In pretty much every industry and across every field, people and organisations alike are producing content in its endless forms. Blogs, videos, articles, posts, publications, books, podcasts, and the list goes on, but the single uniting goal of them all is to reach an audience for a desired purpose.
That's how content creation works today.
Everyone has this fundamental knowledge almost down pat by now, because thousands of pieces of content shoot off every day. There are close to 10,000 tweets entering the digital superhighway every second of the day, and everyone personally witnesses how quickly their LinkedIn and Facebook feeds scroll by every minute.
So with these kinds of statistics flying by at alarming rates, how are we ensuring that our precious time spent developing well-written pieces of content for our target audience is not a complete waste of time?
The answer lies in ensuring that you prolong the strength of each execution! Once the material is of the highest quality it can be, it's then all about extending its shelf life!
(1) Make A Big Bang The First Time
Everyone loves a brand new post, and truth be told, this wave generally receives the biggest inflow of eyeballs. That's because it's fresh and on-topic, and your most active followers will be quick to jump on, interact and respond. The goal is to ensure that this content is being promoted across all of your platforms and portals at the most high-traffic times of the day so that it's engaging the right people.
(2) Make It Easy To Share
Promoting your own content is good. Having your audience advocates share it to their networks is even better. It's the equivalent to good word-of-mouth as people trust their friend's recommendation over that of the writer alone.
So ensure that they can! Place tasteful social media share buttons and easy to copy hashtags and URLs, so when a reader decides they like your piece enough to pass it on, they can do it in an instant. This greatly extends the life of your post if it's working its way around the digital neighbourhood and becoming viral.
(3) Re-Share The Content A Few Times
Studies show that after the first launch, it's safe to assume 90% of your target audience will have unfortunately missed it. But that's ok! Studies also show that after the initial peak of readers, re-sharing the post within a reasonable time frame will rekindle the views on it, because you're casting the net out again to capture the people who more than likely simply missed your first wave. This is quite an easy method of prolonging the strength of precious content, and yet so many creators fail to do it. If you've written high quality content which is still relevant at different times, then re-sharing it will ensure it reaches the people who failed to be around at the time you posted last time.
Just a warning- don't saturate each channel by going overboard with this, as that can frustrate them, which is counterproductive.
(3) The Marketing Rule Of Three
An oldie, but a goodie. The rule of three states that when you produce one piece of content, you should be utilising it in at least three different forms to ensure maximum utilisation. We are all time poor- both creators and consumers alike- and so we want to ensure that we are not wasting precious resources failing to make the most out of our efforts. So, that blog post you wrote last month- get some recording gear and make a podcast channel discussing your original posts and the comments that resulted. Then print the article in a book, or submit it to a journal, or film it. This means that your content is working hard across several mediums and reaching those precious audience members who may perhaps prefer different ways of reading it that your original post.
(4) Use Statistics To Branch Off Into Related Content
Always back your content with a way to track it to gain some insight into how well it's being received by you audience. In today's digital world, it's a pretty simple thing to do. All social media sites offer some sort of system to see how many impressions and clicks your posts have received. The same goes with websites, video portals and podcast downloads. Having these kinds of facts and figures means you can see which piece is receiving the most attention, and then create 'spin off' content with a similar topic to get the best resonance out of your audience.
How Do You Extend The Life Of Your Content?
The above are just a few tips on how to ensure that your precious pieces of marketing content are getting the greatest penetration for the longest amount of time. After all, in business, we need to aim for maximum effectiveness at the maximum efficiency, to ensure that our content is lasting the distance. After all, it's is vital to achieving your goals over the long term.
What are your tricks which you've discovered work best when keeping your audience engaged with your content over long periods of time?