Whatever it is you offer, you have content to share. That content is what convinces people that what you offer has value, that you are knowledgeable, and to buy from you. But if you focus all your efforts on one method of sharing your content, you’ll lose their interest fast. So what should you be doing?
Check out these five ways of sharing content, as well as tips on how to decide which ones to use and when.
Blog posts are a tried-and-true method of reaching the masses. When written properly, with SEO and good headlines, you can rank high in search results and be seen by thousands or even millions.
A blog is the bread and butter of your content. It’s easily found, versatile, and a quick way to keep your site active.
Because a blog can be easily found in search results, it’s a good way to ensure that anyone who finds you can learn more. A blog is a great place to share detailed information about new product or service launches, your company, or even employees. It can also be a place to showcase your knowledge by writing posts that offer help and hope, encouraging people to reach out to you for more information.
Blog posts are also versatile. They can be written text, images, videos, infographics, or any combination of those things. This means you can share the same content more than once simply by changing up how you share it – turn a written post into a video and share it again a year later, and it’s just like brand-new! But they’re also versatile in the fact that you can take bits and pieces of them to share on social media or in newsletters. This allows you to take a single blog post and turn it into multiple pieces of content for different platforms – while also driving traffic back to your website.
They’re also a quick way to keep your site active. No one wants to update their copy every day – or even every month. But if your website doesn’t change, and you don’t have an active blog, people may wonder if you’re still in business. An active blog lets them know you are definitely still thriving. It allows you to keep showing up in search results and ensures that when people land on your blog, they don’t question whether they should call you or your competitor.
Webinars or podcasts
People consume information in different ways: some read, some listen, some watch. A webinar or podcast can be an excellent way of sharing your content. You can offer a written transcript for those who prefer to read, while also offering a visual or audio method for those who prefer it.
These also have the benefit of being able to be pre-recorded so that they can be replayed whenever your reader is ready. You can record it once and allow it to drive traffic to your website.
The disadvantage to webinars and podcasts is that they can be rather time-consuming. You need a script, or at least a basic outline of what you plan to say. You need the time to record it. You’ll also need to edit it and get it uploaded to the appropriate platforms – unless you choose to do it live and simply let the recording of it go out (which is absolutely an option).
If you decide to do webinars or podcasts, you may want to consider hiring a writer to help you with outlines and scripts. That will free up some of your time, allowing you to simply review and revise the outline/script and record.
You can also find video and audio editors who can do the editing for you, freeing up more time there as well.
Newsletters are another great way to share your content. You can include links to your most recent, most popular, or most helpful blog posts. You can also offer subscriber-only content that they can only get through your newsletters.
Newsletters are also great for teasing. You can tease your subscribers with details about upcoming blog posts, product launches, webinar or podcast episodes.
Newsletters are also a great source for crowdsourcing. You can include links to quizzes or surveys that will help you get to know your client base better so you can provide more information that they’ll want to see. You can specifically ask what they’d like to see or give several options for them to choose from.
The great thing about a newsletter is that you can do all of these things in a single newsletter. They don’t need to be super-focused – although having an overall theme does give it some consistency and coherence.
Social media posts
You might not think social media posts are something to put a lot of thought into – they’re typically short and to the point, and they get lost in a newsfeed that keeps scrolling in a matter of seconds.
But your social media posts are more important than you think. First, they’re the ideal place to share snippets of information. That great thought you had in the middle of the night that you can’t figure out how to make it a blog post? It can go on social media! You can also copy and paste small tidbits from a blog post with a link to the whole post. Want to get more newsletter subscribers? Share a teaser from a recent newsletter (or of content in an upcoming one) and a link to subscribe.
More than that, social media is your opportunity to interact with your clients and readers. People still comment on blogs, but conversations are happening on social media these days. People who follow you will share your content, and people who follow them will share it too. You can expand your reach quite a bit with social media.
It’s important to remember that social media is just one of the many tools in your arsenal. As you have likely heard more than once already, any social media platform could close any second and take all your followers with them. You want to keep your email list and a thriving, active website – but use social media to grow that list and keep that website thriving by directing people to them.
If you’re imagining that you have to offer something that looks like a Stephen King novel, let me reassure you right now that’s not what I mean. Unless you are a novel author — then we are talking about that. Otherwise, what we’re talking about is shorter, snappier, and offering something useful to your reader.
Let’s say you’re a photographer. Your eBook might be a guide to getting family pictures done. There might be a section on how to choose clothes that complement each other without being too “matchy,” a section on the best times of day to schedule sessions and why, and a section on how to apply makeup to look your best in photos. Add a couple more sections on something related to getting a family photo taken and you’re all set.
If you’re an obstetrician, your eBook might be a guide to pregnancy. Ten short chapters on what to expect during each month of pregnancy, with some of the most common questions you get asked mixed in, and you’ve got a useful book that not only attracts patients but also gives them a resource to refer to before they call you.
eBooks can be as short as five or six pages. Or they can be as long as a novel. It all depends on the content you’re sharing and how much space you need to share it. Ideally, an eBook is about sharing something more substantial than a social media or blog post could easily offer.
For some, an eBook can even be a compilation of previously published blog posts. If you have a collection of blog posts that are all focused on the same theme and would be able to be organized to flow well in a book, this can be the quickest and easiest way to create and offer an eBook.
Content is king
Content is still king online, but how you share it matters. The key is offering the right content in the right format. A good freelance writer can not only help you write your content but determine the best way to share it with your clients.
If you’re ready to let someone else take on the burden of creating your content, reach out today. I’d love to discuss your needs and see if we’re a good match!