One of the biggest challenges I hear from business owners when it comes to marketing their business on Instagram is that they just don’t have the time to create content. I get it. This was me. When you’re a business owner, serving your clients and customers is a top priority. The last thing you feel like doing at the end of a busy day is sitting down to write an Instagram post. Also, good luck trying to be creative when you’re exhausted after a long day’s work!

I have good news though…It doesn’t have to be this hard! 

Today I’m going to share with you the exact content strategy I use in my business that allows you to create way more content in far less time so you can spend more time focusing on what you do best! It’s all about working smarter, not harder. All the big content creators do this, but not many talk about it. It’s how they seem to never run out of ideas to post. 

So what’s the secret to creating more content in less time? Here it is…

Repurpose your macro content. 

Macro content is simply long-form content, usually in the form of a blog post, YouTube video, or podcast episode. All business owners should aim to create and share at least one piece of macro-content per week or fortnight depending on what they can consistently keep up with. This is because this type of content is extremely effective at positioning you as the go-to expert and building massive trust and credibility with your potential clients and customers. As a business owner, this is definitely something you should invest in. From here your macro content piece can be broken down into several pieces of micro-content, perfect for sharing on Instagram as well as other platforms like TikTok, LinkedIn, Pinterest, and Facebook. 

Let me give you an example of exactly how this strategy works in practice.

My macro content is my podcast episodes, like the one you’re listening to or watching now. From here I can convert this episode into a YouTube video, a blog post to share on my website, and an email newsletter to send to my email list. I can then create an Instagram carousel post with key tips from this episode. I can also go on to create a short audiogram of the episode and share it as an Instagram reel and TikTok video. 

Another piece of content I can create from this macro content is a quote graphic sharing a helpful point I make in the episode. I can create an infographic post with a few more tips from the episode. I can even share a photo and caption that summarises key points. I could also go on to share some story sequences with key takeaways from the episode.

So from one piece of macro content, I can go on to create at least 7-8 other pieces of shorter-form content to share on social media. As a busy business owner, you should only be creating around 20-30% of brand-new pieces of content from scratch for Instagram. The rest can be created by simply repurposing your macro content! As I mentioned earlier, it’s all about working SMARTER not harder. If you’re not currently creating macro content, it’s never too late to start. 

Work out what feels most doable for you with the time and resources you have available. For me, a natural-born chatterbox, that was podcasting. For you, that might look like whipping out your smartphone and shooting a YouTube video or maybe you’re an amazing writer, and writing blog posts comes naturally to you. Choose what works best for you and your business and go with that! I promise that this one strategy will make content creation for Instagram SO much simpler for you!

Click here to Learn my Instagram Strategy for 2023