You hear it all the time: “Get your message out with blog posts, email or on social media. You have to have good content, and share it across many different channels.” Got it.
But content takes effort! If you spend all your time creating/writing/compiling content you’re proud of then you are taking time away from your core business. For a small business, marketing your company can be expensive and time consuming.
Take a breather today, because I’m giving you some ideas that will compound your marketing efforts and virtually multiply your precious time. The truth is, you probably already have tons of stuff your online audience wants; you just need to reveal it by peeling back some layers. Literally.
Here’s the trick: Take one thing you already have and explode it — like a mechanical diagram that shows each bolt and inner detail.
Just like this Da Vinci drawing, take something you already have and divide it into smaller parts…that’s it! Reveal those hidden details and expand on those intricacies. By creating a themed series of emails or blog posts from those divisions and you will have exponentially increased your content.
Now how to begin? What do you explode to show to your audience?
Simply find the good stuff in the content you already have; start by looking around you…
A calendar, or a bulletin board, a spec sheet, installation instructions, vendor product sheets, even your iPhone log of voice mails… Wow, interesting content is everywhere!
Look closer and pretend you are someone who doesn’t know your business. Look with curiosity and you will see that you have something you can share with your email list.
Here are six super easy ways to use content you probably already have:
- Your personal calendar or inbox could be a clue to sharing the types of clients you serve. ..or a series of influences on your design work…or community events that motivate you to continue your social/charitable promotions. Find a theme to pull into a series.
- What about an FAQ page you already created? Expand on those questions and you will really paint a picture of your business and what you offer your customers. Just take each question one at a time and expand on your answer. Turn “rote” into “Wow” with details and explanations from real life.
- You could try poking into your closed accounts files; summon the ghosts of clients past who have made you who you are today. Yes, that’s unconventional, but who wouldn’t love to know the top ten hands-on lessons you learned about your trade from past customers? Or, if it’s interesting, the evolution of your business over the past few years.
- Do you have a recording of a class you taught? Or even a class you took? You can always imprint your perspective onto someone else’s speech, for example. A complete speech or outline is already laid out and provides a frame for your expanded thoughts.; just make sure to give credit where it’s due. Chunk it down into smaller parts and unify those thoughts within the framework of a common theme.
- Why not make the most of the hobby you love? Take your love of baseball, or wine, or quilting, and explain the ways your business relates to different pitches, different grapes, different edge bindings. You are the creator of your business and possess different facets of your personality, interests and perspective that inform the way you see your business. Naturally, you may find your voice through something you absolutely LOVE. If it doesn’t directly relate to your business, still your clients and customers just might appreciate you for that passion — more than you expect!
- Even if you use the “top ten” list theme, or an A-to-Z list (though that might be a bit long!), you can show a creative side to your marketing efforts that will pay off in online social clout. A series or e-course gleaned from a multi-faceted topic is sure to attract new readers because online connections of all kinds are sticky and golden.
You can take it further and really explode your content by putting short videos on YouTube, send emails, post your list on LinkedIn, etc.
Leverage your connections with exploded content; both your internal creative content potential and the way you share it with others. Simply improve on what you already have and share it; engagement with your marketing content will leap from from average to amazing!