Content Strategy

What is the lifespan of your content?

By in Content Strategy

Content is not, as we are led to believe, a consumable. Sure, the end user ‘consumes’ your information but for the creator, good content is a long term investment and each piece of content created needs to be considered in terms of what its purpose is, and what the possible lifespan of the piece is.

This is a list of places you can reuse your content – often for years – making all the time and effort worth it:

1) Newsletter content

Blog posts give your newsletters purpose!  Either copy the entire post into the newsletter or write a leading paragraph and a ‘read more’ link to encourage click-thru. And remember, as your list grows, you can re-use old posts as not everyone will have seen them.

Find out more about newsletters here.

Keep in everyone’s good books with a newsletter packed with value.

2) Re-posting

 

If Facebook is one of your main channels – don’t be afraid to re-post every few months.

Why?

Facebook’s algorithm has severely limited the organic reach of posts on a business page. They want you to pay to boost your content (they are a business after all). So re-posting will give you more exposure for free.

Brilliant for building credibility in your Facebook audience. If you are more B2B, look to LinkedIn as a channel to utilise.

3) Boosting

 

Boosting a post on Facebook will not only get it seen by more people, you can set the audience to target those who are most likely interested in a particular topic.

What to boost?

It is best to boost an article you know is popular, use it to reach a larger number of potential leads.

Brilliant for extending awareness of your brand.

4) Tweet, Tweet, and Tweet again

 

If your website is a pond, and Facebook is a stream, then twitter is Niagara Falls – in flood. You cannot tweet too many times. Write clever 140 character headlines and add a link to your articles.

Obviously the more content you have, the less repetitive it appears – so aren’t you glad you keep up your blog!

More brand awareness with a splash of credibility.

5) Email footers

 

Email footers are one of the least utilised spaces on the entire internet. They usually contain contact information. Savvy businesses are now using it to promote an offer or to send people to a relevant article.

Try this:

When you next follow up an enquiry, find an article most relevant the question and include a link at the end of your email.

Great for building relationships.

6) Create a course

 

If your articles are predominantly helpful information such as “how-to’s”, use them as the basis of a short online course.  Look back through your articles and find topic groups that work together and look at how they could be turned into an online course.

Brilliant as a lead magnet or an income stream with bonus credibility and a side order of expert status!

7) Write a book

 

Again, take what you have and massage it into an e-book. If you’ve been creating content for a year or more, you will have a good archive of content ready to shape into a book. Again, a book can either be used as a lead magnet or as revenue stream.

As with courses, you get big credibility and expert status wins.

 

Getting  a regular blog up and running is no mean feat – ask anyone who has a successful business blog and they will tell you it takes planning, time and skills (not to mention quite a lot of grit).

Content is not a single use item – you worked hard for it, now make it work hard for you.

Where do you reuse your content?