Consistently creating quality content is one of the biggest challenges that small business owners face when it comes to the management of their digital presence. Simply being active on a platform is one thing, but creating content that actually works for your brand and that can help you reach your business goals is a whole other ball game. We have touched on the concept of content marketing before, and while this is an ideal that more and more businesses are working towards, the time and resources required to execute a content marketing strategy of this nature effectively is not something that every business has at its disposal. Content marketing essentially requires creative, unique, and compelling content to be created in a frequent and consistent manner. Content should furthermore, ideally fit in with the context of the platform that it is meant for and should create a story that your audience can connect with.
If you do have the capacity to create content at this level that is based on a unique topic for each post and platform that you are on, it is definitely worth doing so. However, small businesses owners generally function with time and resource constraints and as such, need to find a way to be consistent with their content creation without dedicating too much time to the management of the business's digital presence. It is for this reason that I want to share two content shortcuts with you that will help you maintain consistency in your content quality and quantity.
Want to know what you can do to make your content creation process easier and more manageable? Let’s begin!
Shortcut No 1: Multiplying your content.
We know that creating fresh, new, and engaging content is an ideal and executing a content marketing strategy at this level is much easier for bigger businesses with more resources than it is for smaller companies that often only have one person managing the digital presence (and juggling other responsibilities as well). This does not mean that anything less than the ideal is ineffective. Businesses can build a strong, engaging, and effective digital presence by simply aiming for consistency and quality. Consistent and quality content also does not mean that you continually need to discuss new topics or ideas, you simply need to organise what you have in a way that grabs your audience’s attention. This is exactly what multiplying your content is all about - creating several different pieces of content that all focus on one specific topic.
Perhaps this concept can be better explained with an example. Let’s say that you are adding a new product to your catalogue. Naturally, you would like to introduce this product to your target market and increase your online sales. So, you start by writing a blog post about this product. You share three interesting reasons why there is a need for the product in the market and include the easy instructions for using your new product. From that one blog post, you can use the reasons why there is a need for the product as a standalone post. You can share the easy instructions for using the product as another post. You can then create a post about the product features. You can do a quick live video showing viewers how to use the product. I’ll stop there because I think you get the idea. From one topic (your new product) you were able to create five different pieces of content.
Multiplying your content is essentially a planned process of creating content that revolves around one single topic. This usually follows the pattern of creating a core piece of content and using that one piece as inspiration for the rest.
Shortcut No 2: Repurposing old content.
The practice of repurposing your old content is closely related to multiplying your content. The difference is that multiplying your content is a preplanned and thought out process of creating several pieces of content from one topic whereas repurposing old content is a way of breathing new life into content that has already been shared. A great example of this would be to extract bits and pieces of information from an old blog post to create short Tips or Did You Know style posts, each containing one piece of valuable information sourced from the old blog post. When doing this, you can also add the link for your original blog post to the copy in your new post as a way of generating more website traffic.
You also don’t have to go as far as creating new content from old content, you can simply use the same copy with a new image or an existing image with new copy. This is especially helpful for product or service advertising. After all, you are not going to share an advertisement only once. Repetition is important when it comes to marketing your products and services, you just need to spice it up a little to grab your audience’s attention the second or third time around.
Being active in the digital space is important, but to truly take advantage of the benefits that digital marketing has to offer requires consistency in terms of both the quality and quantity of your content. It is great to know, however, that consistently creating quality content does not have to be difficult. You simply need to understand how to multiply your content and how to repurpose your old content in a way that helps you achieve the goals that you have set for yourself online.
If you would like some more specific ideas and tips on how you can multiply your content and repurpose your old content, you are welcome to get in touch and tell me more about you, your business, and your goals.