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Here's the context I'm merrily scrolling through LinkedIn when a connection of mine reacts to a post. A post about authenticity needing to be your number 1 approach to social media and how they had watched a 9 minute TikTok by a creator who they now trusted implicitly. And the only thing I could focus on was their comment about how long-format was having a comeback. Leading to: is 9 minutes really long-format??? Let Disney+ enter the chat To celebrate the 20th anniversary of the movie High School Musical Disney+  uploaded the movie in full over 52 clips. Would you watch a whole movie as TikTok clips? Now, don't get me wrong I love movie clips featuring in my feed, a personal fave being Classic Hollywood Dancers  as seeing these old routines gives me so much joy. But, to watch Singin' in the Rain in full, this way, I'm not so sure. Long-format at its finest Over Christmas, like the rest of the world I was massively invested in re-watching and then catching up with Stranger Things. Mid re-watch I encountered the below meme: It got me thinking, especially taking into account the other examples of content consumption given in this email, perhaps I have always been consuming in clips. Is it any different to reading a chapter of a book every night (something I do daily), then needing to read one more page? Musings into action So, what can you take away from this email of me musing over what is long-format content? When you are telling a story, consider what is the most digestible chunk for the platform you are on:   A 1 hour 30 minute movie = 2.5 minute TikTok clips An impassioned statement = 9 minute TikTok video 10 hour story = 8 Netflix episodes 1 blog post = 8 slide carousel on Instagram If you get the ratio right, and add that cliff-hanger/cheeky tease at the end, your content (no matter how long it is in its original state) will soar. Do you want strategic content, check out my strategy & planning sessions: Marketing Strategy & Planning | L.K.A Marketing Ltd

Have you ever wondered how brands are so quick to jump on a trend? I know I have! But then I realised if they can do it... surely, so can I. Big Brand Trend Strategy When investigating how big brands hop on trends, what I uncovered was far simpler than expected. Firstly, a lot of trends that hit big, can be anticipated. Secondly, you have to be reactive. Meaning, thirdly you need to be flexible in your approach ALWAYS! Knowing your audience well, will give you an insight into what external content you could add into your own marketing mix. Huge trends from this year that you could of anticipated include: The Oscars, Superbowl, and Met Gala. Look forward to things you know are going to happen, that will interest your audience and likely to be trends, Think: movie releases (remember Barbie), new TV seasons (hello Bridgerton), annual events (sporting, fashion, film etc.). Two biggies just around the corner, the Euros and Olympics. When you know something is going to happen, you can plan to be reactive. Plan to be Reactive Being reactive is a key marketing skill. Not just when it comes to leaping on trends. But for changes in your marketplace, budget updates, supplier delays, just to name a few examples. This is why I will always advocate flexibility in every marketing plan. How Does a Flexible Marketing Plan Look? It's layered! Layer 1, is a constant: Consisting of the stuff you know will happen (products and services you're currently selling). You can plan a whole 12 months of this, you won't use it all, but it's there as a buffer. Layer 2, is new: What stuff do you want to happen (product/service launches). You will have an ideal time for this to happen, but things don't always go to plan. So, you pick up on layer 1 again, because you've got 12 months of goodness there. Layer 3, you don't even know: This stuff you don't even know about yet (trends/news). Yes, you can plan for this by not being set in stone. And be predictive with what is happening in the months to come. Don't be afraid to deviate from layer 1 when the perfect marketing opportunities present themselves. Be ready to jump! Like this, sign up to my newsletter: https://www.lka-marketing.co.uk/email-sign-up

If you’re going to do something, do it with purpose! It’s More Than Copying & Pasting Yes, repurposing your content is a time-saver. But that doesn’t mean just copying and pasting followed by crossing fingers. Your audience’s expectations will differ depending on what platform they are on. If you just copy and paste content across you will be missing opportunities. Start by tweaking for the win. By making small changes to your content you will be creating a greater chance of making the most impact on each marketing platform. Modify Content to Make the Most Out of It When you have a juicy bit of content that can be utilised across other platforms. Take a newsletter for example. You can easily turn a monthly newsletter into blog posts and multiple social media posts. Understanding the rules of long and short format content will help you immensely with making the most out of your content. The way you write a blog post differs greatly from a social media caption. Think Structure, Then Disrupt When taking your newsletter main topics and expanding them into long-format content as blog posts to help boost your organic SEO, it is all about structure. The readability of your blog post impacts its online performance, so structure it with: captivating headlines, flowing paragraphs and a clear to call action. However, social media captions, you need to throw the long-format rulebook out. Disruption will stop the scroll and help hold the attention of your audience. Intentionally break your copy into sharp, snappy one liners. Remember, if you can make a single image social media post, you can turn that into a reel (or other video content) and expand for carousel posts (make sure you make them pdf docs to work best on LinkedIn and images for Instagram). Now, go forth and repurpose!