How to keep creating content when you’re not a publisher

Some ideas to reduce the strain on your marketing team and publish more by leveraging your assets better.



October 27, 2015


Content creation is one of the best marketing investments you can make. Regularly publishing can help position you as a subject matter expert, diversify your traffic sources, and build stronger relationships with prospects. That said, creating content regularly is not easy. Most organizations — whether big or small — were not built to be publishers. Consequently, organizations find themselves either falling behind or falling short with their content strategy.

Fortunately, you can reduce the organizational strain by leveraging your existing content, tapping into other content sources and outsourcing some of the content creation work.

Ways to Publish More Often

1. Recycle print work and presentations: Have you created interesting graphics, brochures or briefs? If you can generalize the content (remove names, copyedit, restructure), then you can reuse this content as blog posts or white papers. Inventory your old content to find hidden gems.

2. Find freelancers: Services like TextBrokers or Elance are great ways to find writers for ongoing relationships. If you only need occasional writing support, then try services like Copify, Contently or WriterAccess that are good at getting pieces of web content generated quickly and inexpensively. Remember that you’ll still need to proofread everything, but it’s easier to proof and copyedit than to write from scratch.

3. Reuse existing site content: Take your best performing content and break it into smaller pieces or try a different design. For example, a blog post with 10 points can become a Slideshare with 10 different slides. Or, you might create an infographic using 10 stats that you’ve cited.

4. Update what you’ve already got: If you’re familiar with the concept of evergreen content or compounding posts, then you know that older content can often be your best source of traffic. Update existing content with new information, edit to improve readability, add CTAs, or add images and then share aggressively.

5. Curate the best of the web: There are hundreds of sites out there creating great content & they all want you to share it. Create list posts using content from sites like Ted or LinkedIn. You can also use sites like Canva to create a series of quote or tip images that you can share across social media sites.

6. Create a resource hub: Take your blog posts, whitepapers, powerpoint presentations and videos on a specific topic and bring them all together to create a resource page. Hubs are a great way to highlight your expertise and attract more qualified traffic because they offer visitors information in a variety of formats. Make sure to widely share this page via social media and maybe an email campaign.

Bonus Tip: Give Promotion As Much Attention as Publishing

The tips above will help you publish more frequently, but they won’t ensure traffic or leads or sales. Your editorial calendar should include distribution channels and you should factor in the time for promotion. If you learn to amplify successfully, then you will see a higher ROI from any content you produce.

Feature Image: The printing press bringing freedom and European civilization to Africa – relief on the Gutenberg monument in Strasbourg.jpg by Nelson Minar

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