Content marketing is certainly a buzzword when it comes to building and growing brands in the lifestyle industries. Because of this, it can feel like you should be creating unique content to put out everyday. When you’re creating content for the sake of it though, it can lose all meaning. Soon you’ll find yourself becoming overwhelmed as you try to come up with new ideas all the time. Meanwhile, you’re also underwhelmed by the level of impact your content creation is achieving.
Does this sound familiar?
I’m here to tell you to stop what you’re doing. As you end up going round and round in circles, making little progress, think about whether you could be doing something differently…
Let me show you how flipping what you do on it’s head could create the impact that you’ve been looking for…
Create Less Content, Share More
This approach is actually really simple and effective, you just have to change your mindset when it comes to content creation. Here’s how:
Instead of putting all your energy into creating endless content streams, focus on promoting that content. If you currently spend eight hours a week producing three or four pieces of content, and one hour promoting it, flip this round. Instead spend two to three hours a week producing content, and the rest of your time promoting it. This will result in more traffic, more eyes on your content, and more conversions, which is probably what you’ve been working towards all along.
The Fear of Oversharing
Where we are going wrong is assuming it’s only acceptable to share a new piece of content once. This couldn’t be further from the truth. When it comes to promoting your content, social media, your email list and your own website should be at the forefront of your strategy.
What most of us do when we create a new piece of content is share it once, on just a few platforms, and leave it to get swallowed up by the rest of the noise. Of course this results in just a few clicks, maybe a share, maybe one conversion, but your content could be working so much harder.
Algorithms, the time you post and a bunch of other factors mean that around only 7% of your followers see your posts. This means that even if you share the same content ten times, you still won’t reach your entire audience. When there are so many users that could benefit from the content you’re creating, it only seems fair to make sure that they get the chance to see it.
The same goes for your email newsletters – only a small percentage of your mailing list will actually read each email that you send out.
Finally, you could be pushing your blog posts and opt-in freebies harder on your website too. Every time you create a new blog post, link back to relevant blog posts and freebies within it, to grow your email list and keep people engaged with your content. I’m going to do it myself at the end of this post.
You can also be sure that I’ll publish this post several times across my social media, and not just in the coming weeks either. This blog post is evergreen, in that it will be relevant for a long time. The more content you can create like this the better. This leaves you with content that stays relevant to your audience, that you can keep sharing so that everyone who might find it helpful will find it.
Repurpose your Content
I’m not necessarily saying that you should re-share the same blog posts and freebies with the same images and captions over and over. For anyone landing on your Instagram feed this isn’t going to look great. Instead you should repurpose your content.
This means creating new visuals, captions and emails, to ensure your feeds still look interesting and relevant, while making the content you already have go further. Don’t be afraid to share the same piece of content several times in one month, or to promote a freebie you created over a year ago. All of the content you have created could be working so much harder for you, and as long as it’s still relevant to your audience, it can continue to bring in leads even years after you’ve created it.
Focusing your Content Marketing Strategy
Now that you have changed your mindset when it comes to content creation for your business, it’s time to pin down your strategy. You can create a set routine for each week, which will ensure you make the most out of your content, with minimum effort. It might look a little something like this:
– Spend an hour creating a content plan for your week. This should include your social media posts, your email marketing, and time to produce just one new piece of content.
– Spend 3-4 hours creating a new blog post or freebie. Focus on quality, rather than quantity, and if possible create a piece of content that you can share for a long time to come.
– Next create content for your social media. Create new visuals and captions to promote older content, as well as for your new piece of content. If you are publishing on average two social media posts a day across four channels, this shouldn’t take more than an hour or two.
– Schedule all your content. I can’t stress enough just how much time this saves, plus you’ll never forget to publish a post as it’s all automated. Sit down and spend an hour scheduling all of your content across your various channels, don’t forget to use your analytics to find the best times to post. You can even schedule Pinterest pins and Facebook group posts, so that you don’t have to anything manually.
– If an email newsletter is part of your content marketing plan for the week, include a section with a link to a blog post or a freebie. The whole focus of the email doesn’t have to be on this piece of content, but when you’re emailing your mailing list about something else, it’s always a good idea to include a little push to a relevant piece of content at the end.
Remember to keep things interesting – don’t just focus on promoting via your various channels. In regards to social media, if you publish posts daily consider this approach: Three content promo posts, two inspirational/motivational post, two product posts and two posts that features you.
Change your focus and you’ll start to see the kind of response you’ve been looking for. Stop focusing on creating, and instead focus on promoting. Don’t be afraid to push your content out to your audience again and again. If you’re happy enough to publish a piece of content on your website, you should be happy enough to put it in front of your entire audience. The only way to reach your entire audience is to promote it multiple times. Do this and you’ll really start to see just how powerful content marketing can be…
If you’d like to learn how you can triple your traffic using Pinterest and take your content marketing to the next level, you can access my free guide here:
How do you approach your content marketing, and what have you found success in? Comment and share your own experiences…