You’ve heard it before, “It’s All about Content” or “Content is King.” And it’s true, fresh content is favored by search engines, and the more you offer it – and market it – the more “search engine juice” (not a technical term) your site will earn. This, in turn, will rank your site higher in search engine results pages in an organic and evergreen way that will not be penalized by any algorithm change down the road.
And, yet, if you are a busy professional this may also be one of your biggest challenges: You run a business, after all, and it just seems like too much work and too overwhelming to have to continually create, create, create … content.
Well, you don’t have to create new content all the time (there are other ways to reach your audience); however, you do have to create some content some of the time. Here I want to show you how you can create one piece and use it in different ways, or tweak it a bit and use it on different platforms…
Step #1 – Write your Article
Create an article that you can publish on your website. Optimize it. Distribute a link to it via the social media platforms you use. This will bring the readers to your website. Here is the key: Write using the same language and style in which you would have a conversation or present to an audience. Not only does this allow your personality to shine through, but it also allows you to use this exact piece in other platforms.
Step #2 – Record a Video
Nothing fancy, just you talking – or more accurately, reading the before-mentioned article – in a conversational style, of course. Be sure to use some branding graphics and, of course, your contact information, as well as a call-to-action at the end, and – voila – you have now created your own YouTube video! Upload it, optimize it, spread the word, and, again, drive traffic to your site.
Step #3 – Parse the Audio
Separate the audio track and create a downloadable mp3 file. People that read a lot or are pressed for time may prefer to listen every once in a while – I know I do – and this format is especially useful if you are offering lengthier content that lends itself to listening while driving or doing other things simultaneously.
Step #4 – Create a SlideShare Presentation
To create a SlideShare presentation, take the text you wrote and spread it onto slides. Since SlideShare is not narrated, be sure the text conveys the message. If you cull some of your original text, be careful not to create gaps in understanding for the reader. Upload to SlideShare, and be sure to include your branding elements, as well as contact information on the last slide.
Step #5 – Narrate the Slide Presentation
Your audio track can also be used to accompany a slide presentation. In this case – since the audio really tells the story – I would suggest that the slides only feature key phrases from the narration as text, or, if you feel so inclined, design some graphics to support the points made in the narration. Personally, I can either listen or read, and this may be true for your audience as well. Again, you can offer this on other platforms as well as your your own website.
Step #6 – Offer a Downloadable PDF
If your content is something that also lends itself to being read in hard copy, then make it available as a downloadable, printable document from your website as well as other document-sharing platforms. A PDF (portable document file), as the name implies, renders the document shareable with those that do not currently or readily use a computer. And, this format is also ideal for including additional information about your business, background, services, etc. which would be considered too much marketing information on certain platforms.
So here you have it. One piece, many ways to reach and impress your audience.
The intent of all of this is to create once, use what you’ve created on different platforms, with the goal of driving traffic to your website. Always be sure to optimize your content so it can be indexed by search engines. Feature your brand elements and contact information, and don’t forget to include a call to action. Encourage your audience to sign up to your mailing list (if appropriate) and be sure to keep your audience engaged.