First, start with your core content pillars. If the report applies to 2 pillars, that's a great starting point. Next, look at tailoring parts of the report to two potential audiences or buyer journey stages per pillar, such as prospects versus existing customers.

If you have 5 key report takeaways and 2 target audiences, you have 10 angles. Cover each angle for each audience in 2 formats, like a historical comparison and a demonstrative example, and you have 20 ways to repackage the content.

Extend Content Amplification 

Many signals indicate a chance to amplify pre-existing content. 

An important one is aligning with the seasonality of your business and sales cycles. If prospect engagement spikes at certain times of the year, have relevant lead gen and top-of-funnel content ready to exchange for contact information; free giveaways, or on-site handouts/checklists—the types of “free before you buy” content that get attention. 

Timeliness also matters. An annual report, for example, will have the greatest relevance for two quarters—Q4 when it is released and Q1 of the following year. But reports often maintain value for 1–2 years as an interesting benchmark of progress. The content you published two years back could resurface as a “then versus now” comparison spotlighting your evolution.

Alternatively, if a hot topic is gaining traction and you have relevant content, pull that asset forward for amplification—your target audience analytics provide the best signals for what to amplify.

The goal is to identify successful evergreen and seasonal pieces that merit replay after publication. This will prevent you from reinventing the wheel each quarter or from losing traction from past efforts.

Today's advice is provided with insights from Lauren Teague.

How to Be More Valuable in 2024…

Are you feeling undervalued at work? Are you looking for a way to shine to your boss or clients?

Imagine acquiring specialized knowledge that helps you get a raise, improve your rates, or bring in more revenue for your company. That's what happens with an On-Demand ticket to Social Media Marketing World.  

"The On-Demand ticket alone has taught me more about social media and marketing than my entire college degree. Honestly, this conference is why I have the position I have now," said Holly Carlson.

I’m ready for all of the recordings.

🗞 Instagram Creator Marketplace Expansions: Instagram will invite creators and brands in 8 additional countries—Canada, Australia, New Zealand, the United Kingdom, Japan, India, Brazil, and Chinese export brands—to join the marketplace over the coming weeks. For brands in the United States, Instagram is also testing the use of machine learning recommendations to suggest relevant creators for partnership opportunities based on Instagram data. These updates aim to make it easier for brands and creators to discover each other and collaborate on branded content and partnership ads, which allow brands to promote content featuring a creator's handle. Source: Instagram

🗞 Cross-Posts Testing for Threads: Meta is currently testing a new feature for its messaging app Threads that allows seamless cross-posting from Facebook. This test, which is only available on iOS and excludes the European Union, lets Facebook users simultaneously share text and link posts to both platforms. A spokesperson for Meta confirmed the limited test for this Facebook-to-Threads cross-posting capability. Source: TechCrunch

🗞 YouTube Viewer Experience on Desktop: YouTube is testing new layouts for the video-watching experience on the desktop website. The goal of these tests, which are only occurring with a small group of users at this time, is to make it easier for viewers to discover related videos and engage with comments. The experiments involve changing the position of certain features like the comments section, video description area, and recommended videos. Those users included in the tests may notice that these elements have moved from their usual locations. YouTube is conducting these localized tests to determine if tweaking the desktop-viewing interface results in increased viewership and interaction before considering broader implementation. Source: YouTube

🗞 Enhanced YouTube Analytics: The updated revenue report will now show creators not only how much total revenue they are earning from YouTube Shorts (short vertical videos), video on demand (longer uploaded videos), and live streams, but also reveal their top earning videos in each of those categories. Source: YouTube

Did You Know?

Tulip bulbs were once exchanged as a form of currency.