As an online entrepreneur, blogging and content creation is likely to represent a big chunk of your investment when it comes to search engine optimization and content-driven website traffic. This means knowing how to scale your end-to-end blogging process just makes good business sense.
Repost Your Old Stuff, but Be Strategic About It
If you’re not driving traffic to your old blog posts, you’re losing out on the opportunity to extend the lifespan (and value) of your blogs.
1 – Create an inventory of all the blog posts that you have on your website.
2 – Decide which posts to pour your reposting efforts into. This requires that you recognize not all blog posts are ‘born’ equal. Some will be worth more than others. If Google Analytics is installed on your site, (a) log in, (b) go to Behavior, then Overview and (c) View the full report. Use the data you get here to identify your top performing posts. ‘Top performing’ could mean better time on page, bounce rate, conversion rate etc. – you decide on the metric that matters most to you.
3 – Once your top performers have been identified, edit them so they are relevant, include the latest stats + trends, make sure internal links are applied, add newly relevant keywords where necessary and then re-publish.
4 – And remember, everything you do with a new post going out, you should be doing with a newly-edited post.
Promote the Heck out of New Posts
If you’re managing your content the right way, content promotion will be a much bigger task than content creation.
1 – Use multiple platforms: You are probably part of several online communities and networks. Make sure to take advantage of this.
2 – Edit for network personality: Be sure to craft each message a little differently for each network. For example, you might want to share the content in a more visual way on Pinterest than you would on Twitter. Your content needs to fit the personality of the network for best results.
3 – Share more than once: The lifespan of online content ranges from just 18 minutes for a tweet and 5 hours for a Facebook post, to 24 hours for a LinkedIn post and 20+ days for a YouTube video. According to a recent HubSpot article, the organic reach of your Facebook posts falls somewhere in the 2.0 to 6.5% range. So really, you need to share new content on social media more than once. When sharing on Twitter, for example, you could (with the creation of a new blog post) create three tweets that get released every couple of hours. You could go with the blog post title + link as a first tweet, then a question the post answers + link as a second one, and then perhaps an important takeaway as a quote + link as a third.
Reuse and Recycle Your Existing Content
Once you’ve done everything you can to promote your content when it’s first written, it’s time to start repurposing it. All this means is looking for new ways to reuse and recycle your existing content so that it’s impact on your target audience and your business is maximized. It’s the process of a blog post becoming a SlideShare, becoming a video on YouTube, becoming an infographic, and becoming a podcast for iTunes. More than that though, it’s about delivering your expertise to your readers in a way that moves them along the customer journey.
A lot of work goes into the research and creation of whatever content you create. You may as well get the most out of it by repurposing it for multiple channels.
1 – As part of their Blog Content Distribution Plan, the team at Digital Marketer talk about the idea of splintering – the process of “breaking off bits and pieces of your core product and selling them a la carte.” Applied to your blogging process, aim to splinter the following from each blog post:
2- Create a visual asset to accompany each splinter you create. (If you’re looking for a free way of doing this – here’s a post I wrote about creating gorgeous visuals in Canva).
3 – And once that’s done, put your content out there, promote it, amplify it, measure and learn from it.
Use Curated Content
Rather than creating every content piece yourself, you can add other people’s content into the mix. Striking the right balance between original and curated content will help you provide an alternate perspective on issues that your audience care about and forge a relationship with other industry players too.
1 – Make content curation easier by using a tool like Feedly to find the right content. Rather than visiting sites individually, Feedly brings all your favorite RSS feeds together ‘under one very organized roof’ – allowing you to crunch through more content in less time.
2 – Aim to add value even when you’re sharing someone else’s content:
- Ask a question to help engage your audience.
- Summarize the post by sharing your take on the main idea.
- Highlight a key takeaway or why you think it’s a good read.
3 – Always credit the original author.
Build an Effective Content Creation System
Just like any other business process, you can only scale (and outsource) your content creation if you create a robust system to manage it. When you create these systems, you should aim to have clear procedures for each and every stage of your content creation process.
Here are a few ways you can systemize parts of your content creation:
1 – Use a project management tool like Trello to create and manage your content plan for the year.
The usual project management rules apply:
- make sure you assign key variables like team member responsible for the blog and due dates
- include whatever supporting documents + links the writer will need to be able to write the piece in a way that covers what you think are the big points
- use template checklists (like the one shown below) to help you consistently work through the end-to-end process without missing anything – and if you don’t already know, Trello allows for checklists to be copied into new cards as many times as you need so there’s no need to set yourself up from scratch with each blog.
2 – Automate the scheduling of your posts with a tool like Buffer. This helps you achieve the continued distribution of your content with little to no action needed from you after the initial setup.
3 – Embrace the templating approach. Templates can honestly save you hours of work. If you’ve created something for a new 7-day email challenge, for example, put aside a few minutes to remove any campaign-specific references and save the template somewhere that is easily accessible by all. Get your team to do the same with their own projects and soon enough, you’ll have a repository of content marketing templates that you can tap into as needed.