• Katie Earl

Three ways to increase the longevity of your content

Updated: Nov 24, 2021

Social media is now THE platform to build an online business. Whether you’re using Facebook, LinkedIn, Instagram, or TikTok (or maybe a combination), it’s a tried and tested way to grow your audience quickly and generate income.

Which is great when you first start out and have the time to post and engage regularly. But what happens when your business really takes off? Client work, discovery calls, sales pitches, finance, not to mention the need to constantly create new content to replace the bits that have been lost to the social feeds. How do you do all of this while maintaining the same level of visibility?

In short: you don’t.

And that's where the blogging versus social media debate starts to get really interesting.

When you begin to scale your business, you need to think about content in an entirely different way. To hit ambitious income goals while maintaining a sensible work/life balance, content may still be king, but longevity is queen. Here’s three ways to make sure you're getting the best return on investment for the TIME you're spending creating social media or blog content.

1. Find out exactly what your ideal clients are googling right now.

As you scale your business and improve your knowledge and skills, it becomes harder to stay in touch with how it feels to NOT have the answers yet. Whether you’re a financial advisor, business coach, or hypnotherapist, sooner or later you will have the curse of knowledge bestowed upon you. What was true 3, 5 or even 10 years ago for you almost certainly won’t be true now.

For real longevity, remind yourself regularly of how it feels to be in your ideal clients’ shoes. What are they scared of? What is bothering them? What is stopping them from seeking help? What is the tipping point that makes them finally decide to take action?

Many things in your business can be outsourced, but staying connected to your ideal clients personally is an absolute non-negotiable.

2. Move your best content to a place that can never disappear

Blogs, podcasts, video: whatever format it’s in, take control of your content. Make sure it appears on your website and investigate any other platforms you might like to have it appear on, for example Medium, Vimeo, or YouTube.

When you have all the answers to the most important questions your clients are asking in one place, you create a treasure trove for them when they first discover you. How many hours have you lost reading content by a guru you’ve recently discovered who seems to know exactly what you’re thinking?

By curating this goldmine of content on your website instead of on a social media feed, you guarantee that it will continue to exist and be easily accessible for anyone searching your name in months or years to come. What’s more, you can design it to lead them gracefully towards any CTA you like: book a call, take a quiz to self-select, or even share that content with their network. All without any action from you whatsoever.

Ok maybe a small bit of work…

3. Get serious about SEO

When it comes to online content the saying “build it and they will come” simply isn’t true any more. Sooner or later you’re going to need to get some SEO magic involved.

If you’re using a site like Wordpress to host your blogs, plugins will try to help by giving you sad emojis when your content isn’t fully optimised for SEO...however, I don’t know about you, but when I was at school we certainly weren’t learning about slugs, metadata, or anything else listed on their checklist!

In the same way you would outsource your accounting to a professional when you reach a certain level, it’s worth considering the SEO of your website as something else to outsource. A good web developer will be able to do this for you, or there are plenty of SEO experts out there who can help too. It’s one of the best investments you can make for your visibility in the modern world.

And there you have it: three steps that will completely transform your marketing and lead generation as a scaling business owner. Whether you’re aiming for 6 figures in your income or simply a more sustainable work/life balance, I hope these ideas have inspired you.

Looking for more blog-writing support and inspiration?

My free Facebook group Blog Magic: Blogging Hints and Tips for Coaches, Consultants and Counsellors is just the place for you. In there, I offer training in how to write blogs that generate you leads, as well as support and inspiration to help you show up in your content with confidence.

Click here to join us today.

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