You have your content strategy nailed. There is a list of articles you will write. You know how to approach them. You have already started preparing your cornerstone content.
But how much content are you supposed to be making?
Different Types of Content
The good news about the article topics you have identified is that they are cornerstone content. This makes them key foundations of your marketing communications. They will work hard at generating traffic and building a relationship with your audiences.
The second great thing about having good foundational content is that it can be repurposed into other related content. This could be audio, visual or other. We don’t need to reinvent the wheel, with our content, we can continually make the same ideas available in different formats. This also aids our search engine optimisation (SEO).
Jill and Problem Z
For example, Jill has a content strategy about her new health app for Problem Z.
Here is a list of the different ways Jill can repurpose content from that article about Z for different social media.
- She writes an 800-word blog article about problem Z. And then, she uses the content to create:
- A Photo (free one from Pexels or Unsplash)
- An Infographic she makes using Canva on the history of Z \
- A presentation using Google Slides that she uploads to LinkedIn and her website
- A video she makes from the presentation for YouTube or Vimeo
- Creative graphics she makes for sharing the blog post on her Twitter and Facebook accounts
- An Audio file of her discussing Z with someone in an interview format. You can use free built-in software like Sound Recorder on a PC or QuickTime to record audio. There is also loads of royalty free music available through YouTube as well as other providers like audio jungle (Envato) and more.
Now Jill has seven pieces of content from that one article! There are lots of website-based services that are free or inexpensive that can help us make fresh content.
When it comes to Social Media channels, your audience will guide to a large degree where you should be.
The three big ones recommended for most businesses are Twitter, Facebook, and LinkedIn. Of course, there are loads more channels than these.
For your professional markets, networks that cater to them like LinkedIn will be useful, as will Twitter likely be to start reaching out. Using slides and images, infographics or charts for complex information is a great way to help people understand what you mean, visually.
If your product has visual results (like acne relief), platforms like Pinterest and Instagram are great for this.
If you can demonstrate how the product works, use YouTube or Vimeo. You can use this to publish interviews with founders, staff, users, or other key players in the industry.
What should you share
On the social media accounts we own, we can share the links to our blog posts. We can also share the other related content that suits each social channel.
We can use our social media channels to reach out to people who are in our sphere of reference and build relationships with them. To do this, we should also share content that is more broadly relevant and comment and engage with the content that others supply to us.
Social Media can be a big time-suck, so be sure not to overdo it if you don’t have the time to invest.
Here are two approaches we can suggest:
The Daily Half Hour
Choose three channels of the most value for your startup
Spend ten minutes a day for each
The Weekly 90-minutes
Choose a few articles to post in your accounts and schedule them to be published at specific dates and times through a service like Crowdfire, dlvr.it, Hootsuite, Buffer, or others. Use whichever one you find easiest.
This process of finding, skimming, and scheduling the content updates should take about one hour. Then you have time to engage, like and comment on your followers and their posts.
Check all content before scheduling
Make sure you skim the articles before you post them. You want only to post content that aligns with your startup and philosophy. Be careful of paywalls that block readers, popups that are triggered immediately, or excessive advertising. These can all impact perceptions of your brand’s social account.
As an aside, for longer posts or company cornerstone content, consider posting an excerpt or redraft onto LinkedIn. You can also import the full blog post into Medium.
In summary, creating fresh and original content is not hard today with so many valuable web-based platforms that make design work easy for non-designers. Using your cornerstone content, and this may be as few as three or four key topics, you can create all different formats for the topic.
Selecting your social media channels will depend on your audiences and the kind of product your startup offers. Social media can be a big swallower of time, so having a curation schedule and being strategic about your business use of social will make sure it adds value to you and doesn’t get out of hand.
Top photo by Sara KurfeB on Unsplalsh