If you’re part of a small team, you know how difficult it can be to stay on top of content demands. From posting on social media to blogging, producing a steady stream of high-quality content every week requires valuable time and resources. However, it’s not something you can skip — it’s proven to be effective in attracting new visitors and converting them into leads. In fact, new benchmark data from HubSpot shows that “the small companies that publish 11 or more blog posts per month drive much higher traffic than companies of the same size that publish fewer than 11 blog posts.”
If you’re having trouble producing enough content and time isn’t in your favor, read these ideas for some quick, easy ways to generate and repurpose engaging content.
As of June 2019, there are over 750,000 podcasts. The popularity of podcasts has steadily risen, with many people using them as a form of education and entertainment. On top of that, they’re super easy to produce. All you have to do is sit someone down and interview them while recording the conversation. The content doesn’t stop there though. You could transcribe the podcast and turn it into a blog, make it into a video by filming the conversation, or pull quotes and create images for social media — the possibilities are endless.
Similar to podcasts, webinars are a great way for B2B companies to reach their audience. In fact, a study from the Content Marketing Institute found that marketers rate webinars in the top five in terms of the most effective tactics they use. The main reason for this lies in the fact that webinars help build trust with your audience and provide them with valuable information. In addition, webinar registrations allow you to collect data on potential customers such as their email, phone number, and company name. There are also many ways to repurpose webinars, similar to the ones listed above for podcasts.
Surveys are a great place to start when developing a content strategy. They allow you to ask your audience questions, uncover their challenges/pain points, and uncover out what kind of content they’d be interested in. Beyond this, survey results can inform your content with unique data. For example, your survey data could be used in a whitepaper, data visualization, slide deck, research article, or quotes on social media. Supporting your content with your own data will differentiate your brand and help you stand out as a trusted expert in your industry.
Recap an event
Most people take notes when they attend conferences to remember important bits of information. You can use these notes to create a blog recapping the event. To make the recap as valuable as possible, you’ll want to take detailed notes throughout the entire conference and be sure to highlight the main takeaways from each session. Also, by adding pictures, videos, and details about each speaker, you can help your audience feel like they were part of the event too.
Turn blogs into slide decks
If your audience isn’t responding well to long-form blogs, try turning them into a slide deck where you can simplify the information and focus on key points. The average person’s attention span today is eight seconds, according to a study by Microsoft. This means you need to make your content as short and as simple as possible. Slide decks are helpful with this because they force you to summarize, turning long sentences into short bullet points. In addition, they’re a great downloadable asset that customers can save for future reference.
Create an infographic based on a blog
Infographics are a great tool for engaging your audience because they are easy-to-read and visually pleasing. They include data points and statistics, shown in the form of a chart or graph, as well as copy. Because infographics offer a detailed overview of a topic, they can be used to summarize a longer-form blog post. This type of infographic would be called a “visualized article,” but there are many other kinds of infographics you can use for a variety of purposes. To learn more about them, check out this article by Pikotchat.
Interview SMEs (internally and externally)
An SME, also known as a subject matter expert, is a powerful resource for producing content. By making an effort to conduct interviews with SMEs, you can develop a large pool of content to pull from whenever you’re short on ideas. An interview with an SME typically revolves around asking them about their knowledge or expertise on a particular topic or field. It’s important to note that this can be done with both internal employees and external experts. In addition, the interview can be repurposed into a podcast or blog.
Interview customers for a case study
Do you have a customer who has seen success with your product? Submit a request to interview them for a case study! This type of content elevates you and your client by highlighting the mutual benefits of your partnership. An effective case study includes an overview of both companies, the problem, the solution, how the solution was implemented, and the results. It’s also important to note that case studies can be shared during the sales process to add credibility and help in turning prospects into customers.
Run a curated newsletter
Sending your clients a weekly newsletter is a strategic way to share the latest content available on your site. In reality, it’s a piece of content that advertises the content you already have. A newsletter should be divided up into different sections based on content, such as “On the Blog,” “Industry News,” or “Latest Resources.” A weekly newsletter helps you drive more traffic to your website and establishes your company as a trusted, reliable source of information. Lastly, it allows you to build a base of subscribers that can provide you with feedback on your content so you can make adjustments accordingly.
If you’re having trouble keeping up with content and need some extra help, contact us to find out how we can support you in meeting your content goals.