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Take the Stress Out of Content Creation

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Take the Stress Out of Content Creation

Why is it when the topic of creating content for a business comes up, gazes are averted, feet are shuffled, and an uncomfortable silence falls across the room?

Possibly because the thought of creating the content is worse than actually creating the content! You know, staring at a blinking cursor on a screen while everything other than a client-focused topic comes to mind.

It’s this stress and concern, about the time and focus it takes to create good quality content, that keeps people like me in business. But, if you’re looking for a way to ‘hack’ content creation for your business, I’m going to share with you an idea that I use all the time for my own clients.

Repurposing.

Most people are familiar with the concept of adding blog content to their website so allow me to use a humble blog post to explain.

Go ahead and choose a blog you’ve already written. In your hands you think you have one piece of content, right? Wrong! Take another look; you’re actually holding onto at least another three pieces of content ready and waiting for you.

Take the blog, grab yourself a microphone and read your blog out loud. You now have an audio file to upload. You can load this to your website as a companion piece or keep them in your pocket until you have a few and consider launching them as a podcast series. Audio content is easily accessible while your clients are doing other things (such as driving), and by providing your content in different ways, you are reaching out and offering your clients the ability to connect with you in a time, place and way that suits them.

Now that you’ve done that pull out your smartphone, set it to video and record yourself for no more than three minutes talking about the topic you just wrote your blog on. You now have a video file to upload. From there, create a YouTube channel to house all your video content. Google loves video content, and so will your search engine optimisation (SEO); not to mention that more and more clients are enjoying watching videos as a way to receive content.

Dissect your blog into ‘bite-sized chunks’. These can then be turned into quotes or statistics that you can use on your social media platforms. More content. Usually, I’ll find that I can pull two to three social media bites from a 500-word blog.

Use the quotes and statistics you’ve pulled out of the blog to create an infographic. We’re up to at least four additional pieces of content now, and if you’re on the LinkedIn platform the audience there absolutely love a good infographic.

The final one that I find people overlook is considering whether their blog could form the basis of a keynote or a workshop that would help their clients or add value to them in some way? If so, consider adding a ‘lunch and learn’ or an informal face-to-face gathering of your people to discuss your blog topic live. People gain significant value in being able to access your knowledge. So, while this isn’t something I would offer with every new blog you write, building in a few face-to-face events each year can strengthen your relationships within your community and add significant value to the people you work with.

My last word on repurposing is this: Don’t blast all of your repurposed content out to your clients in the same week that your blog goes live. Develop your content calendar, so you’re releasing different pieces of information at different times. This provides your audience with the opportunity to access the information at a time and in a way that suits them while also ensuring you’re maximising every ounce of goodness you can from that one piece of content.

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