Part of the problem with content these days is volume. The sheer amount of content we're "supposed" to produce is overwhelming—particularly for small businesses or solopreneurs. That's why at Slanted and with our own clients, we've become masters of reducing, reusing, and recycling. You can mange this too, all it takes is a little (yep, here it is again) planning, and you'll save yourself a lot of time and heartache when it comes to content.
- Reduce - This can be vertical or horizontal, meaning: you can reduce how much content you have per channel, or you can choose fewer channels. Me? I do both. Which places are doing the best job for you? Are you getting leads from LinkedIn or Pinterest, YouTube or Facebook? Dive in and take a look. Once you do, you can see when and where to spend your energy and adjust accordingly. Sure, Facebook is most comfortable for a lot of people, but what if your YouTube channel is giving you great results? Time to quit perfecting those FB posts and spend some more time on your videos.
- Reuse - You know all that content you've produced already? Could be videos, blog posts, slide decks, podcasts. Whatever you've got. Keep slapping that up there on your channels. Chances are your followers haven't seen it because a) they missed it in their feed or b) they're new and everything you post is new to them. For example, one of our amazing clients Lara Galloway (mombizcoach.com) has over 5 YEARS of podcasts, blog posts, and videos. You bet your sweet bippy those aren't just going away. We've set up a system that tweets out links to a bunch of that old content and she's getting engagement on a bunch of her old material. Booooom. Less to do now when we are organized enough to take advantage of the old stuff.
- Recycle - We talk about this a lot. There's no reason something created for one platform (podcast) can't be recycled (upcycled?) into something else (blog post). You can take longer formats like talks or white papers and break them down into smaller pieces for podcasts or social media posts. You can post videos to your blog and Facebook (in fact I recommend that), or transcribe your podcast into a blog post. Create a weekly or monthly email that links to all the content people may have missed. No need to reinvent the wheel when you've already done the work.
There! I hope I gave you some ideas on how to get the most mileage out of your content. Good luck out there!