If you've ever spent time painstakingly crafting a piece of expert content—a well-researched blog post, deep-dive article on an industry topic, or nuanced take on the latest trends—you know that it's not just a labor of love, but an investment. Expert content serves as a testament to your industry know-how, and it offers value that can set you apart in a saturated digital landscape.
Creating expert content is great in and of itself to demonstrate thought leadership, but it can be utilized in so many ways to maximize the investment of time and knowledge that went into it. Once you hit 'publish,' your work isn't over. In fact, it's just the beginning of an effective content marketing strategy.
So let's dive into 10 ways you can make your hard work work for you.
While this technically is part of writing the expert content, and not something you do after it’s published, it’s a key benefit of this type of post. Ensuring your content is structured well for both readers and search engines and hits on the topics and search intent users are looking for, will help it generate organic traffic.
2. Social Media Snippets
Chop up that lengthy article into bite-sized snippets perfect for social media. Repurposing a single piece of expert content can fuel many social posts across platforms. Pull out compelling statistics, interesting visuals, or summaries of key topics as fodder for your posts over the coming weeks.
3. Newsletter Material
Your article isn't just blog-worthy—it's newsletter gold. Summarize key points and repurpose your content to send it out to your email list. It's an excellent way to re-engage your audience and remind them of your expertise.
4. Guest Posts
Why limit your brilliance to your own platform? Consider submitting your content to industry publications to run as a guest post or editorial. It broadens your reach and establishes you as a thought leader in your field.
5. Webinars and Workshops
Use your written content as a foundation for a webinar or a workshop, where you can add interactive elements to engage your audience directly. This is a great way to engage with colleagues unfamiliar with your area of expertise or clients looking for additional education.
6. Sales Materials
Use the content you created as the basis for sales materials. Is it a great how-to guide? A good primer on an industry concept? It supports your expertise with potential customers, while giving them valuable information they need to make a purchase decision.
7. Support Material for Conference Submissions
Presenting at conferences and other industry events is a great way to grow your network and interact with a targeted, captive audience. Utilize your expert content either as fodder for a presentation or to support your presentation submission as proof of expertise.
8. Sales Pitches and Client Meetings
Extend your knowledge to the rest of your team by empowering them with insights and information from your expert content that they can pepper in while meeting with clients. This helps demonstrate full team expertise and increases customer confidence.
9. Knowledge Bases or FAQs
Expert content can be broken down to answer frequently asked questions in your industry. This not only aids in customer service but also contributes to your SEO efforts and can bolster your overall content marketing strategy.
10. Case Studies
If your content includes unique research or compelling data, it can serve as the backbone for a more in-depth case study, which could be a strong selling point for prospective clients.
So the next time you craft a piece of expert content, remember: You're not just filling a space on your blog—you're creating a versatile asset that can be leveraged in countless ways to bolster your brand. Recycling your content to creates even more opportunities to meet your audience where they are.