Do you understand why you need so much content?
I completely understand how overwhelming it is to hear advice all the time that “You need an email list.” “You should be blogging.” “You need to post more videos, try creating reels.” “ Carousels are really powerful at the moment.”
I know how it goes, you hear this and think, That’s all well and good, but I’m already run ragged with what I am already doing, I can’t do more.
Maybe you think you don’t need a blog, you're successful on social media.
I hope that by the time you’ve read this blog, you’ll understand a bit more about why you need content in a variety of places and in a variety of formats.
Having all these forms of content forms a safety net around your business. If you rely on one platform what happens if it goes down, or you lose control of your account? It does happen more often than you think and it causes small business owners unnecessary stress.
Utilising marketing options you do have control of lowers the risk of losing contact with your audience. As long as you encourage your audience to sign up to it, obviously. Such as an email list.
Think of it as your digital address book.
The other place you have control of is your website. And as you’ve spent money on it, it’s worth making sure it’s healthy and earning it’s keep. I won’t deny there are elements of website health that can be complicated but there are two ways any business owner can support their website without needing big tech no how.
• By posting regular fresh content. – The easiest option for this is blogging.
• By driving traffic to visit it- Using content that allows links to send visitors to your site so it doesn’t get lonely.
Pinterest is my favourite tool for this because the platform actively wants you to put links in your content and encourages readers to follow them. Find out more about Pinterest in my blog.
Believe it or not having plenty of types of content helps you work smarter. Most social media posts have a very short life span. So by including evergreen content such as blogs and pins in your marketing activities, you can be visible, without being on the constant fast paced cycle. These evergreen content types will help you attract people into your world at any point, no matter what mood the algorithms in.
There is so much content at our fingertips now, it’s full on. This is great because we all have more choice about who and where we spend our money on things but it also means the touch points people need to make that buying decision has increased.
Meaning that the more places you pop up the quicker you build the trust people need to part with their cash.
Different content will appeal to different layers within your audience, this works for you in two ways.
Within your target audience, people will have different preferences, even if they have a lot in common. Which means different types of content will catch the eye of different viewers, helping you appeal to a wider audience.
The people within your audience will be at different points along there customer journey with you and it’s important to support all of them so different pieces of content will resonate with different people depending on how long they have been in your audience.
My aim for this blog was to help you see why you need a variety of content but I don’t want you to panic about your workload increasing to fill any gaps in your content hedge, because it doesn’t have to be a struggle. You might just need to tweak the way you write to make your creation process more efficient and get comfy with repurposing.
If you have realised you have big content gaps and you’d like help to work out how to fill them, message me and let’s have a chat.