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Do you create content for marketing? Then you know it can be a huge job! Especially if you need to create new content regularly. And regular is the key word if you want to make an impact and add value to your business with content marketing.

There are a few tricks I wanted to share with you to become smarter in content creation and marketing.

1. Create more than one type of content

Your own content is content that you created and published, preferably on your own site.

Most companies focus on blog content, but there are many more types you can expand into, such as:

  • blog posts and articles
  • video
  • podcast
  • infographics
  • pdf’s, eBooks etc
  • webinars
  • online courses etc

To be smart, you want to create content that helps you to drive traffic to your own website. That means you need to be able to share the original content or versions of it to drive traffic to your website.

Here are a few tips I do:

  • Blog articles are faster to create than video content, so if possible, blog.
  • Short blog posts are better than super long. Always consider splitting your original text into several blog posts, like a sequence or series, then link back.
  • Use social media to drive traffic to your post. Instead of sharing the link, copy paste parts, quotes, lists or a few notes from your blog post, share those and call to check out the complete blog post to learn more.
  • Copy paste the entire blog post as such to Medium and LinkedIn Articles and link back to something similar on your blog.

Check out these SEO Link Building tricks and techniques >>

2. Share other people’s publications to your audience

Everything you share and post does not need to be your original content. You can also share other people’s content to your audiences. It is smart for many reasons.

Sharing other people’s work is smart because:

  • You don’t have to spend time on creating your own.
  • Sharing helps the original creator to get more views. Tag the person, so they know. Usually they will return the favor!
  • If your audience really liked what you shared, you can create your own post or content as a follow up. Perhaps now the creator of the other content will share yours!
  • Always remember copyright. Don’t claim something to be yours if it isn’t.
  • If you want to build a brand, only share content that is inline with those attributes you want to be associated with you.

3. Repurpose to create content

Repurposing means that you take an original piece of content and create some kind of a reproduced piece from it. You can repurpose both your own material as well as that of other’s. But remember to tag or mention the original source.

Here’s how I tend to do it:

  • I take my original blog post and use some of it to create a LinkedIn post. I don’t link back however. Instead, I open a dialogue with a key message from that original post.
  • I take my podcast-episode and create a blog post out of it. Then link the podcast to the blog post and the blog post to the podcast-episode.
    • You can see this on the blog posts with [episode #[number]] on the heading. There is an actual blog post and within it, is link to a podcast-episode related to the topic of the blog post.
    • If you go to my podcast on Soundcloud, and open any episode, on the description part you can see a link back to the blog.
  • I sometimes also repurpose other people’s content. For example on our company website, I’ve created infographics from Deloitte’s Human Capital Trend -reports a few times with the most recent ones from 2018 and 2019 still available on Emine’s website.

4. Use existing content as a source and inspiration for your own ideation & production

I don’t always have my head full of new content ideas. In fact, sometimes I really struggle with the blank paper syndrome! That’s why I have developed a routine of inspiring myself regularly with content from other sources.

  • I subscribe to several newsletters from various people and companies that I know to share their posts that I agree with and find probably valuable to my audiences.
  • I often google posts about a topic that I can link back to my blog posts. SEO loves outbound links on your blog.
  • If I use someone else’s ideas or publications, I mention them as sources and link back.
  • Sometimes I write my own version to someone else’s topic, and link back.
  • I also create just social media posts from other people’s content, but I link back.

5. Remarket your evergreens

Evergreen content is usually blog or video that people keep coming to year after year. It means the same as an evergreen song. It lasts and delivers year after year.

Your Google Analytics will let you know if you have evergreens on your blog.

Evergreens pop up as the most visited pages on your website over and over again. We have for example this Instagram blog post on our Finnish blog that has turned into an evergreen post.

What we do with our evergreens:

  • We keep taps on what becomes an evergreen regularly tracking content through analytics.
  • We keep the evergreens updated regularly to avoid people finding the post and then getting outdated information. Which reminds me I need to check out that IG post soon again.
  • We produce more content on and around the same evergreen topic to get the website visitor to stay longer on our blog and visit other pages as well.
  • We use the information about evergreen contents also in our business development. You can get a lot of information out of your customer needs from your analytics! Good stuff for sales and marketing!

Read also “How HR can use the company blog for talent marketing” >>

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