Content creation, done correctly, takes time.
Fortunately, there are ways to streamline the process.
Here are five tips for saving time while still creating meaningful content:
1. It’s about quality, not quantity.
You’re better off creating less content, but of higher quality, than flooding your audience with lots of empty content.
Consistency is just as important; stick to a cadence. Releasing content every single day and then going radio silent for a week and a half will turn off an audience.
Most prospects want to see a brand several times before they even think about doing business with it. If you can be a consistent presence in their inboxes and social media feeds, you’re likelier to get their attention than if you spam them for one week and disappear the next.
2. Create an editorial calendar.
Not only does this help you set a plan and stick to it, but it’s also more efficient to plan the month’s content in one fell swoop, rather than scrambling to pull it together piecemeal each day.
Set aside a few hours to plan your approach for the following month. Focusing on a particular theme can help you coordinate your content and provide the depth of information your audience craves. It also aligns with creating hub pages, which will help you repurpose your content in multiple formats.
3. Refresh existing content.
Some pieces—especially those covering timely topics—benefit from an update.
Let’s say your business handles home renovations and you have a blog post about selecting the ideal kitchen countertop. Most principles will remain the same, though trends will change. You can refresh this content to reflect those changes (acknowledging the shift in preference from granite to quartz, for example). This keeps the content relevant, so you can still benefit from the material meat of the original post.
4. Turn to guest posters.
Creating content on a regular basis can be difficult. If there’s a week when you’ll be out of town at a conference, or a month when your business is launching a product, tap a friend or colleague to create content as a guest.
Whether it’s a blog post, webinar, or podcast episode, guest content can serve a couple of important purposes. First, it frees up your time; second, and perhaps even more important, it lets you tap into the guest poster’s network.
As with any strategic partnership, you want to seek out guests who align with and complement the work your business does. This adds value for your audience and introduces you to a new fan base (and vice versa, for a mutually beneficial arrangement).
5. Consider outsourcing.
Many small businesses can’t build out their marketing department, but they’re still too big for the owner or small team to handle marketing on their own. If that’s your situation, consider outsourcing some marketing efforts and content creation to contractors. Outsourcing puts your marketing work in the hands of a professional, without your having to allocate resources to expand your permanent team.
A version of this post first appeared on Duct Tape Marketing.