Four Steps to Sustaining Your Content Online

No Comments Yet | by Elise Perkins

If you struggle with filling your social media pipeline on a regular basis, you are not alone. Every day communications and marketing professionals are scratching their heads thinking “How can we share quality content with our community, TODAY?” After all, posts like “Stay tuned for big news” don’t typically engage well, unless of course, you’re NASA.

But if you’re a smaller producing group looking to fill your pipeline today, don’t fear, you already have what you need.

Here are four steps to generate quality content NOW.

  • Audit. What have you produced in the last two months? Does a report still have data or insights relevant to current conversations? The answer is likely yes. Flag that content.
  • Dissect. How did you first share your content? Instead of broad messages like “Here’s our new report,” share data points instead that can help others do their job better. Better yet, tweet (or share) those data points directly at like-minded groups or reporters who are covering the issue to build rapport.
  • Repurpose. Did your content originally utilize any visuals? If not, create some immediately. “Researchers found that colored visuals increase people’s willingness to read a piece of content by 80%,” according to Xerox(via Hubspot). Can you write a blog post about an older report, covering the information from a new, relevant angle? Do so.
  • Repeat. This is the easy part. Continue this process throughout the year to extend the shelf-life of your material.

It’s that simple.

About Elise Perkins

Elise Perkins founded ep communications in 2014 after seven years of working for trade associations and think tanks. Today she focuses on building brands for businesses and people, using a savvy mix of content and influencer strategies. She sits on the board of Washington Women in Public Relations.

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