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Jeremy Knauff helps you develop a leveraged approach that efficiently turns a single topic into a mountain of content that you can publish to all social media platforms.

Inman Connect

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I bet that there’s a particular agent who constantly shows up in your social media feed and gets tons of engagement. It probably drives you crazy because they’re not smarter or more charismatic than you, but they still get the lion’s share of the attention in your market.

You know you need to publish more content to stay in front of your audience and build brand recognition and trust. This may seem impossible because you’re already so busy providing top-notch service to your clients, but the truth is that you can keep serving your clients just as well, while building a mountain of content that keeps you in front of your audience and builds brand recognition and trust.

Write a comprehensive article

You might be wondering, “Why write an article if I just want some social media content?”

The answer is simple — it becomes the foundation to build a mountain of content that you can then publish on social media, plus you can also publish the article on your website.

But I want to be clear — you absolutely should NOT use AI to write this article.

Your unique insight and voice is what will make people interested, so this is a critical element.

You should aim for about 750-1,500 words, focus on one key topic and hit on three to five key points to support that topic. You also need an engaging opening that explains why it matters and a closing that brings it all together.

You can look at the structure of this article for a real world example to follow.

Craft long-form posts

Once your article is written, you can easily craft half a dozen or more long form posts that are perfect for Facebook and LinkedIn.

The first is to address the topic itself and why it matters to your audience, which you can draw from the opening of your article. This should be an informative post about the topic and how it impacts your audience without digging into the supporting points yet.

Next, you’ll write a post for each of the key supporting points from your article, briefly reiterating the topic and why it matters, followed by the supporting point, which should make up the bulk of the post. This should give you another three to five posts.

It’s important to note that you’re not going to just copy and paste from your article for these posts. Instead, you should write something new based on the info from your article.

Extract short-form tweets

When it comes to X, short-form content really shines — especially when you can leverage questions or controversy.

The first thing you’ll do is pull all of the powerful one-line statements from your article to use as individual tweets. And you can take things a step further by creating a quote graphic that you can share with tweets. These can also be shared on other platforms as well.

Next, you’ll pull a few longer sections, making sure to keep them under 280 total characters each. This ensures that your audience can see the entire tweet without clicking the “see more” link.

It’s relatively easy to generate a dozen or more pieces of short-form content using this tactic.

Record a long-form video

Your article gives you a framework to record an informative long-form video on the topic, which you can upload to YouTube and other social media platforms.

The key here is to use an outline rather than trying to read the article as a script. This ensures that your video sounds natural and engaging instead of robotic and boring. And remember to make eye contact with the camera — if you stare down at your notes while talking, your audience will tune out.

I try to keep my videos under 30 minutes because most people have a short attention span today. It’s usually pretty easy to make one video on the topic, but you may be able to record a few videos from one article.

It’s also important to complete all of the available fields when you upload your videos to YouTube, including a short, engaging title, a well-designed thumbnail, a robust description and a list of tags. This helps ensure that your video shows up in feeds and search results.

Extract short clips

Once you’ve recorded your long-form video, you can extract short-form clips from it to publish on every platform. These are especially effective on YouTube, TikTok, Facebook and Instagram when limited to three minutes. And this is a powerful way to rack up a ton of views and quickly earn more new subscribers.

You can do this manually with video editing software, like Adobe Premier or Camtasia, or you can use AI tools like Descript or OpusClip to automatically extract multiple short clips on autopilot. And these AI tools also automatically generate captions that match your branding, which is critical for maximizing watch time since many people scroll social with the audio turned off.

You’ll find that in most cases, you should be able to generate anywhere from half a dozen to several dozen short-form videos from your long-form video.

The algorithms that power social media platforms prioritize video content, so this is an essential element of your marketing efforts today.

You need to publish more content

Consistently creating lots of content is a must in today’s noisy marketplace, but it doesn’t have to mean slaving away in front of a camera or at your computer all day.

It just requires a leveraged approach that efficiently turns a single topic into a mountain of content that you can publish to all social media platforms.

When you do this properly, it enables you to demonstrate your expertise, build authority status and cut through the noise to stay in front of your audience so that you’re the one they think of when it’s time to make a buying decision.

This is your blueprint to do exactly that, and if you follow it consistently, you’ll build a more resilient business that generates predictable and scalable revenue.

January is Social Media Month at Inman. Start the year by diving deep into the platforms that matter most, the latest algorithm shifts, the smartest strategies for standing out and more. Plus, we’re rolling out the coveted Inman Power Player Awards and this year’s class of New York Power Brokers and MLS Innovators.

Jeremy Knauff is the founder of Spartan Media, a speaker, author and Marine Corps veteran.

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