When I launch a new site, the content list looks like this:
1. web site
2. blog posts and pages
3. eZine
4. ebook
5. Tweets
I can’t just use the same content in the same way over and over for all of these mediums.
I know you’re now hyperventilating a bit. Hang on.
It doesn’t mean you’re researching and writing all of these pieces separately, it means you’re doing the initial research and then spinning off the pieces for each medium. Not sure what I’m talking about?
Read on.
1. The web site is in its own category. It’s standard copywriting. It’s where you answer the questions and prove you’re reputable to be offering the products or services you’re attempting to sell. I usually take a few weeks to a month on this. I often don’t start with this.
2. The blog is where I start. What do I want to write about? What do I hear are the biggest problems faced by my audience or potential buyers? I often can articulate for myself best using blog posts. For others, especially copywriters, journalists, and book authors, the blog is the hardest form to master. Where is your easiest entry point? Find it and start there.
3. The eZine is next. I love writing email newsletters. It’s fun, fast, almost like Twitter (most people will be looking at this eZine on their mobile devices, so be prepared), and needs to be in your most peppiest voice. I can write a eZine issue very quickly in a few hours. (Note: You should be able to write for one of these mediums with energy; if not, you’ll need to figure out why.)
4. Ebooks are a spin-off from the blog. I actually start with the blog and then when I want a content strategy plan, I start planning ebooks. What I blog about and what I want on my web site will come directly from the ebook.
5. For me, Twitter is in its own category as well. The content I produce for Twitter is largely determined by what’s happening on Twitter that day. I often use a lot of other people’s content to fill my Twitter feed. It’s helpful, it’s authentic, and it gives back. When I do create custom content for Twitter, it can be blog post titles I’ve written, interesting factoids or news I’ve found, and then comments about my day and my work.
Does that help?
Any questions?
Action Tip: Write down your content strategy plan and begin to search out your lowest barrier of entry. Use that medium to help you create content for the other mediums. Don’t force yourself to be miserable. Life is too short.
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