Old school marketing said to create a lot of written content and call it a day.
And for a time, that worked really, really well.
Fast forward to today, and written content is still great and it’s still needed, but it is not enough.
You’ve also got to be doing podcasts, videos and live events; not only on your site, but on social media and also as a guest on other people’s shows and websites.
And while that might sound like a lot to do, consider this:
First, you write one long blogpost.
Then from that blogpost, you have enough information to do one or two short (5 to 10 minutes) podcasts. Yes, short podcasts work, and in fact they’re more likely to get listened to than long ones. When you do a short podcast, you cut straight to the heart of the matter, and that is what listeners want.
Also, from that same blogpost, you can do a couple of videos and post those. And while you’re at it, you might have an infographic done, too.
Then maybe you do a Q and A on your site or social media.
Then you do some guest appearances on other people’s podcasts or live events, and so forth.
The information you offer in one really good blogpost can be repurposed many times over and get you seen and heard all over the internet.
Good idea, right? This is exactly what some of the biggest people online are doing, which is why they’re big. They show up everywhere, they offer great info, and people really feel like they get to know them because they hear their voices or even see them in videos.
You might be thinking that people will get sick of you talking about the same info that’s already in your long blogpost. But the people who read the blogpost from start to finish are usually not the ones who listen to your podcasts, or the ones who watch you on video. You’re expanding your reach and expanding your audience.
And if someone does read your post AND listens to your podcast AND watches your live events or videos, do you think they will REMEMBER you?
You’ve now made a lasting impression, and the next time they see your name on anything, they are much more likely to pay close attention to it.
If, right now, you’re only writing blogposts, don’t panic. Pick one thing – maybe podcasting – and learn how to do it. Then just start DOING it. Yes, you might be terrible at first. That’s okay. If you’re really that bad, throw out the first few until you start to get the hang of it.
Once you master that channel, pick another one, and so forth.
It’s not about working harder – you don’t need original content for every single channel.
It’s about working smarter.
Just as you would send out similar info on several different social media sites (perhaps letting people know about your latest blogpost) so, too, you will be using similar info across these different marketing channels.
It’s what the most successful marketers are doing. And if they can learn how to do it, so can you.