1 Topic, 8 Pieces of Content for Marketing

If you’re creating content for business, you know you don’t have the luxury of creating when the “mood strikes.” In the content marketing world, we have an obligation to create relevant and useful content on an ongoing basis. So, with a content production schedule that needs to be consistent, plus the abundance of channels we have at our fingertips, we must find ways to maximize our content development ideas.This is where the idea of producing several types of content from one idea is very, very useful.

What I’m talking about here is taking one concept and expanding it into several mediums, like blog posts, video, infographics, ebooks and more. And using various channels to feature them in.

Let’s get to it!

• Finding a topic
• Start with the concept and expand to the content
• FAQ: How can I turn a single concept into a powerful content marketing strategy?

Step 1: Finding a Topic

Sometimes the first step is the hardest — the idea part. Especially when you’re not inspired by something you’re doing or if you don’t have a lot of data about the type of content your audience is looking for. Aside from using data from your search marketing, there are more unique, off-the-wall places you can go to find inspiration for topics related to what you do day-to-day.

Here’s just a couple:

• Notes from business meetings.
• Your resume (past experience sparks ideas).
• Project files (these can be a treasure trove of ideas).
• E-mails.
• Casual conversations at work.
• Common questions you hear a lot.
• Common questions sales gets asked.
• Sitting in on client calls.
• LinkedIn groups or Quora – see what sort of topics people in your field care about.

Step 2: Start with the Concept and Expand to the Content

All of us have tools within our content development toolbox that we’re a bit more comfortable using than others (for example blog posts versus infographics). For the purposes of this, we’ll start with a blog post.

Say you work at a local pet adoption nonprofit, and you find one of the most commonly asked questions is about the adoption process for dogs, and how to best ensure a home is a proper fit to the pet. For this fictional company, we’re going to take that concept and create the following content development plan to leverage our content idea across mediums:

1. Create a blog post: The first piece of content could be a blog post on the topic of dog adoption that will live on the organization’s blog. When creating a post on this topic, you’d do some keyword research and be sure to weave in key phrases into the content naturally,  and also fill in the Head section (if you’re a beginner to optimization Yoast’s WordPress plugin can very helpful). Do a quick analysis of the types of content that are out there on that topic when you perform a search with that keyword. And when you’re writing the content, be sure to give the topic as much time as it needs so that you are providing value to the user, taking care to offer something unique and different from the other results for that topic.
2. Write a guest article or blog : The second piece of content can be a longer version of the blog post, re-purposed for a pet owner niche magazine. Make sure it is a completely new, original piece of content on the topic (a new angle for the audience of the publication or blog). As a guest blogger, you’d want to look for reputable sites in industries related to pet care. It’s important for your brand and your site that you are only associating with the best of the best online. Whether you decide to be a guest blogger or a guest author in a publication — or both — you will gain visibility and drive people back to your site.
3. Be interviewed: The next piece of content would have you pitch the idea of the topic to a local community newspaper, a niche publication or you could sign up for HARO online to be an expert source on the topic of dog adoption and dog ownership. You might also be able to scan the published article, PDF it, optimize it and add it your site to be featured for public relations and search purposes. Make sure that you always credit the original source — and if the interview is online, link appropriately to it (just be sure it’s a reputable site or you may want to add a rel=”nofollow” to the link).
4. Create a video: Next, you could create a short video that you can upload to YouTube on the topic, making sure all the main points are covered about the dog adoption process (not too lengthy, though. Try to aim for three minutes or less to keep people’s attention, unless it’s very engaging). This video can be as simple as you in front of a camera, talking through the points (make sure you have good lighting and audio quality at the very least). Optimize the video as best you can so it’s easier for a user to find when searching for a related topic, and think of other areas you can feature the video online (outside of YouTube) where it will be useful to your audience.
5. Use Pinterest: Here, you can get visually creative. Pets are naturally attractive for users to look at, so you could create individual boards in your Pinterest account for different types of dog breeds. Each breed can have a collage of images that best represents the type of lifestyle that is best for that type of breed, along with tips for owning them. For example, pictures could represent levels of activity, space needed in the home, obedience level, etc. You can also optimize your Pinterest activities for search.
6. Make an Infographic: Consider ways you can tell this adoption story in yet another visual. Gather facts from credible sources about dog adoption or pet ownership — maybe in this case it’s about individual breeds again or the value dogs bring to a human’s life. Be sure to fact check. Treat the infographic like you would any other piece of content; it has to be factual, based on data and also tell a story visually. But it doesn’t stop there. Your infographic needs a marketing strategy around it, and optimizing it is the start of gaining visibility.
7. Produce an eBook: After creating all the other types of content, think about how you can leverage them into one place with an ebook. You can take some or all of these pieces and combine it with useful information around the topic to make it into a downloadable resource for potential pet owners on your site. This is a great traffic and lead generator. There are lots of different ways to format and offer an ebook to your audience. iBook is one of them — check it out.
8. Build a new category on your website: Do you have enough information to create a new section on the website about the dog adoption process? Are people searching for this information online? What are the keywords people are using when they try to find information about it? Do some digging and see if a new section is warranted that will pull that traffic into your site. Don’t forget to include the other pieces of relevant content you’ve created for those pages, such as embedding the videos and infographics and linking to the blog posts and Pinterests boards on the topic (and vice versa).

