Use one piece of content across multiple channels

Use one piece of content across multiple channels

Jul 9, 2018 | Blog, News

Use one piece of content across multiple channels

I am the first to admit that constantly creating content to feed your online marketing can be like walking through mud at times. And because we live in a society that has 24/7 access to information in the palm of our hands, it’s easy to think our efforts can be futile.

However, a big mistake I see often is business owners creating one piece of content and then promoting it only through one channel. Or worse, expecting the content to just be found (especially if it’s a blog or video).

If you write an amazing blog, record a smashing podcast, or shoot an engaging video, no one will see it if you don’t tell anyone. And if you do promote your content, make sure you are promoting it regularly, so you pick up potential new audiences each time.

So, below is my super simple strategy for repurposing content across multiple channels so that I am creating less but promoting more.

Currently, I create the following content:

  1. A weekly blog (like this one!)
  2. A Facebook live once every 1 to 2 weeks
  3. A podcast each fortnight

Starting with my written blog, I:

  1. Upload it to my website
  2. Promote it across all of my online channels more than once
  3. Use a tool like Lumen5 to create a video of my blog
  4. Upload this video to Youtube, with a link back to my website

For my Facebook lives

  1. I use Belive.tv to schedule them in advance
  2. Then once the live is over, I download the video file from Facebook
  3. The video is then uploaded to Youtube with all the proper titling and a custom thumbnail
  4. Link back to my Facebook page where the live happened
  5. Take the Youtube video, create a blog post and embed the video
  6. Promote the blog link across other social media channels

And lastly, for my podcast:

  1. Once it is uploaded, the podcast is syndicated through platforms like itunes and Spotify
  2. I then take the podcast episode and the show notes (a transcript of the podcast episode) and create a blog piece on my website
  3. Then promote it across other channels

What content are you creating in your business right now? How can you use it in different ways to increase visibility of your business?

Facebook Ad funnel Strategy

Facebook Ad funnel Strategy

Jul 2, 2018 | Blog, News

Facebook Ad funnel Strategy

Since changes to Facebook’s news feed have impacted on the organic reach of a lot of pages, more and more publishers are turning to Facebook Advertising to supplement their current efforts. And if lead generation is part of the strategy, there will typically be a funnel of some sort involved.

Usually, this funnel would involve created a cold (sometimes icy cold) interest-based audience, creating a couple of ads and sending them straight to a landing page. This might not be the best solution for you. Instead, why not have a look at a funnel that engages people with some educational content in Facebook first before you send them to a landing page?

Here is an example of what you can do within Facebook to create warmth and engagement in an audience before you send them to a landing page.

Step 1

Take your existing email list and upload it into Facebook to create a Custom Audience (making sure your list is compliant).

Step 2

Use this to create a ‘Look alike’ audience. This is who you will target in your campaign.

Step 3

Set up an ad campaign with an ‘Video views’ objective

Step 4

Set up your Ad set to target the look alike audience you created earlier

Step 5

Create a video-based ad and publish it!

Step 6

After a few days, see if you have people watching your video for more than 10 seconds. If you do, then create a custom audience of those people.

Step 7

Set up a new campaign for your landing page

Step 8

Target the ad to the people who watch your video

And the best thing about the above is that you can use this strategy for any campaign not matter the industry or subject area. You can even add additional videos or other types of educational content at any point during the campaign if you want to have more engagement.

Also, the video can be one you upload or even a Facebook Live. Lastly, you can create a look alike audience of those who engaged with your video and start a new campaign!