10 ways to repurpose your social media content in emails

While you may be aware that social media and email combine to form a formidable marketing duo, as a busy small business owner, you may struggle to find time to create content for both channels. The good news is that you are not required to. By repurposing your social media content in emails, you can save time and get more mileage out of your marketing efforts. Here are ten different ways to go about it.

1. Recap your best posts

Determine which posts from your Facebook, Twitter, Pinterest, LinkedIn, and Instagram accounts performed the best. After that, compile them into a roundup email. Given that these are the posts that your audience enjoys and shares, it’s a safe bet that your email subscribers will as well. Your social media followers are pre-screening your email content for you!

You can create a new roundup each week or month, depending on how frequently you post on social media; or, you can create an annual end-of-year email that summarizes the year’s best posts.

2. Make a list of your favourite social tips

You’re probably sharing tips that your social audience can use to resolve issues or accomplish goals. Create a list of your favorite tips that you can send via email.

For instance, a beauty salon may regularly update its Facebook page with styling and makeup tips. The salon can compile its ten most popular tips into an email with the subject line “Top 10 Makeover Tips” for a quick and easy blast that its audience will appreciate.

3. Reuse social images

Many social media accounts are heavily focused on images, and for good reason: people tend to like and share images more than they do text-only content. You can identify your most effective social media images and repurpose them as email content.

Now, let us return to our beauty salon. As an example, suppose the salon posts images of happy customers wearing their new styles. Take the ten best performers — or perhaps the most intriguing images — and create an email with the subject line “Which hairstyle should you get?” Take inspiration from these customer photographs.”

4. Poll results

Facebook polls can provide unique insights that your audience will appreciate. Repurpose the results of Facebook polls into email content.

For instance, suppose our beauty salon conducts a Facebook poll in which customers rate four distinct hairstyles. Once the poll is complete, the results can be incorporated into email content such as “This is the sexiest hairstyle on the market today, according to readers.”

5. Link to social videos

While most email clients will not play videos, you can take a screenshot of the play button overlay and embed it in your email body. Then, include a link to the video on your own website, social media profile, YouTube, or Vimeo.

This strategy is ideal for instructional videos that assist your audience. The video screenshot will naturally capture readers’ attention and generate more clicks than a standard text link, and it’s an excellent way to introduce your audience to your other platforms — while also encouraging new likes and follows.

6. Hot takes on recent events

What stories are currently dominating the news? Do you use your social media accounts to share commentary? If this is the case, the commentary can be used as email content.

Additionally, you are not limited to your own social media content. You could create a roundup of hot takes from popular social influencers, complete with your own commentary, to create an email that is both unique and entertaining for your audience.

7. Use social discussion as a springboard

What is your audience debating? Do they hold divergent views on a hot topic? Analyze the comments on your social media posts and use them to inspire the creation of unique emails that offer thought-provoking insights.

For instance, suppose our hair salon posts an image that sparks a discussion about the influence of culture on hairstyle choices. The salon could use that discussion to create a post that delves into the debate, presents opposing viewpoints, and naturally concludes with advice on choosing the best hairstyle for each subscriber.

8. Feature user-generated images

Repurpose images that users share with you or tag you in photos as email content. User-generated content establishes your business’s authority and fosters trust. Additionally, it conveys an air of authenticity and solidarity with your audience.

For instance, our salon could send an email featuring photos of users flaunting their new hairstyles or beauty makeovers — inspirational content that is certain to generate new leads from email subscribers.

9. Compile a list of user-generated quotations

User-generated content is an excellent way to keep your email subscribers engaged. Subscribers will identify with your social audience, and as a result, they will be interested in hearing what other like-minded individuals have to say.

You could include quotes from post discussions, social media debates, or feel-good quotes shared by your followers. Develop a strategy for presenting user-generated content as inspiration for subscribers, which will help with lead generation and sales.

10. Compile a list of social testimonials

Social proof — or testimonials from others — can go a long way toward establishing trust with your email subscribers. Testimonials enable you to highlight the advantages and benefits of your business, products, and services without appearing excessively promotional.

For instance, you could identify your favourite testimonials and then create an email titled “Why customers love our company.” In the email body, you could include the testimonials, as well as links to relevant on-site content.

Leave a comment