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Arment Dietrich

Five Ways to Make Your Content Multi-Task For You

By: Arment Dietrich | October 5, 2011 | 
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This post is written by Lisa Gerber.

I’m fairly convinced men can’t multi-task, unless you are Jay Baer and you have a treadmill desk. But it’s important to think about your content strategy from a multi-use perspective.

Remember the Nautilus workouts at the gym? Each exercise worked one muscle or one muscle group. It was the latest and greatest, and you had to do three sets of 15 bicep curls until your bicep failed.

Big Yawn.

Now, we do bicep curls while balanced on one foot, maybe on something unstable, working the core, the balance, AND the bicep. That is my kind of exercise. It is more interesting, but it also makes the workout far more effective, in a shorter time.

Are you working your content as effectively? Does it accomplish more than one task for you?

Five ways to stretch your resources and maximize your content library

  1. Case studies. The case studies fill a few roles. They demonstrate your expertise, and they provide a hit of good SEO and exposure. You can also ask for case studies from your readers, saving you time, and giving them, and their clients the exposure. For Spin Sucks Pro, we will be providing case studies within our free (but registered) content. For those who want to learn how to implement the practice themselves, they will have the option to link to paid content, which will help them do so.
  2. Attend a conference or community event, and do video interviews. This is something Steve Farnsworth does frequently, and really well. He attends trade events, and interviews speakers or attendees, either by asking them to summarize their presentation or simply by asking one question. He posts them to his blog and his YouTube channel. He shares, and his video subjects share the videos on their networks. Johna Burke with Burrelles Luce does this as well. Her YouTube channel is full of videos featuring PR industry influencers discussing a variety of topics. Oh, and by the way, video is great for Google juice. Don’t be afraid of it.
  3. Host a Twitter chat. Then blog about it. Kellye Crane hosts #SoloPR chat every Wednesday from 1 to 2 pm ET. She follows the chat with a blog post summarizing the discussion, and shares a PDF of the chat transcript. Chat participants can then share these various pieces from the event each week.
  4. Cover events. We use webinars to create a number of pieces of content. For example, this post is introducing our next webinar (you’ll see below). During the webinar, we use a twitter hashtag, #spinsuckspro. We record and archive the video, making it available on demand, and we write a follow-up blog post.
  5. Crowdsource a blog post. Ask one question from a few different people and create one blog post. Neicole Crepeau does it here every week with her Friday Fives. It saves her from creating original content, other than asking an interesting question. Her participants are more than likely to share it with their networks. And Jon Buscall even blogged about it last week, extending it for her further.

Think outside the blog and become more strategic about how your content can grow tentacles, and multi-task for you; bringing in multiple streams of leads.

Back to that webinar I mentioned in #4; we hear from a lot of you that you know you should be doing content marketing, but you have obstacles:

  1. You don’t know where to start or how to start.
  2. You don’t have the time to add it to your already busy schedule.
  3. You can’t get buy-in from your team either your staff or your C-suite.

Steve Farnsworth will join Gini Dietrich to address these issues and more in a one-hour webinar called Develop a Content Marketing Plan, next Thursday, October 13th, 11 am Central, ($50) The on-demand video will be available afterwards if you can’t make it. Please register here.

What do you think? Do you have other examples of making your content multi-task for you? How can you put some of these ideas to work for you?

28 comments
missmims1
missmims1

I think the best way that I have seen someone making their content work for them, is the new Linkedin website. I would imagine that Linkedin is, in some way, a spin off of Facebook. I say this because Facebook was the original website that hosts fields where users can enter in the school they graduated from, what they received a degree in, where they are locate, etc. However, the people who started LinkedIn figured out a way to evolve his into a social networking site for jobs.

Craig McBreen
Craig McBreen

Hi Lisa,

Wow, I just checked out Mr Baer's treadmill desk. I feel like I have restless leg syndrome every day around 2:00 pm, so could use something like that, but I'm not sure I could walk and type at the same time ... I take offense to the statement men can’t multi-task. :) First men and Ragu, now this :)

I plan on doing number 2 at some point, so all I can say to everyone is, watch out, because I might be lurking and waiting at a future event, microphone and camera in hand.

Number five is a great idea. Man. This is the kind of post I needed today. So many ideas, so little time! Will have to bookmark this page for sure!

TheJackB
TheJackB

I am multitasking right now. I am drinking coffee, searching for this great video (http://youtu.be/xhZRqPPTNjE) and writing this response. I am man, hear me roar. ;)

Adam | Customer Experience
Adam | Customer Experience

Great tips Lisa! I've really had #5 in the back of my mind for awhile, it's such a great way to generate content. I'm just trying to figure out a hook in my topic area that won't get stale too fast.

