These days we are all moving a million miles an hour. For small business owners, you don’t have time to worry about creating a ton of content to feed your various marketing channels. Between social media, your website, possible newspaper or magazine ads…it can be a full-time job. And if you don’t have a full-time creative team, you need to find ways to make the most of the content you are creating. And how in the heck to find more great content?
There are ways to get the most bang for your content so that you can spend more time running your business and less time tracking down and creating valuable content.
What is the use in creating content that won’t resonate with the correct audience? As a small business owner, you should know who your customers are. What do they like? What are their pain points? What makes them happy? How do they get their information? Are they digital savvy or prefer traditional media? Large organizations with full marketing teams often create personas for their target audience. If you don’t have the resources to go through this exercise, one good way to know is to just ask your customers. Use this information to help you focus your content – the topics, the channels, and the design.
You have spent the time to make sure that the content you are sharing will appeal to your audience, that is it on brand, accurate and looks good. Then what do you do with it? Throw it on your website? Create a social media post to promote it? Send it out in an email? You have to think about what surrounds your content. If it is on your website, are you putting alt tags on your images? Are you using keywords to help with SEO? For social media, are you using hashtags that will help your content get seen by more eyeballs? For email, make sure your subject lines make your customers want to open your communication.
The best part of different types of content is the ability to take large amounts of content and chunk it up into smaller pieces. Did you write a blog post (like this one!)? Take different pieces and parts to make into graphics or separate social media posts. If you have a whitepaper, use the various graphics within the document to create a one-page infographic. Take one fact in an article and create a podcast or quick video on that one particular topic.
Just producing content doesn’t mean that it is good content. An essential step that many people miss is to go back and track the content that they publish. Do you even know how many people interacted with your content? Are infographics getting more traffic than long articles? Are you getting more traction from Twitter than Facebook? There are a lot of tools that can be purchased that would give you a full picture of your analytics, but you can do enough using the native platforms, whether that be social media or your website platform.
It is not only good for the planet, but it is also good for your content. After you have measured the content you have published, make sure to re-share the best evergreen content again. Share it on another platform. Or tweak it slightly and share on the same platform. With the way social media moves these days, only a small percentage of people actually see your content the first time. (Yes, this is sad but true, fact.) For example, I typically recreate my blog posts on LinkedIn and include a link back to my website.
All of this can be overwhelming, but good content marketing will be noticed by your customers. And it will pay off when people become more loyal to your business because you are providing information that they find valuable.