It is often said that Content is King, but in the reality of trying to keep up with the demands for content in modern marketing, it can sometimes come across as more of an over-demanding tyrannical king. But it doesn’t have to be that way. There is no denying that good digital marketing needs good content and lots of it. However, not all of this content has to be unique & original. The key is making sure you get every ounce of value out of your own original content, but also don’t be afraid to use other peoples content as part of your media mix.
Make the most of original content
Whether it is graphical, written copy or video, creating good original content is time-consuming and/or expensive. So it is vital that you squeeze every ounce of value out of that content. By using your website as the repository for all your original content in the form of a news feed or blog, you quickly start to build up a valuable archive of content that can be used elsewhere in the marketing mix. Examples include:
- Trade press
- Social media
- Guest Blogging on other sites
- E-mail newsletters
If you have this resource then it is easy to respond to opportunities as they arise. Furthermore, on platforms like Facebook, Twitter & LinkedIn, don’t be afraid to post content more than once:
- Multiple Tweet at different times of day – links to the article
- Facebook posting in different relevant groups & pages
- LinkedIn – Posts on both LinkedIn Pulse and appropriate Groups
Don’t overdo it, but different people will hang out in different places and at different times. Remember that especially with Twitter, content can be very transient!
Mix it up
Remember, not all content needs to be original. Most people put content onto the web hoping that people will share it, so when looking for content for your social media streams, don’t be afraid to use other people’s content. Whilst you should not pass Whilst you should not pass this off as original, sharing it and crediting the author is perfectly acceptable. Furthermore, if you share content from well-respected sources with significant followings, there is a good chance they will acknowledge this, (especially if you make a relevant comment on their content) pushing your name out to a wider audience.
Remember to recycle
Recycling is not only good for the environment, it is also good for your content strategy. The fact is that as posts get older, they will drop down your news feed and get forgotten, but in reality, that post you wrote on your new widget 18 months ago is probably still relevant, and whilst it may not be new anymore, a few tweaks to the copy can breath new life into the story, and make it relevant again. Remember, not everyone will have seen it the first time around.
