Do you have trouble balancing content creation and engagement?

If you have been following my videos, you may have seen me talking about the importance of not just dropping a post on LinkedIn and leaving the platform, but staying and engaging with your audience: continuing the conversation when you receive comments on your own posts, and then commenting on other posts.

The same principle applies to other marketing activities, too.

For your marketing be effective, you have to  focus not only on getting your own message out, but also on listening to and following what your audience is doing and staying in communication with them.

But it can be a struggle to make time for both. If you’re like me, by the time you’re  done creating and editing the content, adding visual elements and getting it posted, you want to turn to other things, rather than spending more time engaging.

But when engagement goes out the window, you’re missing opportunities.

A little planning can make the whole process easier.

Let’s take LinkedIn as an example.

First, set aside time each week or each month to develop LinkedIn content in batches.

Next, schedule that content to be released on specific dates and times when you will be available to engage.

Add those dates and times to your calendar and plan to be on LinkedIn to engage before and after the post is released.

Don’t forget to set aside additional time to send and accept LinkedIn invitations.

By planning this way, you can accomplish both content creation and engagement without getting overwhelmed.

How do you juggle content creation and engagement? Let me know in the comments!

How Do You Generate Content?

I’ve written a lot about decision fatigue and the toll it can take on us.

One example of decision fatigue is the exhaustion that results from having to constantly decide what you’re going to create for your marketing materials—everything from newsletter content to social media posts to presentations and pages on your website.

You may even feel like you’ve already covered every possible topic you could possibly cover.

So how do you come up with fresh content to keep your audience interested?

One way is by repurposing. I’ve talked about repurposing before, mostly in the context of repurposing your day-to-day work into marketing content. But repurposing existing marketing content is also a solid strategy.

If the content is outdated, you may be able to refresh it, for example by talking about a change that has taken place in that area or by giving an updated example.

If the content is evergreen, you could consider just re-posting it. But you’ll want to make sure you aren’t re-using the same content in the same way with the same audience over and over.

Consider taking that piece of content and transforming it into another format. For example:

• Take a text post and turn it into an infographic.
• Post the transcript of a video as a text post (bonus points for adding images for interest).
• Turn an article into a slide presentation or a podcast episode.
• Add voiceover to a slide presentation and turn it into a video.

Today’s AI tools make this kind of repurposing even easier.

How will you re-use your content? Tell me in the comments.

3 Ideas for Content Generation

It’s the middle of February, and you’re already struggling trying to come up with content ideas for your marketing. Sound familiar?

If you’re having trouble coming up with content ideas for your website, social media, blog or other content marketing “buckets,” here are three ideas to get you started:

1. Frequently Asked Questions (FAQs)

One of my favorite ways to generate content is frequently asked questions, or FAQs. What are the questions clients always ask when they come to your office? What are the things you wish every client knew when they came for their initial consultation? What information do you repeat over and over during each case? What common misconceptions do you often have to dispel?

Turn that information into an article, FAQ section on your website, or series of social media posts—and then direct clients there when they ask those questions. Not only are you creating marketing content, but you can use that content to educate clients and prospects before and during the course of your representation.

For more on FAQs, check out this video: https://youtu.be/LSsWxsPOaok

2. Shine a spotlight on a client

Second, put the spotlight on someone else. Your content doesn’t all have to be about you. Give a shout out to a client who’s doing something great in their community or who had a recent business success. It helps promote them and their business while also giving your audience an idea of the kinds of clients you represent.

3. Highlight a colleague or staff member

Third, highlight a colleague or staff member in your office. Sing the praises of your receptionist, assistant,  your calendar clerk, or a junior associate in the firm who is doing a great job. Let your audience know how each member of your team is an integral part of the success of their matters. Do a video interview so your audience gets to know all of the members of your team, even if they don’t work directly with them. Your staff gets recognition, and you get great marketing content that helps your audience get to know your firm.