There’s no doubt about it. Everywhere I look, online marketing and SEO experts are saying, “It’s about quality online content.”
Google and the other search engines use quality online content as one of their top ranking metrics.
Prospects and customers are looking for it too. Studies are showing the vast majority of your site’s visitors — 79% —aren’t ready to buy. They’re researching options. (“Discover the Missing Link” by Karyn Greenstreet)
The more helpful information your site has to lead them through the buying process, the more they’ll see you as helpful and knowledgeable.
How to keep up with creating all that great original content?
With articles, blog posts, social media posts, e-newsletters, white papers, ebooks…How do we possibly find the time to keep up with all that? Especially when we’re trying to run a business? The answer: Re-purpose your content!
Thankfully there are ways to streamline the process and make the most use of your time and effort.
Have a plan
Like everything else in your business, having a written plan in place for your content creation gives you the foundation.
It doesn’t have to be a fancy spreadsheet. It can be a simple outline or organizational tree that can be updated each month, quarter or year.
The biggest plus of a plan is not going through the “What do I write about?” syndrome each time.
Since it’s not written in stone, it’s easily changed if something better or more timely comes up in the meantime.
Create the big project first
Does your business have an ebook, white paper or monthly newsletter? Then you’ve got all kinds of topic ideas for blog posts, articles and social media updates already.
There are two main ways to use this big project once it’s published:
- A 5,000-word white paper has material for several 800-word blog posts, articles or e-newsletters. Divide up the topics according to chapter or section.
- Beyond pulling material directly out, brainstorm additional topic ideas that stem from the original content.
Spread the content around
Do you have a monthly or weekly e-newsletter? Once it’s been sent out to your list, post it under the newsletter archive section on your website.
Grab a handful of insightful or helpful sentences that can be used on Facebook or Twitter. Write or list them all at once and you’ve got your social media posts for a week or two.
Take that same e-newsletter and convert the information to a SlideShare presentation and post it there.
Or boil down the content for an infographic.
With some creativity and planning, one content project can be re-purposed into all your other venues for the month.
What looked like content overload in the beginning is now a useful and doable strategy.