A couple of weeks after writing my LinkedIn post, "The Workaholic's Guide to Taking the Summer Off," I had the pleasure of recording a version of it at KQED studios in San Francisco for our NPR affiliate’s Perspectives series.
Score one for leveraging content.
If you're like other social impact organizations, you are working to build more sophisticated content marketing capabilities with limited resources. You’re likely working overtime to create thought leadership content that’s memorable, sharable and informative. This content is designed to educate the market, motivate your audiences to act, and position your leaders and organization as experts.
Creating great content is hard work! Whether it’s an e-book, blog post, video, slide presentation or talk, it’s criminal to let your content go into the “one and done” bucket. One of the most efficient things you can do for yourself and your organization is serve up your content in as many ways as possible.
Build content with multiple channels in mind and know that you'll need to re-purpose it to move from channel to channel – I did significant editing to turn my written LinkedIn post into a spoken piece for KQED. There's no better way, though, to get your voice and message out there with authority and credibility.
Here are four proven ideas on getting the most value from your content:
- Cross-post and cross-promote. Each blog entry can be posted in multiple locations - on your website, on LinkedIn, on Medium. Make the tweaks needed to set context for the content. For example, a blog post on your website shows up amid other content about your organization and your audience. Moving the post to another platform may require some background or concept explanation. Promote your posts on all social media channels, calling out relevant people and organizations. Oh - and use an image. According to marketing expert Jeff Bullas, articles with images get 94% more total views than articles without images.
- Use established news outlets. Many general business and trade publications, as well as radio stations, are hungry for guest bloggers and op-ed contributors. Some offer columns to bloggers with proven consistently good content. Make sure your content has an informative, external focus. If you can crack the code on op-eds and columns - and trade publications are easier than general business - this is a great way to build awareness and advocacy around a topic you know a lot about, and make a name for yourself and your organization.
- Employees, clients and partners are a rich source of content. Some of the most effective content comes from the people doing the work and receiving the services. Put out an open call for ideas. Be prepared to give guidance and support - everything from writing the actual content to giving ideas and support for everything from producing video to packaging insights - to get their stories out. Also make sure you're set up to give credit where it's due. You'll need to identify people as authors on your blog, to call them out in social media and to cite them in presentations. This brand-building will motivate many with first-hand experience to share it.
- Remember business development and fundraising. Make sure to create slides, collateral, infographics and other resources for your development teams to use in positioning themselves as industry experts and thought leaders. If you have video, make sure it's high quality enough to show on large screens in meeting rooms or at conferences. One thought leadership piece can become the source for complete presentations and credibility-enhancing facts sprinkled throughout a presentation.
What are the most creative ways that you’ve leveraged your content?