How to Stretch Your Small Business Content ROI

stretch your content

As a small business owner, saying that you’re “busy” is the understatement of the century. There are approximately 112 things to do every day — some of them more time-consuming than others. You’re responsible for creating new products and services, handling customer reviews (as well as the occasional complaint), managing your social media accounts and constantly developing new and exciting content for your fans, followers and patrons to devour.

But what if you could take a single idea and s-t-r-e-t-c-h it? What if one blog post could last you for an entire month — or more? What if someone told you that you might actually be working too hardon your small business content?

If your interest is sufficiently piqued, here’s what you need to know about stretching your content.

Content Can Easily Be Repurposed

That blog post you published last Friday can be next Friday’s podcast. The webinar you recorded on the first of the month can be the infographic you push out this Tuesday. And that video you recorded last October can easily become next Friday’s blog post.

Content can be repurposed across plenty of mediums. The basic information stays the same; it’s only the delivery that changes. And that delivery matters more than you think — everyone has their preferences. People who won’t read a blog post will watch a video. People who don’t have time for videos will listen to podcasts. People looking for bite-sized bits of information will seek out an infographic before anything else.

New and exciting content is necessary for your small business. But there is absolutely nothing wrong with spreading existing content out over multiple mediums in an effort to reach your entire audience.

Long-Form Content = Short Blog Posts

Long-form content (posts ranging between 700 and 1,800 words, depending on who you ask) is a great engagement tool … for one section of your audience. But what about the “other” section — the section that doesn’t have the patience, inclination or bandwidth to commit to reading what can amount to a novella each time you post?

You can’t often please everyone, but in this case, it’s easy: Post your long-form content for those who want to read it and break it up into smaller chunks (think a month-long series of shorter blog posts) for those who need it in more easily-digestible pieces. Again, you’re reaching different audiences by providing the same content.

The Theme’s the Thing

Coming up with an entire month’s worth of content can make any small business owner’s head spin. What can you talk about? How do you convey the message you want to send? How much time can you really spend on this, anyway?

This is where a monthly theme can come in handy. A baker, for instance, might choose cupcakes. A software provider might choose cybersecurity. A vineyard might choose a four-part series showing how their grapes become fine wine.

Once your theme for the month is determined, the posts almost write themselves. Each one can play off (or tie into) the previous one, and you can always experiment with different mediums to reach different audiences.

Be Content With Your Content!

There’s no hard-and-fast rule that says content has to be difficult. Whether you’re running short on time or just plain out of ideas, exploring different mediums, making short posts out of long articles or developing a monthly theme can help you stretch your content and maximize your time!

Is posting a pain? Do webinars worry you? Does the thought of a podcast petrify you? Mischa Communications has your back! Our job is to make your job easier. Reach out today and let us know how we can help!