And I definitely have to get the video cranking at some point!

jasonkonopinski
jasonkonopinski

There are some great insights here, but I'm of the mind that multitasking simply doesn't exist. I used to strongly believe in it, juggling projects and tasks, etc. But I saw my creative and professional output suffering a bit - so now it's one project at a time.

ifdyperez
ifdyperez

This is very useful info, thanks! When it comes to hosting tweet chats, do you have any advice on how an organization that's just starting to engage in social media can do that? Is it a good way to build a community from scratch or is it best to do it later down the road?

JayBaer
JayBaer

as soon as I can get a treadmill desk on a plane, I'll be all set!

Neicolec
Neicolec

Hey, thanks for mentioning me and the Friday Fives series. That series has worked out very well. I learn a lot from doing it and I'm able to give other people great exposure. I have to admit though, that I don't manage to run it every Friday...

KenMueller
KenMueller

i love all these ideas...but i need to register my protest regarding the idea that men can't multi-task. my whole life is one unending multi-task session.

Levi Wardell
Levi Wardell

Okay, first off... Mr. T... EPIC points for that.

Second, we struggle with this very question here every day. Why? because there is a fine line that must be traveled between allowing content to multi-task and redundancy devaluing the different channels/vehicles you use to speak with and to your audience.

We have found a couple things that work well for us like taking a strong blog post and creating a presentation out of it, placing it on your favorite presentation sharing portal and allowing that to drive more search and social traffic.

We also like video. For some of our clients who have multiple locations we can use content to generate video ideas that each location will create and send to us. That allows us to have a local spin on a global topic.

Then there is the "oh, I should post this on Facebook, Twitter, Linkedin, MySpace (because I can't let go of my bedazzled page of awesomeness), Tumblr, friendster and every other random social platform so they can all see it. To this all I can say is, sharing that a piece of content has been created is important, but please, for all that is holy, don't use the same language every single time.

And yes Gini, I'm working today so ZIP IT. :)

Lisa Gerber
Lisa Gerber

@Craig McBreen b-b-b-but you just SAID you can't walk and type....

(actually, I'm pretty sure I couldn't either.)

Lisa Gerber
Lisa Gerber

@Adam | Customer Experience hmm, I wonder if you can be more format-oriented and less topically oriented so that you aren't married to a topic that would go stale. As in Neicole changes her question each time, but the format remains the same.

Anyway, can't wait to see the video!!! Bring it!

Lisa Gerber
Lisa Gerber

@jasonkonopinski there is absolutely a time and a place for that. without a doubt. I even turn off the music. Thanks, Jason! I heard you on the Gini and Joe's podcast last night.

Lisa Gerber
Lisa Gerber

@ifdyperez Hi Ifdy, A tweet chat is a good way to grow your community, but will be difficult to start without a base - unless you can get some guest hosts that can help spread the word.

Not that it can't be done, but it will take a lot of work to get the word out about it, and grow it if you are starting from scratch. having said that, if you have a good email database and know that they are on twitter too, you could give that a try.

@kellyecrane might have additional advice. She started #solorp chat years ago.

Lisa Gerber
Lisa Gerber

@JayBaer Cannot wait for the video follow up on that one. Along with a pan of the other passengers' reactions.

Neicolec
Neicolec

@KenMueller We love you guys. But apparently the brain studies show that it's true. As my friend said, if you look at brain scans of men and women as they do tasks, women have a superhighway running between their left and right hemispheres. Men have a dirt road. But boy, you guys are fast on the motorbike!

Lisa Gerber
Lisa Gerber

@trontastic RIGHT????!!! about the Mr T? I started at it in all it's awesome-ness last night as I queued it up. so thanks.

and............... please, for the love of god, don't post the same damn thing across channels. Why should I follow you on Twitter, connect on LI, and friend on FB if you are using one message push tool to click on every box. YAWN, again.

Craig McBreen
Craig McBreen

@Lisa Gerber Ha. ha. :) Actually I can multitask as well as Jack. I am drinking coffee AND typing this between sips. If I get my hands on a good video camera who knows what could happen ... Hmmm, maybe I'll just start with number 5.

ifdyperez
ifdyperez

@Lisa Gerber Thanks Lisa. I'd love any resources/tips you and @kellyecrane would have. I know lots of nonprofits are unsure how to start, so a template road map to Twitter engagement could be useful... maybe even a blog post? :D

ecairn
ecairn

How many shopping centers on the highway ?

Lisa Gerber
Lisa Gerber

@Neicolec@KenMueller Neicole, thanks for the back-up here. LOL!! seriously, men have a dirt road. That is awesome.

My husband can't even walk while he's talking on the cell phone.

KenMueller
KenMueller

@Lisa Gerber@Neicolec yeah, but most men (not your husband) know what a Fukudome is! and, while we may be on a dirt road, you're on a superhighway, while trying to put lipstick on in the rear view mirror...

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