How to Stretch Your Content Marketing

We understand that creating content can be time consuming and expensive – but it doesn’t have to be. The key here is to work smarter, and not harder!

How to create smarter content marketing:

Establish your content categories

What message are you trying to deliver with your content marketing? Who are you trying to reach, and where are you going to reach them? Creating content can be daunting when you don’t know what to say, so jot down ideas on content categories and where you’ll share that content. Let’s imagine you are a fitness brand. Your content categories could look something like this:

• Motivational (social media quote graphics and “before and after” posts)
• Workout tutorials (YouTube, Facebook, and IGTV videos)
• Recipes (blogs, emailers, YouTube, social media)

You save so much time once you know what you want to say and where you’re going to say it, as you won’t have to spend time scrambling around later trying to figure it out.

Turn macro content into micro content

The above still looks like a lot of work and money, but the key is to create one big piece of content that you can break down into multiple pieces of micro content. Let’s look at fitness recipes for example. We could create a 5-minute recipe video for YouTube and repurpose it thus:

• Social media posts: snap a few photos of the finished meal after filming to use for social media
• Social media videos: cut and edit this video down into shorter videos for IGTV and Facebook
• Blog: Use the same recipe in the video and turn it into a blog on the website
• Emailer: Insert the written recipe into an emailer that can be sent to the database

This way we’ve taken one video and repurposed it for other channels, which will appeal to different sections of our imaginary brand’s target audience. Millennials in their 20s will gravitate towards the aesthetic #foodie posts and IGTV videos, while older audiences might prefer the YouTube video and the recipe blog.

Repurpose content

Another way to save time and money with your content marketing is to simply repurpose it. A blog on your website can be uploaded to LinkedIn as an article, it can be shared via your email marketing efforts, and you could even turn it into a podcast. All you need is a microphone and a good speaking voice.

Here are some content mediums you might not have thought to use:

• Podcasts
• Infographics
• E-books
• Gifs
• Photos
• Video
• Blogs
• Emailers

It’s clear to see that you don’t need a huge budget to create engaging content! We hope you found this blog useful!