Spread in varying lengths and media, so every angle of your message is covered.
Let people consume your messages in their preferred ways, lending more power to your voice.
When content posting is consistently managed, you avoid wasting your time.
A keystone piece of content is one big piece of really good content. Usually a blog post, this can also be a video or infographic. Make sure it has one or more relevant images.
Your keystone piece is ideally a previous piece of content you created, but can also be borrowed from someone else.
You need to be creating your own original content and showing that value to your audience. A quality piece of content does take time. But it is 100% necessary. So as soon as you can, make time for this.
Create an auxiliary piece of content to complement your keystone in a different format.
If your keystone is in written form:
If your keystone is in video form:
Pull out 5 bite-sized snippets from the article or video you just created. These snippets will be perfect Tweets. Provide the link to the full article or video.
Remember – these are self contained points. Give them a little taste of value as a tease so they feel they need to click the link for the full content.
Here’s a screenshot of 3 of my snippets pulled from the Content Hand Grenade article:
Expand those 5 snippets to make fuller Facebook and/or LinkedIn posts. Make sure to include a link to the full video or article.
Remember to add some more juicy details in the expanded post. But just like before, end it by teasing the reader for even more value in the full article/video.
Again, here are 3 out of my 5 snippets from before, expanded:
Create a visual element for each expanded post. Either a mini 20 second video intro and/or create a header image using a graphic designer like Canva.
One example of a header is actually the blog banner I used in the CHG article. It could easily be repurposed to go with a post:
For one of my snippets (#3), I simplified an infographic from the article that related to the same point:
Integrate and publish your Keystone and Auxiliary.
“Upload videos in YouTube Studio:
Add link to full article in video description and tease viewers to click to learn more
Create a YouTube card and add the same link
“Add cards to a video
“Embed a video:
Schedule your snippets with the visual elements attached. Make sure you link back to the full article (not the YouTube video).
For Expanded Posts
Here is an example of what your first week of posting might look like:
Start a conversation around the topic. Nurture your relationship with your audience based on the snippets you’ve been putting out.
Ask questions. Start a competition. Open up an opinion poll. Anything to get your audience talking, thinking and sharing.
Make CLEAR that the competition is NOT sponsored or endorsed by Facebook/Twitter/LinkedIn.
Similar to the 1st challenge, but easier for people to participate.
Get your keystone to start generating leads for you!
A lead magnet offers value in exchange for a small action – providing an email. That email is your lead.
Use a graphic design tool like Canva or Designrr to make a PDF lead magnet. It can be anything from a checklist, case study, infographic or a process guide… like the one you’re using. Just make sure it has enough valuable content to be worth giving their email address.
Another example is this infographic I made with Canva:
***If you haven’t noticed already…
These infographics, visuals and headers all get repurposed. All it takes is a little tweaking to give it a new function. It means a lot less work for you.
This process isn’t difficult, but it can be if… you don’t have that first step squared away.
Your first keystone can be hard to create. We can fix that.
Whether it’s a customised case study to showcase one of your success stories, a cracking blog post based on an interview with you to highlight your brand or…
If need be, we can help with this whole Content Hand Grenade process.
Once we help you with this first step, the rest is easy.
We’ll get you started right away.