Justin Malone

Think about ways to leverage your top-performing, existing content. You can repurpose it across platforms in new formats. Also, you can tweak the copy, call-to-action, etc. to generate more awareness, consideration, or conversions for your brand.

Video is the go-to way of creating content currently. Whether you are a video-first creator or looking to repurpose your written or audio content into video, you should leverage video editing tools. The top tools include: - CapCut, InShot, and other mobile-friendly tools (beginner friendly as well) - Adobe Premiere Pro, Adobe Rush, Final Cut Pro, and other desktop tools (skews more advanced) - iMovie, Windows Movie Maker (beginner friendly, desktop) - TikTok, Instagram Reels, etc. (in app, social media tools for creation)

Brand advocates can come in different sizes. Just because one advocate has a bigger audience than another doesn’t mean they’re better for your brand. Audit each advocates’ profile. Understand if they truly fit the vibe of your brand. Look at their engagement, especially comments, to see if people take their advice seriously. If it’s within your niche, that’s even better. Lastly, know when to utilize your brand advocates. For example, one advocate may be good for awareness whereas another may be better for driving sales. Knowing your advocates in and out and how they align with your brand is critical for success here.

Understand that this is a communication strategy, not a communication tactic. Start with an overarching objective you’d like to achieve and figure out the best way of sharing the message(s) to your target audience. Know which platforms they are on, but you should also know where the underpriced attention is. That’s where the ROI will be. Always consider your budget and bandwidth to deliver. Never compromise quality & the value of your message simply to be on a certain platform. Lastly, remember your message. It must work across platforms in different mediums (audio, visual, written word) to convey to your target audience your value proposition. It also must be unique to differentiate from the competition.

As many social platforms move from the social graph (who you follow) to the interest graph (what you’re interested in), it’s important to engage with content in the areas you care about. This will increase the likelihood of getting news in a timely manner. Hot take: Depending on your bandwidth & personal preference, it may be easier to do this with separate accounts. Numerous TikTokers, for example, have an account for personal to enjoy what they love and another for brand building. The brand building one is solely for engaging with content that fits their niche.

It’s important to keep a log of your wins throughout your career. You can leverage this log to repurpose content to showcase your expertise, highlight your passions, and build awareness of your personal brand. Also, you can use this to aid your content sharing as it’s easier to repurpose than create net-new content all of the time. Lastly, you should weave the repurposed content with the new content in order to double down on your narrative which fuels your personal brand.