Focusing on the content is excellent for marketing and getting found online. Authors say the best way to market a book is to write another book.

You see, a person might stumble across a piece of your content then do a deep dive and consume the rest of your content.

This is why it’s vital to link high-quality content spread across many platforms like blogs, social media, videos, together like a spider’s web.

The real trick is to drive traffic back to your owned media. Which typically is your website and email list.

That’s the goal, wouldn’t you agree?

The problem is coming up with content and having a strategy. This post will help you with four unique tips.

1. Content Types

Having a mixture of different articles and videos will keep your readers/viewers engaged and could be a massive hit. List posts tend to be all the rage right now because of the ease to digest them, like this post ✌️

• Lists
• Checklists
• How-to guides and tutorials
• Q & As
• Interviews
• Profiles
• Expert roundups
• “People to follow” list
• Reviews
• Comparisons
• News
• Link roundups
• Stories
• Case Studies

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2. Repurpose Content.

Spending all that time researching and crafting a great piece of content to publish it as a blog post then call it a day. Is only doing 60% of the job.

Most people do this — I’m definitely one. The great news is if you’re one of those people, you can go over your older posts and repurpose them using some of the methods below.

Blog Post ➡️Tweets or Captions on Instagram.

Video ➡️ Smaller Videos (Instagram, Giphy, etc)

Audio (Podcast) ➡️ Sound Bites

The path isn’t always linear, but there are so many different channels to repurpose and redistribute your content; there isn’t an excuse to run out of material.

Gary Vaynerchuk uses the technique of repurposing content and takes it to the next level.

The three kings in content marketing are blog posts, podcasts and video. Each of these can be transferred to each other and broken down into smaller content.

Podcasts: When recording a podcast, film it and then you have a video, and you can also transcribe the podcast into a blog post.

Video: Videos with audio can be converted to podcasts and transcribed into blog posts.

Blog Posts: All your old posts and future posts can be changed into a video and podcasts like the methods above.

Start by producing content you are comfortable with and repurpose content from that.

However,

You want to focus on longer, more in-depth content so it can be broken up easier.

If you’re making a 10 second Instagram video, there isn’t a lot of room to repurpose that.

The trick is to get creative, you already spent that time making the content so look at repurposing it across as many platforms as possible.

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3. Keyword Research

One of the essential steps in content marketing is finding the low hanging fruit with a great keyword research campaign. This also has the added benefit of helping you plan your content, which will help with writer’s block.

For example, the way I see keyword research is you can write a post about a digital marketing agency.

Which gets a massive search volume but also has unbelievable competition as you can imagine.

So,

I did some keyword research and found Internet Marketing Service to have high traffic with low competition and with a few changes its now generating traffic.

Doing keyword research before producing content will help you find gaps to write about which gets you seen in search engines — I did a post on keyword research that might help.

I use SemRush for my paid tool. You get a lot of useful features with it and you can try it out for a week with a 7-day free trial. Which is more than enough time to plan a content marketing strategy.

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4. Find a Strategy

I like the cluster pillar post strategy. Sounds like some Pokemon move, doesn’t it?

This strategy is when you create main posts (pillar posts) which generally are money pages or link directly to your services.

Money pages — Content with high search volume that generates revenue.

Pillar posts usually are evergreen content and have a high word count — 3,000+ words.

And then your other posts on the same topic will link to the pillar post to support the article. This gives it a boost in the search engine rankings and funnels traffic to your money page.

A great content marketing company is HubSpot. They have mastered this strategy.

Image from Hubspot

Image from Hubspot

Your cluster content will be targeting longer tail keywords on the same subject and linking back to the pillar post passing authority and traffic.

I wrote this post as an example for blog posts, but this also works for videos and podcasts. ?

Summary

Content marketing is a broad topic that covers everything you consume on-and-offline. But the points to take away from this post are:

• Generate Different Content Types
• Repurpose Content
• Keyword Research
• Have a Strategy

And the biggest tip is to lead all the content back to the media you own, either your website or email list.

What did you think of the tips? Have you used them before? How many content types have you tried? Let me know in the comments below

Have you got anything to add? If you have tried any of them before what worked for you?

Let’s turn the comment section into a gold mine of information.