We all know how important content can be for generating awareness in the market of what you do.
This simple article is an example of content marketing.
When you publish a blog post, for example, you may not be directly selling anything, but it may still be valuable.
It could attract potential clients to your website, entice them onto your email list, or in some other way nurture them as potential clients.
Content creation and writer’s block
However, the problem with creating content is that it can be very time-consuming, with little observable reward.
Of course, there are many things you can do to improve the content, such as writing about a specific problem, crafting a compelling and intriguing headline, and using language that is going to resonate with your prospective clients.
Also, by making the content evergreen—which means it doesn’t necessarily go out of date too quickly—you have a chance of giving your content a longer shelf life. Evergreen content is a gift that keeps on giving. It can attract people to your business even years after it was written.
But apart from improving the content itself, what can you do to give the content a longer shelf life?
One way, of course, is to share it through channels that are not necessarily controlled by your business. That might mean posting on social media, or sites such as Medium.com.
This repurposing can be very effective, and move you off the content-creation hamster wheel, where you feel like you have to create original and interesting content, such as via a weekly newsletter.
Squeeze more juice out of the lemon
One piece of content getting seen over multiple channels gets you more eyeballs looking at it. So, this kind of repurposing can be very valuable.
However, there are a few other ways of squeezing more lemon juice from a single blog post or article.
And, best of all, most of them don’t require significant effort in terms of writing new content.
Moving your writing down the sales funnel
You may have written a blog post, for instance, so as to draw new traffic to your website or onto your email list.
But that content on that particular topic may be very valuable in other parts of your sales funnel. For example, when you’re writing a proposal, you may want to include an extract from a blog post you’ve written, such as one that explains an outcome that one of your other clients achieved.
In fact, there are many other ways you could use the same content.
Here are a few of them:
- Convert the article into part of an email series
- Create snippets for use in brochures or sales pages
- When posting the original content, ask for feedback that you can use in testimonials
- Send a questionnaire with the content and use the answers for new content
- Use it as the topic for a webinar
- Turn it into an ebook or a checklist
And if you do create an eBook, for example, from the article, you could then:
- Include the eBook as a bonus or incentive for people to buy other services
- Add it to one of the packages
This approach can help with writer’s block
Here’s a spinoff of this strategy of building content for multiple purposes: it helps you get through writer’s block. When you see the rewards of a single piece of content, it’s like a tonic that is injected throughout your marketing and sales ecosystem. Knowing these kinds of rewards for a single blog post can make it a lot easier to try your hand at writing another one.
Write with the long term in mind
When you create some content that isn’t going to go out of date very easily, it makes sense to get as much mileage out of it as you can. Evergreen content that is reused in other marketing and sales material is a gift that keeps on giving.