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12 Ways to Repurpose Social Media Content for Email Marketing

The beauty of digital marketing is that you have access to so many different channels, all of which can be used in tandem. This includes social media and email marketing. Of course, they both have different functions.

For starters, social media is able to reach a wider audience and receive feedback in real time. You also have access to user-generated content and reviews that can give you valuable business insights. The downside is that you have no control over the audience or their numbers – and you don’t own the platform.

By focusing on email, it’s a more reliable way to reach your audience. A relationship already exists with the client, which facilitates the sharing of content. By combining email marketing and social media, you have the ability to accurately convey your message to your target audience.

Unfortunately, creating high quality content doesn’t happen overnight, it takes a lot of time and patience. And once it’s been successfully created, you’ll want to make sure it’s used to its full potential, and that’s where content redirection comes in.

12 Ways to Repurpose Social Media Content for Email Marketing

To help you get an idea of ​​how to reuse existing content, here are some easy ways that other marketers have been able to do.

1. Create an infographic

A great way to reuse content is to break it down into smaller chunks of visual data. It helps to simplify the content while getting the message across – and people love to read them.

One example that comes to mind is when Dunkin Donuts sent out an email containing an infographic made up of user-generated content from their social media platforms.

2. Reshare your messages

To quickly recap, you can send some of your top-performing social media posts in an email. This shows your audience what they may have been missing and drives email engagement. Social media digests are a great way to reach a wider audience.

This means that, for example, if you weren’t a Tubik Studio subscriber, you’ll still be able to access their blog posts using Weekly Digest.

3. Showcase your best images

A picture is worth a thousand words, and by using one that has won over social media audiences, you’re sure to captivate your email marketing database as well. Analytics can help you identify these images.

Starbucks has done a great job with this over the holiday season. They repurposed an Instagram photo with the caption “Holiday Ready!”. Simple, gentle and really effective.

4. Surveys drive engagement

Social media polls have become increasingly popular lately and the public responds to them quite quickly. Use your social media platforms to ask the question and generate the results and use email to share the results.

Eventbrite has been able to use this to its advantage during the holiday season. They polled users to determine vacation habits, and when it came time to share their findings, they used one of the stats as a subject line to hook the reader.

5. Revive your Instagram stories

Since stories are only 24 hours long, finding ways to reuse that content will help the content reach its full potential. Sure, the stories are incredibly popular and the content can be watched, but that doesn’t mean it won’t benefit from a repurpose. Just be careful of embedding videos directly, as some email clients may not be able to see them.

An easy way to do this is to follow in the footsteps of Shopify. They are linked to an external player and simply have a static image with a play button that people can click on.

6. Videos GIFs

If you’re not looking to embed or upload a video, GIFs are the best bet. Most messaging platforms allow this content to pass, so there’s no risk of it going unseen. The best way to use it is with a teaser video that drives engagement.

To keep it feeling like playing a video, Adrenaline Travel has embedded a GIF with a play button to make it look like an embedded video.

7. Promote giveaways

Everyone loves free stuff, right? Giveaways drive a ton of engagement and can attract a larger audience. A great way to use it is to run an entry contest where people join the database and have a chance to win an amazing prize. It can even go a step further than that and revive previous competitions through your email marketing channel.

Running Warehouse’s Freebie Fridays give readers the chance to win running shoes — hosted on social media of course and incorporated into their email marketing efforts.

8. Spotlight your audience

People love having their five seconds of fame. People are also more likely to buy products that have real user reviews. By combining these two things, you have powerful content to work with. Always ask permission before sharing and try to relink to the original content where possible.

An example of this is looking at comments on one of your product posts and using positive comments to help and promote the product.

9. Share the reason why

Tell your audience why customers support your brand by sharing reviews and testimonials. This would be more text-heavy than the option mentioned above, but offers more authority when it comes to making informed buying decisions.

To encourage customers to share their reviews, offer a coupon or free gift on their next purchase for each review they submit. Everlane always adds customer testimonials to its communications to help build trust with its audience.

10. Organize competitions

Contests are another great way to promote engagement. By launching it on social media and sharing the tracking information via email, you can enjoy the benefits of both platforms.

Quiz Clothing is one of many brands currently using this technique. They launch the contest on their social media platforms and then send the information needed to compete in an email after registration.

11. Consider social media platforms

When it comes to sharing content, you need to know which platform is showing what. For example, Instagram is great for selecting images while TikTok is a great place to find videos. Think about what you’d like to share, then visit the platform that will best allow you to do so.

12. Consider your audience

First and foremost, you need to identify what your audience is looking for. Are they more visual or do they prefer text-based communications? This will help you identify the most relevant content and the platform hosting it.

There you have it, everything you need to know about content repurposing. The only thing left to ask is what are you going to consider reusing first?

Ghia marnewick is a creative content writer for Aumcorea digital marketing agency which specializes in SEO and creative content marketing services. She is passionate finding new ways to share information with the world.


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