Having a content strategy in place means you are creating the right content for your target audience in formats that meet their needs and spending time on platforms where they hang out. Essentially, a content strategy means you can create less content but be more visible online.
For far too long, bloggers have been told that they need to create 3-5 new blog posts each week to be found by Google or to remain consistent for their readers. I have good news – this simply isn’t the case! The truth is, you can actually get away with creating less content while increasing your visibility online.
And all the bloggers said “Amen!”
Before we get too deep into this content conversation, let me clarify what it means to be “visible” online.
Visibility: the overall presence of a brand or blog to one’s target audience.
When we talk about visibility, we’re talking about having our content or our brand show up on our target audience’s radar, wherever they may be. While the thought of being everywhere our target audience is may sound overwhelming, there is a very simple and effective way to appear highly visible without killing yourself to pump out tons and tons of content.
How to Be More Visible Online with Less Content
Creating the appearance of online visibility comes from developing and implementing a content strategy, and your target audience is one essential component of this strategy. After all, you’re creating content for them, so take the time to understand them in order to provide the right content on the right platforms.
Start by digging into who your target audience really is. Answer these questions:
- Where do they hang out online?
- What are their pain points as it relates to your content?
- What is their lifestyle like?
Knowing more about your target audience will help you determine which content formats will best meet their needs, which social platforms you should actually be spending time on, and how to provide the most value to your target audience by serving their pain points.
For example, my target audience is you – the busy business owner. You may not have time to read long blog posts every day or so, but you can easily pop in your earbuds and listen to a podcast episode. Bite-sized content in various formats allows you to reach your audience in whatever capacity suits them best.
A content strategy means you can create less content and be more visible online.
Now I’ve got your attention, right? When you take the time to create an effective content strategy, ultimately, you should end up creating LESS content.
And yes, you’ll have MORE visibility because of it.
Let me give you the cold, hard truth about your audience: Not a single one of them reads, listens to or watches every piece of content you publish.
I know, I know…you’re disappointed. But the positive side of that coin is this – you can REPURPOSE your content myriad ways and reach more people while creating less content. And that, my friend, is a win-win! Let’s walk through this:
This is a slide from my course, “Content Strategy with a Brain“, and it explains my point perfectly. If you’ll notice, the month has a theme, and I’ve broken down my calendar into categorized weeks, representing each category of my website.
Next, I’ve assigned each day of the week a particular type of content, like a YouTube video, a podcast episode, and so on.
The way this works is, you create ONE “master” piece of content each week, then repurpose that content across whatever platforms you need to in order to reach your specific target audience. Let me show you a real-life example from one of my own pieces of content:
As you can see in the outline above, I recorded one video as my “master” piece of content. I then pulled the text and turned it into a written blog post. The audio became a podcast episode.
I pulled out a few snippets of the video or quotes from the text and made those into several social media graphics and videos, and I even expanded upon the post as a list-building free e-course.
Finally, I talked about it in my newsletter and my Instagram stories and pinned images from the post to Pinterest.
Are you starting to see how incredible a content strategy is for your business? When you don’t have to spend so much time creating content, you can spend more time actually running your business, working with clients, implementing affiliate strategies (making more money!), building your email list, and being the awesome blog boss you are meant to be!
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