Content Marketing Leverage System: How to Multiply Your Reach

Content Marketing Leverage System: How to Multiply Your Reach

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What is the one core activity your business model won’t survive without?

If you were to stop doing this one thing, your business would come to a halt?

Even if you diligently stay “busy” working on all the other “busy” things on your to-do list?

Chances are you are in an information business of sorts.

Whether it’s a parenting blog, an online bookstore, a real estate business, a pool business – you name it; information/content is the one thing that could make or break your business.

Yes, even a pool business – just read Marcus Sheridan’s Incredible Relationship Between Content Marketing and Sales.

Every time I stopped churning out regular content, my traffic and affiliate sales plummeted.

Even if I stayed active on social media.

Even if I stayed in touch with other bloggers.

Even if I stayed “busy” working on my business in some other shape or form.

Traffic Generation Café is nothing without content.

What about your business?

How to Multiply Yourself

how to multiply yourself

How long does it take you to write a blog post?

30 minutes? I highly doubt it.

1-2 hours? If that’s even close, this might be the reason no one is reading your blog… ouch.

More like 4-5 hours for an average “filler” post and 8-10 hours for a post that actually gets read, shared, and talked about.

And how many times per week do you publish new posts?

2-3 times?

Sounds about right.

So let’s say it takes you about 25-30 per week to write the only kind of posts that are worth publishing.

How many hours per week do you have to work on your business to begin with?

Got a job? Kids? Family? Life?

And what about:

  • social media;
  • guest posting;
  • SEO/backlinking;
  • reading other blogs;
  • commenting;
  • staying on top of business trends;
  • staying in touch with email list;
  • creating products to sell;
  • creating products because everyone says you should;
  • reading ebooks;
  • taking marketing courses;
  • doing market research;
  • responding to emails;
  • blog maintenance;
  • split testing;
  • updating blog design;
  • feeling like a failure because you just can’t do it all?

Take a deep breath.

There’s only one you.

And there’s no app in the world to change that.

If you want to build a thriving business, something’s got to give.

Actually, most of the things I just mentioned have to give.

Give way to the ONE core activity that your business can’t move forward without.

How to Multiply Your Content Marketing

the mother of content marketing

If we can’t multiply ourselves (unless you are a mother that is – they can do it all), then we have to focus on multiplying our content.

HAVE TO.

How do we take that one post we toiled over for hours and make it work for our business in more than one way and for more than a few days?

Once I started doing research on the topic, I was blown away by the possibilities.

Here are just a few of them that I mentioned in my ultimate blueprint to more traffic:

  1. PowerPoint Presentation: create an outline, turn it into a PowerPoint presentation, and submit it to Slideshare-type sites.
  2. Video: make an audio to go with the presentation and turn it into a video – syndicate to video sites.
  3. PDF: make a transcript of your video, turn it into a PDF – syndicate to PDF sites.
  4. Article: condense your post into an article – submit it to article directories.
  5. Podcast: turn the audio file into a podcast.
  6. Images: turn key points of your post into images – submit them to sites like Pinterest and Instagram.
  7. Guest posts: use the main concepts of your original post and develop them into a guest post (not duplicating, but complimenting it); link the guest post to your original one.
  8. Free WSO: submit your PDF as a free WSO through WarriorForum.com.
  9. Press release: write a press release.
  10. Webinars: if the topic has depth to it, you can expand your original PowerPoint presentation into a webinar (conduct it for your own readers or, better yet, team up with another blogger to present it to their readers).

The idea of leveraging content in this way is not new by any means.

However, Pete Williams (Petewilliams.com.au and PreneurMarketing.com) was the one who brought it all home with what he calls “Content Leverage System”.

Below you’ll find two must-see videos that will give you all the knowledge you need to start putting together a system of your own.

Content Marketing Leverage System

by Pete Williams

Video 1: The Concept of Content Leverage System

 

Video 2: Customize Content Leverage System for YOUR Business

If you are having a hard time wrapping your head around the whole concept of leveraging content or struggling with how you can actually adapt it in your business and your way of doing things, watch this video.

