Doing content marketing well in-house isn’t easy. Not only does it take significant expertise and planning to develop a strategy, but the execution requires a huge investment of skill, time and effort. Then you need to assess progress, adjust your strategy and start the whole process all over again. Businesses can be forgiven for looking at this challenge as a bit of a tall order.
But don’t become disheartened! The trick is to work smarter, not harder. There are a number of content marketing tricks that not only will minimise the effort your in-house team needs to put in, but can also drive bigger rewards. And don’t worry, the solution I’m proposing isn’t simply: “outsource to Axonn”… although of course this is a fantastic option! What it all boils down to is efficiency, and why not draw inspiration from the 3 Rs of the environment?
Seriously, you don’t have to produce more content than your competitors in order to get ahead. Much has been said in content marketing circles in recent times about the deluge of rubbish content and how brands should focus on quality rather than quantity when planning their content creation.
Sure, it may take a lot of time, effort and – above all – creativity to come up with ideas for amazing pieces of content, but the results will be worth it. In the time it would have taken to create ten so-so blog posts, you may be able to create one great infographic that results in vastly more traffic and engagement than you’d have achieved with 20 mediocre blog posts.
Ever spent time crafting a great email answering questions to a new client and thought to yourself: “Everyone asks this question… I must have written hundreds of emails saying the same thing…”?
If that’s the case, it’s time to reuse your best email template and stick it on your website and link to the landing page so that your audience has the correct information at their fingertips. Not only will it save you sending hundreds of emails, but it will give your audience what they clearly need at the exact moment they are looking for it.
Every day, members of staff create loads of content, from emails to training. The smart companies are the ones that reuse this content to strengthen their marketing efforts.
Not everything we produce internally is ready to be shared publicly, but a lot can be repurposed so our audiences can use it – and content recycling takes less effort than creating something from scratch. For example, it’s relatively quick and easy to create a blog post from a video interview you’ve already conducted.
Doing so also widens your potential audience, as some people may prefer watching a video to reading an article, while others – maybe those using a smartphone on a slow connection – are likely to prefer something to read than trying to stream video. And it’s not just users who like content presented in various formats; Google does too.
So there you have it. Just like with other smart business practices, effective content marketing is all about efficiency.