Here are a few quick tips for how to ensure you are maximizing all of the great content you create and use it to enhance your brand and build your business, which is crucial even in a down and unpredictable market.
- Focus on the most cost-efficient types of content
- Research the performance of your content and use that information to create more content that does well and less of what isn’t
- Focus on quality over quantity: It’s better to produce a few pieces of great content than a lot of mediocre content
- Try to repurpose existing content – or at least keep a running list of content ideas
- Which types of content convert well into other types of content? Any type of content can be repurposed as any other type of content, but the easiest types to repurpose, are:
- blog posts into: infographics, podcasts, e-books
- infographics into: slideshows, videos
- videos into: animations, blog posts
- Update time-sensitive content: Things change. Instead of creating an entire new piece of content, why not just update your original piece? No one will remember the original piece.
- Create an editorial calendar to track and manage the content you’re planning to publish (as well as content ideas).
- Define your audience, plan your approach and set clear, measurable goals
- Select your platforms (LinkedIn, Twitter, Facebook, YouTube, Instagram) – ONLY go where your clients are
- Adjust the content for each medium – do not post the same content to each platform
- Build an editorial/content calendar to help track the mix of posts
- Train your employees on how to use social media to tap into their networks
- Create timely, client-centric, educational, valuable content: Explain and anticipate what developments mean to your audience
- Reuse and repurpose your content to make it work harder and smarter for you
- Effectively use visuals, hashtags, calls to action (CTAs), videos and podcasts
- Understand how SEO works
- Use analytics and data to help refine your strategy
- Craft strong headlines/titles
- Think visually
- Repurpose content
- Pay it forward by promoting the content of key contacts and clients
- Use a mix of platforms to engage with your target audiences (video, written content, podcasts, etc.)