Creating new and fresh content for your website, social media channels and more is a big time investment. Keep reading to learn the biggest secret to creating tons of content without spinning your wheels.
Everyone is talking about content marketing these days. And for good reason – creating fresh, unique content is one of the most effective ways to drive new eyeballs to your brand without paying a dime.
But between managing your online business, juggling your daily schedule and giving yourself a chance to relax, there’s just not enough time to create the amount of content you need to boost your online presence and drive more organic (free) traffic, right?
Not so fast.
When I first started creating content for Volusion’s blog and social media channels, I’ll fully admit to being overwhelmed. Writing multiple blog posts a week, drafting whitepapers and coming up with material for webinars and Facebook updates was just too much. I felt like I had to create something new and revolutionary for each content piece, and well, I was running out of ideas.
Then my world changed when I read content marketing’s version of a religious text, Content Rules. Co-authored by one of my personal idols, Ann Handley from MarketingProfs, I discovered the secret to content marketing that I had been looking for…
Reuse and repurpose your content to yield as many assets as possible.
In other words, take one piece of (quality) content and leverage it in as many ways as you can think of. Or, as Handley and her co-author, C.C. Chapman, said, “reimagine your content.”
Wait – you don’t have to reinvent the wheel each time you create content? Not at all.
To see what I mean, follow this bulleted example to understand how to take one piece of base content and reimagine it across various formats:
- At the end of 2010, we created a whitepaper, titled 101 Tips to Boost Holiday Sales:
- Knowing that a lot of people don’t read whitepapers, we turned it into a webinar, of which we invited all of our customers to attend. After that, we placed the recording on YouTube, placed the slides on our SlideShare account and created a blog post that had extra answers to holiday ecommerce questions:
- Taking it further, we created a special episode of our Two Minute Tuesday video series that detailed five major themes from the list of 101 tips:
- And believe it or not, we’re still using this base content almost two years later, turning each of these tips into tweets:
See how liberating that is? By creating one piece of relevant, high-quality content and reimagining it across multiple formats, you’ve saved yourself countless hours while churning lots of good material.
Take it from this happy-again content creator, take this approach and never look back.
-Matt Winn, Volusion