One article, five social posts: a calendar that feeds itself
Social and content calendars compete for the same hours. Cutting every article into platform formats ends the argument and doubles the reach of the reporting.
Key takeaways · Social media · 5 min read
- Report once, publish in five formats
- Lead with the most surprising number, not the headline
- Send every post somewhere that can capture a lead
Two calendars is one too many
When social runs on its own calendar, it needs its own ideas, and the team invents them under deadline. The posts are thin because nothing was reported for them.
An article has already done the hard part. It contains a claim, evidence and at least one number worth repeating.
How to cut an article
From one 1,200 word guide we expect five posts across two weeks.
- A carousel that walks through the main steps
- A 40 second video of one person explaining the key point
- A text post built around the single best statistic
- A question post that asks readers how they handle it
- A quote card from the expert interviewed
Give every post a destination
Reach without a next step is entertainment. Each post should point to the article, a tool or a sign-up form, with a tracked link so the report can show what it earned.
An article has already done the hard part.
Written by
Theo Brandt
Social and email lead. A former newsletter editor who cuts every article into five posts and one email. Tracks sales, not likes.
Illustrative photos. Figures and examples in this article are sample content.