Quick productivity tip: I know the video above is long, but it’s also worth watching.

Here’s how you can watch it a lot faster:

  1. Sign up for a YouTube Beta HTML5 testing http://www.youtube.com/html5.
  2. Now, if you click on the “settings” icon under any YT video you watch, you’ll see an option of adjusting the video speed.
  3. Might be strange to watch a video at 1.5x or 2.0x speed, but you get used to it quickly and it’s a HUGE time saver.

Making Your Content Work for You Is Not a Choice

Leveraging our time is not a choice.

Leveraging our content will help us to leverage our time.

I truly hope you’ll take your time to figure out how to come up with a content leverage system that you can easily apply to your business.

A few final pointers to remember:

1. You don’t have to take every post you write through the system.

Focus on the ones that have potential to

  • become your pillar content;
  • bring in profitable search engine traffic (like product reviews);
  • go viral on social media;
  • establish your expertise on your niche subject.

2. Outsourcing makes all the difference in the world, but…

I realize that not many of us have the budget to outsource the system.

Or, to be more precise, we simply don’t fully grasp what a huge difference outsourcing can make for our businesses – if we did, we’d come up with the money to do it in a heartbeat.

It’s fully realistic to do at least some syndication on your own.

For instance, right now I am working on syndicating my website traffic blueprint I mentioned earlier in the post.

If you take a look at the post, you’ll see that I now have a mind map and a video to go with the post, neither of which I’ve done before.

Next steps: Slideshare and PDF directories, then a podcast.

There’s a first time for everything, right?

I’ll keep you updated on my success and will most likely write a post on how I am making the content leverage system work for me.

3. The first time is the hardest.

Once the system is in place, using it again and again becomes a copy and paste job.

So don’t get discouraged if your first round of content syndication is taking forever.

4. Kill several birds with one stone.

Is it search engine traffic you are after?

Your content leverage system will increase your backlinks and result in better search engine visibility.

Need more social shares?

Since you now offer your readers to consume your content in multiple forms (videos, images, outlines, downloadable PDFs), you make it more shareable.

Thus you’ll get more shares and more social media traffic.

Need to create a product?

Now that you are cranking up so much content, it’ll be a cinch to put it all together as a freebie to build your list with or a paid product.

That’s why it’s called LEVERAGE.

Marketing Takeaway

Here’s your plan of action.

Create your own content marketing system

Click here to see image full-size (pay attention to Step 5)

Download as PDF

See what happened?

I was going to quickly write up some action points for you, but instead I went to my mind map software (right now I am using MindOnTrack – free software) and put together this quick outline.

Took me about 5 minutes; mostly because I’ve done one before, so it’s like riding a bike.

So even before I published this post, I uploaded two videos, created a mind map, and saved it as PDF and image.

Just like that I can start submitting this content to several different places.

Content leverage system at work…

Off you go to create your own!

traffic generation cafe content marketing leverage

traffic generation cafe comment below

Google+ Comments

62 Comments (click here to leave a comment)

  1. David

    Hi Ana,

    Thanks for this incredibly robust guide. I’m planning to implement this on an upcoming foundational piece of content that I’m creating.

    What I’m curious about is how Google views these links from pdf directories, video sharing sites, and slideshow sharing sites. Are we supposed to make sure the links are nofollow? It seems this could be viewed as manipulating links and might lead to issues. Is the strategy more for referral traffic and not seo?

    I’m excited to implement this, but want to make sure that it won’t lead to seo tanking.

    Thanks!

    • Ana Hoffman

      Most of these links are nofollowed anyway, David, and Google doesn’t place too much value on them. It won’t hurt your SEO, it might help just a bit, but it’ll definitely help your overall online visibility.

      Also, the best SEO value you can get out of this is getting your repurposed ranked on Google. For instance, a few of my Slideshare presentations are ranked for good keywords sending traffic indirectly to Traffic Generation Café.

