I want to talk about a topic that most of us find really challenging: creating content that doesn’t get lost in the deep, dark, forgotten corners of the interwebs.
Some of the most common comments and questions I hear about content marketing are:
“I spend all this time on my content but no one reads it.”
“How do I get the word out about my content?”
“What kind of content should I create?”
The truth is that you and I are BUSY people. We don’t have time to waste on creating a bunch of content that just sits there taking up space.
We need our content to work — hard. We need it to connect with our audience. We need our content to go beyond just an email or a single social media post.
It’s frustrating when you know you have amazing content — amazing articles, freebies, podcasts, videos, tutorials, resources and more — but you’re just not getting traffic to see it.
The big question becomes: “How do I keep my content from being a huge waste of time that ends up helping no one?”
Well, this is something that a LOT of people struggle with — and I am no exception. I struggled for YEARS, and now I’ve found a way to not only make it useful BUT how to create content that continues to make an impact for years.
So let’s dive into what you need to know about creating content that gets results.
Biggest Show Takeaways:
- 3 Rs of content marketing: Reuse, Recycle, Re-purpose.
- These 3 Rs will help you create content that serves your audience now AND in the future, which makes creating it a lot more rewarding, valuable, and fun.
- The First R: Reuse
- If you always create content that you only use once, you are missing a MASSIVE opportunity!
- Even content creators that stay up on current events will often go into their archives to pull out older stories, footage, pictures, quotes, and videos.
- Marketing funnels are a prime opportunity to reuse your content.
- I believe a marketing funnel is about HELPING my audience first and foremost. Helping them solve a problem. Helping them see there is a better way to grow their business. Helping them understand IF I’m the right person to continue working with them.
- Creating content that you can easily reuse at every step in your marketing funnel is how you can help.
- A good marketing funnel anticipates your needs and then offers ways to help meet those needs.
- Good evergreen content can last for YEARS.
- Ask yourself: Am I creating content that helps my audience solve an issue and can be reused in years to come? If not, start thinking about content that solves an issue AND that you can reuse in your marketing funnel.
- The Second R: Recycle
- You’ve got to keep recycling your content.
- When you create a blog post, a podcast, a video or any other content, you’re doing yourself, your audience, and your business a huge disservice if you only talk about it the week it’s new.
- Get a system in place to recycle that content over and over again.
- One of the easiest ways to do that is through social media channels. I use a tool called SmarterQueue. SmarterQueue will let me put in my social media updates and then ask me if I want to do the update once OR if I want to recycle it over and over and over again.
- I have almost 1300 evergreen posts in my SmarterQueue account that just recycle over and over and over again, meaning that a blog post or podcast I did one, two, or three years ago will continue to be recycled and viewed by new audiences.
- This is a powerful way to get more and more out of the work you’ve already done while also getting great content in front of your audience over and over as well.
- The Third R: Re-purpose
- Whenever you create something, think about how you can re-purpose it.
- For example, whenever I interview a Build Your Funnel Bootcamp student, I re-purpose parts of our interview into my email series and, sometimes, onto my sales page for the course so that potential students can hear what my actual students say about the course.
- I do the work ONCE to create a podcast episode with a student, but I’m able to re-purpose the content into credibility and trust building aspects of my sales cycle.
- Ask yourself: Where else would this be useful? How else could I get more value out of the same amount of work?
- The Recap
- From now on, whenever you create content, ask yourself these three questions:
- How can I reuse this content?
- How can I recycle this content?
- How can I re-purpose this content?
- Want to know which marketing funnel is right for you and your business? Take this free and easy quiz, and in less than 5 minutes, you’ll know EXACTLY which funnel is right for you.
Links mentioned in this episode: