Sometimes, it seems like there’s just not enough content to go around. If, like me, you’re on a social or content team, you can often feel like you’re stretching content thin or being repetitive, but I’m here to tell you that there’s more content in your arsenal than you think.
Here’s the good news: you’ve already made it (or someone else has!). Whether you’re documenting, segmenting or curating content, there’s always a way to stretch your existing content further. Check out our five tips below:
1. Document, don’t create.
Now, this is definitely the motto of social media heavyweight Gary Vaynerchuk, also known as Gary Vee, but we believe it rings true no matter who’s saying it. The basic idea of the document, don’t create approach is actually the same principle leveraged by reality TV stars like the Kardashians. Rather than getting hung up on one single perfectly crafted post, just document and showcase the process behind the scenes, be authentic, and show what’s really going on.
Meetings, concepting, production, team outings — everything is fair game.
Instead of putting in a ton of time to create the image of expertise or perfection, you probably provide more value by showing and speaking on the everyday, and if nothing else, you will have more at-bats, or chances to connect with your audience.
With the sheer volume of content out there, it’s much more valuable to stay engaged with your audience than putting up one overwrought post that will probably stay relevant for a day or two (or worse, being so ambitious with your post that it never gets made).
2. Break your existing content into smaller pieces.
If you’ve got any even moderately long-form content like blog posts, videos, or infographics, you can dive into the smaller points made in those posts and expand them into their own pieces of content.
Let’s say you’ve got a video with 5 main points. Great! Edit that video into five segments with each point and have them lead into or link to the larger video. The same concept goes for infographics — just give the value in the form of that first point and then link to the larger deliverable.
For blog posts, you may want to drill down into one (or all) of your main points and expand that into three to five more points.
In a recent article on digital wellness, I mentioned implementing mindfulness techniques. Mindfulness techniques include a pretty large amount of information, so that point in particular could easily be made into an entire new article, and internal links can be established between the new and old articles to boost the SEO potential.
3. Ask your audience.
One of the easiest ways to generate content and engage with you audience in one swoop is to just ask them a question. You could ask them what kind of content they want in the future, what they think about a current event, or you could even ask them to reply with images or video of their own that you can repost or refashion into new content. The possibilities are endless.
When you get some responses, you can find out a lot about what your audience wants or what they find valuable, which should help you focus your content creation into stuff that matters to your followers. Any visual assets you receive can easily be shared (and your followers will probably love seeing their photos on your page) and you’re essentially crowdsourcing the work.
If you have trouble getting people to respond, try boosting your posts or offering some sort of giveaway or prize. The first few are generally the hardest, but if you continue to make this kind of interaction a regular thing, people will likely return.
4. Make a roundup of your favorite or best performing content.
If you’re getting really low on content, sometimes it’s best to look to the past and see what’s performed best for you. Throwback posts are extremely common on social and can oftentimes highlight the amount of progress you’ve made between now and then. It’s also a good chance to review and see what content has served you and your audience best.
Once you’ve done a bit of retrospective, we recommend doing a roundup of your favorite or best performing posts for a given period of time or category.
Perhaps you are nearing the end of a season or year — make a Best Of list. Maybe you did something really cool last year a week from today — add a Remember When? throwback post to the schedule. Maybe you just want to share all of the posts you’ve made about Facebook in one place for folks who are trying to up their FB game — gather it all up and repackage it!
Not everybody has seen your content after posting it just once, or maybe it wasn’t relevant to them at the time. Give them another chance!
5. Curate other creators’ content!
The best thing about crafting a content strategy is that you don’t even have to make the best content! Other folks out there are doing amazing things, and you can aggregate and redistribute their content as a curator. You seem like a thought leader, and they get free promotion. It’s a win-win.
Executing this tip is pretty simple. Choose a subject like Cause Marketing or Cyber Monday and create a roundup of recommended reading on the subject. You can share these other posts or videos one at a time or all in one place — whatever best fits your calendar. Either way, you’re providing something valuable to your followers without even typing a stroke.
Alternatively, you could also annotate or respond to content that you curate from others. For this method, just pick an article or video and make a response or commentary video where you analyze and offer your take on the content at hand. This is especially good if you want to endorse some ideas in a piece of content, but debate others.
As a bonus, the content creator might take note of you sharing or discussing their work and give you a shoutout as well, which could mean free publicity! Fingers crossed.
Got any other ideas for stretching your content further? Let us know on social!