      Just in case: http://www.seroundtable.com/google-ignoring-social-links-18385.html

      • David

        Thanks for the response. So it’s not really about helping to rank the main site, it’s about getting referral traffic from just having a presence in more locations. I’ve been trying to find some case studies of how much of an impact this can have. Are you aware of any?

        Thanks!

        • Ana Hoffman

          It’s about both, but referral traffic is a much more tangible and achievable goal.

          I don’t know of any specific studies on the subject; you might have to do some digging around for those.

  2. Awesome read Ana!

    This article really helped me as I spent many hours writing blog posts. From your one comment I think I’ve realized why. It was just OK content, not GREAT content that would have come from spending more time focused on a few, rather than a little time focused on creating a lot.

    I’d definitely quote you in my next blog at blog.starscontest.com

  3. Hi Ana, spending two or more hours on your blog post is very necessary if you are leveraging on that content for trade. You provide something extremely useful and in return you receive something back. I think it’s well worth the time be it pictures, images or text. It’s all about conversions. Nice post ^_^

    • Ana Hoffman

      Quality of our posts is usually reflected in the amount of time/effort we spend crafting them.

  4. Hi Ana.
    first of all thanks for the post. i’m a web and graphic design service provider based in India. presently i’m thinking to provide Digital marketing service. i’m coming here to getting briefly knowledge about Digital Marketing and your article are really helpful. thanks a lot Ana

  5. Ana — I know about these content marketing strategies but I observe them more in the breach. I know I should be turning more of my list posts into PP presentations and uploading them on SlideShare and LinkedIn (owned by SS). The few posts I have on SlideShare have gotten thousands of views and a lot of downloads. Thanks for the nudge.

    • Ana Hoffman

      Knowing and doing are often two completely different things. lol

      Thanks for coming by, Jeannette.

  6. Good stuff Ana. Repurposing content is the way forward!

    But yet I still haven’t got round to doing it properly, and of course am suffering from the exact time restraints you mentioned (apart from having kids).

    This has inspired me to get my act together!

    For those that don’t know: you can get really cool-looking whiteboard animation videos done for a fiver at fiverr.com. A great way to turn your blog content into an awesome video for super cheap… Which I will get round to doing very soon!

    Thanks again for the kick up the backside :)

    And by the way Ana: I’ve given you and TrafficGenerationCafe a shout out in my new epic blog post (you’re in steps 7 & 9!) – http://www.creative-copywriter.net/influencer-marketing/influencer-marketing-strategy

    Check it out!

    • Ana Hoffman

      Any specific Fiverr providers doing whiteboard videos you like, Konrad?

      And thanks for the mention. I’ve been a bit out of touch lately, trying to catch up. Added your post to the last Marketing Skinny.

  7. Deepak

    Ana, don’t you think sometimes it’s hard to write about!. Personally i face many difficulties sometimes writing any new post.

    Deepak

    • Ana Hoffman

      That’s one thing I don’t have trouble with, Deepak – I read a lot of blogs and new blog post topics pop into my head constantly.

  8. Murtaza Ali

    Thanks for the Idea Ana. content marketing is most important now for good earnings..

    for now the content is the king, The more high quality Content, The Better the SEO.

  9. It’s nice to see some honest comments about just how long it takes to write a blog. There have been times when I’ve been really frustrated at taking 2+ hours to create the basic outline of a blog and longer on top to put in the finishing touches but I know this is what’s needed.

    There are so many marketers out there telling you it takes 30 minutes to jot down a quick ‘blog’. Sure, maybe a journal style blog, discussing the events of your day or a thought about something. Writing decent content on a subject that will engage and captivate your audience is a whole different ball game.

    I could go and knock out 1000 words on what I did yesterday in 20 minutes but ask me to create a blog on ‘Top Tips to Get Views on YouTube’ and that will take some serious time.

    • Ana Hoffman

      I am with you, Gareth – I’ve been blogging for a couple of years now and it’s not taking me any less time to write a quality post; longer if anything. That’s why blogging every day is so unrealistic, unless a blogger is willing to settle for mediocre quality at best.

