How to Use Content to Grow Your Business

Hello friends! Welcome back. This week in our content series, we get down to business: How to write digital marketing content for your business. Hopefully, by now, you know why you should write and how often you should write. (If not, don’t worry. I covered those topics in my last two blog posts. You can read them here and here.)

But before I dive in, I want to share a little story with you—just in case you think you can’t write. Back in the day, I used to want to be an attorney. So, I went to college and worked hard to earn a bachelor’s degree in Criminal Justice. At the time, everyone told me I’d never make it through law school if I didn’t at least minor in English. (Apparently, there’s a lot of writing in law school.) So, I minored in English.

Throughout my college career – despite being Editor-In-Chief of the college’s poetry magazine, and writing for the school newspaper – I was repeatedly told by my professors and peers alike that I was a terrible writer. Some said it more politely than others, but nevertheless, it was a familiar message. The only genre where I excelled was poetry – I even won awards! – and I think it’s because, with poetry, I could make my own rules.

So now, how the heck did we get here—with me WRITING to teach people how to WRITE marketing content? Well, when social media hit the scene, the rules of writing changed. Actually, back when I started, there weren’t rules! I had to learn how to take the length of an article or blog post and reduce it to a 140-character Tweet. Just like with poetry, I was making my own rules again.

The moral of that story is this: You have something in you worth sharing. You know things others don’t. Don’t be afraid to use YOUR words YOUR way. If you think you can’t write, you can’t and you won’t. If you think you can, you can and you will. (That said, a good editor is handy too.)

Okay! Sleeves rolled up? Let’s do this. There IS a simple way to create content. There are actually two simple ways I’m going to teach you. Neither is wrong; it’s just a matter of finding the right method for you and your business.

Method 1: Blog Breakdown

On a sheet of paper, write a list of five broad topics you know you can talk about. As an example, five topics for me could be: 

  1. Digital Strategies
  2. Social Media Marketing
  3. Email Marketing
  4. Content Writing
  5. Traditional Marketing

Next, break those topics down into subtopics. For example, I can divide my first item, Digital Strategies, into these parts:

  • Current Marketing Analysis
  • Survey
  • Competitor Analysis
  • Website Analysis
  • Digital Action Plan

Now, if I include an overview of my topic from my first list – Digital Strategies – and then write about my five subtopics, I can produce six different blog posts. I write one blog post a week, so now I know exactly what I’m writing about for the next six weeks! And, each topic is contained enough to be easily consumed by my busy readers.

Once I have my blog post written, I can pull content from it to post on the rest of my social media. Here’s are the ways I repurpose one blog post:

  • For Instagram: Pull blog quotes out for InstaStories.
  • For Facebook (or similar platforms): Pull a paragraph at a time for social media posts—just add a question or short sentence of context.
  • For Twitter: Pull out individual lines for tweets.
  • For Email: Send out the blog post in an email campaign or weekly newsletter.
  • For LinkedIn: Share the blog as an article on LinkedIn.

One blog post, so many uses! I suggest your blog posts be 500 to 600 words and segmented out to contain paragraphs, information segments, and bulleted descriptions. It’s not only easier to write this way, but Google also looks for these things for ranking.

If blogs aren’t your thing, that’s okay. We can apply the same technique to social media writing.

Method 2: Weekly Themes

Similar to the Blog Breakdown Method, this method focuses on social media writing. We begin by doing the same brainstorming for five broad topics.

Let’s pick a different example this time and say your industry is health and wellness. Let’s also say one of the items on your list is mindfulness. This can be your theme for one week’s worth of social media content. Here’s how you can break it down:

  • Monday: A quote about mindfulness.
  • Tuesday: A tip on how to be more mindful.
  • Wednesday: A video of the top three ways to move from moodiness to mindfulness.
  • Thursday: A mindful exercise.
  • Friday: A call to action for people to schedule a clarity call with you to learn how to incorporate mindfulness into their daily lives. 

One theme, five social media posts! If this is the method that’s best for you and your business, I encourage you to get my weekly content planner here. No matter which method you choose, publishing digital marketing content is vital to the health of your business. And yes, you can plan and write it yourself.

That said, if this is a task you don’t want to add to your plate, or if you need help building a content plan that’s right for you, schedule a clarity call with me. I’d love to help you brainstorm. 

Next week: Who are we writing for? 

Who Do You Write Content For?
How to Use Content to Grow Your Business

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