To work smarter: Translating content between platforms.
“If only someone had told me six years ago, when I just started in the digital world, that working smarter could be so much easier. That you can simply translate your excellent content between platforms and save dozens of hours of work.”
So, here’s the scoop on my content creation journey before I rolled out “Content Translation.” I used to whip up content tailored for Facebook, do a separate dance for Instagram, and occasionally drop something completely different to my distribution list. All in the grand realms of marketing, sales, and content, mind you. Each platform got its special treatment.
Then came the YouTube chapter, and let me tell you, I was feeling a bit like a fish out of water. Suddenly, the content game was stepping up, getting all substantial and high-quality. The mere thought of scripting on top of blogging and social media had me exhausted.
But, being the creative genius I am (or so I like to think), I decided to sit down and whip up a simple script structure. It went something like this:
- Kick off with the problem of the day + throw in an invite to “subscribe.”
- Dive into the meaty content, solving that pesky problem.
- Wrap up the video with a bow and throw in another invite to stick around.
Easy peasy for the starting and ending, but oh boy, the middle part got me scratching my head.
Then, a lightbulb moment hit me. What if I take the gold nuggets from my blog posts, squeeze out their essence, and toss them into the video?
And voila! That’s exactly what went down.
Suddenly, content that used to take me ages to cook up was magically done, including the editing wizardry, all within a cool 30 seconds. I vividly recall the moment I thought, “Hold on a sec… you can totally pull this off for content on other platforms too.”
That’s how I began translating content from one platform to another, working much smarter for my content.
To translate content, you need to know the unique features of each platform.
Alright, buckle up for the wild ride of content translation across platforms – it’s more than just a fancy copy-paste affair. To nail it, you gotta get cozy with the unique quirks of each platform. Let me break it down for you.
Facebook, my friend, is like the swiss army knife of platforms. You can throw in text posts, images, videos, and even go live. But if you ask me, its soul lies in those long-form posts. It’s where the real storytelling party happens.
Now, Instagram is the place to flex your visual muscles. It’s all about looking fly with high-quality images and snappy Reels. Sure, you’ve got carousels and live streams, but it’s the visuals that steal the spotlight – the content has to be easy on the eyes, and the rest falls into place.
And Twitter, oh the land of brevity. Short, snappy, and straight to the point – that’s the Twitter charm. Perfect for quick updates, news, and dropping some concise wisdom. Threads, my friend, are the secret sauce to keep the essence intact.
Now, LinkedIn is where the suits hang out. It’s the professional arena – think industry news, deep thoughts, and career-related posts. Despite the winds of change, it’s still the hotspot for job-related content – so keep it pro.
But wait, there’s more! Each platform throws in extra features to spice things up. Instagram Stories, Twitter threads, LinkedIn SlideShare – they’re like the bonus levels where you can let your personality shine and build a tighter bond with your audience. Because who doesn’t love a little extra flair, right?
Audience preferences also carry weight in content translation.
Let’s get real – we’re not slinging content just for the sake of it. We want that magic, that sweet spot where it resonates and feels good.
Here’s the deal: if the content isn’t vibing with us, it’s out. Every social playground has its own rules, and the folks there expect a different flavor of content. Sure, sometimes it’s the same crowd, but watching an Instagram Reel is a whole different vibe than scrolling through Facebook, right?
Now, throw in the demographic mix. Instagram and Snapchat? Youth central. Facebook and LinkedIn? Age range extravaganza. Pinterest, with its leading ladies, deserves a content wardrobe tailored to them. Understanding these quirks is the secret sauce.
And oh, the nuances! Instagram craves lifestyle and visuals, Twitter is all about the here and now, and LinkedIn? Well, they’re into the deep, industry-specific stuff.
From my seasoned days in the digital jungle, the golden ticket to content success is grokking the platform features and audience cravings. Translation: tailor your content to each platform’s groove, making it a match with the right crowd. No need to sweat it out creating brand new content – just smartly translate it to fit each platform’s vibe and watch your brand shine.
In my six-year stint in the digital marketing rodeo, I’ve seen the champs rocking social media aren’t reinventing the wheel. Nope, they’re the wizards adapting their content, not just tossing it out there. It’s not about working harder, but working smarter – translating your content like a pro to keep that brand game strong.
The role of specific language and tone in translating content for every platform
One of the most crucial aspects of adapting content for different platforms – the language and tone game. It’s like learning a whole new lingo for each spot in the digital universe. Allow me to sprinkle in a few examples – trust me, there’s more than just TikTok’s language.
So, in the “Between Worlds” podcast, Episode #27 – golden nuggets by the way – Hadas Kelner spilled the beans on TikTok’s language, revealing it’s the secret potion for going viral. And guess what? I’ve got more in my bag of tricks.
Twitter, the land of brevity, whispers sweet nothings about being short and snappy. The character limit practically demands a concise and witty tone. It’s like a bite-sized humor nugget for your audience.
