You work hard to produce engaging content for your audience. You agonise over the right word choice for a headline or how best to close off a blog. You pore over an Instagram caption line by line to make sure it will capture interest and truly add value to your reader.
After all that, you finally hit publish and, well, nothing really happens. It’s all rather anticlimactic. You get a few views, but not nearly as many as you’d hoped for.
It’s time for a hard truth: not every piece of content you create is going to be a viral home run. However, if you’ve already spent time and effort creating a piece of content, why not make it work a little harder for you?
38% of content marketers rate their content marketing strategy as average, with only 9% considering it excellent. Instead of leaving large amounts of value on the table, let’s work smarter, maximising the value and reach of every single piece of written content.
Key to maximising the value of your written content is to make sure it’s evergreen. It should remain relevant and valuable, regardless of the year, season, or any other factors prone to change. If someone stumbles onto a blog two years from now, will it still be as valuable as it was at the time of writing?
Now, this isn’t to say that writing specific, timely content – such as about current events in your industry – is a waste of time. If it adds value to your reader in the moment, it’ll never be a waste of time. But, if this makes up the bulk of your written content, you might be shooting yourself in the foot.
To get a better return on investment on a post you’ve written, you want as many people to see it as possible. And for people to keep Googling and finding it for years to come. Plus, you can easily share your evergreen content over and over again. After all, it’ll never be out of date. Which brings us nicely onto…
Resharing previous posts
There’s nothing out there that says you can’t reshare an old blog post to give it a second wind. An insightful blog that adds genuine value to your audience doesn’t have an expiration date. And chances are a lot of your audience won’t have seen it the first time. Or your readership will have grown and evolved since you previously posted it.
If you feel like a post didn’t have the response or uptake you hoped for, or you’re running low on fresh content, write a new blurb for a previous post and reshare it across your channels. Feeds on LinkedIn, Twitter, and Instagram change in a heartbeat. And there are always fresh eyes just waiting to read what you have to say.
Repurpose, repurpose, and repurpose again
One of the easiest ways to make your written content work harder is by repurposing what you write for other channels.
Say you’ve written a blog post – such as this one. There are three specific points in it. Each of these would work as their own LinkedIn or Instagram post. Throw in a link to ‘read more’ and you’ve turned one blog post into three social posts and will drive even more traffic to your website.
And this is just one example. Podcast episodes will make for excellent blog posts – or vice versa – and help you attract both those who prefer reading and listening. You could also grab the highlights from a blog or whitepaper and create an infographic to capture attention quicker. Or create snappy little videos to hammer home points you’ve made in individual posts. You don’t always have to start writing from scratch. There are so many ways to repurpose insightful content you’ve already written.
Valuable content brings so many benefits to your business. But it doesn’t always have to be such a large undertaking. By focusing on quality over quantity, and thinking smartly about how you can squeeze as much value as possible out of everything you write, you will free up time and focus to give to other aspects of your business.
At Coster Content, we empower businesses to take their written content to the next level. Whether you want to outsource your content entirely, or refine your internal team’s written communication, contact us on 0161 413 8418.