We have previously discussed the importance of planning both the construction and deconstruction of your content.
The idea is that creating great content takes time, so while you are doing that put in a little extra effort to also plan which pieces of it will be shared on, let’s say, Instagram.
Content often brings to mind a blog post or an article, but as content consumption with mobile devices becomes the norm, you will need to redesign your content strategy to adapt.
The good news is that if your business is not yet creating much content, you may find these newer methods easier to sustain than traditional ones. Read further to learn why they work so well.
Create Bite-Sized Content Snacks
I recently co-authored a yet to be published article with my colleague Jay Baer. One of his suggestions for that audience was: Give your expertise away one bite at a time. This whets the appetite for what follows, which ultimately are the products and services your company offers.
Content marketing doesn’t make sense to some folks, but I think this snack metaphor nicely captures the essence of how it works.
Jay gives away content snacks with his daily video podcast entitled Jay Today. Top podcaster Pat Flynn used to answer audience questions on his weekly Smart Passive Income show. He accumulated so many that he now answers them every day at his new podcast, Ask Pat.
I’m planning a similar one myself, so if you have a question, leave a comment or send a private message and I’ll add it to the list.
Expand Your Audience and Boost SEO
There are plenty of people in your communities that will not always tune in to the your primary content marketing channel, which most likely is some form of a digital magazine (a blog). So, the choice is missed opportunities, or serving the bite-sized snacks some folks especially desire.
Do you still watch the evening news on television? Me neither. While they still attract an audience, many of us prefer to get our news in quick nuggets on our smartphones. Your customers are no different.
Can you come up with 365 tips or questions to answer for your community over the course of a year? All you need is a smartphone and 30 minutes a day to pull this off like my friend Ryan did.
You will learn in that article that Ryan realized significant SEO benefits from his micro-content strategy. When you consider the minimal time commitment, that you are serving a segment of your audience better, and the impact on your SEO, this is a no-brainer.
In addition to all of that, the increased connectivity with your audience will build greater familiarity and trust, which of course is vital for consummating new deals.
To get your single-serving content creation process going, all you have to do is choose a format and create templates to make everything repeatable. Then, it’s a simple matter of setting aside one morning or afternoon every week to knock out 7 pieces of content to serve up daily.
You can do it. Just take it one bite at a time.
About the Author: Jeff Korhan, MBA, is the author of Built-In Social: Essential Social Marketing Practices for Every Small Business and host of This Old New Business podcast.
He helps mainstream businesses adapt their traditional growth practices to a digital world. Connect with Jeff on LinkedIn, Twitter, Facebook, and Google+
