In working with clients on a daily basis as well as building my own business, content creation is at the very heart of any thriving brand. Before creating content was even a thing, Microsoft founder Bill Gates wrote in a 1996 essay “content is king” where he described the future of the Internet as a marketplace for content.
The demand for content has only grown and can be a thorn in a small business owner's side who can feel weighted down with trying to create enough quality content to attract clients and customers.
As a solopreneur myself, I get it: creating great content is tough. I recently saw a survey by Ascend2 where 46 percent of respondents said creating relevant content for their business was one of their most difficult marketing tasks.
With the busy day-to-day demands of running a business it can be easy to fall back on the thought that maybe content doesn’t have to be quality. After all, isn't it volume that really matters?
The reality is that quality does matter. Every piece of content you push out into the online space is a reflection of your brand, an opportunity to drive traffic to your website, boost SEO, build trust and rapport, position you as an expert to work with, nurture and close sales.
The content you create should meet these five key qualities:
• Tells a story (engages your reader)
• Is useful (solves a problem)
• Is shareable (interesting, entertaining and unique content people will be inspired to share)
• Is findable (delivered in a way that allows it to be found by those searching for solutions)
• Is well put together (doesn't have to be perfect but needs to be well put together to build credibility)
So, what can you do to be sure you are creating enough great content? Repurposing content you have already created is one great way to accomplish this and what I will be breaking down for you in this tutorial using a blog post I recently put together for a client to help market an upcoming retreat for mompreneurs she is hosting.
Blog posts are indexed by Google and great for SEO. If you are not blogging you should be as a business owner. It's work you do one time and can share the content over and over across social media. Blog posts should focus on solving a problem for your audience. It's free value that you give to position yourself as an expert in your niche. Even if you can only blog once a month, schedule the time and make it a priority.
To help my client market an upcoming retreat, we put together a blog post titled 5 Reasons Why A Retreat Is A Worthy Investment For Female Entrepreneurs.
I chose an eye-catching thumbnail graphic that was aligned with her brand (super important when writing blog posts). She is able to use this blog post across her social media channels and even use it as a paid ad for her Facebook fan page to each more mompreneurs looking to scale their business through an intensive training.
There is a lot of great information in this blog post but there are some who won't take the time to click on a link and read it. Sharing links across social media can also have a lower reach (most platforms don't like to drive traffic away from their own, especially Facebook so the organic reach will be lower).
To ensure that more people will see this content, it can easily be repurposed and turned into social media posts by breaking the information apart. With this blog post I broke it down into 6 different social media posts that she can use over an extended period of time, by posting 1 per week for example.
They will be staying at a gorgeous private home in Los Cabos for the retreat so I used photos of the home to create graphics and give the reader an emotional connection. (I don't know about you but I definitely want to go just by looking at these photos!) That is the goal with the content you create, to appeal to your reader's emotions.
Below is how I broke one blog post out for her to create 6 different pieces of social media content:
Beautiful tropical views. Fresh salty air. The sound of soothing ocean waves. Gourmet meals. Intentional time and space for reflection, grounding and soul searching. Togetherness with like-minded women....
The idea of blocking out time on your calendar for self care and a change of scenery sounds amazing doesn't it? We all need time to recharge but did you know spending time on a business retreat can also help you succeed at your highest potential? Get Re.Newed with us July 26-29 in Los Cabos👇
Anyone else struggle with running a business, life and family? These areas can messily spilling over into one another. A retreat can be essential for self-growth while providing adequate space and downtime to allow for reflection that our daily lives can't give us, allowing us to get away from our hectic schedules and disrupt the chaos swirling around us. This experience allows us to create an environment for intentionally slowing down (and as a bonus without feeling guilty because mom guilt is real). When you return home, you have a renewed rejuvenation for your priorities and your work. Join us for a unique Re.Newed experience in Los Cabos 👇
We all love the idea of taking time to dream and create but the reality for most of us is too many demands and distractions push taking a bird’s eye view of our lives and business to the back burner. When we leave visioning out of our strategy for success it's like jumping into a car and taking off down the road without a map or plan on where to go.
Action without vision leads to a stale business with an uninspired soul for without immense clarity that comes when we prioritize envisioning our ideal future and dreaming up possibilities, our lives and businesses can leave us feeling restless and unfulfilled.
The solution? A retreat can provide the tools, space and constructive boundaries to keep the passion and vision for what you're doing alive instead of getting caught up in a mundane routine of to-do lists. Join us in July for a life changing Re.Newed experience 👇
Time for thy self is essential to filling ourselves up in order to be able to help others. This is especially true for mompreneurs. I am sure you have heard the expression "you can't pour from an empty cup" but how many times do you actually take it heart?
We must make time for ourselves, our personal growth and self-reflection in order to give the best version of ourselves to our family, friends, colleagues and clients. Re.New yourself and learn how to scale your business to 6 and 7 figures 👇
As mompreneurs, we must give ourselves opportunities to completely immerse, not when we can or half way but completely in order to become astutely aware of who we are on a deeper level, our surroundings and with others. The best way to do this is to get away from the daily grind of life and attend an immersive retreat where experiences like these are the exact focus and intention.
Immersive retreats are where the fastest growth happens - personally and professionally. This is why Tony Robbins does a national tour of events and Steve Chandler and Rich Litvin do several intensives a year. It shifts thinking, patterns, and thereby the world around you. Are you ready to dive deep and be Re.Newed? We would love to have you join us👇
One of the biggest success factors to my business and personal success, as well as many of the women I work with is community and sisterhood.
Having an intimate inner circle of supportive women who are like-hearted, understand the path of entrepreneurship, the struggles that come with it and what it’s like to be a strong dynamic woman is critical to reaching and expanding new heights in our business growth.
Because of the intimate nature of a retreat that can not be accomplished during a one day or evening networking event, a retreat allows women the time, space and closeness to build lifelong meaningful relationships and face to face connections in a judgment-free zone with other women entrepreneurs leading to a likely desire to continue supporting one another even after the retreat is over.
Join us for a truly unique Re.Newed experience. Space is limited 👇
So that is how I took content that had already been put together for a blog post and created 6 different pieces of content for social media. In creating these graphics I was careful to keep the text on them small to ensure they would not be flagged by Facebook for too much text should my client want to do a paid ad with them.
By breaking the content out, it will allow her to get the information in front of her audience in a way that is not redundant to just sharing the blog post while using it in a way that those who won't click on a blog post will not miss it when these beautiful photos show up on their newsfeed.
I hope this post was valuable in helping you create more high quality content for your business and brand. Be sure to connect with me over on my Socially Tailored Marketing fan page where I share more practical tips for the creative small business owner just like you.
Welcome! I am April Williams a freelance writer and Squarespace web designer working with creative small business owners. I am passionate about God, family, spoiling my Boxers and coffee...in that order. Here you will find practical tips for branding, marketing and social media so be sure to check out the blog for more free training and resources.