Previously, I wrote some link building tactics that still work. While those suggestions will please the search engines, even in a post-apocalyptic world where Google has pandas and penguins fighting the war on spam, without the right content, your audience will still be lost. There’s never one magical solution to solve all your business woes (and why there is such a plethora of information on Growth University), but these content strategies should point you in the right direction.

Build a Content Team

Producing content shouldn’t be a one man job. The best content is produced in a team environment. Here you can speak with others about what type of content you want to produce, the audience you want to reach and establish roles for each individual. This way everyone can dedicate their time to a certain aspect of a project, whether it’s writing, graphic design, coding, editing, or promotion.

Set up a Content Calendar

A content calendar puts everything in perspective, not only for your team members, but your readers as well. A simple spreadsheet or Google Doc can keep team members on task so everyone knows who is working on what, their progress and deadline dates. It is also important for your readers. They can grow to expect posts on a certain date or time on the month.

Publish a Variety of Content

Blog posts are great. However, 500-1000+ words takes some time to read and can get stale after a while. It’s important to mix it up with a variety of different types of content to keep your audience interested and engaged. Different content mediums can reach a wider audience and are more prone to be shared on certain social platforms like videos on YouTube and images on Pinterest. All of the following are types of content that have a good success rate, if done correctly:

  • Images
  • Infographics
  • Videos
  • Podcasts
  • Interviews
  • Lists

Build a Buzz

The main reason we produce content is for more exposure to our business. It may sound arrogant, but it’s the truth. However, we do want to be a good resource for people and educate/entertain them to the best of our ability, although the end goal to gain a reputation with customers and potential customers, so when they are ready to buy, our content put them in a position to do so. That’s why it is important to build a buzz around your product, influencing them to look no further. This can be form an original product video explaining the benefits of your product or blog post that educates them on something they did not know before and how your company may help them. Anyone visiting your site can be a potential customer, it’s how the content is perceived that does or does not equal sales.

Repurposing Content

Above, we talked about the variety of different content mediums we can use to try and reach our audience. Here we are doing the same, the one difference being, we are using our existing content to create something new using a different medium. For example:

  • Turn data from a previous posts into an Infographic
  • Curate old posts into a list of resources
  • Conduct follow-up interviews through video (Skype, Google+)
  • Turn readers comments into a mailbag Q&A’s

Combining work from other pieces into a new fresh piece of content does wonders for old content and can breathe new life into them or reach a new audience that may have never seen it previously.