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I’ve run the following model with writers for years now and it appears that now machines are taking over the same process. Welcome to 2020.
Historical: Writers repurposing blog content as social media posts￼￼
The process has been to create the editorial calendar with ideas and then￼ produce the content for the blog in the form of articles – usually 500-1000 words.
Once those articles have been approved writers would write social media posts for the different networks.￼￼ When the writing has a variety of sentence lengths and structures often authors can just take different pieces for their social media updates.￼
Why this is better than posting just headlines to social media
Many people – including myself – share links on Twitter to blog posts and other website content that we think our audiences might find interesting.
That, of course, is because it works. People on social media do still click on links – though less than a decade ago.
One thing that I recently started noticing was that just pushing out headlines word for word doesn’t really add much to the social media – especially Twitter – experience. Here’s why: Twitter shows a preview of the headline anyway.
So it’s like we are just repeating ourselves a bit.
Here is one reason why that happens:
When you click the share to tweet button below articles, WordPress automatically grabs the headline and the link. It’s still the default and as far as I can tell there’s no way (at least from mobile) to set it to tweet something else. Sure, people could delete the headline, and write their own tweet, but what reader takes the time for that?
My blog posts are also auto-pushed to Twitter, Facebook and LinkedIn and that function also pulls the headline over.
I can actually change the copy before the post publishes. Even if I don’t change it the default push has been been improved and doesn’t generate the preview link:
It’s something to think about and it’s a good idea to mix up the copy.
What else might the copy say?
- Grab a soundbite from the blog post.
- Write a short teaser and then link.
- Share soundbites of content without linking.
Social media is not just a content delivery service!
It’s something to consider as you are continuing to use social media in your content marketing mix.
It’s worthwhile to use, but make it even more worthwhile to the reader by adding even more value by not just repeating headlines.
New: How technology can now write social media posts
It’s much easier for writers￼ to draft social posts from the articles they just finished writing.
Some teams have social media editors write them which can take even more time. They first have to familiarize themselves with the article and may even have to run their posts by the writer for an accuracy check.
Now I ran across the technology solution that promised to automagically pull social posts from a submitted website address – (i.e. your article or blog post).
Visit variations.meetedgar.com and simply paste in the URL of your blog post, article or even webpage to get recommendations for posts.
I used this article on SEO strategy to test.
Once I pasted the website address in Meet Edgar gave me several recommendations for social posts based on the content in the article. Here they are:
Not bad at first glance. Had a writer written these would I be approve them? Maybe, leaning more yes than no.
I’m not sure the auto posts always entice readers to click for more but they certainly could work or at the very least are a start.
Technology doesn’t always have to get us there 100% of the way either. For example, I’m speaking in Hamburg, Germany, in May at a content conference.
They asked for my bio in German and while I speak German it is much easier to use technology to get most of the way there.
I grabbed my bio from LinkedIn, ran it through Google Translate, made a few updates and shipped it off.￼￼￼ Certainly I could’ve translated it from scratch and that is what anyone would’ve done 20 years ago but why not use the technology to help me get there quicker?
This technology here presented by Meet Edgar certainly can help you get closer to where you want to be with social updates and quicker – even if you have to make some updates yourself to what has been written by the machine￼.￼￼
Read next: What marketers must know about automation
This article was published in 2020 and includes content that was published in 2016 and then updated.