An hour of an executive’s time can lead to an entire month of content. Here’s how.
Communications professionals (and parents) will be familiar with the notion that messages must be seen or heard 10-20 times to be remembered. And nowhere is that more important than in digital communications, where a steady posting cadence is key to not only grow a leader's followers, boost engagement, and expand reach, but also to ensure key stakeholders remember them and their most important messages.
Creating enough content to satisfy that demand may seem like a daunting task for executives and their teams, yet being a Connected Leader doesn’t take as much time as you might think (5 minutes daily is a good place to start). Nor does it require executives to constantly brainstorm new posts. Given that the most valuable asset in any executive communications strategy is a leader’s time, a smart approach makes the most of it by “slicing and dicing” a few key pieces of content into smaller chunks.
“Slice and Dice,” Rather Than “One and Done”
Say, for instance, a leader records an hour of high-quality video footage. The standard approach would be to edit the footage down for the best clips and post those online. A longer, slightly less-polished version might be shared internally.
Yet that same hour of video footage could serve as the basis for a month’s worth of content across multiple social media platforms. You might share snippets of footage on Instagram to tease the launch of a longer video, and later use quote cards to extend the conversation. A LinkedIn article might summarize key takeaways or explore one idea at greater length. Polls accompanying the video clip could directly engage your followers. And so on.
Similarly, if an executive gives a speech or writes an Op-Ed, they can post a behind-the-scenes photo ahead of giving the speech, transform it into an infographic-style visual for social media, break out key points into digestible Instagram Stories, or even create audiograms of the best quotes. This approach will help make content work for leaders and their teams—not the other way around.