There's no doubt that creating lots of amazing content is the way forward for your marketing strategy, but exactly how do you get that content out to your audience?
First off, you need to make sure that you're creating content that your audience actually want and then you need to figure out how to get it in front of as many people as possible.
Here's Colin Gray with his top strategies for repurposing and stacking content…
- For me, it’s about surfacing the most commonly asked questions in your area.
- You’ll already know what a lot of those are just by speaking to your customers and when you know what they’re asking you can create content around that.
- There are also a lot of tools you can use to find out what your audience are asking such as Answer The Public and Quora.
- You can type in your keyword to these platforms and it will bring up the most commonly asked questions.
- I also often use Twitter for this and it can be really good. Just type in your keyword with a + and a ? and it will actually surface any questions that have come up recently on Twitter.
- We schedule 3 blog posts per week. It tends to be that I write one, my colleague Matthew will write one and then we have a guest post too.
- On top of that, we have the podcast, but we don’t podcast every single week. We do podcasting as more of a seasonal thing, so 2-3 months of content per season.
- I also try to do one video per week, and I tend to base those videos on our blog posts. So, we’ll take a highlight from one of the blog posts and we post that up as a quick tip in a video.
- Our blog posts are usually long-form so we can repurpose a lot of content from them.
- We also post snippets from our podcast recordings on YouTube to reach a wider audience.
- I do tend to go for fewer higher quality platforms. So, as I mentioned earlier, we do podcasting, blogging, and video.
- I usually look at the type of content it is and figure out which platform to post it to from there.
- If it’s a really quick, short, sharp answer I know that will work best as a video on YouTube.
- If it’s something that we want to go deeper on, then I know that will suit the podcast. And we can repurpose from there.
- There’s no point repurposing content for the sake of it, you really need to think about which platform will be most suited to this type of content.
- Ideally, I think all your content needs to be part of a wider thing.
- For example, I will take a question and write one blog article on that topic, 1000-2000 words long.
- Then I’ll record a video on that topic as well, I can then embed that video into the article.
- I can also put that video on YouTube which will link back to the blog article.
- Then we will have a podcast episode too, that podcast episode will also be embedded in the blog article.
- This way someone can read a bit, watch something, read a bit more and then maybe listen to something. So, you’re giving your content to people in all the different forms they might want and it all links back to each other.
A book that you would recommend…
Lost and Founder by Rand Fishkin
Everybody Writes by Ann Handley
What is your top success habit?
I journal for my business, so every Monday morning I sit down and write about what happened last week and I write a task list based on that.
Who do you look up to?
There are a couple of people I look up to right now, one of them is Jason Fried and also Rand Fishkin.
What are your favourite apps right now?
My favourite right now is Notion and it’s basically amazing for planning.
Here’s the big one…who do you like more, Rob or Kennedy?
I honestly can’t tell the difference.
Finally, where can folks go to find out more about you?
Everything I do is over at thepodcasthost.com
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