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In an ideal world, we would have the time and resources to create four types of content: converting website content, engaging website content, SEO content, and social media content.
Throw in public relations content, supporting content, and consumer resources and now you have a ton of content needs without a ton of time to create it.
This is where the bird-hunting content producers of the world can shine. Thankfully, just about anyone at a business can kill multiple birds with each content stone if they know how to do it right.
Content that is placed on your website, blog, supporting sites, and social media is normally done so for a reason. Sure, there are people who love to write, take pictures, or shoot videos as a hobby, but in the business world we normally want to get a benefit from our efforts. One of the biggest speed bumps that businesses often make is that they don't know how to properly define the goals of their content. With a proper definition, the content has less of a chance of being successful.
For now, we're not going to look at conversion content, PR, support, or consumer resources. They are much more focused types of content and while it's possible to hit them with content that achieves multiple goals, it's best to attack them individually. For example, you can say that a press release is something that can help with SEO as well as get shared on social media, but it doesn't replace the real SEO content or content that is designed for social media engagement. It's an addition and therefore is normally not crafted to accomplish the other goals as well.
Let's focus on engaging website content, SEO content, and social media content. Done properly, the vast majority of the pieces of content you create for one can apply to all three.
"Quality" is a buzzword that is dramatically overused in today's content marketing atmosphere. As a result, it's often misunderstood. One does not have to be a Pulitzer-Prize winning journalist to post high-quality content. Some of the best content producers I know can barely form a sentence without a grammatical mistake. It's about bringing value, entertainment, or both to the table. It's about being interesting. It's about posting on your expertise, namely the business that you operate. If you sell Fords for a living, chances are you know a lot more than the average Barney or Betty about the capabilities of an F-250 diesel. If you don't, someone at the store does. Use it.
In the next post, we will go into details about "Thinking Three Dimensionally" to help you select the right topics and take the appropriate steps to post. Stay tuned.