Three bangs for your buck

We all know it’s all about content now. Business of all sizes to create original, useful and interesting content to help take their prospects on a journey that will eventually lead them to becoming customers. But it’s not as hard as it sounds, and the best news of all is you can cut some corners and get multiple bangs for your buck from a single piece of content.

If you go the trouble of creating something original and compelling, you want to get the absolute most out of it. And the reality is, even your most loyal and engaged customers don’t spend their whole day reading carefully through your website to make sure they haven’t missed anything. So work every piece of content you create extra hard.

1.               Put in on your website

This will help build your reputation in the eyes of any visitors to your site, as well as enhancing your Search Engine Optimisation (SEO). Hopefully your website is set up with a good, modern content management system, allowing you to easily add content.

2.               Include it in your custom newsletter

Don’t wait for them to come to you. Have a regular, scheduled newsletter that you send to customers and prospects. Include a short excerpt and let readers click through to read the rest of the content on your site. This way you can track exactly who is reading what.

3.               Share on social media

Continue the conversation by sharing your content on a social network like LinkedIn. As well as sharing with your own connections you can start a conversation in a relevant group. As soon as people start liking or sharing your content, their connections will see it, and so on.

Bonus bangs

Although the first three are essential, there’s plenty of other ways you can get another use out of your content, including;

• presenting it at a conference or tradeshow,
• including in an industry publication,
• sending a personalised version to key targets.

Remember, for any of the above to work, you have to have original and compelling content. No-one is going to search it, share it or click it otherwise.

So the lesson here is, once you have created it, make sure you get the most out of it!