All of you one-person marketing departments out there, this one’s for you. But seriously, you’re absolutely killing the game — and likely going crazy trying to get it (whatever it is) checked off the list in a timely manner.
And even if you do have a teammate or two to support you in all of your creative marketing endeavors, we know you’re still grinding to make it across the finish line each day.
So, we’re stepping in (as a small agency who actually gets it) to offer a little support and advice on how to work smarter, not harder. We want you to succeed, and we want to be sure you’re getting the most out of the hard work you’re putting in each day.
Let’s start with talking about the beast that is content marketing. Notice we chose the word “beast” instead of “monster.” Why? Because content marketing doesn’t have to be the scary intimidator that lingers in the shadows. But it is a beast—a very large and very complex beast.
It’s everything. It’s social media. It’s email marketing. It’s your blog, and your podcast, and your YouTube channel. It’s the banner ads. It’s the social ads. And it’s one of the most important aspects of modern-day advertising.
But even though each of these things exists within a different digital medium, they should never be considered totally separate entities.
In fact, allowing different digital channels to work in tandem with one another will ultimately be your biggest time saver—and the simplest way to get the most out of your content marketing.
To really break it down, we’ll start with three channels (blogs, social media, and email), and we’ll give you three quick steps on how to get these three mediums working for one another.
Step 1: Write a blog post. And then, write another one.
Blogs are good. And for many reasons, too. Not only do they harness inexpensive, organic brand awareness, they also bring brand credibility. Blogs give you this opportunity to be seen as a thought leader within your industry. And when it comes to consumers choosing between two different brands, they’re more likely to trust the experts.
The more posts you write, the more content you generate. Sure, that seems obvious. But we’re not just talking about content for your blog—we’re also referring to social media and email marketing content. That means for every blog you write, that’s one less day you have to plan for on your social calendar. Or, one less space to fill on your email newsletter. Talk about killing two (maybe even three) birds with one stone.
Step 2: Share those blogs across social channels.
Sharing blogs across social platforms drives traffic to your page (the place where you really want people) and helps you fill up your social calendar without having to do too much extra work. Just be sure you’re consistent with the days you decide to share blog posts.
Don’t be afraid to get creative with it. For example, on Instagram, instead of the old “link in bio” line, try creating multiple graphics that each share a nugget of information from the blog post. You can still tack on a CTA at the end of your post, directing people to your page. But giving them a little sneak peak of what they can expect will only intensify the appeal.
Lastly, don’t feel the pressure to keep your blog and social calendars totally aligned. Maybe you don’t have time to get a blog post up this week. Or your brain simply cannot handle another longform writing project. That’s when you go digging to resurface old blog posts onto your social channels. Pro tip here: Use page analytics to see which of your older posts are performing best—then share away.
Step 3: Build an email newsletter with blog content and social links.
Email newsletters might feel daunting, or even irrelevant. But, in reality, they can actually generate a lot of bang for your buck. Actually, email exists as the most inexpensive way to deliver seriously high ROI.
And, if you’re keeping up with your blog and social media calendars, then putting together a newsletter every other week or once per month shouldn’t take up too much of your time. Focus on sharing two or three blog posts per newsletter. This can be new content, published just last week, or older posts that you wrote last year.
Whatever you decide to share, just be sure to keep the topics relatively similar to one another. And don’t confuse your readers with too many choices.
Sharing social posts within newsletters is another great source of content, especially if your social pages include company culture posts. Consumers love communicating with people, so it’s important to keep your brand approachable in that way.
But even if you’re not sharing specific social posts within your newsletters, always be sure to include links to your social media pages. And on the flip side of things, utilize your social media pages to promote your newsletter and generate additional subscribers.
The moral of this story? You absolutely can do it all. Just be sure that while you are doing it all, you’re making it a little easier on yourself. Combining strategies and pushing content across multiple channels is your key to coherent, successful, and simplified digital content.
And another hats off to our one-person and small marketing teams. We know you’re making big things happen.