Reduce, reuse & recycle
We can take a tip from the sustainability movement here and make our own schedules more sustainable. As I shared last time, creating content can be made a little easier. Here we look at creating it more quickly.
Reduce: the amount of topics you cover in the marketing you create. We may do a lot for our clients but chances are there are a couple of core competencies that are really within your sweet spot. Focus on only those messages in your flyers, websites, blogs and other collateral. Less is really more in marketing and really honing in on the core benefits you give to people is more likely to catch their attention. When you need to generate copy or content, focus only on these core topics. This creates the consistency in your messaging which helps you get recognized over time. It also limits what you have to focus on, giving you a break.
Reuse: this is my new favorite tool! If you have already created content over the time your business has been running, use it again! Pull that stuff out of your content closet, dust if off, and share what’s still current or valuable. Or use it in another format so you get more mileage from it. For example, I’ve spent the last several months giving a variety of talks and workshops. I have four topics I’ve spoken on—hence, four different speeches outlined—and two workshops worth of material. Yep, that was a lot of hours in creation! I don’t want to keep generating at that level but I do want to continue getting visibility from the effort I put in. Viola! In less than an hour this week, I pulled out part of one speech and recorded a 7 minute podcast. Next, I can look at turning the same content into a pdf I send prospective clients, into some number of social media posts or any other format that could further spread the word. Yahoo!
Recycle: this is a good tool when you truly need to create something new. Don’t start from scratch. Instead, review other material you’ve created or had created for you. See if you can pull pieces and bits from various pieces to create something that is essentially new. It’s a different kind of creativity, kind of like artists who use regular household objects or tossed out junk to create a quirky statue. This is not only a time saver, it can be way more fun than staring at the blank screen wondering what you should write this time!
Linda believes that small business owners can step into a better version of their business when they embrace authenticity and become more fully themselves. Her 25-year marketing career has included Kimpton Hotels, Jamba Juice, and Disney helping her clients win awards and placements in publications like The Wall Street Journal and TIME Magazine, as well as on the front cover of WIRED magazine. You can visit her website here: lindabasso.com or join her FB conversation.