  10. Luis

    Hi Ana, so I guess this is the kind of strategy that Derek Halpern also talks about. I also follow his blog and well, in his case, he creates new content 3 or 4 times a month (like one per week on average, maybe less). At the beginning of times, when no blog was around, just dust on the blogosphere, I think every blogger on the planet thought it would be better to write everyday (even twice a day) and that way you would get more traffic. Maybe that was the right way to do at that time (there were not all the leverage tools that are right now). But to keep that model right now…doesn’t seem the best way to go. Like Derek also says, relying on psychological concepts, “less is more”. Write a great post per week and then let everybody know about it. Also, this may let people engage more with your epic content. This is theory but let’s think about it this way: if we give our subscribers (or visitors) a new post everyday, maybe some of those posts will go unnoticed (hey, people have to work, right? that means less views, less comments, less social engagement…and our time wasted, because we are focusing on putting content out there, instead of focusing on getting in touch with people). If we apply the “less is more” concept, then we give our subscribers less to choose from, they now know they have one post from us to read (not 10, and they don’t have to decide what and who to read, because I don’t think we are the only ones they read) and that could increase the chances of them commenting and getting in touch with us, because also they don’t need to choose among many alternatives where to put a comment (not that is difficult to comment, but when you want to actually write a good day it could take more than just 1 minute). So, with “less is more”, we actually make our subscriber’s decision making so much easier (this also applies to selling, some people say that more supply is actually better for consumers, but they could end up buying nothing instead because there were so many things that they actually couldn’t decide). Well, theory vs. experience, what do you think Ana? Thanks and have a great day!

    • Ana Hoffman

      Very good point, Luis.

      I tested publishing every day in the past and yes, it did increase traffic, but the engagement numbers were down, plus I simply could not put out quality content at such high frequency.

      When quality isn’t there, neither are the readers.

  11. This is something that I have been slowly working up towards.

    I am trying to have a video for every post that I do mainly because my audience is primarily visual so it helps.

    I think I may need to branch out a bit now.

    For example, this is what I am thinking.

    Write blog post, make video about post, submit picture to photo sharing site, and rip audio from video and put into podcast.

    At the moment I only do part of that, but it is a work in progress.

    This is something that James Schramko does which is pretty neat to see it work.

  12. Chitraparna Sinha

    Ana,

    I was searching for “content leverage” for a PPT and saw your blog link on first page of Google :)

    Good work!

    ~ Chitra

  13. Very interesting post Ana, and it’s pretty wise to find different ways to share the same content. After reading a couple of articles here it’s something I’m trying to do.

    As for traffic I think it also depends from niches, some need a constant pushing, some others instead can work well on evergreen content. Gossip blogs for example have always to push new stuff why motivational ones are more on auto-pilot, so to speak.

    Btw, what happened to commentLuv? :)

  14. Ana, this is first time I visited your blog and the first time ever that I spend more then 1 hour on a single post.

    Content leaveraging system is a really new thing for me. Thanks for a wonderful post.

    Ana here I want to ask you one thing. After reading the complete post and watching videos I gets the understanding that by CLS we want to capture all type of traffic (people who want to watch videos, read and listen).

    Now my question is this is it necessary to make the video, podcast, ppt, article of every topic? or only the important topics (highly searched topics)? Should we publish every post on our blog’s main strength (lets say written posts) and just select special topic to be converted in other mediums.

    Thanks again!

    • Ana Hoffman

      Thanks for the compliment of giving me some of your time today, Adil.

      Not every post is meant to rank for something, and not every post is great enough to drive traffic to.

      Choose the ones that are focused on the right keywords and forget about the rest.

      I publish about 3 posts per week and leverage only one of them on average.

      Now I am also going back through the older posts to see which ones can rank better than they are right now and apply the CLS principles to them.

  15. Great tips Ana! It’s a relief to hear that the amount of time that I spend writing an article is realistic and not excessive. I sometimes wonder why it takes me so long to write a good post but I’m not writing filler. I’m trying to create valuable content.

    I know you’ve mentioned ways to re-purpose your content before but I missed your suggestion to create a PDF and offer it for as a free WSO. I’ll have to try that.

