• Jamie Slough

6. How to Maximize Your Content Strategy

The Brand Therapist Now In Session Discussing:


How to Maximize Your Content Strategy


This is the third and kind of bonus episode of our content series. We started out talking about the power of content, then we had content strategy basics, and now diving into how to maximize your content. So once you have your content strategy in place, and you're starting to produce the content consistently, you want to make sure that you're maximizing the return on the time and resources you've already spent to create it.


There's three ways that we're really going to talk about today to do this. And that's through marketing, repurposing, and repackaging, and then interacting. The really cool thing with all three of these and tying this altogether is you gain a much greater reach and it also really strengthens your brand consistency, which can translate to brand trust and loyalty. I often see entrepreneurs creating really incredible content, but they stop there and then they get super frustrated because they're not getting any traction from it, whatever their goal out of creating the content, they're not seeing those results. So this is how you take that content and actually turn it into something that's going to help you get closer to those goals that you're looking to achieve. I'm going to use this podcast as an example, and walk through some of the basics that I use to maximize the reach of my podcast and the content I'm creating here.


Utilize The Best Platforms For Your Content


Some of the first and obvious steps that most of us would take, is making sure that my podcast is available. So I have it on Apple podcasts. It's on Spotify. All those places that people are going to look for it. Then outside of that, I also have a page on my website that you can go and you can listen to episodes directly from the website, which also helps me with my web traffic and helping me track who's finding it there versus on Apple podcasts or a different location. These are the basic steps that anyone creating a podcast I think would take. But let's remember what we talked about in the first episode that there's a lot of content out there. So just because you've now created it and put it out into the world, doesn't mean people are finding it. So these three steps are really going to help the content you've created actually be found by the consumer and your ideal client.


So marketing for my podcast, I have a pretty basic marketing strategy around it, and it starts with my episodes launch every Monday with a new one. So on Mondays, I create social media around it. I do some stories and maybe some posts and things around that on social media. The other thing I do with that is potentially post it into some of the groups I'm a part of on social or share to LinkedIn, some more business-focused networking groups. So finding whatever that social media outlet is for you to make sure that you're sharing it there whenever you're having new content. On top of the social media side of it, one of the things that I do a lot with is I have an email campaign that I send out once a month to recap that month episodes. It goes out to my clients and my database so that if they didn't hear about it, if they didn't listen to the episode, they can go back and see it.


And it just kind of refreshes that content again and gives it another run-through to get people to it. It also helps me when I do that through the email platform, because then I can see who's clicking on it. Who's listening to what and what episodes are really getting the most traction, the next step in terms of marketing. And this is one that I think there's not enough value in, and I know it can be uncomfortable sometimes to do this. So making sure that you're creating content one that you do find value in to be confident in doing this. And then two recognizing the importance it could have in your overall marketing campaign is just talking and sharing this information with your friends and family.


Solicit Feedback from Friends & Family


With my podcast, especially when I first launched it, I sent it in a link to a lot of my friends and a lot of my family like, “Hey, check it out, I finally launched my podcast. Can you listen to it? Give me feedback. If you'd like it, I would love you to put a review on Apple podcasts.” It's putting it out there to people who already care about you and want you to succeed. And then it's giving them a call to action. So they're actually listening. They're actually paying attention to it because you've asked them to do something people inherently want to help other people. And so giving friends and family something like this should not feel pushy. It should not feel salesy. It's truly wanting their feedback on it and sharing what you're doing with them. And in the process, it's helping spread the word. So after the marketing, that's, you know, just some very basic campaigns and strategies that I'm using for this podcast are so many more, you could go into.


Next. We're going to talk about the repurposing or repackaging of your content. So this can really be done again in so many different ways. And for me, I'm currently in phase one of launching my podcast and I've, I've given that through the end of 2020, and I'm not doing anything on this step until 2021. Early 2021 my goal right now is to repackage my podcast into a blog. So what that does for me is right now, people listen to my podcast, but if you are a small business or an entrepreneur looking for, for marketing tips and tricks and you know, some strategy information and you're Googling it, my podcast probably is not going to show up, but if I had the same content I've already created in this podcast in a blog format that might show up and get you to the blog and help with the SEO and the search on that. So that's my plan for early 2021.


Then phase three comes into play for me late 2021, where I plan to take the content and turn it into actual videos and add my podcast to my YouTube channel. So what that does for me is I'm repurposing it where my same content is going to be distributed in three different ways and reach people in three different ways, which is a really important part because we all want to consume our content differently. Some people like me love listening to podcasts. I can do it easily on the go. Some people want to stop and read a blog and take the time to understand what they're reading. Other people love, you know, how to videos or whatever it is, and the engagement of video through YouTube. So by me doing it in these three different ways, I'm putting it out there to be easily found in each format and hit my clients the way they want to receive the information. So that's really going to help expand my reach and really maximize my content.


Create A Call To Action


The last one we're talking about is interacting and this one's really fun. It's one of those ones that the engagement is such a huge piece for any marketing campaign, any content to get people involved. So for me right now on my podcast, if you listen to it, I always say, if you have any questions, submit them online. And they might be in one of the episodes. Most of my episodes and the ideas come from questions I’ve had, conversations I have with clients and sharing that information with others. So this is all coming from people wanting this information from me and then me taking it and turning it into an episode. So that's the first way that I interact. And then I take that through my email and things like that and ask, you know, if you have questions, submit here for it to be heard on the podcast.


And sometimes we'll do that on social as well. The next way that's really fun is creating contests around your content. This can be done through a social media contest where you ask them to share your content on social and be entered to win or post a review, whatever that looks like. There's so many different ways to do contests. And that's a super easy Google search, you know, fun, easy contest. You want to make sure that they're quick and easy so that someone's not taking too much time to enter this contest, but little things like that are super successful in getting the word out there and creating that engagement.


A Rising Tide Lifts All Boats


The last part of interacting that we're going to talk about asking for her people to interview, or, you know, bring on an expert, have an opportunity for people to be involved in your content, whether that's being quoted on your blog, whether it's being interviewed on a podcast, whatever that looks like for the format that you've chosen and your content strategy. That's a really great way to get people involved, because what that does is it allows you to not only reach your audience, but reach their audience, too.


If I'm being interviewed on someone else's podcast, I'm going to be really excited about that. And I'm going to share that with my audience and Hey, check out my interview. I'm going to show the podcast. I'm going to add the link to my website, where it can be found. And so all that's doing is just getting further reach for that main podcast that I'm being interviewed on through my sphere.


So think about what ways you can actually have guests interact with your content and definitely make sure that you have some sort of application process where they do have to commit to doing certain things they have to share on their social. They have to have a link on their website or whatever makes sense for what your goal in having them be a part of it, but make sure that you are taking advantage of that additional reach and maximizing your content. Thanks for listening to this bonus episode of maximizing your content strategy. And I really hope through this whole series that you've had some great takeaways that you can start implementing right away for your business.


Listen to the audio at https://www.thebrandtherapist.co/podcast-1/episode/ea4b1870/2-how-to-be-your-own-brand


For our services check out The Brand Therapist and contact us at https://www.thebrandtherapist.co/


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