We all know that 50% of the battle for online results is producing consistent content for your online properties. We have been honing our content process to squeeze every last drop of usefulness from the content we produce here at 360 Internet Management for our clients. We’ve discovered a few key truths in the process:
Create your initial content in the most natural medium.
If you find it easist to write your thoughts down, start with a blog post. If you are a stream-of-consciousness style orator, then capture your thoughts with video or audio. Whatever medium alleviates your barriers to entry and gets you to create content the most often, that’s where you want to start. Once the content is flowing, the rest is logistics.
Create a process for re-purposing content across multiple online properties.
Now that you are generating content in your preferred format, set up a system to take that content and publish it elsewhere across your online presence. So if you started with a video or audio recording, find a transcription service or virtual assistant that will turn those recordings into an email newletter article, a blog post or a whitepaper. If your best at posting short twitter thoughts, compile the best of the best each month and re-purpose as a greatest hits collection on your next online radio show. Repeat and rinse.
Take the time to adapt for each format.
This is more than just posting a link on your Facebook page to an article you just wrote on your company blog. Take the time to use the strengths of each online property’s features to best serve your content. Maybe a poll is the best way to illustrate the summary of your article findings to your Facebook followers. Perhaps a Top Ten List is the proper way to break down the takeaways from that audio interview you hosted last week and share with your blog’s audience.
Good content, re-purposed well. Its like compounding interest.
Everyone prefers to digest your content in different ways. Some want to listen in their car on the way to work. Others only have time to scan a bullet-point summary before they move on to the other 50 items in their inbox. Don’t ask your followers to conform to your preferred publishing format. The goal is to make it as easy as possible for someone to keep up with you. And while search engines can penalize for duplicate content, re-purposed content that has been adapted for each medium with search in mind will not incur these penalties, and will instead strengthen your brand online.
One Post to Rule Them All
We all know that 50% of the battle for online results is producing consistent content for your online properties. We have been honing our content process to squeeze every last drop of usefulness from the content we produce here at 360 Internet Management for our clients. We’ve discovered a few key truths in the process:
Create your initial content in the most natural medium.
If you find it easist to write your thoughts down, start with a blog post. If you are a stream-of-consciousness style orator, then capture your thoughts with video or audio. Whatever medium alleviates your barriers to entry and gets you to create content the most often, that’s where you want to start. Once the content is flowing, the rest is logistics.
Create a process for re-purposing content across multiple online properties.
Now that you are generating content in your preferred format, set up a system to take that content and publish it elsewhere across your online presence. So if you started with a video or audio recording, find a transcription service or virtual assistant that will turn those recordings into an email newletter article, a blog post or a whitepaper. If your best at posting short twitter thoughts, compile the best of the best each month and re-purpose as a greatest hits collection on your next online radio show. Repeat and rinse.
Take the time to adapt for each format.
This is more than just posting a link on your Facebook page to an article you just wrote on your company blog. Take the time to use the strengths of each online property’s features to best serve your content. Maybe a poll is the best way to illustrate the summary of your article findings to your Facebook followers. Perhaps a Top Ten List is the proper way to break down the takeaways from that audio interview you hosted last week and share with your blog’s audience.
Good content, re-purposed well. Its like compounding interest.
Everyone prefers to digest your content in different ways. Some want to listen in their car on the way to work. Others only have time to scan a bullet-point summary before they move on to the other 50 items in their inbox. Don’t ask your followers to conform to your preferred publishing format. The goal is to make it as easy as possible for someone to keep up with you. And while search engines can penalize for duplicate content, re-purposed content that has been adapted for each medium with search in mind will not incur these penalties, and will instead strengthen your brand online.