• Solve the Two Biggest Content Marketing Problems with One Tactic

    Take a look below at the graph of Content Marketing Challenges from emarketer.com, but don’t take too long because the first two challenges tell almost the whole story: by far the largest issues facing content marketers are:

    1. Finding time for content marketing, and
    2. Creating original content

    That’s the bad news and, as content marketers know, it’s not really news.

    The good news is you can solve both of these problems with a single tactic. Improve your content mileage, or get more use from your content, and you will reduce the need to create more and, as a direct result, the time needed to create it.

    Here’s a few ideas to get you started on improving your content mileage:

    1. Put More of Your Content to Work – Presumably the idea of spreading content across a variety of digital channels and social media is an already part of your content strategy. When you post a blog entry, it should be tweeted, posted to Facebook, linked to from bookmarking sites, etc..

    But, considering the time and effort you put into a relevant, well-written blog post, you need to get more from it than that.

    Look closely at the blog post. Each paragraph or sentence has the potential to be the subject of a separate tweet, post or bookmark. And who are you to deny that potential? A decent blog post can be the source of a different tweet/post everyday for a week or more.

    Now imagine how much more content mileage you can get out of a whitepaper, ebook or infographic.

    (Want to see increased content mileage in action? I will use the content of this blog as the subject of a unique tweet, at least once a day, for at least a week, starting today, June 25, 2012. Please follow and re-tweet the hashtag #ContentMPG)

    2. Find New Sources of Original Content – The thought of creating content usually brings dreadful visions of coming up with ideas, researching them, developing them, creating them, proofing them, posting and tracking. All tasks burdensome enough to be put off to another day.

    New, original content is all around us, ready to go, but we don’t see it as such and we fail to take advantage.

    Especially in ecommerce, a sector full of images, reviews and sales figures, there’s lots of low-hanging, fresh content fruit waiting to be picked.

    You may need to go a little bit outside the box, but once you do, it’ll be easy. A product shoot for example. You’re doing it anyway and you’ll likely have some time during set-ups, etc.. In addition to being images for your site, each photo or the shoot itself is potentially content for your digital marketing. For example:

    • Post images to Instagram and/or Pinterest as they are shot
    • Check In on FB or Foursquare and quickly post an update
    • Ask your customers for images they’d like to see

    One photo shoot, countless original content opportunities. A sporting goods manufacturer we work with more than doubled their previous high Reach numbers on Facebook with a single “sneak peek” image from a recent catalogue shoot.

    3. Amplify mentions of your business or products – Many ecommerce sites let shoppers rate and/or review products. Hopefully yours have received some positive mentions. If so, each mention is a very nice piece of new content created just for you.

    Re-post positive mentions. Testimonials are powerful buying triggers, they’re not viewed as sales talk and there’s perhaps no easier way to get new content.

    Want to go one better than that? Turn your negative reviews into positive content. Whether a complaint or dissatisfaction is well-founded or simply a misunderstanding, your response can have more of a positive effect than a straightforward testimonial.

    There are lots of other ways to get more use from your content. A quick idea can snowball. The “sneak-peek” sporting goods image mentioned above also got more than the average number of comments, each of which could be a new content string.

    FigPii Heatmaps

    It’s time to improve your content mileage.

    Content Marketing Challenges


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6 thoughts on “Solve the Two Biggest Content Marketing Problems with One Tactic”

  1. An excellent article, one which I’m sure plenty of businesses can identify with. Chasing time is certainly familiar territory. Thanks for all the superb ideas too. Variety, as they say, is the spice of life!

    With social networking sites such as Twitter, content sprints past at quite a speed. Thus if you only tweet your blog post once, you completely waste its potential. Chances are, most people won’t even see it amongst all the noise.

    Retweeting it, in combination with your other social interactions, allows more coverage. Fact. After all, we want people to read what we’ve lovingly slaved over, don’t we? Besides which, there’s nothing wrong with sharing good content with as many audiences as possible.

    I often retweet a blog post with a fresh spin on it. (excuse the pun) Not only to promote various points from the original article, but share something of value. To continue your analogy, this strategy helps squeeze the good juice out…

    However, some people take this too far by scheduling the same content 24 times a day for weeks, even months – and then not interacting if someone shares. Just a simple ‘thanks’ works wonders. Retains your integrity too.

    Personally, I prefer a balanced approach so readers don’t get bored. 😉 Perish the thought…

    What’s your view on this? Is it OK to endlessly publish the same content without offering readers something new to bite their curious teeth into? I like your approach as it’s not ‘in your face’ marketing, but still gets the message out there.

    As for ‘how often’ one should repeat content… Well, if it’s still relevant, why not throw it into the mix occasionally? Recently, for example, I retweeted a post written two years ago, resulting in several enquiries and new clients.

    Great idea to share testimonials too. Let’s face it – you work hard for them. Why not let more people in on how great you are? 😉

    Thanks for this, Steve. Looking forward to reading the results of your ‘tweet for a week.’

  2. Nikki,

    Many thanks for your comments. I agree with you about retweeting to reach more people and using different spins to highlight different parts of a post. Too many times I miss a post on a favourite blog because I missed the tweet. I only scan some posts and it’s easy to miss something important that a spun tweet might have revealed.

    If you and I can presume for a moment to be “the norm” – just for a moment, mind you, then its back to “abnorm”, speaking only for myself, of course – then it’s not retweeting the same content that’s the issue, but how often it’s retweeted. So far, for my “tweet for a week” (I like it) test, I’ve tweeted every 8 hours or 3 times a day. I’ll try to keep that up, but, considering you’ve come across two of the tweets, it’s probably too much.

    I’ll try to get some more feedback. I really appreciate yours.

  3. Really great tactics for creatinge fresh content for a website and share on social media. I specially like your suggestion regarding tweets. We can tweet almost every paragraph of our blog post and it will engage our followers for weeks. I think Google Alerts on a topic in gmail is the best way to be in touch with recent topics of a niche.

  4. Avatar Scott says:

    The idea that really stuck with me from this article was promoting the content of your blog post by highlighting different aspects in various social media postings. Rarely is there one single idea that is worthwhile in a blog post, most have a handful of concepts that could be appealing to readers. All too often I fall into the trap of promoting just the headline with a link to that article, but don’t want to spam followers throughout the day with the same tweet. By taking different sections of the blog post or article and promoting them through the various social media outlets, I can imagine there would be a huge benefit in the click-through rate. Not only are people on social media busy and could miss any single tweet in a sea of people whom they follow, but material must be tailored to specific audiences in order to inspire click-through.

  5. Deborah, Thanks for the comment. Google Alerts is a great tool that we use everyday.

  6. Scott, Great comment and my thoughts exactly. I miss too much good info because I can’t read every post top to bottom and I’m only looking for what was tweeted or mentioned in the title. And, yes, different people will find more or less value in certain points. I’m glad you liked the post.

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