You Need More Content – If You Are In Business!
Content Marketing is now essential for all businesses whether large or small. And it can take a lot of resources, time and energy creating all new content from scratch.
But I have some great news for you…
You don’t have to start from zero and create all new content!
You can take advantage of the content you already have on your computer by updating it, reworking it, or repurposing it. This saves you time and leverages the work you’ve already done. In addition, some old material you have could still be very valuable to your audience.
Start by organizing your existing material into categories. Since they’ll mostly be files on your computer, create folders by category and drop the files into these folders. You can use these folders to organize future material you develop as well.
For example, if you write about language learning, you might organize your material by language. Or, it may make more sense to separate content into language learning tools, tips for studying, methods for mastering a language, and so on.
If you write about cleaning and de-cluttering, you might separate content by areas of the house. Or, you could have a folder for tips, one for tools, and one for product reviews.
Try not to create too many sub-categories for each category. Things can get messy and the key to organizing is to keep things simple and effective. Three categories with three sub-categories is a good place to start. You can increase or decrease as necessary.
Make sure you also take inventory of everything you have online. As you look at this content, consider whether you should leave it up or not. There may be material that doesn’t reflect the topic areas you identified above.
For example, you want to establish a reputation as an expert in family finance, but you have old articles and videos with golf tips still floating around the web. If someone sees these golf tips, it might create a disconnect in their mind and hurt your branding. The golf material could also be a distraction since you’re no longer focusing your efforts there.
Once you have everything in its appropriate folder, you’ll not only be better organized but also have a clear picture of the material you already have.
Take These Next Steps to Organize Your Material
- Organize the material on your computer into a few key categories by folder
- Create sub-categories for each major category
- Look for any content you have on the web and add this to your folders
- Remove any web content that might distract or interfere with your branding.
Plan Your Goals and Prioritize
The next step is to define your content goals. Nail down specifically what you expect your content marketing to achieve for your business. Some examples would be:
- Lead Generation. You could be bringing people into your sales funnel so you can market to them.
- Relationship Building. The purpose of your content could be to offer helpful information to your existing audience to deepen your relationship.
- Sales. Your marketing material may lead directly to sales.
- Brand Awareness. You may be putting content out there to build awareness of your brand.
- Membership Growth. The goal may be to grow your email list or website membership.
Once you’ve clarified the specific goal or goals for your efforts, you can decide which type of content will work best to achieve these goals. For example, if you want to bring people into your sales funnel by building an email list, you can use a free report or other lead magnets to get people to sign up to your list.
If you’re building brand awareness, a good strategy would be to produce short helpful videos that you can post to YouTube and share on social media.
Make your goals as specific as possible. If you’re trying to generate leads, decide how many and in what timeframe. For sales, set a precise figure. If it’s brand awareness, choose some metric as an indicator, like new followers on social media or mentions online. Always set a timeframe for each goal.
Next, take your materials and prioritize according to what will best help you reach your specified goals. For the top priority content, what is often known as “cornerstone content,” choose pieces that are highest in quality or the most effective. These “greatest hits” should show you at your best. Think of these as the pieces you’d like people to see first to make the right impression.
Once you’ve identified these key pieces, decide where your other work will fit into your overall marketing scheme. For example, if you’ve chosen a piece of content to use as a lead magnet to get people on your email list, you can then choose blog posts to repurpose into email messages to send your subscribers.
Take These Next Steps To Plan Your Content Marketing Strategy
- Clarify your content goals for the next three months
- Choose the five pieces of content that show you at your best and do the most to help achieve your goals
- Decide where your other content will fit into your overall strategy for achieving your goals.
Develop a Content Management and Creation Strategy
Now that you’ve identified your best work, it’s time to put a solid system in place for creating and organizing everything.
Start by creating a content management calendar. You’ll use this tool for publishing and creating your materials.
Decide with what frequency you’ll publish. This could be something like two blog posts per week, six tweets a day, or a video a week. The exact frequency doesn’t matter as much as being consistent. If you start publishing a post a week, your audience will come to expect it.
As you start posting content, you may discover that your audience wants more, or that publishing less is better suited to your goals. Posting too much can wear your audience out and they might stop paying attention. Too little, and they may forget about you. Try to find a sweet spot by watching your audience’s response.
You should also bear in mind your capacity. If you commit to too rigorous a schedule, you’ll burn out and the quality of your work will suffer. Decide how much you can produce each week and stay within that.
Once you have your publishing calendar decided, you can figure out when and how often to create content. For example, if you decide to publish every Friday, this means you need to finish each piece by Thursday. You can then work your way backwards and decide when you need to get started.
There are two options for creating content:
- Batch create content in single sittings
- Get into a flow of regular production
For the first option, you might set aside an afternoon each week to create the bulk of that week’s material.
The advantage is that you’ll get it all done at once and not find yourself struggling to meet deadlines.
If you choose the second option, you’ll prevent burnout by checking in every day and working. But you have to make sure you do it faithfully or you’ll fall behind.
You can save some time by repurposing and updating your old content. Put this into your calendar as well. Regularly dig up old articles or blog posts and see what you can do with them.
Examples of repurposing include:
- Updating with new information or removing information that’s no longer relevant.
- Taking bits and extending them into full pieces. For example, you have an article with ten tips on getting the perfect shave. You can turn each of these into its own blog post.
- Alternatively, taking full pieces and making a smaller piece. If you have ten articles on things to do in London, you can turn them into one article that offers ten ideas.
- Bundle content together into a bigger piece. You can take a series of old blog posts and put them into a course or report.
- Change formats. Take an article and cut its salient points up to make tweets or Facebook posts. Turn a blog post into the script of a video or podcast. Make a PowerPoint presentation version of a course you’ve offered and hold a webinar.
Always focus on quality over quantity and stay focused on your areas of expertise. You identified what you want to be known for and organized your folders accordingly. Keep this in mind as you produce new content to engage your audience.
Take These Next Steps To Develop Your Content Creation Strategy
- Create a calendar for publishing and creation
- Develop a strategy for repurposing existing content – and that includes PLR Content
Time to Get Started!
Now, you’re ready to put all that content to use and create more that will engage your audience and help you achieve your goals.
Are you ready to fuel your business growth and get maximum results from your content?
If you’re frustrated by creating content or trying to come up with ideas, we have developed tons of PLR content to get you started. Check some of it out here, and use coupon code PLR50 to get 50% off your first order.