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  • Kill Yourself If You Can't Be Productive with 'Content

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    A cardinal sin in today’s world is to sit on under cooked and unproductive content. As the age-old approach of spray and pray is slowly slipping into the folds of obsolescence, newer ways to reaching to the prospects are making inroads into email and marketing strategy. In the era of Marketing Automation software, everyone is trying to embrace content marketing, but only few are able to reap its benefits. A cursory approach is nipping the content bud without allowing it to bloom into a flower. All this is happening as there is no strategy in place to produce and promote engaging content.  


    Rather than taking the extreme step of killing yourself for not being productive with content, take few minutes and read this post, which has steps to make the most of your content marketing strategy and distribute it to the right audience.


    Make an equation to come up with creative topics


    The difficult part in content marketing is to bring our new ideas for content. Be it the topic or the flow of the article, the writer’s block starts at an early stage. A seemingly plausible approach is to add a new dimension to the already popular topics to squeeze out the ordinary element out of them.


    A quick survey on what your audience wants to read will also work in your favor to churn out appealing content. This helps you to create amazing and arresting headlines. This has to work in sync with writing and promoting the content.


    It’s good to make an equation to come up with creative topics – like placing a number, creating a list etc. Or take the help of a tool the does it for you.


    Buzzsumo helps you to find out the popular topics in your space. It analyzes what type of content performs best for any topic or competitor.


    Portent’s Content Idea Generator helps you to create wacky titles from the keywords you mention in that tool. At first iteration, you may get a crazy title that’s unpalatable, but the second or third may get you to the right one.


    Whenever you are writing on a topic, come up with at least two titles and then have someone pick the best title.


    Tools help you stay organized


    There are many tools to speed up the time-consuming process of content marketing. A quick search through Google leaves you with loads of tools to help you come up with new ideas and strategies to push your content. They schedule your posts on social channels and help you to stay organized and focused. Few of the helpful ones are:


    Web Clipper: Evernote offers a web clipper to clip posts and web pages, and read them offline. Make an inventory and use them as inspiration for new ideas. Slideshare also has a feature to clip slides rather than going through the tedious process of downloading the entire presentation.


    Hootsuite: Tool to schedule social media posts and monitor mentions.


    Trello: A collaborative space to plan new blog topics.


    Put editorial calendar to proper use


    Too much can be too bad at times. Don’t get into the zombie more to churn the content without set goals of distribution. As you bombard your audience with loads of content, you give them less time to react and appreciate your work.


    On the contrary, if you stay low with not producing enough content, your audience may forget you in the due course of time. The worst side of it is they can even ‘unfollow’ or ‘unsubscribe’ you. Right here, the editorial calendar serves as a valuable resource.


    Before you start with content creation and distribution, have a plan ready for the frequency with which you want to do the same. Don’t include fancy and far-fetched objectives in your content calendar and stay realistic.


    Some good tools and templates are Hubspot's editorial calendar template, Wordpress Editorial Calendar plugin, Co-Schedule's free editorial calendar templates etc.


    Don’t stop writing


    Few people outsource their writing work and few do it on their own. If you fall under the latter category, allocate time to complete your task in time. Don’t push it to the next day to pile up with other chunk of work. Space out your calendar accordingly to include your writing activity.


    It’s always better to have minimal distractions during in your writing time. So, turn off your social media and other avocations and purely focus on finishing the article in the stipulated time.


    Few things can be outsourced


    If you’re trying to be a jack of all trades, then you are doing it wrong. You might be a good writer but don’t let that activity flood others on which lot of time and emphasis have to be laid on. A smart way out is to hire competent writers, freelancers and social media experts to keep your content flowing. This can bring you out of the bottlenecks in the process flow and aid you in posting quality content. You can find great resources on Fiverr and Upwork.


    Distribution plan has to be consistent


    Content creation takes a small space in the content strategy and the major chunk belongs to sharing it to the right people who will read, comment and share it.  A distribution plan helps you to plan the way the content has to flow across the channels.

    Every time a new post goes live, follow a step-by-step approach to make sure the content gets a wider reach. You can run an email or newsletter campaign around that, and never forget to exploit the power of social media.


    Recycle and repost content


    At times, creating content can be cumbersome and time-consuming. So, an easy way out is to recycle and rewrite the content to suit to a certain section of audience or slightly tweaking into it to give a good appeal. As you spend more time in the content marketing arena, you will be soon sitting on piles of content that’s waiting to breathe for the second time.


    Here are few ways to recycle, reuse and repurpose the existing content.


    • Turn old blog posts into white papers or definitive guides.
    • Use LinkedIN Pulse to republish your old content and mention the original source.
    • Rewrite old posts to get them better rankings and stay up to date.
    • Break your long posts into small titbits that can be shared on Twitter and other social channels.
    • Old posts can be shared with new followers by direct messaging and other means.

    A passing note!


    As Po’s foster father exclaims in Kungfu Panda, there’s no secret ingredient to churn productivity out of your content marketing strategy. It’s just that you have to make smart moves, and invest time and money wisely. If you follow the aforesaid 7 steps, you can use your resources optimally and present the content in front of the right audience.

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