Fresh, Consistent Content Marketing: How the Pros Do It
Contributed by Piccolo Solutions, a Heels and Handshakes member
No one running a business has time to do all their content marketing and stay on top of daily operations without a little magic. How else do they serve clients, support their team, post to social media, write blogs, and follow up with everyone they meet networking?
You don’t need superpowers to do it. You just need systems. Here are a few that keep our marketing agency (and our clients) ahead of the game.
Automate
You have a finite amount of time and energy to create and share fresh content. Are you wasting any of it on processes you could automate?
Think about how many hours you spend a month:
Sharing posts to all your social media accounts
Sending emails at key steps in the client/customer journey
Designing, preparing, and sending a newsletter
Tracking tasks and workflows
Strategic automation gives some of them back. That’s more time to fine-tune operations, meet with clients, bond with your team, or discover a new niche. More time. What a concept!
2. Repurpose
Content repurposing is essential to scale and diversify content marketing without exhausting yourself and your resources. Start with long-form content, make it bite-sized, and customize those bites to your marketing channels and formats. No need to start from scratch every time.
What Repurposing Looks Like:
You write a how-to blog with 10 steps.
Each step becomes a social media post that directs people to a blog or web page.
Each of those posts is the theme of a future blog, video, or ebook deep-dive into that topic.
From those blogs and emails, more unique social posts can be made.
And on and on.
Before you know it, your content calendar is thriving. People have more ways to engage with you than ever.
Pro Tip: Marketing has had a Golden Rule for almost a century. The Rule of Seven says most people need to see a brand 7 times before making a purchasing decision. Content repurposing boosts brand recognition while keeping things fresh and interesting.
How do you repurpose content? Here’s what we recommend.
Start with long-form content. That blog post you’ve been meaning to write? That ten-minute video you’ve wanted to produce? They’re more powerful than you think. Long-form content improves SEO by helping improve your website authority, a complex score Google gives websites based on content originality, quality, expertise, authority, and trustworthiness. The higher your site authority, the better you perform in organic search results.
Long-form content also appeals to clients and prospective customers. We’re all tired of sticker shock .High-quality, long-form content shares valuable insights and information without high-pressure direct sales or frustrating “gates” and paywalls. Blogs, ebooks, webinars, and fact sheets are great teaching tools to help people make informed decisions about your services, or how to navigate your industry. Explain things clearly and show off your expertise without getting salesy. Long-form content isn’t just a starting point for repurposing. It’s the anchor that lets you go deep.
Send regular emails. 88% of people surveyed in 2024 checked their email daily. Another report estimated email marketing revenue will hit close to $18 billion in the next three years. Bottom line? Email marketing is still a powerful tool for zooming in on client and customer behavior.
What’s getting opened?
What’s getting clicked?
What’s getting ignored?
What are people interested in?
How can you help them?
Email marketing data reveals these insights. Done with care, email marketing powers (not drains) your digital marketing strategy. Start with one email a week. Feature your latest blog, a few tips and tricks, and some teasers for future content. Something that simple goes a long way toward building engaging campaigns that keep people reading.
Stay active on socials. An effective social media marketing strategy often seems more complicated than it is. Most high-performing brands follow similar best practices:
Highlight concise insights from longer content.
Use simple graphic design templates to create polished posts fast.
Include one action step or question per post.
Create and schedule posts ahead of time. [There are many affordable tools!]
Keep it real. You know your business best. Your unique insights and ideas are integral to content creation. Whether working with a team, DIY, or trying a mix, originality is crucial.
AI is easy to use, and easy to spot. When AI-generated content isn’t reviewed for accuracy, you put your brand credibility at risk. Without significant edits, your tone, your style, and your brand identity become afterthoughts when they should be hallmarks.
Original content isn’t just higher-quality, it’s higher-ranking. Starting January 2025, “Google is directing its quality raters to watch out for pages with main content created using automated or generative AI tools – and rate them as lowest quality”. Unoriginal, inconsistent, or low-quality content is bad news for your website authority, and that’s bad news for how (and if) you index and rank in search results.
Nobody wants their rankings to tank. Whether you keep it completely original or copy-edit generated content to match your tone, care and intention maintain your competitive edge.
3. Replicate
Unlike duplication, replication is a good idea. The best systems do it well. When a strong content marketing system is replicated, your content is planned and scheduled ahead of time, your posts go live consistently, and your engagement improves steadily. If you’re unable to replicate a process, try simplifying things.
4. Delegate
The best content marketing in the game is a group effort. Even with a strong in-house team, targeted support is often necessary to kickstart a high-performing content marketing system. If you’re already firing on all cylinders, there’s no need to burn out.
Something as important as your content marketing needs expert oversight (and a personal touch) in key areas:
Strategy: Project management that incorporates content marketing best practices keeps things on track from the start. Content adds value for your audience, improves your website authority, and boosts your engagement simultaneously. It’s all part of the plan.
Copywriting: Hiring a copywriter who knows digital marketing strategy means working with one person for brand copywriting, SEO copywriting, web copy, and more. Your content will pass Google’s smell test, and you won’t have a pile of writing and editing tasks on your plate.
Social Media: Social media marketing experts leverage creative design and intuitive tools to raise your brand profile and connect with your audience. No more stressing about how to post, when to do it, or what to share.
Is It Time to Call for Backup?
You love talking about your work, but struggle to write or post about it…
You don’t have the bandwidth to design posts or share them everywhere…
You want to keep up with your network with more than just sales pitches…
You need a simple way to level up, and an expert team to help you do it. We’d love to share what works with you. Let’s connect.
About Piccolo Solutions
Piccolo Solutions partners with entrepreneurs and business owners to tell their story and reach their audience. When people who love their work have too much on their plate, we turn their passion, their ideas, and their innovations, into content that moves their marketing forward. With our proven repurposing system, their branding gets stronger, their strategy gets clearer, and their follow-up is way more effective.
If your marketing to-do list is gathering dust, it’s time to get it done. Let’s talk about what’s possible.