Back in the day, you could get away with posting on your blog a couple of times a week, if you had a blog at all. And that was all the content your business had to produce. The rest could be done with landing pages, Google Adwords, and email marketing.
But, things have changed, as things do. And now, more and more, doing business online is all about content.
As an online business owner, you are a content marketer. Or at least you better be.
You may be thinking content marketing is fine for others, but you’re using social media marketing to grow your business. Well, call it what makes you happy, but social media marketing is content marketing.
Sure, you can tell people good morning, good night, and show them a picture of your dinner on social media. But if you want to build relationships that translate into money, you’re going to have to also give them quality, relevant information about your market.
It’s not just about blogging. Your audience expects good content from you on Twitter, Facebook, YouTube, LinkedIn, Google+, and yes, even Pinterest. And this is where the problem comes in.
If you want people to get to know you, and if you want to keep them engaged, you’re going to need to be blogging at least twice a week, and posting on your social media networks daily. And then interacting with those who comment on your blog and social media networks. This quickly becomes a full time job, at least.
So how do you keep up with your content marketing, and still have time for all of the other demands of your business? Here are five strategies that will help you get it all done.
1. Create Multipurpose Content
This is one you need to be doing on a daily basis. It’s impossible to come up with fresh, relevant and unique content for each of your platforms every day. But, once you’ve got your blog post written, it’s relatively easy to pull one idea from your post and spread it across your social media platforms. And then pull another idea the next day. And so on.
All content you write, from original blog posts to inspirational quotes, should go more than one place. That doesn’t mean you have to post the same thing across all of your social media platforms. You can modify it, make it longer, or make it shorter. The important point is that once you have an idea, run with it everywhere.
You may find it helpful to create a content calendar. You can then take your ideas, and schedule them on your different networks in different forms throughout the week.
2. Invite Guests to Help You Create Content
Guest bloggers are a great way to keep your audience happy with consistent, quality content. Make sure you choose your guests carefully, because you are vouching for their content as if it were your own. (Or at least you’re representing that it’s a viewpoint you consider credible).
You can share your guest blog post on all of your social networks. And, you can also use it to formulate and share your own opinions on the subject of the guest post.
3. Curate Good Content
This is another one you must be doing to keep up with the demands of constantly putting out helpful content. Curating is a good idea not just because it helps you keep up, but because there’s no way you can create it all. You don’t have time, or the expertise, to educate your audience on every aspect of your market. Finding other people’s good stuff, and sharing it, is the perfect answer.
Everyone needs a good content curation machine. It is pretty time-consuming to set up, but once you’ve figured out your best keywords and resources, curating content becomes a huge time saver. I did a series on the why of content curation, how to set up your content curation machine, and the best ways to share your curated content. This series has everything you need to get started.
4. Hire Help
There’s nothing wrong with hiring people to create content for you, and to help you curate great content. In fact, this is something you should do, as long as you get the right person. Don’t sacrifice the quality of the content you put out just to get to the quantity you need.
And, while it’s fine to hire people to write blog posts for you, to chunk those posts down into shareable nuggets, and to sift through and find good content for you, never hire anyone to be your voice. Don’t have someone else engaging with your audience as if they were you.
5. Use Audio and Video Content
Content marketing shouldn’t be limited to just the written word. Podcasts and YouTube videos give both you and your audience much needed variety. Once you get used to using audio and video, it will also be a quicker way to produce content than writing can be. A very effective audio or video can be produced in 5-10 minutes. It just requires letting go of your need for perfection.
Audio and video options also give you a great chance to repurpose content. Take some older blog posts and turn them into audio and/or video content. This saves you the time and effort of having to come up with brand new ideas. It’s also a great way to update topics you’ve previously addressed.
I’d love to hear how you keep up with content marketing in your business. Is there one of these 5 strategies you find most helpful? Or another strategy you can share? Let me know in the comments below.