You’ve got a dedicated and talented writer, a well-designed content hub, and a schedule that ensures you’re releasing new articles to your fans, followers and subscribers every week. The good news? You’re eons ahead of most businesses when it comes to content creation. The bad news? You’ve got to do more than blog if you want to truly benefit from your content strategy.
Regular blog articles are an essential part of a strong strategy. Think of them like the bread of the sandwich – a crucial piece that holds it all together, but on its own, utterly bland.
The best strategies out there are as diverse as the audience they target. It’s not just our team saying this – Google’s latest update, which some are even calling the “Quality Update”, is all about high-quality, diverse content.
Unless you have a full-time staff of content creators, diversifying a strategy can seem overwhelming, especially if you’re struggling to find the time to even churn out a weekly blog post. Fear not – there are a few easy ways you can mix up your strategy without needing too much elbow grease.
Don’t lose it – reuse it
By now, you know which pieces of your content have performed well and which ones have flopped. It’s a trial and error process, and letting some of your less engaging blogs disappear into the archives isn’t a bad move. However, if you have a few pieces of content that have really excelled, you can piggyback off their success by reusing them.
Scan through your most popular pieces to see if anything can be turned into an infographic. Additionally, you may want to plan ahead by creating several blog articles as a series that can then be repurposed into an e-book or downloadable guide. Not only does this give you a new piece of content to offer your audience, it also helps you get the most mileage out of the content you’ve already created.
(A quick note: Reusing a piece of content does not mean cutting and pasting it over to a new page! Instead, use the same topic and tone to create a new piece of content that build off of and references the older post.)
In the social sphere
Posting a blog is easy, but giving it wings on social media is the real challenge. Sometimes a typical blog article just doesn’t translate well to the social sphere. For this reason, it pays to occasionally create a piece of content that will live almost entirely on your social platforms.
Image-heavy content always performs best on social media, so instead of putting time and energy into creating a single infographic that can only be promoted few times, why not create a number of smaller images on the same theme. In terms of time and money, this costs about the same as a full infographic, but instead of one content piece to share, you have several pieces you can share over the course of several weeks or months.
Personal content pieces, such as case studies and interviews, often have a better chance of gaining traction on LinkedIn. As you’re creating these, think less about your website’s audience and more about who is in the LinkedIn network of the company/individuals mentioned in the piece – this is your target audience for this particular type of content. They’re often much more likely to engage based on personal connections and peaking their interest with a piece like this may lead to increased engagement further down the line.
Your audience is a goldmine
The comments section of a blog can be a scary place, and some companies choose to disable comments altogether. However, though comments can be negative and intimidating (and riddled with grammatical errors), they are also an excellent way to find out what types of content your audience is hungry for.
For example, let’s say a list article about the best hamburger toppings generated heaps of comments like, “How are pickles not on this list?” and “You left off barbeque sauce?!?” This is an opportunity to create a follow-up piece of content – either another blog, a graphic piece of content, or a few Tweets and Facebook posts – updating the piece of content based on your readers’ demands.
If your audience isn’t commenting actively on your articles, then take to social media and don’t be afraid to be direct. A simple question such as, “What topics do you want to read about on our blog?” can help you fill out a content calendar in record time.
Of course, if all else fails, you could reach out to Croud’s content team. After all, we’re in the business of creating compelling, engaging content.