  16. Hi Ana!

    Ouch, every time I think I’m starting to get a handle on my workload, I read something like this and realize that I have so much more to do than I ever thought.

    It sure is hard to turn that to-do list into the got-done list when I keep adding to it. :-)

    I do need to do a much better job of leveraging my content, though. It’s definitely working smarter to get significantly more traction out of just a little bit more work.

    Thanks again for sharing! Yet another post of yours will be bookmarked for future reference!

    I hope you have an outstanding week coming up!

    ~Barry

    • Ana Hoffman

      Here’s what I did at the beginning of the year, Barry; I figured out where I can get the most leverage and focus on that. Forget about anything else.

      Once I master or outsource the syndication steps, I’ll move on to adding other things to the mix, like actually making money off my content. :)

      It never ends though, does it?

  17. I’m a big fan of recycling, up-cycling, reusing, renewing, and re-purposing anything — content included. :)

    So glad you mentioned Slideshare, Ana. I’m spending more and more time there lately and I love the platform. I’ve only created a handful of PPT presentations (since I’m not proficient, they take me quite a long time to design) but I LOVE creating them.

    The concept of developing a “system” for marketing and leveraging your content is very enticing. It’s almost akin to having a “checklist” or “template” you can work from … over and over again.

    BEST post I’ve seen on this topic in a long time! :)

  18. Hello Ana,

    What a great and resourceful article! I am impressed with your honesty. For the first time I read someone being truthful about the time it takes to write an original post or an article of quality. It takes hours of hard work!

    However, how often have we read that it is possible to write an entire original blog post from scratch in just half an hour, and that is is possible to curate a dozen or more in an hour. If the content focuses on online marketing and not on one specific area of it like SEO for instance, then surely it takes a while to get to the bottom of what the story is about before it can even be summarised, let alone commented on.

    Internet marketing appears to have an untold amount of highly intelligent individuals/gurus who can produce what is required in a fraction of the time it takes a level-headed person who knows what he/she is doing to complete the same task.

    I am committed with what needs to get done each day. Now I will look into ways to increase the effect of the effort. Thank you for all the information you have put together to make this possible.

    Camelia Keinonen

    • Ana Hoffman

      Not sure I’d ever be able to create anything worth reading without putting the hours in, Camelia. The only plausible way to do it is to outsource, in my opinion.

  19. Great post Ana,

    I feel like content is particularly misunderstood by many people that I work with.

    Most people see it as a one off gig. You write the post, you tweet it, if people like it, then you get traffic. Then you write another content piece…

    But the same piece of content can take many forms, for example I often get a lot of traction on twitter from one sentence quotes taken directly from my blog posts.

    Geoff Talbot
    Endeavoring to comment and blog in only Seven Sentences

  20. Thanks for more great ideas, Ana! I just worked on one of the content-leveraging ideas from your last post. And now I’m thinking *fireworks in my head* about videos I took on a vacation that would go great with my content niche…

    • Ana Hoffman

      Perfect, Beth – work with what you already have to turn into content your readers would love.

      Always a pleasure to see you around!

  21. Revy Da Firenz

    Hey,

    Great post about making your content work for you multiple times! Because of this, I am now thinking of several ways to make my writings on my website. I think putting some on slideshare and having a link back to my homepage would be good.
    Bookmarked this on my “BEST of THE BEST Articles” folder. And it isn’t crowded.

    Thanks!

  22. Hi Ana,

    No doubt an amazing post, Though I have a doubt here. Suppose I wrote one amazing post. Now I created one video, one PDF, one PPT and so on as you explained. Over all content is same, so does it not spread duplicate content all over the web?

    • Ana Hoffman

      The core piece is the same, Pankaj, but the individual pieces are still different. Plus, it doesn’t really matter.

      Let’s say I turn this post into a Slideshare show, using the same slides I used in the video. On the surface of things, they are similar, but never the same. Also, if they are saved in different formats, Google reads them differently.