Remember, once you have the content development strategy, you need robust marketing plans to make sure all your great content doesn’t go unnoticed. Just because you build it, does not mean they will come — so treat each type of content as its own mini-campaign to gain the most visibility for it, and track it to be sure you know how it’s contributing to your overall content marketing and search marketing strategy.

Hone in on your content goals with a customized content strategy. Work with us.

FAQ: How can I turn a single concept into a powerful content marketing strategy?

An effective content marketing campaign can have an enormous impact. A content marketing expert like me is here to help transform that one-idea concept into an action plan designed to lead you toward success by creating a strategy built around one idea that resonates with your target audience while driving engagement and conversions.

1. Define Your Audience:

Prior to beginning any content marketing initiative, it’s essential that you identify your target audience. Understanding their preferences, pain points, and interests is paramount. Conduct thorough research, develop personas, and create a clear picture of the people you want to reach.

2. Hone Your Concept:

Your single concept is the core of your content strategy. Refine and expand upon it. Ensure it aligns with your audience’s needs and your brand’s message. Your concept should be unique and offer something valuable.

3. Set Clear Goals:

What is your aim with content marketing? Are you hoping to generate leads, increase sales or build brand recognition? Define your objectives clearly, as this will guide your content creation and distribution.

4. Content Format and Channels:

Decide the most appropriate content format for your concept and target audience – be it blog posts, videos or infographics? Select channels where they consume media like social media platforms or a blog on your website where applicable.

5. Develop a Content Calendar:

Consistency is key in content marketing. Create a content calendar outlining when and what content you’ll publish. This keeps your strategy organized and ensures a steady flow of material.

6. Create Engaging Content:

Craft content that is not only informative but also engaging. Utilize storytelling, visuals and other strategies to keep your audience engrossed. Offering high-quality content will keep them coming back for more!

7. Optimize for SEO:

Search engine optimization is crucial for content discoverability. Incorporate relevant keywords, meta descriptions, and alt tags to improve your content’s search engine ranking.

8. Promote and Share:

Don’t wait for your audience to discover your content – share it yourself using social media, email newsletters, and collaboration with businesses in your niche!

9. Analyze and Adapt:

Google Analytics is an invaluable way of monitoring content’s performance regularly. By tracking metrics such as traffic, engagement, and conversion rates, you can tailor your strategy according to what data has been accumulated.

10. Build Relationships:

Engage with your audience through comments, shares, and direct interactions. Building a community around your content can enhance its reach and impact.

11. Measure ROI:

Keep a close eye on your return on investment. Calculate the resources you invest and the results you achieve. This information will help you refine your strategy for better results.

12. Learn from Competitors:

Analyze what your competitors are doing right and wrong. This can offer valuable insights and help you avoid common pitfalls.

13. Stay Updated:

The digital landscape is constantly evolving. Stay informed about industry trends and algorithm changes that may affect your content strategy.

14. Revisit and Refine:

Periodically revisit your initial concept and adjust your strategy as needed. New insights and changes in your audience’s preferences may require adaptation.

15. Be Patient:

Success in content marketing takes time. Don’t be discouraged if you don’t see immediate results. Consistency and quality will pay off in the long run.

16. Seek Expert Guidance:

Consider consulting with professionals specializing in SEO.

17. Test and Experiment:

Don’t be afraid to try new approaches and experiment with different content formats. Testing can help you find out what connects best with your audience.

18. Document Your Strategy:

Create a formal document that outlines your strategy, goals, and key performance indicators. This will serve as a reference point for your team and help maintain consistency.

19. Cultivate Trust and Authority:

As your content strategy matures, focus on building trust and authority within your niche. This will make your brand a go-to source for information.

20. Evolve with Your Audience:

Stay flexible and adapt to changes in your audience’s behavior and preferences. A successful content marketing strategy evolves with your target market.

Following these steps will help your brand achieve digital success – content should reflect authority while building trust between readers and creators.

This article was updated on November 15, 2023.

Jessica Lee is the founder and chief creative for bizbuzzcontent Inc., a marketing boutique that focuses on digital content strategy and professional writing services for businesses.

See Jessica's author page for links to connect on social media.