How to Make Your Content Go Further
08th June in Content
When it comes to content creation, it can sometimes feel like you haven’t got enough time in the day to keep up with demand, or an endless budget to do it justice. However, consistency and quantity are important: it takes up to 6 pieces of content before a lead will engage with your brand. But that said, overall, content marketing costs 62% less than traditional marketing and generates about 3 times as many leads. (Source: DemandMetric).
By employing smart tricks, we can make the content we create work even harder for us. Here are our top tips for making the most of your hard work.
Give Your Content Another Life!
Here at Beacon, we’re really into recycling in all senses of the word. We put a lot of work and research into the content we create, not only for ourselves but for our clients. If you’ve created a great and well-researched piece, it can be used or adapted into other formats. Could a few excellent stats in your blog post on security be turned into a great infographic? How about collating a number of blog posts you’ve written around getting the most out of your product and services into an ebook or report?
We love this approach, as all customers are different; they might want to consume your content by reading it, watching it, or even listening to it! (Here’s looking at you bitesize podcast!)
It provides your audience with lots of options, and guarantees more people will see your original hard work or good idea!
Cut Things Down to Size
We love a good testimonial video or explainer video. It provides real value, and can inform your audience by giving them the full details concisely and efficiently. However, once the initial post is finalised, we suggest tweaking it and creating small ‘sting’ videos based on the individual sections within the video.
Using this blog as an example, we would have a video encompassing the whole article and a series of videos highlighting each individual recommendation. The benefit of this method is two-fold, not only do you have a load of ‘extra’ content to use and stagger the release for, but you are also able to supply your audience with content that takes less time to view. This can be perfect for short-form platforms like Twitter or Instagram, and accounts for the variation in viewing habits based on time of day.
Be a Good Guest
Look at other industry influencers or partners and see if you can feature on their channel with the content you’ve created.
It will get your voice much further and wider to previously unreached audiences. You could also do a content exchange; providing your customers with extra value, especially when pairing with a complementary provider in an area your brand doesn’t specialise in.
For example, we wrote a guest blog post for techUK which you can find here. It was a great way for us to support them with the content they needed during the community tech week, and we were able to share our expertise easily with their community.
- Reshare and Promote
Look back over your content history. Are there still relevant or exciting ideas that new audience members might have missed? Could you create a round-up post listing some relevant blog posts you’ve done that they could look back on? For example, you might do a list of all your video content around a specific service or product.
Make it Relevant to the Buyer’s Journey
We talked previously about the importance of mapping content across your buyer’s journey (so much so we have a whole blog post about it!) Could that excellent thought leadership piece that sits at your Awareness Stage be easily converted into a cheat sheet to be used when considering what your customers might need; perfect for the Consideration Phase? Converting work you have already done not only lightens your workload, but also creates nice themes that help carry your lead down the sales journey.
If you’re interested in discussing how we can help you with your content strategy, or want to speak to us about anything we’ve written above, you can use our Contact Us form, talk to us on live chat or email us. We’d love to hear from you!