Content marketing is an important component of your marketing strategy as a professional. Content communicates your expertise and positions you as an authority. It attracts people to your tribe and provides great SEO benefits, too.
But content is not limited to blogs.
I once had a client whose blog was very thin. It only had a handful of articles, and his most recent article was several months old. When I suggested starting blogging more, he disagreed because he felt he didn't have the time.
I was going to suggest hiring a content writer. But I realized he was quite active on social media and forums in his niche, posting and commenting a lot.
I told him, “You don't need a writer, you need a compiler.”
A compiler is someone who gathers content you put out on every platform you're engaged in. They capture and copy every snippet, regardless of size, and categorize them based on topics. They then compile and edit them into a series of articles.
Sometimes, you can compile a series of 5, 10, or 30 social media posts into one article. Once edited for flow, it can become clear, cogent, and quality content you can publish.
The key is to put them into your blog.
Your blog is your content hub. I get that platforms like Medium and Substack are becoming quite trendy. But they're geared for content creators who wish to monetize their work.
You, on the other hand, are a professional selling services on your website. So you want to drive traffic, attention, and readership to your website. You want to keep what you earn.
Other platforms can be useful to capture a wider audience.
But your content hub is your first priority.
Speaking of other platforms, you can take existing content and repurpose it. If you've been blogging for a while, you might have a few articles already. In this case, you can hire the opposite of a compiler, which is an extractor.
An extractor goes through your articles and deconstructs them. They extract bite-sized chunks, snippets, and soundbites you can publish elsewhere. Or they can publish your content in other formats.
The goal is to extract as much value from your published content as possible. So instead of creating new content, you can repurpose, recycle, and reoptimize.
You can refresh older content, too.
When it comes to SEO, content decays over time. By breathing new life into older content, you infuse it with timely ideas, topics, and keywords. You can redate it to the current date, which will push it back to the top of your blog.
You can reuse other forms of content, too.
- Do you have content on social media networks?
- Do you host a podcast or appear as a guest on podcasts?
- Do you have an email newsletter, like this one?
- Do others talk about you or give you media coverage?
- Do you have videos on YouTube, Vimeo, or your website?
- Do you have recordings from events or talks you gave?
- Do you have tutorials for staff or existing clients?
You can repurpose any of these and turn them into new pieces of content.
You can slide, dice, combine, and reuse anything and everything you put out in the world. You can transcribe, chop up, pull out, and merge pieces together. You can record videos, create images, write summaries, and add commentaries.
Speaking of which, commentary is content, too.
In this case, you can hire a content curator.
It's a person (or software) that culls the Internet for relevant content you can share. It can relate to your area of expertise or to your audience. It can be content about you, too.
But in this case, you can make the story your own by adding to it. Yes, you're sharing and giving credit to other people's content. But you have the opportunity of adding your own content, commentary, analysis, or opinion to it.
Ultimately, you should create content.
As a professional, you need to create content.
But if you don't have time, you can hire a content creator to help you. Still, if you already have content, you might be sitting on a goldmine. In this case, consider hiring a content compiler, extractor, or curator to help you.