Content is Queen
Content is Queen these days and if you follow the principles from Google’s Zero Moment of Truth white paper, which states that you need to have 11 interactions, 7 hours in 4 different locations you need to be able to take your content and repurpose it for the audience on each platform.
For me everything starts with a blog post, I keep a spreadsheet that currently has over 300 blog titles and when I think of an idea I add it to the list. For you, it could start with a podcast or a Vlog.
But when you get ideas write them down, I spend my life saying to people
“that would make a great blog”
Quite often my female entrepreneur friends and clients will get an email from me with a list of blog posts or video ideas.
The power of repurposing your content is that you get to spread the word, but also it gives you the ability to create in many different ways.
I start with a big idea for a blog post, I then map that post out and then I work out what other content I will create from it.
1) Longform Facebook post
Sometimes with Facebook, the temptation can be to dump and run. However, to post something of substance can have a powerful impact. SerpIQ did a study that showed that the top 10 posts, on average, had over 2000 words. So your time is not wasted and it gives a chance for a Facebook audience to really know what you are about.
It is a chance to re-curate something, maybe focus on a few points from the original content and present it in a slightly different way.
2) LinkedIn Articles
Again think of your audience. A professional audience resides in LinkedIn, for which you can take your original content and repurpose to suit your LinkedIn strategy. For example, I have written a blog post called 5 details that can give your business the wrong impression which included a point about cheap and badly designed business cards. In LinkedIn, I published an article called the 5 sins of a business card.
I always get really great engagement when I published LinkedIn articles, so give it a go it is worth the time.
3) Creating images
Images are powerful for all platforms and can be used as a quick post to promote your original content. For example, if you were to write a numbered post such as this one. You could then create an image to represent each point. These can be posted on Twitter, Facebook, LinkedIn, Instagram, Google +, over and over and over again, each time linking the audience back to the original post.
There are hundreds and hundreds of great apps that can help to do this. The only caveat is to ensure that the images fit your brand.
4) Going live
Using the original content you could create a series of live videos on Facebook or Instagram. By creating a series you could talk through individual points.
Videos are so powerful and really get great engagement, you can then take those live videos that record and repost them for a greater audience to see.
5) Pin it to a board
People forget Pinterest but it is a powerful shopping platform and therefore, should be utilised. You should add it to your content list because by taking the original content and creating a board from it you can direct traffic to your website.
6) Time to publish
Whether ebook or published book, this content could become a chapter in a book and you could create more detail from the content. Or it could just spark an idea.
I was only reading the other day in a Jeff Bullus blog that Abby Lawson earns just over 10k per month from her ebooks.
7) Take it to a speaking platform
From your content create a powerful talk that you could use when you are speaking in public. So that a new audience can find out about you. It is always a great story when speaking to tell the story of the origin of the talk.
8) Podcast/Vlog/Blog
Depending on the origin of the content you could the re-curate to the other big content platforms. Like I said I always start off with a blog so I can repurpose mine for a Podcast or Vlog. You can do this with ever way you prefer.
A lot of people who do podcasts than will then transcribe the audience to create content.
9) Online programme
This is a powerful way to reach a greater audience at a deeper level. Take what you know, the information you have written in a blog post and create an online course for it.
I think there are a ton of online courses out there, which may seem like overload, but I also think that people want to learn and sometimes small very niched courses that are priced reasonably are the way to go.
10) Free download
You can invest in having a download, pdf document or checklist designed that people could sign up to receive based on the original content.
Get started
There is immeasurable value to your ideas, knowledge and experience and a huge number of people that can be reached through your content.
By curating content that can be lasting and spread across multiple mediums you have the opportunity to reach your audience in a consistent and continuous way and you will definitely meet the 11/4/7 requirements.
