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The content you publish on your site is full of awesome facts and insights. Every one of them can lead to unique social posts that draw your community closer.

This page contains two resources for distributing content on social media:

Writing social content is not everyone’s forté.

We created this guide to help busy marketers quickly generate ideas for social posts to promote your site content.

The goal is to create platform-specific content that educates, engages, and intrigues readers. You’ll do this by directly adapting material from the site content.

Hopefully, our resources can lead to more substantial social posts and a more efficient production process for your team.

We created this simple Google Docs template that you can use to adapt your site content for social posts.

(Make a copy for yourself from the link above.)

This template contains two types of “cards”: One for Twitter and one for LinkedIn.

You can duplicate the cards as many times as needed to generate more social media posts.

We’ve got a variety of narrative tactics in the database.

They’re grouped in six categories:

The strategies we suggest in the database share some common fundamentals to maximize clickthroughs:

Lessons learned from the content and its production

Stories drawn from your own work and life – as well as the content

Shout-outs for sources, collaborators, and related community.

Quotes + stats from the content, its creators, and readers.

Questions posed by the content and your team.

Post-mortem analysis from you and your community.

After you create your own copy of the template, follow these directions.

Start by identifying the article (or multiple articles) that you want to promote on social channels.

We find that Twitter and LinkedIn are the most reliable platforms for B2B brands to start gaining traction, so that’s our focus with the template.

Every piece of content is rich with material to intrigue, educate, and spark conversations among the people in your social media community.

Select a narrative strategy from the database below.

Adapt your source content to your chosen strategy. Of course, each social media platform has its own conventions, strengths, and specs for content. (More on that below.)

Submit the social drafts to your stakeholders. Once the content is approved, simply copy the posts into your social media scheduler and set them for the appropriate dates.

We recommend posting to Twitter at least three to five times/week and to LinkedIn at least once or twice per week.

Of course, each social media platform has its own conventions, strengths, and specs for content.

You want to create content that will thrive within each platform. Here are some tips for doing that.

Compose a tweet thread consisting of at least two tweets. You can compose a thread consisting of as many tweets as you see fit, summarizing entire sections of an article in Twitter-sized doses. Create as many cells in the table as you need for thread tweets.

Tweets with images are twice as likely to be retweeted. If your article has images, include one - a screenshot or a table of statistics, for example - in the first tweet to draw additional attention.

The final tweet - the “thread finisher” - should link to the content from which the post came. Encourage readers to click through to go into greater detail on the subject.

For LinkedIn, compose your message as a single post, up to LinkedIn’s character limit of 3,000 characters.

For the link, attach it as a comment to the thread after posting. (You may have to do this manually after posting depending on the capabilities of your social media scheduler.)

This template was inspired by a social post from the great marketing strategist John Bonini. He noted that “brands need to shift from distributing links *to* the content to distributing insights/learnings *from* the content.”

He goes on to suggest 5 ways that brands can approach those insights – from behind-the-scenes stories, to open-ended conversation starters, and more – when they distribute content on social

We’ve distilled our approaches to social content distribution in a similar way for this template.