CONTENT MARKETING MULTIPLICATION:
Turn Every Single Idea into Multiple Articles, Emails and Social Media Posts
You know me, the Pester Queen of Consistency in Marketing.
I’m always reminding you to consider frequency and recurring themes when it comes to what you say and do online, as well as in your business systems and customer experience.
A lot of my friends and colleagues ask me: how do you stay on top of it? How do you write a marketing tip each week and an email every Tuesday? How do you keep up with people on Instagram on a regular basis? How do you not run out of things to say?
I typically point them to my not-so-secret weapon (the calendar). That’s how I keep up with things. Plus, I employ a team of smart contractors who hold me accountable.
I don’t run out of things to say because I keep going back to the same core ideas. I recycle older blog posts to revive a principle I think is important. I look at tips I’ve written on Instagram before and re-word them to get them in front of new followers. I consider questions that come up over and over in new client meetings and address them on future calls before they even come up.
I thought it might be fun to illustrate how one core idea can easily become five articles (or videos, or podcast episodes, if that’s your thing!), no less than 20 emails and 40 unique social media posts — simply by considering how you can get your point across in multiple ways.
Let’s do it.
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1 Core Idea
Say your core idea is something big in your business. It’s a thing you want everyone to know about how you work and what you value. One of our core ideas at Amy Jacobus Marketing is that excellent customer experience is excellent marketing.
5 Pieces of Content
We’ve written about or presented this concept in many ways:
- A 4-part series on how building warm, personal connections with people builds your business—three parts currently available to read: Warm Emails with Nel Shelby, Social Shares with Jacob’s Pillow Dance, Getting to Know my Email Subscribers with #CoffeeAndAMarketingTip
- A workshop on creating email automations to build loyalty based on customer journey.
- A blog on making your marketing more you and finding your unique marketing approach.
- A blog on gratitude and ways you can delight your clients through your marketing.
- And more!!
Next, you want people to read these articles or watch these videos or consume these podcasts of yours… So, you need to send them emails about your content!! Add to your calendar one email about every piece of content. Maybe you send these emails once a week, once every other, or you space them out in between other topics.
Each time you send an email, there are a number of folks on your list who don’t open it. Maybe the subject line didn’t interest them. Maybe it reached them at the wrong time of day and was buried in other correspondence.
That’s why I suggest every email you send gets re-sent to those who did not open it, using a new subject line and sending at a different time of day. (If you’re keeping track, we’re at 10 emails from 5 pieces of content.)
Each piece of content you create is meant to inspire action, right? Why else would you write or produce it? That means, you can create a “homework assignment” from every email you write. That is, send another five emails with instructions on what your reader or viewer or listener should do next. Think of it like this: you learned this thing, now do this thing.
Maybe they learned how to create a warm automation series, so now they should set up their first automation. (We’re up to 15 emails now, in case you were wondering.)
What else can you email about? Related examples, readings and resources! Especially if you are providing a service or teaching something, related reading and outside resources can help a message really sink in. They can offer greater context, maybe even spark debate with opposing views (get your readers talking!) and establish deeper understanding. All of the sudden, you have five more angles to cover and five more reasons to direct people to your original pieces of content. (20 emails, easy. From 1 core idea.)
40 Social Posts
OK, but this sounds crazy. How do you make 1 core idea into 40 social media posts?
- Each piece of original content is 4 social posts. Think about it—unless you write the shortest articles or record 10-second videos, each piece of content you create can be divided into four parts on social media due to character count limits alone. There’s 20 posts.
- Each homework assignment email becomes one social post. There’s 25.
- Each related example or resource is one social post. Now we have at least 30.
- Then, how do you feel, live and act your own teachings? You have values and principles and life experiences to share around these five articles or the core idea itself. Share why these ideas are important to you or how you enact them in your daily life. That’s 35.
- And, of course, how does this open opportunity to sell a service or make money? How can people work with you to implement this thing you wrote about? This is marketing after all. Sell what you do. Directly!! 40 social posts!
Doors are opening again this Fall, and I hope to see you there!!
I strategize, consult and manage digital marketing and communications for small businesses and creative entrepreneurs. I’m based in Brooklyn, because I have a thing for exposed brick, cozy, local coffee shops and the can’t stop, won’t stop energy of New York.
Because I work with small companies, I get the chance to really know my clients – what makes them tick and how and why they should stand out in a crowded marketplace. A lot of my clients have a smaller staff, a limited budget and are already stretched thin for time. This leads us to tailor marketing strategies and solutions to each company’s unique needs and actual capacity.