Social Media Post Waterfall

You're publishing one substantive piece of content a week - now what? Now we want to take that piece of content and push it out across the various different social networks.

I'd start the process below with one article posted a week and get the motion "working." Once the motion is working “working” you can move up to publishing two articles or more a week as we'll as publishing natively in different types of content.

Pre-Requisites

This process assumes that you have a few things in place to be successful:

  • A Team - A basic team that is surrounding the founder or domain expert
  • Content Pillars - A clear understanding of the topics that you want to write about any why they are relevant to your Personas
  • Content Calendar - A defined calendar of what content your going to product on a week-by-week basis

Week One - Publish Article 

Article Creation (Domain Expert)  

  • Select the next article to work on from your backlog of articles or your Content Calendar
  • Confirm the article and topic remain of relevance to the audience. This is just a quick sanity check.
  • Define the keywords that the article is intended to target from your keyword list
  • Draft article outline including headings, sub-points, and data references
    • This is something that you can do quickly with an LLM prompt and some basic editing
    • That noted, if you skip this stuff you'll have an unstructured, rambling article that' sucks's difficult to read
  • Draft the article using the outline as a base
    • Have an LLM on deep research mode with a prompt that includes your Style Guide and the Outline above do the primary drafting
    • Edit, edit and edit some more. You won't get production prose that has your particular style from an LLM. You'll get something close but you MUST EDIT FOR CONCISENESS, CLARITY AND VOICE.
  • Add in one or two Calls to Action that make sense in the content of this article

Article Publication (Social Media Coordinator)

  • Review article content and draft any accompanying imagery for the article
    • Minimally this will be a header graphic for the article
    • In most cases this will include one to three in line images to dress up the article and reinforce key points
  • Take the article content and graphics and create a draft of the article for website publication
  • Define and publish SEO elements
    • Draft meta title, description, and permanent URL slug for WordPress.
    • Add in relevant SEO elements (meta tags, structured data, internal links)
  • Perform final review of article for accuracy, grammar, and style.  
  • Perform any final structural formatting (H2, H3), bullets, and pull quotes in WordPress.
  • Perform any final SEO optimization work
    • Insert meta title, description, and relevant keywords.
    • Ensure permalink structure is SEO-friendly.  
    • Add internal links to related articles or resources.
  • Validate call-to-action (CTA) is properly linked to production site end points
  • Publish the article on the company’s site
    • Publish the content
    • If relevant, update home page call out feature to point to article
    • If relevant, update navigation structure to include a link to the article

Week Two - Publish to Syndicated Platforms (Social Media Coordinator)

After publishing the main article, adapt it for other channels to reach diverse audiences.

LinkedIn Article Publication

  • Reformat text for LinkedIn’s interface.  
  • Include shortened paragraphs, bullet points, and visuals.  
  • Link back to the original article.

Medium Publication

  • Publish under the company’s Medium profile.  
  • Note that it’s a repost from your website (“Originally published on ...”).  
  • Customize style as needed to fit Medium’s audience expectations.

Substack Publication

  • Copy the main points into a newsletter format.  
  • Send to Substack subscribers with a link to the full article.  
  • Encourage replies and comments.

Quora Spaces or Reddit Posting

  • Publish to relevant Spaces or subreddits aligned with the article’s topic.  
  • Post a condensed summary or key takeaways.  
  • Direct interested readers to the full article.

Note that each space or subreddit has their own rules we’ll need to conform to

Week Three - Key Takeaways and Video Creation (Social Media Coordinator)

Key Takeaways Draft

  • Extract 5–10 actionable insights from the long-form article
  • Consult / review with Domain Expert if needed to ensure these are “correct”  
  • Format as a concise, standalone list

Key Takeaways Visual Design 

  • Convert the list into an infographic with company brand  
  • Ensure it’s visually appealing and easily shareable.

Key Takeaways Sharing

  • Post the infographic across social media channels.  
  • Add a link back to the full article for deeper reading.

