Whether you want to believe it or not, content marketing is still king.
We live in a world where avoiding advertisements is nearly impossible. They’re on our phones, televisions, billboards, streets and clothing. The more we see, the more we tune it out, which in turn makes content marketing more effective. It feels genuine.
“Small businesses with blogs get 126% more lead growth than small businesses without.” - Source
But, you’re a busy entrepreneur. You don’t have time to create content 5x a week. Instead, you need a content calendar that works for you. In this blog post, I’m sharing 3 simple changes you can make to ensure your content is long-lasting and highly effective.
Create Evergreen Content
The fastest and easiest way for you to start getting the most out of your content, is to ensure that you are creating evergreen content. Evergreen content is any content that you own and remains relevant long-term.
First, you want to own your content. Any content you create should be on your website. If you are going live on social media, save the video and create a blog post from it. If you record a podcast, share the transcript on your website. These are simple ways to ensure your content is always accessible to you and your audience.
Second, you want your content to age with grace. For example, a blog post about "5 Tips for a Stylish Winter Wardrobe" isn't evergreen content. It has a specific season, winter, which makes it irrelevant 3/4 of the year. But, if you write a blog post about "5 Tips to an Ethically-Sourced Wardrobe", you can share it year-round.
Now, this doesn’t mean you can’t write a blog post about Winter wardrobe’s. In fact, I think you should. I just want you to focus on expanding your evergreen content first and foremost.
Re-purpose And Follow-up
Don't force yourself to reinvent the wheel each time you need to create a new blog post. Instead, start to re-purpose, recreate or write follow-up posts to content you've already created.
When I feel stuck for content ideas, I open up my Google Analytics and view my most popular blog posts. I start by trying to brainstorm similar content ideas.
If I’m really stuck, I’ll create a follow-up post. For example, my most popular blog post is: “15 Minimalist Color Palettes” so I created a follow-up post: “15 More Minimalist Color Palettes”. Now, 15 More Minimalist Color Palettes is becoming one of my most popular blog posts because I listened to my audience and expanded on their interests.
However, you don’t just have to look at your successes, you can also look at past work that flopped. If a blog post is struggling you can update the visuals, expand on the topic or take a new approach on the subject. There was a reason it wasn’t clicking with your audience, if you can find it, you can start making that blog post more successful.
Lastly, you can simply re-purpose old content. If you wrote a blog post, turn it into a podcast episode, newsletter or social media post. Just because it’s an old post, doesn’t mean your audience has seen it.
According to Derek Halpern of Social Triggers, you should be spending 80% of your time promoting content and only 20% of your time creating it.
It may sound crazy, especially for businesses with small followings, but think of it this way. It’s easier to find 100 people to read one blog post than it is to create 100 blog posts and only one person reads.
So, how can you start sharing that content?
First, get business accounts on any social media platform your ideal clients would be on. Once there, share the same blog post on each platform and share it more than once. The worlds going green, so should you. Reduce, reuse, recycle.
Second, create a mailing list. Your most loyal followers will join and they are the exact people you want receiving your content. So, share your content directly in their inbox.
Lastly, create different formats for your content. You have a blog, create a podcast. You have a podcast, create a blog. Don’t leave your content in just one place, get it out and share the word.
What tips do you have to get the most out of your content calendar? Share them below!