Blog Content Part II – Now it’s Time to Cannibalise it

Blog Content Part II – Now it’s Time to Cannibalise it

In my previous post I talked about how important it is to plan out the distribution of your blog. From the half-life to the frequency that you should post on each network, it is crucial to put this work in before you start sending content. Now it’s time to turn to cannibalising/tailoring your blog to each network. The 3 core areas to work on here are:

  • Text
  • Images
  • Video

Part II will go through the best ways to not only utilise these three mediums, but also the tools available to you. Our A to Z of Social Media post will be used as an example of how to make the most of your blog.

Harnessing all 3 mediums (text/images/video) makes sure you make the most out of your content because when it comes to content the most important thing is: making the most out of as little as possible (thank you This Old Marketing podcast, which is well worth checking out).

Blog Text

Text forms the core of all content that you put out online, for the simple reason that this makes up a lot of what businesses create online. When it comes to text and how to make the most of it, I kind of turn into a surgeon. I look at it as a whole and how it can be sliced up and used. Using the example of the A to Z blog post, straightaway there were 26 different pieces of content that I could use. Instead of starting from scratch I was able to take out text and tailor it to the various social networks. Tailoring your text is something you should never forget about. Think of it as a checklist to make sure you utilise the strengths of each network. Our top tips for each network in this regard would be:


These tips (along with images and video) will help make sure that your post is:

  1. Interactive
  2. Engaging
  3. You can be found (that’s why hashtags are crucial on Twitter and Instagram)

If you don’t do these – and just put out plain old text – then good luck because peoples’ attention spans are getting smaller and they will simply read a few words (if any) and then move on.


People process images 60,000 times quicker than text… case closed

Images have been important to use in your social media for as long as I can remember. This even goes back to when I was in college and did research where, guess what, it was important to have images in your social media content. To start with, it can seem daunting to create your own images (copyright is something you should always factor in). However fear not, even if you don’t have access to a graphic designer it is easier than ever to create your own images. Here again I’ll use the A to Z as an example.


Have we mentioned Canva before? It is that useful as a tool. There have been multiple times where I have shown people an image and they were surprised that I did the image (because I sure don’t have design skills, I didn’t even do art for my junior cert). But Canva is that simple to use. From presentation slides to posters to images tailored to the different dimensions of social networks (a terrific addition) Canvas is a must use for anyone looking to up their image game.

Powerpoint + Screen-Shot

Very often powerpoint can be overlooked, but it’s a simple and versatile tool to use. Think of any presentations you have and as well as putting them on Slideshare you can cut these up as well and put them out on various social networks. This is also a great way to overcome Twitter’s CURRENT 140 character limit. Think of the Tweet as a headline and the image as the body of the text. A screenshot is also something that can be overlooked. When utilised correctly it turns anything you create on your device into a potential image.

At the end of the day, when it comes to images it is easier than ever now to create your own content and harness its power for your brand online.


Of the three mediums, video is the one that is newest regarding something that can be utilised by businesses and startups. At the same time though it is THE “must add” to your content arsenal. When coupled with the quality of cameras on phones and the rise of social networks that are video first (Snapchat and Periscope and for me Instagram is also becoming Video heavy) as with images it is easier than ever to create video content. The question that is often asked though is:

What’s the best way to utilise it?

Our advice would be simple, the content you create determines the type of videos you create. For example if you’re doing a how-to guide or advice on a product or service then long-form content is the way to go and in this regard YouTube and Facebook Video are the best ones to harness. If its a blog then the best approach to take would be this

  • SnapChat (10 seconds) – Create a story thats 1-2 minutes long. This can be you summarising the key points of the blog (include some pictures of the key points to help support this).
  • Instagram (3 to 15 seconds) – Create a video announcing the blog but also a series of videos discussing the blogs key points.
  • Twitter (30 seconds) – In this regard, a hybrid approach of the two above is best. Using video when engaging with people and personalising it really stands out on Twitter. Using GIFs (animated images) is also a useful tactic as well.

Here are the tools now its over to you

Well, there you have it. Between text, images and video there is a wide range of tools to help you cut up your blog into a variety of content and reach as big an audience as possible. Below is a graph (made with Canva) that has a breakdown of the main ways this blog will be cut up. You can use it as a template for your own work. Want to learn more? We provide training and workshops that are tailored to whatever your social media needs are. Check out our services page for more.




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