Content Marketing: 8 Ways to Use One IdeaMonika Jansen
Creating content from scratch can be super time-consuming and, depending on how much you like to write, a slow and difficult process. Content curation is one way to save time and still provide value. Another is using one idea in a variety of ways.
Let’s start with the idea. Choose either the FAQ you get asked most often or your biggest differentiator – the one that clients, vendors, and partners comment on All. The. Time. An idea with that much interest baked into it is the smartest way to start.
Now, here are 8 ways to reuse that one idea for content marketing and business development:
1. Turn it into a blog post
Start at square one: an actionable blog post. Teach your readers how to replicate your success or process. Break it into steps (let’s just say it’s 10 steps) and provide as much detail as possible for maximum value.
2. Create a YouTube video series
Record each step as its own video, and turn the whole thing into a video series on YouTube. Your budget will determine whether or not you work with a professional videographer, but even if you can’t afford it, you can still create compelling, useful videos yourself.
Don’t just load the videos onto YouTube and leave them there. Share them on all your social channels one at a time (maybe you can release one every week for 10 weeks). Include them on your website, in your email signature, and in your newsletter.
3. Pull out quotes and share those, too
Highlight the most impactful information in your blog posts, and share those quotes on social media, too. You’ll also need these quotes for the fourth piece of content.
4. Then create a SlideShare
Work with a graphic designer to create a beautiful SlideShare based on your impactful quotes and best pieces of information. Each slide should be spare in terms of text, so really focus on distilling your knowledge into bite-size chunks. Bonus: You can share your SlideShare on LinkedIn and use it for presentations.
5. Use the SlideShare as the basis for a webinar
You can either present your SlideShare in a webinar, or pull out bits and pieces – and maybe add more content – for a webinar. Because this is such a hot topic, be sure to leave room at the end for Q&A.
Be sure to send the webinar recording to everyone who signed up but didn’t make it, as well as attendees. Archive it on your website so people can view it as they visit your site.
6. Interview clients for case studies
Set up interviews with clients who you know will have great things to say about your idea (FAQ or differentiator). Turn each interview into a case study that explains the challenge, your solution, and the results. Publish one case study a month as a blog post.
7. Bundle the case studies into an ebook
After you’ve published all the case studies, bundle them into an ebook. Add an intro that explains the common thread among all the case studies. Publish – and share on social media and in your newsletter.
8. Use these pieces of content as part of a lead nurturing campaign
Take bits and pieces of all of the above for a lead nurturing campaign. Maybe you share the original blog post, a video, your favorite quote, and the ebook. Mix and match to see what works!
Of course, my list of ideas is not exhaustive, so I am curious: What else would you create out of that original blog post?
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