How to turn one piece of content into ten marketing touchpoints
I was talking to a mentoring student this past week (hey friend!) about working smarter and not harder - something all of us mamas who run businesses have to do in order to not sink before we’ve even had a chance to swim. So today I wanted to share an incredibly simple but life changing system you can use to maximize the content you create across all platforms: turning one blog post, article, session share, or tutorial into 10 marketing touchpoints.
Create One Piece of Content
Write a blog post, article, tutorial, or blog a session, using SEO best practices of at least 300 words, and ideally around 500. When you write this content, tell a story, be helpful, or both - but aim to both serve and entertain your audience. Be personable, share relatable details - think about the articles and blog posts that catch your eye, and try to do the same. Write it out, gather images, sort out links, and proofread.
Share via Email List
This one is easy - copy/paste your content into your mailing list provider, add the right links and images as you want, write an interesting subject line, and send it out. Once you get on a roll with this system, I recommend scheduling each round a few weeks in advanced, so that you always are a bit ahead and can stick to a regular schedule.
Share via Blog
After you have the newsletter scheduled or sent, copy that same content into a blog post, and schedule it to go live a few days or even a week after the newsletter. That way you give those on your list first priority as a way of showing them how important they are to you, while still sharing the content in a way that helps your SEO, and gets traction for new people to find you and start following you.
Be sure to read through the blog post one last time to make sure it works as a blog. For example, when I write my newsletter lists I often invite people to reply to me, which would read weird on a blog, so I often have to replace “hit reply” to “comment below”.
And sidenote: if you don’t yet have a Facebook pixel installed on your site, promise you will go off and do it as soon as possible!
Share via Facebook, x3
Now comes the part that takes a tiny bit of organization and a bit of follow-through for some serious pay off. Look over the blog you just scheduled, and pull out three one sentence or so lines that are attention grabbing and would work to share on Facebook. Copy those over into three separate posts, add three seperate images, and then link each post to the original blog. Schedule those for three separate times throughout the week, and BOOM - you now have three Facebook posts that will post automatically three times over the coming week, naturally driving traffic to your blog post.
Okay, so every time I suggest this to someone, they bring up the “won’t people get sick of seeing the same post three times in a week?” thing… which yeah, if they actually saw all three posts, and they were identical, they probably would. But this is one of those times when you can use Facebook’s algorithms to your advantage. Not every person who follows you sees everything you post. Period. And as long as you don’t write the same exact post three times, Facebook won’t ding you for duplicate content, and you’ll be able to reach more people and drive them to the content you want them to see.
Share via Pinterest
This one is easy peasy - once you have that blog post sorted out, Pin it to your Pinterest page. “But I thought Pinterest was dead?” - nope. It’s not. It might not be as in-your-face as Facebook or even Instagram are these days, but plenty of people are still search Pinterest for ideas and articles.
The thing about Pinterest that you have to remember is that it is simply a search engine - and with all the time we tend to spend worrying about SEO for Google’s search engine, it doesn’t really make sense that we ignore another popular search engine that is MADE for sharing beautiful photographs and graphics.
Share via Instagram, x2
Depending on how you use Instagram, you may want to customize this touchpoint a little more, but basically share the post on your feed, and in your stories. The trick with this one is that you likely won’t get a lot of click-throughs - Instagram is notoriously bad at converting scrollers to website visitors. But you will get visibility and brand awareness out of it, and that is a super underappreciated thing when it comes to social media.
If you’re someone who uses Instagram more as a portfolio, and it feels weird to share a blog post in the middle of your IG feed, then share it twice over the coming week in your Stories, and think of it more as a behind-the-scenes share rather than sharing content. Yes, you are sharing content, but a 3 second shot of your computer scrolling the blog post is also BTS goodness that’s fun.
Evergreen Content, x2
So all those suggestions put you at 8 immediate touchstones. But one of the biggest mistakes I see photographers doing is not mining for content from their archives - and THAT is where the whole “smarter not harder” thing can really change things for you. Share old blog posts! Not crazy old ones, but things from the past year or two that are still relevant and a good reflection of the work you want to book? You should absolutely continue to share those things at least two more times. This is where a service like Buffer, Smarter Queue, Hootsuite, or Co-Schedule can really be valuable because not only can they help you schedule nearly everything I mentioned above, they can also create evergreen posts for you - meaning things that you continue to share after the fact.
If you aren’t ready to pay for a service to do this for you, then just schedule each blog post two more times a month or two or even three in advanced. It’ll probably be handy to create an editorial calendar for yourself so that you know what you’ve already scheduled ahead of time, but don’t overthink it - the important thing is that you are sharing regularly, and that you aren’t worrying about coming up with new content for every single blog, email, Facebook post, Instagram share, and so on.
I really hope this helps you see how manageable creating content and blogging can be, when you think about why you are doing it, and have a plan for sharing it. I know how overwhelming this part can be, but if you aren’t getting enough inquiries coming in, it’s almost certainly a problem with visibility.