Knowing how to scale content, or get the most out of your content, is an important idea that all small business owners need to understand. There is only so much time in the day, and only so much information that can be out there at any one time. If you don’t learn how to scale the content that you spend a lot of time, money and resources on, you’ll come up short.
Curate Compelling Content
Researching and finding content that your audience will find valuable outside of your own content is an important component of becoming a thought leader and getting your name into the discussion. Plan in advance to find the right content that relates to the information that you’ve created for the day, week or month. Share your thoughts on the content that you share, and link to the original source.
Use a Lot of Original Content
It is important to use at least as much original content as you do curated content. To craft content that speaks to your audience you need to always research your audience. Remember that while an audience may not change, e.g. “Housewives with children under 2 who stay at home,” their ideas change through the generations. You wouldn’t create content for the wife and mother who stays home with her young children today that has any relationship to content that you may have created back in 1960.
Craft Engaging Social Media Content
Remember that each social network has its own personality and values. You need to make sure the content you share on the social media matches this personality. You can edit and change it to make it fit. Share older evergreen content when it relates to a discussion on social media as an answer. Also, don’t be afraid to share everything more than once on the same social media. The people who are online right now may not be online later.
Repurpose Your Content Well
When you repurpose content, do not copy and paste into new formats. Truly change the personality of the content by using it as research and making it practically new for the different format. You don’t want it to look cookie cutter; you want it to look and feel new. All content should be housed on your website, so by making it new you avoid issues of duplicate content, and maintain the originality of the piece. Cross-link to all your content as needed to tie it in.
Tell Your Story
The best way to improve brand awareness is to find ways to tell your story. You’ll generate more leads and make more conversions by getting close to your audience, and letting them get to know who you are, why you are who you are, and what you stand for. Craft a compelling story that puts your audience front and center.
Plan in Advance
You know the saying that if you fail to plan, you plan to fail. When it comes to content, nothing could be truer. You need to decide how much content you want to create, what formats the content will take, and how much curated content you want to add. In addition, you need to put it all in writing in the form of a publication calendar so that you can visually see how it all ties in with your product funnel.
Whether it’s curated content, content you’ve created in its original form, or repurposed content, it’s important to share it all. Promotion is at the heart of your success. Promote via social media, pay per click, email marketing and affiliates. The more ways you can find to promote the content that you want your audience to see, the better conversions you’ll see.
All of this seems like a lot of work, and it is. But, you can do it by getting help. You can outsource to individuals and manage everything yourself, or you can hire a company or a content manager or content strategist to help you with the process. You can be as hands on or off as you want as long as the content that is created and promoted fits your brand.
Your audience wants a continuous flow of information, and they want it in different forms and from different resources. You can offer them the best of all worlds by giving them the content you believe is valuable that other people create, and by providing them with your original content in many different forms for their use. Putting all that together in a cohesive form needs to be planned in advance to make it work seamlessly.
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