If you’re not a writer by trade, chances are good that when you think about creating quality content for your audience, you start to worry about how much time that’s going to take. While it should take some time to create quality content, the key is to maximize the time you’re spending and get the most out of the content, to make it worth the time it cost you.
For our purposes, the term “content” means,”any educational, entertaining, or inspiring piece of information you put out into the world for consumption by your audience.” A single piece of content could be one page or a 2-minute video, but it could also be a 300-page book or a week-long online course. The first step in maximizing the time you spend creating content is to understand that you don’t always have to go for the longer end of that spectrum; shorter pieces of content are more likely to hook your audience and keep their interest all the way through.
Types of Content
Content comes in as many forms as there are ways to communicate – written word, audio, video, and visual images all make up the spectrum of content formatting. The main types of content you can harness for your business include:
- blog posts or website pages
- opt-ins (lead magnets)
- nontraditional content*
- paid content
If you learn how to make these different types of content work together, that’s the key to maximizing your time.
Tips for Maximizing Content
Create ONE main piece of content, and use it in a variety of ways to get the most out of it. For instance:
Scenario A: Maximizing Paid Content
Create a piece of paid content, such as an e-book or online course.
Now take one small section of that content (maybe a resource guide, or the first chapter or lesson) and make it into a lead magnet to get people on your email list.
Create a list of questions people have about this product before they buy, and turn each one of those questions into a blog post.
Take the most common question and turn it into a newsletter topic, really digging deep into your customers’ questions and explaining to them how this product can solve their problems. Then link to the blog posts you created to help answer other questions they may have.
Scenario B: Maximizing Free Content
Think about one big goal your customers have; now, create a series of regular, ongoing content to help them achieve that goal.*
Post this content series on your blog, for free.
In your regular newsletter, talk about the goals your customers have, and then let them know you’ve created this free content to help them achieve those goals.
Make an add-on resource to your free content, such as a workbook or a bonus video, and turn that into your lead magnet for your email list.
Create paid products or services that supplement the process of goal-reaching, for customers who want to go beyond the depth of the free content.
*Ideas for Nontraditional, Free Content:
- an audio or video podcast that breaks down the topic into easily-completed steps
- a social media challenge, such as posting a photo every day to Instagram
- a “mini course” or workshop with one new lesson each day for a week, month, etc.
- a book club, where members can come together to study topics that are interesting to them (Sound familiar?)
- a private online group (like a Facebook group or membership site) where they can come together to discuss their goals with people who are working on similar goals
- a _____-along (read-along, knit-along, quilt-along, de-clutter-along, etc.) – where everyone is doing basically the same thing at the same time and encouraging one another along the way
When you take the time to really plan out your content with a purpose, it becomes easier to see how you can present one piece of content in multiple formats to maximize the time you spent on it AND bring a cohesive theme to your online platforms.