How To Make Your Content Work Harder

Content Marketing

This post looks at how you can make the most of the content that you create...

Creating high quality content on a consistent basis is no easy feat - particularly if you are a small business.

You have more than enough on your ‘to do’ list without having to add writing to your schedule. You really don’t have time to blog or time to create interesting social media posts.

I totally get where you are coming from.

The content marketing beast is pretty insatiable - it's easy to see why many content marketing strategies fail.

For me, as much as I love to write, it can be tricky at times to find the time. I do, however, make it a priority every week because I have seen great results from my blogging efforts. 

However, what I definitely don’t do enough of at the moment (and what I intend to do more of from now on) is in the arena of content promotion. Sure, I share my posts with my social media audience, but I don’t really make the most of the content that I create. 

This has got me thinking. Could I make my content stretch further?

Well, I have reached the conclusion that yes I can - I just need to become more strategic and make my content work harder for my business.

In this post I am going to look at how I can create one piece of high quality, long form content and then use it in six different ways.

6 Degrees Of Content Separation

The first step in this process involves research and writing. There is no getting around it - in order for this strategy to work you have to devote time to the creation of a valuable piece of content. 

Think about what problems face your clients or colleagues and write the definitive guide on their solutions. You are looking to write a long piece of content here - the kind of length where you can divide it up into sections or chapters.  

This may not sound appealing. However, if you put in the time now, you will save it later.

Once you have your long-form content (and made sure it has been proofed and edited) it is time to put it to work in the following 6 ways:

  • Industry reports / White papers / Ebooks
  • Newsletters
  • Blog Posts
  • Social Media 
  • SlideShare 
  • Videos

Let’s take a look at the potential of each of these content channels.

Industry Reports / White Papers / EBooks

Once you have written your in-depth content (for the purposes of this post, I am now going to call this your Alpha Content), you can turn it into a valuable business lead magnet. 

By promoting this content on your social media channels, you can give your audience access to your report, guide or eBook in exchange for an email address.


Newsletters / Email Marketing

If you have an existing email list, you can take parts of your Alpha Content and feature them in a series of newsletters. By providing valuable content in this way you will find that your audience will be more receptive when the time comes for you to promote your products or services.

Blog POsts

Remember when I mentioned that your Alpha Content needs to be long enough to be divided into sections or chapters?

Well here is when that becomes super useful and time effective. Take each of your chapters in turn and publish them as individual blog posts.

Social Media

Once you have completed your initial piece of content, read it through and highlight all of your key points. Then copy those points into a spreadsheet.

Meanwhile, think about all of the issues that you address in your Alpha Content and all the problems that you solve.

For example, in this blog post I could use 

  • How One Piece Of Content Can Feed Your Marketing For Weeks
  • How To Make The Most Of The Content You Create
  • How To Make Your Content Stretch Further
  • Turn Your Content Into A Valuable Lead Magnet
  • Why You Should Create A Content Database For Each Of Your Blog Posts
  • How To Make Your Content Go The Extra Mile

I  could go on but I hope that, from these examples, you can see how you can create a sizeable content database for your social media platforms from one piece of content. 

You can now copy and paste these content snippets into your social media scheduling tool of choice (I love Buffer myself). Don’t forget to include a URL to your website, blog or Alpha Content sign-up page.



One of the things that I am most frustrated about in my content marketing is Slideshare. I should have found the time to create more slideshows to share on this platform.

I investigated Slideshare a few weeks ago and created the slideshow below. I was so pleased by the response that this piece of content got - I also saw a significant increase in website traffic (coming from Slideshare). 

Your Alpha Content will provide you with the material to make at least one awesome slideshow.

Click the link to find out how I created mine: How To Use SlideShare In Your Business


Another great way to make your content go the extra mile is by using it in a video. 

For example, you can use your Alpha Content as a basis for a series of video blogs, tutorials or visual ‘how to’ guides.

If you are interested in finding out more about how to use video to market your business, just click the link in this sentence.

So there you have it - one piece of content used in six different ways.

The length of time that you can stretch your Alpha Content is very much dependent upon how comprehensive that piece of content is - the longer the Alpha the more content snippets you will be able to use.

Thanks for reading. If you have found this post useful, do let me know in the comments section below!

Take care, Jane

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