Now, LinkedIn is the home of the suits. They put on their best ties for a reason. So, a formal and informative tone is the name of the game. Professionals there appreciate content that speaks their language – crisp, clear, and to the point.
And Instagram, oh the visual paradise. It’s not just about what you say; it’s about looking good while saying it. Aesthetic material is the golden ticket, my friend. Because who doesn’t love a good-looking post?
Mastering the language and tone of each platform is like having the keys to the engagement kingdom. It’s not just about the message; it’s about how you deliver it. That’s where my favorite mantra, “work smarter, not harder,” comes waltzing in.
Sure, sometimes it’s as easy as changing the opening line or giving a post a snazzier closing. Other times, you might need to pull out the big guns and revamp the whole format.
Oh, and visual proportions – that’s a thing too. Different platforms, different sizes. So, if you’re planning a content parade on Instagram, Facebook, LinkedIn, and the gang, prep those visuals in the right sizes. Twitter? Keep it simple.
In the grand symphony of content translation, nailing the language, tone, and visuals is your ticket to making waves across platforms. Trust me, it’s not just about talking the talk; it’s about dancing the dance on each stage.
Using social media management tools
Social media management tools are the best friends of content creators. Platforms like Hootsuite, Buffer, and Sprout Social allow users to manage multiple social media accounts from one dashboard. Through these tools, you can schedule posts, monitor engagement, and track performance analytics.
Of course, these tools don’t cover your mailing lists and your blog, which are the platforms where you should invest the most.
Trends and evolving technologies
It’s impossible to ignore artificial intelligence when talking about working smarter, not harder. AI tools have become an integral part of the digital marketer’s toolkit, and it’s worthwhile to incorporate them into your workflow (especially in content creation).
ChatGPT can help you (with the right prompts) generate high-quality content and then make adjustments to tailor it to each platform. While it may not be perfect in Hebrew, it recognizes the writing style of AI, making the text less accessible.
Using tools for translation and content management in social media
How to translate content?
Let me share what I do, hoping it gives you some insights.
The easiest approach I’ve discovered is deciding how in-depth I want my content to be – the juiciest stuff I’m going to whip up on a particular topic.
Now, I’m a firm believer in the might of my content residing in the platforms I control, so my go-to is always crafting blog articles. Don’t get me wrong, I’ve got tailored posts for Facebook or Instagram too, but when it comes to translation, the blog is my starting line.
Once the article is wrapped up, I ponder which platforms it vibes with. Now, let me break down how I “translate” for each platform.
YouTube
My YouTube videos follow a neat structure: a strong kickoff presenting the problem, an opening, topic dive, an invitation to follow, in-depth content, and a snappy summary and conclusion.
Essentially, the start of the video is where the written depth dives in. I ditch the opening and problem presentation, swapping them with my robust kickoff, topic presentation, and depth of the issue. After slotting in the article’s content, I cap it off with the summary and conclusion.
In short, after pouring effort into an article, I can reuse it for the blog. Instead of burning 6-8 hours on content, I scale it down to about 30 seconds. Sure, I still need to shoot, edit, make visuals, etc., but that’s a whole other story.
When I pen blog articles, I aim for practicality. I structure it, break down complex bits, and always section off the content with subheadings.
Now, these subheadings and the content following them can easily morph into Facebook posts. Yup, I can extract 3-5 posts from each article I penned. All I gotta do is make sure the opening is a hook, maybe toss in an example or some personal flair, and wrap it up with a killer conclusion or a call to action.
Voila! 3-5 posts with minimal effort.
Turning things into Instagram content is a breeze in three ways. Yes, just three.
For your feed, you can convert the content into a post, carousel, or reel. A post is a piece of cake – take what you brewed up on Facebook, trim it a bit, toss in an image, and you’re golden.
Now, if you’re feeling fancy, translate the article’s steps (those subheadings) into a captivating carousel. It’s time-consuming, sure, but the payoff is sweet. Creating carousel images, checking the content, ensuring a smooth transition – it’s like making a gourmet dish for your followers to savor, slide by slide.
The trickiest part is figuring out how to translate the article and its tips into a 30-60 second film. There’s a rumor that Instagram favors video content, and while I’m not one to bow down to “algorithm laws,” I do know I enjoy concise and breezy videos on Instagram. So, at least for the audience, it seems to work well.
Other Assets
The translation possibilities are plenty.
Here’s a quick rundown of some things you might want to weave into your business.
If you’ve written a stellar article, it could become a guide – a lead magnet to snag potential customer emails. Beyond that, you can whip up tutorials, recorded webinars, questionnaires, games, stories, or even a tweet series…
Get the drift?
You can translate content from any platform to any platform.
What’s crucial for me is that you grasp this – content translation takes time and practice, but it beats the heck out of mulling over new ideas every time. It’s not a walk in the park, but it does mean adjusting your mindset and tackling things methodically, planning how to churn out content.
In a nutshell, work smarter, not harder – and throw in a dash of humor while you’re at it!
