Every piece of content you produce is valuable, in more ways than one. The long-term value of a piece of content multiplies these effects further over the course of months and years, and with a basic strategy, you’d be right to feel satisfied about these benefits. However, there’s always the opportunity to earn even more value. These 10 tricks can help you make any piece of content even more valuable for your brand:
1. Add visuals.
Visual elements make your piece more engaging, no matter what your subject matter is. Your range of options here is practically unlimited. Can you produce a chart or a graph? What about an embedded video with an hands-on demonstration? Photographs of what you’re talking about? Failing all of these, and assuming you’re talking about something abstract or conceptual, you can include sketches, illustrations, or even memes and comics to make your piece more engaging.
2. Publish it in multiple formats.
Different people have different preferences when it comes to content. Some would prefer to read their material while others would rather listen to it. Maximize the value of your piece by letting it cater to all these users at once (or as many as possible). For example, you could use TEDTalks’s approach of offering a video as the main form of content, downloadable audio for listeners, and a written transcription for anyone who prefers to read the content.
3. Make it a part of a series.
Are you writing about something interesting, deep, or engaging? (Hint: if not, you have bigger issues to sort out). If so, it’s often not practical to exhaust your resources over the course of only one piece, even a so-called “comprehensive” one. What about tangential considerations, or related topics? There’s always room to turn a piece into a series, and series almost always increase recurring readership.
4. Push it out through social media.
This should go without saying, but I always like including it for the marketers who haven’t yet bought into the value of social media. Your piece won’t generate much attention by itself unless you’re already getting thousands of inbound visitors. You need to kick-start the visibility of your piece by posting it on relevant social media platforms. The bigger and more interested your audience is, the better, so work on building your fan base as well. For help with that, see The Definitive Guide to Social Media Marketing.
5. Syndicate it.
Don’t be satisfied with only sharing your article once–if you redistribute your article in the future, you’ll capitalize on an audience who may have missed it the first time around. Depending on how much historical content you have, you can re-publish it between a week and a month later on other platforms such as LinkedIn Pulse, Business2Community, SocialMediaToday, and other publishers that publish previously-published articles. You won’t get much SEO value from these, but you’ll certainly get more eyeballs on your content. For more syndication ideas, see The Ultimate Tactical Checklist For Promoting Your Next Blog Post.
6. Boost its organic search visibility with links.
One way to get more attention to your content is to build its page authority with relevant, high-quality inbound links. Publish off-site content that cites your own original material as backing evidence, and eventually, you’ll earn both page and domain authority to rank higher (and get more inbound traffic). For help here, see 5 Ways to Make Your Content Earn More Inbound Links.
7. Earn a mention or share from an influencer.
I’ve written about influencers before, so I’ll stay out of the weeds here, but leveraging the power of an existing influencer in your industry can be a major boon for your content popularity. Sometimes even a simple like or share is all it takes to get thousands of new eyes on your piece, sending its value through the roof.
8. Facilitate discussion.
If your content is debatable or controversial, you’re already ahead of the game here. Otherwise, use your piece as a jumping-off point to facilitate discussion. Watch your commenters and see how they engage with your piece, and put yourself into the conversation to help nurture it by responding to each and every comment. The more people who engage with your material, the more visible it’s going to become.
9. Include more research (preferably original).
No piece has ever declined in quality because someone added more objective, unbiased information to it. Unless you’re just padding your article, there’s always room for more original insights. If you can add original research, such as statistics or survey results you’ve gathered on your own, fantastic. If not, you can include citations to external sources as third-party validation of your claims, or as counterarguments you can later refute.
10. Revisit the piece later.
There are many new applications for your older content pieces. You could revisit it in a follow-up that explores a new angle, write a delayed “sequel” piece, incorporate it into a larger body, such as an eBook or anthology, or go back and make revisions to make the piece timelier.
Even with the fundamentals already in place, these 10 tactics can help you create more authoritative, appealing, persuasive content, which will earn you more traffic, more reputation value, and eventually more customers. They take some degree of effort, so you may not be able to apply them to every post you produce, but the more you invest in your content strategy, the more you’ll eventually stand to gain.