content-marketing (feat)

5 Rules to Create Great Content for Your Newsletter, Blog, and Social Media

Small business owners are normally pushed for time, wearing many different hats including CEO and tea-maker!

So, although you know that you should be sending a newsletter, blogging, writing guest articles, and posting on Twitter, Facebook & LinkedIn (at the very least), it’s easy to be put off because of the time needed to create good content to put up there.

Don’t despair, however! It’s not as hard (or time consuming) as it seems if you follow my 5 rules:

1. Be a curator

You don’t have to create all your own content, you can comment on other peoples articles, videos, events, etc. and give a link to the originals (don’t just re-post the whole thing without permission—that’s plagiarism). You can do this one at a time, or group resources that you find together to make a post, e.g. 5 Top Articles onEmail Marketing. Each one just needs a line of text saying why it’s worth reading.

2. Keep it short and sweet

Your blog posts, email content, Facebook updates, and other marketing messages should be short and to the point. In many cases, a few lines of text and an image or video will be all you need. Don’t feel like you have to write an essay all the time—people don’t have the time to read lots of long articles anyway. Lists and bullet points are a great way to create short and punchy posts FAST (it’s no coincidence that this is a list-based article!).

3. Pick the right media for you

If you don’t have time to write articles, or don’t enjoy writing, don’t do it. It’s that simple! You can do video blogs, or podcasts, instead. Maybe you have a talent for infographics? You can mix it up too, so there’s no need to commit to doing a video every week, if you think that sometimes you’d like to post a picture or a comment instead.

4. Repeat, reword, repurpose

Don’t think you have to create new things all the time. You can repeat articles by tweeting about them more than once over time; make sure you reword the same points for multiple updates; turn articles into Facebook and Twitter updates by chopping them up into soundbites. This article actually came out of a question I was asked by one of my seminar attendees—I repurposed it and you’re reading it now. Magic!

5. Invite guest writers to help

You don’t have to do it all on your own. Go ahead and invite other relevant professionals to create guest articles for your blog and newsletter. People love to be asked and it is also a great way to build relationships with those people. Just be sure to give them clear guidelines about what you’re looking for and what they’re allowed to say. Remember it should be useful and/or interesting—not a sales pitch.

You can use these rules all the time, or just fall back on them when you’re in a hurry or don’t know what sort of article to write this time. It’s up to you. Either way, you’ll have great (and frequently updated) content, and your readers, followers, and fans will love it!

How do you create content for your marketing campaigns? Let us know in the comments below!


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  1. Thanks! Now I’ll be taking more photos to post on my blog.

    • Tamsin Fox-Davies •

      You should, PJ! Photos work wonderfully and would be a great addition to your blog.

  2. Every industry is like mine that sends volumes and volumes of trade information. My job is to collect relevant information and repurpose them for my clients. People ask me all the time how long does it take me to write a newsletter. Answer: 30-40 minutes because I do a quick 60 second video pertinent to the subject, add information from my contect file, and edit as needed.

  3. Nice post, thanks for sharing.

    I think you are just about right with guest posters. They can be a fantastic way of getting different viewpoints across. Just don’t let your standards slip!

    All the best,

    • You’re right, Glenn. That’s why it’s also good to be picky with who you invite to write for you.

      I once offered a guest slot to someone who spoke well, turned out to be a poor writer. I didn’t make that mistake again!!


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