      Since both Slideshare and YouTube have a lot of ranking power – a whole lot more than Traffic Generation Café – they can rank on Google much easier, bringing in search engine traffic.

      Another note, this is not “duplicated” content; this is “syndicated” content. Huge difference: http://www.trafficgenerationcafe.com/duplicate-content/

      Makes sense?

      • Thanks Ana,

        For clearing up this point for me. I heard a lot about duplicate and syndication but wasn’t sure about them. Now I know the difference and how they could be useful for SEO purpose. Thanks again Ana!!

  23. Ana,

    One good blog post can ultimately become so many different pieces of content… I very much enjoy Slideshare. There are been some great posts turned into even better Slideshows on Slideshare.

    Also one way to reduce post creation time is have ways of constantly capturing post ideas like Evernote or Scoop.it…

    Great stuff,

    Ryan H.

    • Ana Hoffman

      I am yet to publish a Slideshare show, Ryan – on my never-ending to-do list! And so is really learning how to use Evernote…

  24. I like the video intro with the coffee cup. Nice touch :).

    That first video was absolutely brilliant. I’m all about content repurposing. But those quick tips were awesome. Especially the one about the three claps if you make a mistake. I’d never go back to the beginning, but marking your spots on the audio track is pretty genius.

    • Ana Hoffman

      I’ve been using the “three clap” technique quite a bit in my latest screencasts, and it works like a charm, Eugene. Thanks for coming by!

  25. Do you really spend 8-10 hours on a single blog post?

    That is really eye opener for me as I spent many, many, many HOURS writing blog posts but I don’t think I’ve EVER spent more than 2-3 hours on one and then that was a very rare occasion. Mostly I DID spend 30mins-1hour writing a post and I posted over 400 on what was my main blog.

    The blog did OK, but I was sooo frustrated that it never really got more than 100 visitors per day. Now from your one comment I think I’ve realized why. It was just OK content, not GREAT content that would have come from spending more time focused on a few, rather than a little time focused on creating a lot. Hindsight!

    Thank you for this post Ana :)

    • Ana Hoffman

      I’ve done it both ways in the past, Angela – writing thorough posts 2-3 per week vs posting something shorter and not as in-depth almost daily. The former definitely works best.

      And I am not the only one who thinks that; most A-list bloggers, like Jon Morrow, Glen Allsop agree.

  26. Hi Ana and Pete!
    This content leverage system has my head spinning with so many great ideas. I’m in love with the PowerPoint and the PDF ideas. I promised myself that I’d start doing Podcasts, but I just haven’t had the time (probably because I need to get rid of all those things you mentioned). I’ve started the process of repurposing my blog posts into inexpensive ebook – I didn’t see that idea up there, but I think it’s one that should be. After all this post would make an awesome start of a “How to Leverage Your Content” ebook! Just a thought… hope all is well!

    • Ana Hoffman

      Such a pleasure to see you in my neck of the woods, Kiesha!

      I know you are great with PP; I was trying to remember in one of your tutorials on creating a logo you mentioned how to save several pieced-together images as one…

      I know what you mean about podcasts; if you’ve never done one before, it seems to be such a job. However, Pete mentioned simply reading your blog posts and submitting them as podcasts – seems to be much simpler.

      I’ll be writing a post about it for sure.

      You are right; converting existing content into an ebook or even a course is an incredible repurposing tool.

  27. Great advice on leveraging content. I just recently started creating power points out my articles. Then with the power of windows movie maker I then turned the power points into videos. They are very crusty but as my experience grows so will the quality. What is you experience with voice recognition software. Have used it to write your articles. I am research different software options to speed up the actual writing process.

    • Ana Hoffman

      I’ve never personally used voice recognition software, John – from what I know, it takes time to “train it”, then there’s still too much editing involved. It’s easier for me to just type up what I need.

  28. Making a truly good post, the one that people would remember isn’t an easy task. There are so many “clone” post in the net that to be able to stand out is really a hard job that requires lots of time and efforts.

    • Ana Hoffman

      Original content doesn’t always mean no one has every written about it; a fresh take on the old strategy works wonders.