How to Get a Longer Lifespan with Your Content

Jenna Kutcher 

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March 15, 2023


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Many of us start our businesses because we love the THING we do – we visualize days where we’re just doing that THING but in reality when we create the business we’re doing all the stuff around the THING. Like if we had a pie chart of all of the tasks we’re doing on the daily, the actual passion that sparked the biz would take up a little sliver of it all. 

We’re invoicing, building the website, hopping on Zoom calls, responding to emails, and creating a lot of content. A lot of times, entrepreneurs don’t connect with this idea that they are a content creator — no, no, no, I do this THING that I really love. But for most of us, I’d say the majority, it’s imperative that we create content that helps us share about, inform others on, and sell our offer. 

Your content might be blog posts, podcast episodes, YouTube videos, website copy, social posts, ebooks, webinars, email newsletters… the list goes on. It’s easy for us to feel like we’re constantly in creation mode. It becomes this process of churning and burning and our content doesn’t work FOR us, we work on it. 

Well, today is the day that changes. Let’s talk about how we can give our content a longer life span so that long after we hit publish, it’s still working for us and bringing us results. My third point will blow your mind and have you rethink your content creation process forever.

Pareto’s principle in Reverse

Pareto’s principle says that we should be spending 90% of time creating, 10% promoting, but in reality we should flip that and our results would significantly increase! The amount of time that the average small business owner spends on creating content each week can vary depending on a bunch of factors: the size of the business, the industry, the marketing goals, and the available resources. 

However, according to a survey conducted by the Content Marketing Institute in 2020, 38% of small business owners spend 1 to 5 hours per week on content marketing, while 29% spend 6 to 10 hours per week. And 6% of small business owners spend more than 20 hours per week on content marketing.  

What does this tell us? That content is a part of almost every business and ⅓ of us are spending around 8-10% or more of our time each week on the content we’re creating. 

Create with an objective

Start with the end in mind. what is the goal of this piece of content? What will make you consider it a success? What is the action you want someone to take? When we start with the end in mind, we create more intentional content that is higher quality. You want valuable content that has a purpose – don’t create just for the sake of creating. 

Establish where will the content live. What is this content for? Which platform? Is there opportunity to use this content on other platforms? How will you promote this content so it gets in front of your intended audience? When we create, we are often looking at all of the channels we’re creating on and trying to figure out how we can use this one piece of content across as many channels as possible. This will not only help promote it but it will also mean that we can create once and leverage that content in many places.

Create cornerstone content first

When Covid hit, we put in real efforts around our SEO and one of our first assignments was to create cornerstone content. It’s the foundation of a brand’s website that covers the core topics and themes of that business. Think in-depth guides, tutorials, or posts or articles that showcase the brand’s expertise and differentiates them from others.

This type of content is super valuable because it establishes your brand’s authority and expertise in a particular area, which leads to increased trust and credibility with the audience. Plus, it helps immensely with SEO and can attract backlinks and social shares, boosting your website’s ranking and driving more traffic and leads.

Make sure to focus on creating high-quality cornerstone content that  will remain relevant and valuable to your target audience for an extended period. It’s a critical component of your overall content strategy that can significantly impact your online visibility, reputation, and success and it’ll likely become your most viewed content for years to come.

Create evergreen content

Basically, evergreen content is the type of content that doesn’t become outdated quickly and remains valuable and relevant to your audience over an extended period. It’s the kind of content that’s not tied to a specific time or event and provides timeless information that people will always find useful.

Think of it like those how-to guides, comprehensive tutorials, or listicles that never go out of style. They’re always there for you whenever you need them, like a trusty friend that never lets you down.

By creating evergreen content, you can ensure that your content will continue to drive traffic and engagement long after you’ve hit that “publish” button. It’s a great foundation for your content strategy and a fantastic way to establish yourself as an authority in your field. So, if you haven’t already, start creating some evergreen content that your audience will love and keep coming back to!

This is pretty much the only way we create! We seldom are creating content that won’t last long, we want everything we create to help work towards our overall strategy and longevity of the content. 

Maximize the shelf life with Pinterest

What if I told you that you could increase the amount of time your content was working FOR you by 120x – without adding a ton more to your plate? Let me introduce you to your content’s new best friend, Pinterest. Leveraging this one platform will change how you create content forever. 

Pinterest can be a powerful marketing tool for small businesses when it comes to content marketing. Here are some ways in which Pinterest can fit into a small business’s marketing efforts:

  1. Visual content: Pinterest is a highly visual platform, making it an excellent platform for small businesses that create visually appealing content, such as infographics, images, and videos.
  2. Increased visibility: By creating boards that align with your brand’s values and interests, you can increase your visibility on Pinterest, attracting more followers and driving more traffic to your website.
  3. Search engine optimization (SEO): Pinterest is a search engine, and optimizing your content with relevant keywords and descriptions can help increase your visibility on the platform, as well as improve your website’s SEO.
  4. Promoted pins: Promoted pins allow small businesses to pay for increased visibility on Pinterest, making it an excellent platform for small businesses with limited marketing budgets.
  5. Link building: Pinterest allows you to add links to your content, driving traffic back to your website and improving your search engine ranking.
  6. Audience engagement: Pinterest users are highly engaged, making it an excellent platform for small businesses to connect with their target audience, respond to comments, and build relationships.

The biggest reason I love it is that it gives your content a way longer life span, getting you traffic and engagement for months, sometimes even years after you hit publish. Stop spending so much time on content that isn’t even being seen and is lasting an hour or two. 

Want More Pinterest Help?

I’m teaching an entirely free class on Pinterest and you can save your seat at: teachmetopin.com. I’ll be going over my easy steps to 20x your traffic using Pinterest in under an hour a week, I’ll show you exactly how I take one piece of content and create ten promotional pieces around it, I’ll show you the visuals for our top converting pin designs, and walk you through with Pinterest NEEDS to be a place you are focusing on this year. 

I promise you, spend this hour with me and you’ll be able to implement and get results FAST. I want to show you how to unlock this platform so that your content can be working for you! 

Thank you to our Goal Digger Sponsors

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Before you get any further... Hi! I'm Jenna Kutcher!

A small town Minnesota photographer, podcaster, educator and puppy rescuer, my happiest days are spent behind my computer screen sharing my secrets with the world. I'm glad you're here.

I’m an expert at online marketing, a nerd when it comes to the numbers, and my obsession is teaching others how to make a living doing what they love (without it taking over their life). 

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