Wondering how others seem to get great results from their content marketing, but you don’t?
After all, you publish blog posts, you put stuff up on social media…that’s what you’re supposed to do, right?
Well, yes, but with some caveats.
Here are a few things to consider –
If your content isn’t targeted at a specific audience you’re not going to see an ROI out of it.
You’re not using your content to its full potential. This means you are either not posting evergreen content – content that drives results for the long haul. Or you are posting evergreen content but you’re not using it to it’s full potential.
I’ve talked plenty about the first problem and you can find those posts here:
Today, however, I want to focus on how to repurpose your content so you can multiply the ROI for each piece you create.
This is the number one thing health tech companies can do to work smarter, not harder in their marketing…except so few actually realize this is possible and are left hustling and struggling to produce inordinate amounts of content. In reality, they could create a few core pieces and repurpose, reuse, and recycle with much less effort.
When you don’t unleash the power of your existing content you end up wasting all the time and resources you put into creating one blog post or one video when you could really be getting more out of it than you ever imagined.
What you get? A simplified content strategy that generates results for the long term.
Here’s my secret:
The Circle of content
It’s like the circle of life in content form. The circle of content means that for every piece of content you create, you can repurpose that content in at least 5 other formats.
When I plan one piece of content, like this blog post for instance, I turn it into another content format. For this blog post, I will eventually make a video, do a podcast episode, write a LinkedIn post, create a lead magnet, and maybe do a guest post on another publication. I’ve done all the work and the planning to create this, so why not use it in multiple mediums?
If you’re a picture person, here’s a rough illustration of the circle of content. You can swap out these content formats for ones that fit your audience better.
Do you see how all of this is about working smarter, not harder?
The secret sauce for the circle of content
The key to topics that work well in the circle of content is that they have to be evergreen. Just like a pine tree stays green all year, the majority of your content should be relevant for the long haul.
While there is definitely a time and a place for time-specific content, the long-term ROI is much lower than it is on evergreen content. Not to mention, time-specific content doesn’t always work so well in the circle of content because, depending on the time sensitive nature of your topic, by the time you create a video two weeks later or a webinar, no one really cares anymore.
What works well as an evergreen topic?
How-to posts, guides, posts that answer why.
What doesn’t work well?
Current event/news related, time-sensitive content about sales or deals (you need to create content, and you can create them in multiple formats! They just won’t be evergreen)
So to review:
Step 1 – plan evergreen topics.
Step 2 – stick it in the circle of content and plan similar content in other formats
Reuse, reuse, reuse.
Finally, the 3rd step, and one that most health tech companies forget is to repost that content for a long time to come.
You put all of that work into planning an evergreen piece of content…and you spent time turning it into a video or a podcast or a guest article. You post about it once on social media, and while you see an initial uptick in traffic, no one ever looks at it again after the first few days.
To really get the most out of your content, you need to remind people that it’s there. They are constantly bombarded by noise both on and offline, and while they might be interested by the headline of your article in social media, they may be too busy to read it and never remember to come back later.
The evergreen strategy to get the most out of your content
Plan evergreen topics (obviously)
Repurpose them in the circle of content
Post about each piece of content AT LEAST 3 times on social media over the course of a month. 4-5 is better, but 3 is the minimum. Post about it on the day of publication, the day after, a week later and then a month later.
Either use a tool like Coschedule to repost content for you OR schedule that one piece of content about every six months.
Review all your content and scheduled social media posts every 3 to 6 months to make sure they stay relevant
And that’s just one piece of content. Do you see how if you take that one piece of content, put it in the circle of content, and then follow this strategy for every piece of content the circle generates, you’ll have plenty of content to fill your calendar and help you catch the attention of your customers?
Planning evergreen content doesn’t have to be hard.
I put a template together to help you create an evergreen content tree so your content planning can be simple and fast. Simply use this template to help you brainstorm topics, and then plug those topics into the circle of content, and just like that you’ll be set for several months, maybe even longer!
If the Messaging and Content Cheatsheet helped turn around your marketing for 2019, please comment or send me an email firstname.lastname@example.org. I’d love to hear your story!
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PLAN CONTENT THE EASY WAY
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WHO IS WHITNEY?
Whitney is a consultant, speaker, and writer on a mission to help life-saving, life-changing technology break through the noise and achieve mass user adoption. Learn more about her here.
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