Funny, shocking, or relevant content will catch your audience’s attention, but the resulting engagement can be shallow and brief. If you wish to keep your audience engaged, you will need to design a content strategy that integrates different types of content, so you can keep the relationship with your audience fresh and interesting.
You can source the needed content in a number of different ways. It’s not as difficult as you might think, and you don’t need to do all the hard work yourself.
You Tell Me
You can easily turn a dry piece of content into a crowd-pleaser by letting someone else do the storytelling. A different perspective can really liven up a regular subject, so think about interviewing a thought leader in your field of business. Thought leaders exude dependability, credibility, and expertise, leading to an inspirational piece of content that showcases your discerning vision.
Another way of building on someone else’s storytelling ability is to create testimonials. Letting existing customers tell the story of their experience with you is more valuable than you telling your audience what you can do for them. Customers are perceived as a more reliable source, and testimonials feel less advertorial in nature than regular copywriting content. Short testimonials are best. In fact, short testimonials in the form of a quote are ideal for attracting attention on Twitter.
You can also draw on your social community and have your audience create content for you. Ask for input on a issue or innovate ways of using one of your products or services, and have people send in photos or videos that you can use on social media or on your website.
He Said, She Said
Creating fresh content is costly. And most of you busy business owners don’t have time to blog on a regular basis. That is why content curation is the answer to your problems. It’s a quick and easy way to create valuable and relevant content. All you need to do is gather interesting content from other sources and add a little something of your own before you repost.
The easiest way to do this is to just add a little nugget of your own knowledge on the subject. Then, open it up for discussion and interact with audience comments. By regularly sharing high value content like this, you build up a solid base of followers who rely on you for expert analysis of current and relevant issues.
Content repurposing is a fancy term for reusing old content. It’s kind of like upcycling, another fancy modern term that basically means finding new use for old materials. The right way to approach repurposing is to convert a particular type of content into a completely new type of content.
Get maximum use out of a slide presentation, for example, by converting it into a blog post. In turn, you can convert old blog posts into colorful infographics. You can also turn ebooks into blog posts or vice versa. Older articles may be updated with current information, such as new graphics representing the latest trends. And a webinar script can make a good ebook. You get the picture.
A successful content marketing strategy integrates many different types of content. But that doesn’t mean that you have to create it from scratch each and every time. There are ways around the constant-need-for-content problem. By co-creating, crowdsourcing, curating, and repurposing content, you get the fresh and engaging content you need to keep your audience happy, while saving time and money for the business.