How to make a little content go a long way

in Top copywriting tips

You’ve written a piece of content and after all the effort it’s taken, you want to make sure it’s working as hard as it can for you.

Here are some ideas that might help…

Look at the different places you could publish

The most obvious place to publish is your own website.

You should always publish content on your own website because you have control over it. If you only ever publish on Facebook / LinkedIn / wherever, you’re at their mercy if they decide to take your posts down because they think you’ve broken a rule or if they start charging for businesses to use their platform.

However, the chances are that not very many people (relatively speaking) visit your website. It means you run the risk of creating great content that not enough people get to see. Of course, this is one of the reasons you need to promote your content (see the next step). Still, you’re limiting your potential audience by limiting content to your own website.

You might therefore want to think about where else to publish your content apart from your website. By publishing on other sites, you can ‘piggyback’ on their popularity and open yourself up to new audiences.

Look to see if your professional association allows you to publish your content on their site. Similarly, your profession’s news websites and magazines. Sites such as Medium are a good idea too.

Consider reaching out to companies you work with to see if you could publish the piece on their site. For example, a copywriter might want to write an article on web copywriting to publish on the website of a web design agency they work with. An interior designer might want to write an article on the season’s colour trends for a decorator they work with. And so on.

In all these cases, to avoid the problem of duplicated content, include a link back to the article on your website at the end of the article. Of course, a line such as ‘This article was originally published on’ also has the benefit of directing readers to your site.

Consider where and how to promote it

Once your content is live, it’s time to think about promoting it.

Social media is likely the first place you’ll think about. Take time to craft individual posts for each medium you’re active on.

Think about the timing of posts too. Research can tell us the best times to post on the different platforms (try Sprout Social’s guide). But also look back at your own posts to see when your own audience is most engaged.

Don’t restrict yourself to a single post for each platform – have several posts, each promoting a different point or angle, to maximise exposure. If you’ve quoted experts or influencers in your content, tag them into your posts where relevant. They’ll be able to see that you’ve quoted them, which makes it more likely they’ll share your content to their network.

Make it easy for readers to share your content. Make sure you have social share buttons on the piece so your readers can promote it to their networks.

If you have an email newsletter, promote the content in that. In the same way as you reached out to the companies you work with when you were thinking about where to publish your content, reach out to them again to ask if they’ll consider sharing on their social media platforms or promote it in their own newsletter.

If it’s a particularly important or impressive piece of content such as an ebook or white paper, you might consider putting a link to it in your email signature.

Consider how to reuse and recycle it

Think about all the different ways you can repurpose your content. This helps one piece of content go a lot further. It also means you give people different ways to consume your content.

Long form content such as white papers and ebooks can be broken down into shorter blog posts. You could also consider how to create infographics summarising the key points. In each case, you can link back to the original article, so you’re giving readers more value if they want it.

Going in the opposite direction, blog posts on related themes can be stitched together to create eBooks and guides. And, where appropriate, individual blog posts can be extended to cover a topic in more depth.

The promotion is as important as the piece itself

It’s easy to think the hard work is over once you’ve created a piece of content. But if you want to maximise its value, you’ll need to put some effort into the promotion too. It’s something I’m very guilty of neglecting – but it’s an area where I’m committing to try harder!

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