Seems like everyone is talking about content lately. OK, let’s face it, it’s not just lately, you’ve known for a while that you should have a blog and your small business should be using social media. So, how are you supposed to have time to run your small business AND learn how to manage content?
Create your content
It’s a lot of content, we know. Creating content can be challenging, and even when it’s easy, it takes time. Well, marketing your small business doesn’t just happen, you or someone else has to do it or you’ll be in trouble. However, all your content does not need to be yours, so to speak. Here are a few ways to make content creation a little less time consuming.
- Guest bloggers - Guest bloggers can help you keep your blog active. Guests bring a fresh perspective to your blog and can get your business name in front of a wider audience when they distribute it to their networks. Aside from all that, having a guest do some of your blogging is really easy for you.
- Sharing other content - Did someone say something awesome on Facebook that you couldn’t say better? Share it with just a short comment. Retweet insightful tweets on Twitter. Curate content from others in a blog post that shares your favorite reading for the week. Find great content to share by subscribing to blogs, signing up for newsletters and following the right brands on social media.
- Repurpose content - You posted about it on Facebook because you care about it, why not write it into a blog; turn that same idea into a tweet? Break down a blog you wrote into a series of short videos. You don’t have to start from scratch every time; repurpose your content.
Keep track of your content
With so much content happening, a little planning will go a long way and save you time (and keep you super organized!)
Record which topics you plan to cover. This will help keep you on track and make sure that your content categories are aligned with your strategic marketing plan. Your calendar could also include due dates for blog posts or content calendars. Whatever your unique needs, you can tailor your editorial calendar to those.
I just mentioned content calendars, so let’s talk about that next. A content calendar differs from an editorial calendar because it includes actual word for word posts that you plan to make. When you find an article you want to share, throw it on the calendar so it’s ready to go later. The content you can pre-schedule goes on your content calendar and helps you keep content consistent.
Editorial calendars and content calendars may take you a little time to set up on the front end, but when it comes to managing your content, posting consistently on topic, you’ll find your time has more than paid off.
Social media dashboards
It’s important to know how your audience is reacting so you can get involved in the dialog it creates and you know what’s working and what isn’t. If you have a lot of channels to track, I suggest using a social media dashboard to limit the number of places you need to log in to check feedback. Social media dashboards pull your Facebook, Twitter, Google+, YouTube and other channels together in one place so you can get a quick overview of what’s happening on them all with only one log in. At Allée, we like Sprout Social, but there are a lot of different tools out there.
Remember, your small business doesn’t need to be on every social media channel out there. If you’re struggling to create content for your blog and Facebook, don’t feel like you need to jump into Twitter. Your marketing strategy should include content, but you don’t need to do it all.