A repurposing guide: 4 ways to maximise your charities’ long-form web content on social media.

August can be a challenging time for social media managers at charities. With colleagues on holiday and workloads increasing, finding the time to create fresh, engaging social content can feel overwhelming. We get it. 

But, there’s a silver lining: repurposing existing content from your organisation’s long-form blogs or reports can save you time while keeping your audience engaged.

This is an efficient way to maximise the value of your blockbuster content - blogs, research, impact reports, long videos and podcasts, ensuring they reach a wider audience and continue to drive impact. 

Here are four repurposing angles to help you transform your long-form content into engaging social media posts.

1. Support: Helping your audience with practical advice

Every piece of blockbuster content has nuggets of wisdom and practical advice that can be extracted and shared. When repurposing content, focus on finding angles that can genuinely help someone with a specific problem or challenge. Don’t be afraid to be niche.

If your report on social impact contains a section on an effective fundraising strategy, craft a social media post highlighting this. Go into detail and provide your audience with practical tips. This could be a carousel on Instagram or LinkedIn or a series of tweets on X.

This approach not only provides immediate value to your audience but also drives traffic back to your original content.

2. Highlights: Extracting key takeaways

Imagine, you have only two minutes to tell someone the highlights of your blockbuster content. What key points are you choosing?

These highlights are perfect for creating engaging social media posts that quickly show the essence of your content. 

Identify the main takeaways from your blog or report and distil them into concise, punchy posts. 

For instance, a report on volunteer engagement might have key statistics or standout quotes that capture the broader message. Share these highlights with a link back to the full report, inviting your audience to dive deeper if they want more information.

3. Bite-sized posts: Breaking down the content

Long-form content is rich with information, making it great for creating a series of bite-sized posts. By working through your report or blog, you can write multiple posts that cover different sections or topics, creating a steady stream of content for your channels.

For example, if you have a detailed blog on building community partnerships, you can create a post for each major section—like, identifying potential partners, developing collaboration strategies, and measuring impact. 

Each post can include a brief overview of the section and a link to the full blog for those who want to learn more. This not only keeps your social media feeds active but also continually drives engagement with your long-form content.

4. Spark conversation: Provoking thought and encouraging interaction

One of the most effective ways to engage your audience is by provoking conversation. Use questions at the start of your social media captions to spark thought and encourage comments. This not only boosts engagement but also helps build a sense of community around your content.

For example, if your blockbuster content covers trends in nonprofit technology, you could start a post with, “In what innovative ways is your charity harnessing technology to amplify its influence and reach?” Follow this with a summary of the trends discussed in your content and a link to the full piece. Questions invite your audience to share their thoughts, encouraging a dialogue that can lead to greater engagement and visibility.

In a nutshell

Repurposing your blockbuster content at any time is a great practice to adopt, but during the summer with colleagues on holiday, it can be your super power.

By focusing on support, highlights, bite-sized posts, and provoking conversation, you can really leverage your existing content to save time and continue driving impact.

Remember, the goal is to maximise the value of your long-form content by making it accessible and engaging for your social media audience. 

As you implement these strategies, you’ll find that your content not only reaches a wider audience but also continues to serve your organisation’s mission of positive social impact.

Embrace the power of repurposing, and watch your social media channels thrive even during the busiest times. Happy posting!