How to Optimize your Content Marketing | Trickle Down Content
You can build influence, improve your SEO and fill your social feeds with one main strategy. The key is content. For all three benefits, you need a huge amount of content. When you follow the trickle down content method (or reverse pyramid) you can maximize your content marketing efforts without adding a ton of time.
1. Start with core content
A core piece of content can be in any format you prefer, but you’ll want it to be a longer piece. A half-hour long video, a podcast, or a blog are the common examples of a core content piece. When creating the core piece you’ll want to ensure you’re thinking about a few things:
1. Is it relevant to your audience?
2. Does it include keywords you want to rank for?
3. What is your primary goal for the content?
If your core content isn’t relevant to your audience there’s no reason to post it. Finding out what’s relevant can be problematic, so make sure you’re sourcing your topics strategically. An easy example is to look at social media sources like Quora and Reddit for topics that are already common. You can interact with those posts now, or use them to springboard your core piece and come back later to link to it.
In order to make an impact on your SEO efforts make sure to include keywords, you’d like to rank for. Repeating the keywords throughout the pieces also helps build your keyword density in an organic way.
Finally, you need to have a primary goal. What does the core content piece achieve for your overall strategy? If you’re trying to build influence, for example, it might be purely to share knowledge, or to answer frequently asked questions about your industry. If you’re trying to garner leads it could be to highlight your competitive edge.
Then you start producing. Bust out your selfie stick and take a video, record your voice, or clack at those keys.
2. Break it down
Take your core content and tear it to pieces. Okay, not quite that literally, but once the content is polished and ready for posting break it down into snippets, quotes, rants, GIFs, or any other social-media-sized piece.
Depending on your social strategy you might be posting to a diverse set of platforms. Instagram, for example, is a great place to post quotes to your feed, GIFs to your stories, or the whole core content to your IGTV. Twitter is a good place to post rants, quotes, and snippets. As you receive feedback you can also add GIFs to your responses. Facebook might be where you post a longer snippet or thought. LinkedIn is a good platform to repost a condensed version of the core content as a personal blog which can be shared within the platform.
3. Distribute accordingly
Each piece of ‘social’ content should have a purpose and platform in mind. Weave these into your schedule according to your strategy. You’ll want to keep your feed interesting by mixing up what you post on each platform so that you’re not creating ‘spin content’ or overly-repetitive content.
4. Get feedback
Get your audience’s opinions about their favorite parts of your core content and social content. Use the feedback you get to improve your next piece of content and share user-generated content for your page. It is also a great stating point to help you break the content down again to include the best content. You can also utilize the feedback to create additional articles expanding ideas.
Get your content marketing game on! Creating content can be time-consuming, this trickle-down method saves you time and allows you to focus on the content that will drive results. If you’re not a content creator or struggle to strategize, partner with us. We take the job of taking the stress of content-creation off your hands very seriously. Schedule a call with our experts today!