This blog post is a summary of a talk I gave recently to a conference of congressional staff. If you’d like to invite me to speak to your group or event, click here to get in touch.
The Native Americans of the high plains were known for using every part of the buffalo they could — the meat for food, the hide for shelter or clothing, the bones for tools, etc.
Everything your candidate, campaign, office, committee, company or organization does is a content buffalo and you should make sure you use every piece of it.
A floor speech, for example, should be repurposed into a blog post, an infographic, an email, Tweets, op-eds, guest blog posts, and videos of varying lengths. And most importantly, it doesn’t have to happen all at the same time.
Good content is good content and your message will demand repeating multiple times to take effect.
The source for the content doesn’t even have to be yours. Senator Bernie Sanders’ office will frequently post clips from witnesses at Senate hearings that don’t even feature him. You can add value to your audience by curating the content, editing into digestible bites, and giving it additional exposure.
Consistency is the key to building an audience that tunes in regularly and consumes your content. You should pick a platform and a format and stick with it. Maybe it’s a 15 minute Q&A live video on Facebook every morning about your day ahead. It could be a thread of Tweets recapping the day. Whatever it is, do it regularly.
At least one of your channels has to be in the member’s or candidate’s voice so it’s authentic. They need to write their own Tweets or be in their own videos. This enables staff to repurpose that content and use it in other channels.
And, finally, it’s important that you don’t bite off more than you can chew. It’s OK not to be on every social network. Remember, we’re going for consistency. If you can’t consistently do Twitter, Facebook, YouTube, Pinterest, Dribbble, reddit, Weibo, and Snapchat, close those accounts down.