Video Production 

  • Script Creation
    • Use ChatGPT to transform article into five minute video script suitable for input into heygen.com
      • Develop a 5–7 minute script summarizing the entire article.  
      • Segment into introduction, main points, and conclusion
    • Use ChatGPT to transform five key takeaways into 15 - 30 second videos suitable for creation using revid.ai
      • Succinct statements or stats from the article suitable for short form video
  • Video Production
    • Long Form Video (Five minutes) - Use Heygen.com
      • Heygen.com (or similar AI-driven platforms) will generate video from text using provided structure 
    • Short Form Video (15-30 Seconds) - Use Revid.ai
  • Video Publication
    • Post Reels on Instagram, short video on LinkedIn, TikTok, and X
    • Post long form video on YouTube
      • Upload the final video, adding a keyword-rich title and description.  
      • Include timestamps or chapters for easy navigation.  
      • Link back to the article and any relevant resources.
    • For all use relevant hashtags, provide a brief caption, and a link to the article.
    • Website Embedding (WordPress Designer)
      • Embed the YouTube video within the original article or on a dedicated page.  
      • Check site performance to ensure seamless loading.

Daily Social Media Content Posting

  • Plan out daily posts referencing different segments of the article throughout week three and four 
  • Plan positing times to align to North America best practice posting times to maximize engagement per platform.
  • LinkedIn & X (Twitter) Threads
    • Breakout key takeaway into micro-tweets and short LinkedIn paragraphs
    • Each post focuses on a unique key takeaway or statistic.
    • End with a link to the full article.
  • Facebook & LinkedIn Static Posts
    • Use platform-specific language with short, attention-grabbing hooks.  
    • Coordinate with Social Media Design for any additional images or mini-infographics needed
    • Include a clear CTA to visit primary article
  • Instagram & TikTok Snippets
    • Carousel Posts on Instagram with 5–7 slides highlighting a key takeaway each
    • Short-Form Videos or Reels: 15–30 second clips summarizing a single insight
      • Auto generated with Revid 
      • Use relevant hashtags and a link in bio.
  • Community Engagement (Social Media Admin)
    • Monitor comments, questions, and feedback.  
    • Respond promptly to nurture relationships and direct additional traffic to the article.

Optional Items

Webinar

Consider hosting a webinar if initial metrics show strong interest in the article’s subject.

  • Create Presentation (Domain Expert, Social Media Designer)
    • Outline a 45-minute presentation with deeper insights.  
    • Allocate 15 minutes for Q&A.  
    • Prepare slides, talking points, and supporting data.
  • Webinar Promotion (Social Media Admin)
    • Create a registration landing page (WordPress Designer can help).
    • Run social media announcements and email campaigns 1–2 weeks before the event.  
    • Include an outline of key topics and what attendees can expect to learn.
  • Webinar Hosting & Recording (Domain Expert, Social Media Admin)
    • Go live using Zoom, GoToWebinar, or another platform.
    • Encourage attendee engagement with Q&A and polls.
    • Record the session for future on-demand viewing.
  • Post-Webinar Follow-Up (Social Media Admin)
    • Send a thank-you email to attendees with a replay link.
    • Share highlights or clips on social channels.  
    • Link back to the original article and additional resources.

Paid Promotion

Use the data from Weeks 1–3 to determine if paid ads are worth pursuing and which content performs best.

  • Identify High-Performing Content (Social Media Admin)
    • Review organic metrics (likes, shares, click-through rates).  
    • Compile a shortlist of top-engagement posts or snippets.
  • Paid Campaign Setup (Social Media Admin)
    • Choose the platforms (LinkedIn Ads, Facebook Ads, etc.) aligned with your target audience.  
    • Create platform-specific ad sets using the highest-performing creative assets.
  • Budget Allocation & Targeting (Domain Expert)
    • Define the budget and demographic/psychographic targeting parameters.  
    • A/B test different audience segments or ad creative.
  • Landing Page Optimization (WordPress Designer)
    • Ensure fast-loading pages with clear CTAs.  
    • Include contact forms or lead magnets relevant to the ad.
  • Performance Monitoring & Optimization (Social Media Admin)
    • Track CPC, CTR, and conversion metrics.  
    • Adjust targeting and ad spend based on real-time data.

Ongoing: Monitoring, Metrics, and Feedback Loop

Continual tracking and refinement ensure the content strategy stays aligned with audience interests.

  • Analytics Dashboard Updates (Social Media Admin)
    • Monitor website analytics (page views, bounce rate, time on site).
    • Correlate social metrics with traffic spikes or dips.
  • Social Media Insights (Social Media Admin)
    • Track follower growth, engagement rates, and share counts.  
    • Identify which posts or platforms drive the most traffic to the site.
  • Community Engagement (Social Media Admin, Domain Expert)
    • Respond to complex questions with Domain Expert insights.
    • Gather user feedback or criticisms to inform future articles.

Landing Pages

For any paid promotions - content that “catches on” we can build out a landing page with single, clear call-to-action (CTA).