Content as an Asset in Your Business

A Shift in Thinking

We all know the importance of creating content, particularly here on LinkedIn. It's easy to think of all of it as fleeting moments that disappear into the abyss forever. However, if you take the time to create the right type of content and have a system in place to repurpose it and ensure it exists on an evergreen platform, you can turn that content into an appreciating asset.

Top-Down Content Creation

We've all heard about how we can create long-form content like a video or blog post and turn that into different types of media or shorter versions.

But it's not just that we "could" do that, rather we "should" be creating content that way.

A good Power Content framework for video content creation, for instance:

• Create an 8-10 minute video educating your audience.
• Create a blog post or newsletter from that video.
• Create at least three, 60-second video clips from that video (and ideally make a wide, square, and vertical version of each clip).

More than simply "repurposing", the long-form video you create gets posted to YouTube (they love that sweet spot of 9-minute videos right now) and optimized correctly for search, you have an evergreen piece of content that will serve your business for years.

Take a similar, optimized approach with the blog post or newsletter you create from the video and it improves the SEO of your site over time.

The shorter clips become the more "fleeting" elements that you put on social (although you should repost these again a few months later), but the longer form content you made them from is now a media asset in your business.

You can also create a series of social media posts that lead to a landing page with more in-depth information. This way, you can cater to different audiences and give them the option to dive deeper into your content if they choose.

Compounding and Appreciating

Of course, it's fine to whip out a tweet or two every day and throw out a personal pic with the fam on Facebook, but when we're creating content about our business and what we do to generate and help clients, it's so important to get more intentional with our content flow.

As you create even one long-form piece of content each week, the effort compounds so quickly and you have assets you can use to market your business, send to prospects, and get found in search.

Having this mindset will not only help you feel like you're not on a never-ending hamster wheel of content creation that doesn't lead anywhere, but it will also motivate you to create better quality content. It's much more fulfilling to create something with the intention of it lasting, rather than just quickly throwing something together for a social media post.

By treating your content creation process this way, you can create something with value that will continue to benefit your brand for years to come. So the next time you're creating content, think about how you can make it work harder for you and turn it into an appreciating asset.

If you want to start your own "content bombardment" and need help creating a large amount of video content in a very short amount of time, DM me here on LinkedIn or comment below and we can get you rolling in the right direction.