July 22, 2023

Creating and distributing content consistently

Every entrepreneur knows the vital role that digital content plays in business growth. But content isn't about making a post, tweet, video, or thread go viral. It's about persistently producing, and sharing, quality content that resonates with your target audience.

If you've struggled to maintain consistent content creation in the past, this article will help you achieve consistency and keep your audience coming back for more.

Content creation

Identifying the right types of content for your business

The first step to building a solid content creation guide and distribution system is identifying the type of content that best suits your business.

Remember, content isn't one-size-fits-all. What works wonderfully for one business might not yield the same results for another.

You could create several types of content: blog posts, infographics, videos, podcasts, social media posts, eBooks, and more.

Your chosen content type should depend on several factors:

  1. Your target audience: What content do they consume most? Do they prefer reading long-form blog posts, or are they more likely to watch a short, entertaining video? Creating a customer avatar could be helpful here.
  2. Your resources: Different content types require different resources. Videos and podcasts require equipment and editing software, while infographics and blog posts require design and writing skills.
  3. Your business niche: Some niches lend themselves more naturally to certain types of content. For example, visual content like screenshots and animation might be more effective if you're a digital or UX/UI designer.

A case in point is GoPro. They rely heavily on video content shared by their customers to showcase the capabilities of their cameras. They've recognized their audience's preference for video content and leveraged it to the hilt, creating a community of passionate brand advocates.

Now that you've identified the right content types for your business, it's time to set up your system.

Setting up a system for regular content creation

A systematic approach to SEO content creation can mean the difference between sporadic posts and a steady flow of engaging content. Here are the steps to follow:

  1. Brainstorm content ideas: Brainstorm a list of potential topics. Use keyword research tools like Ahrefs to identify your industry's popular topics and long-tail keywords.
  2. Create a content calendar: Create a content calendar to schedule your content. A content calendar will help you plan and track what you need to create and when to publish it. I use Notion, but there are several other tools on the market.
  3. Assign roles: If you have a team, assign roles. Who will be responsible for content creation, editing, and distribution? If you're a solo entrepreneur, consider outsourcing or automating certain tasks to streamline the process.
  4. Batch content creation: This one is big. Instead of creating content piece by piece, consider batching your content creation. Dedicate specific time slots each week or month for content creation to maximize efficiency.
  5. Regularly review and update your content: Your job isn't done after you hit publish. Regularly review your content and update it as necessary to keep it relevant and optimized for SEO.

A real-life example of a successful content creation system is the Buffer team, a social media management platform. They have clearly outlined their content creation process on their blog, detailing the steps from brainstorming to reviewing.

Their emphasis on team collaboration and efficient content creation practices has helped them consistently produce high-quality content, increasing web traffic and conversions.

Planning and implementing an effective content distribution strategy

Content creation is only half the battle. Without an effective content distribution strategy, your content might not reach its intended audience. Here's how to get your content in front of the right eyes:

  1. Choose your channels: Not all distribution channels will be effective for your business. Choose the channels where your target audience spends most of their time.
  2. Schedule your posts: Just as with content creation, consistency is key in content distribution. Use social media scheduling tools to automate your posts and ensure they're published at optimal times.
  3. Engage with your audience: Don't just post content and walk away. Engage with your audience by responding to comments and messages. This is where the magic happens.
  4. Monitor your performance: Use analytics to track the performance of your posts. This data will help you understand what works and what doesn't, allowing you to refine your strategy.

The power of consistent content

Effective content marketing involves consistent content creation and distribution and can powerfully impact your business. It builds trust with your audience, improves your SEO rankings, and drives engagement. The journey might seem daunting at first, but it becomes far more manageable with the right system in place.

Creating quality content consistently is an investment of time and resources. But remember, as an entrepreneur, you're in it for the long game. The effort you put into your content today will reap dividends as it continues to attract and retain your target audience.

Frequently Asked Questions

  • How often should I post content?

    The frequency of your posts depends on your capacity and the expectations of your audience. However, consistency is key. It's better to consistently post once a week than to post multiple times one week and then nothing for the next two weeks.

  • What do I do if I run out of content ideas?

    There are several strategies you can use. You could revisit and update old content, check what your competitors are doing, use keyword research tools, or even ask your audience what they want to see.

  • How can I measure the success of my content?

    If you don't have time to create content, you could consider outsourcing to freelance writers, designers, or videographers. Alternatively, you could create a batch of content when you do have time and then schedule it for publication over the coming weeks. This is a crucial part of a strategic content distribution strategy.

  • What if I don't have time to create content?

    The frequency of your posts depends on your capacity and the expectations of your audience. However, consistency is key. It's better to consistently post once a week than to post multiple times one week and then nothing for the next two weeks.