How to turn one piece of content into ten amazing opportunities
So, you’ve written a great piece of content. Be it a case study, white paper, blog article or email newsletter. You feel like it gets across what you do, what you’re selling, and how you can help your customers.
You’ve used all of your creative juices on writing the piece, but now you’re not sure what to do with it. Chuck it on the blog and share to Twitter, Facebook and Linkedin… done.
A like! A comment! Woohoo, that dopamine starts flowing, and you think why don’t I do this more often? Then… nothing.
Zero. Zip. Zilch. Nada.
What’s the point?
Gary Vee told you content would build your brand and lead to sales, yet your inbox is emptier than a banker’s heart. Before you start cursing the Belarusian wine mogul, let’s take a step back.
What are you doing wrong?
You’re not making the most of your content. You don’t buy a sick new coat and wear it once, so why take one bite at the content cherry?
Before you log into Buffer to schedule the same piece every day for the next week on social media, let’s take a step back and consider ten easy ways to make the most of one piece of content.
- Hash out a short form and send to your email list. Extra gold stars if your email list is segmented by audience type. For example, if your piece is relevant to one region or sector, personalise the article for this audience and send the email with short form in the copy and a link to read the full piece.
- Save it for a Twitter industry chat. Twitter is a breeding ground for professionals chatting about their industries and sharing expertise. I regularly take part in ContentClubUK, ProCopywriters and #UXDiscuss. Does your content fit any of the hot topics discussed that day? If so, this could be a great way to get insight from your peers.
- Create visual graphics for sharing on social media. Take snippets from your content and add to a branded Canva post. Perfect for sharing interesting morsels on social media without bogging your followers down the link after link. Here’s one I made earlier:
- Is your content press-worthy? It may not be breaking news but, as an expert in your field, it may have legs as an opinion piece on a digital news platform. Research trade publications and business journals, do they take submissions? If so, it’s worth re-hashing your article for their audience. Remember: they won’t publish duplicate content, so make sure to tailor to your reader each time
- Share a video of yourself delving into the subject at hand. Ideal if your customer base is on Linkedin, as floating heads are a proven way of growing engagement on the business social network. There’s no need for a professional camera setup; your iPhone or similar can record a suitable 60-90 second clip
- Build an infographic. If your content is data-heavy, then an infographic is a great way to display this information in a consumable way. Again, Canva is a fantastic free tool chockfull of infographic templates, simply keep your colour scheme on-brand, dodge the Comic Sans MS, and you can’t go wrong
- Turn it into a guest post. Who are the market leaders in your niche? Do they accept guest posts on their website? Even if it’s not clear from their site, it’s always worth reaching out. Shy bairns get nowt, as Abraham Lincoln once said. Again, don’t send a duplicate. Use your existing content as a base and add a flair for your new audience#
- Form a case study. Do you have any concrete examples of what you’re preaching? Bring in a client quote, an example of how you delivered the product/service and what you learnt and… Bam! You’ve got a case study.
- Collaborate with an industry peer. As business owners, we often rely on our audience too much. What about our peers? If you’re a writer then ask a designer to add their two cents, if you’re a photographer, why not find an interior designer to contribute? Tap into your friends, colleagues and online network. Your new piece will reach hundreds more and your partner will share with their connections too, it’s win-win!
- Look back one year later. What’s changed in your industry since you wrote that piece 12 months ago? Revisit this piece and re-hash for the new climate. Did you make any predictions? Or did you promise to change something? Add a dose of humility and share what you’ve learnt. It shows you’re always evolving and never complacent.
And there you have it – how to turn one piece of content into ten amazing opportunities.
Remember, content isn’t just “nice to have”, it’s a fantastic way to get in front of the eyes that matter. Reach your target audience, tell them why you’re the best at what you do and why they can’t possibly continue without your help.
On that note, if this all seems too much, then you know where I am. Drop me a DM or email me at firstname.lastname@example.org, and we’ll get your content strategy back on track.