This is a simple framework I use for planning brand content that is easy to repeat each month, perfect for business owners or marketers constantly on the back foot trying to create new content or wondering where to start.
The best content comes from sharing what you’re genuinely good at, the things that you have expertise in will fascinate others, educate them and inspire them. Don’t be afraid to break subjects down into bitesize pieces for loyal followers as well as longer overviews that new followers will need to get a sense of what you do.
These examples include social media platforms Instagram, LinkedIn, Facebook and Pinterest. It’s absolutely fine if you don’t use all these, what’s most important is using what is best for reaching your customers and fits with the time you have.
Try this easy plan for simple content production and keep it on repeat for a consistent output that resonates with your audience. By starting with one long-form article on your website you’ll be able to repurpose the same piece of content over and over with the benefits of it being evergreen, great for SEO, increasing your web traffic.
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5 steps to better content
1. Pillars
From your brand strategy, establish your brand pillars and use these as your content categories. Make a list of ideas for content under each category such as How-To’s, behind the scenes, deep knowledge dives, news, tips and sharing your processes.
2. Plan
Using a calendar, spread your categories out throughout each month at a frequency which realistically suits the resource you have and add any events such as national holidays, product launches, sales etc.
3. Long-form
Ideally, start each one as a blog, article (like this one!) or dedicated landing page to always ensure you are bringing people to your website. The benefits to this are huge, drawing customers to your site for onward journeys as well as making you more discoverable through improved SEO by using keywords. There may be some posts that don’t require this level of detail or you may already have a relevant page to send customers too.
4. Images
Accompany each piece with a selection of relevant images and/or graphics in your brand style that help paint the story you are telling and keep these the same throughout each repurposed piece.
5. Short-form
From there, repurpose that original piece of content into smaller hooks across your channels: your homepage, newsletter, social posts, stories, or even podcasts. Write snippets or use headlines that will catch your audience’s attention and lead them to want to read more. The accompanying graphic demonstrates exactly how you can do this.
There you have it – one solid article can easily turn into 10 pieces of content if you plan it well. The examples above shows how the process has been used for a concept brand ‘Petal & Pine’ – a floristry business creating bouquets for celebrators of small occasions using homegrown flowers and shrubs
If you still need help with creative direction or strategy for social media, see my Social Media Design page for more information.
