If you’re reading this blog then it’s likely you agree that content is important. And that’s correct, according to research 70 per cent of people would rather get information about a company or learn something from a piece of content such as an article or blog post rather than from a traditional advertisement.

The chances are that your organisation probably creates quite a lot of content whether it’s for your website or in the form of communication with customers and prospects but here’s a question for you. Do you think you are making the most of the content you produce? Now I don’t want to appear presumptuous, but the chances are probably not!

A good starting point with content is to plan your subject matter so whether you want to focus on calendar-based themes such as Christmas, Valentines, Easter, Summer and so on or your topics are more feature related to your product or service so for example for an accountancy practice – it could be tax, compliance and business services. To give yourself some time it’s probably best to stick to quarterly content themes but that’s probably a topic for another post.

So, onto the main topic here about making the most of your content. When you have decided on your theme and it might be centred on an email marketing campaign then your starting point is most likely to be a letter in which you’re telling customers and prospects about what’s on offer. In a letter it’s important not to overload on information just stick to the key facts but there are plenty of interesting and useful ways in which you can expand on this piece of content.

Ask yourself could you write a blog post to go on your website, blogs are typically around 300-500 words in length and can be knocked up pretty easily and provide a useful place to send people to in order to find out more information. Is what you’re writing about newsworthy and could it form a press release take a look at my previous blog post here to see whether it’s worth pursuing. Do you have a friendly client that would be willing to endorse your company or services and you can write a testimonial? Similarly, could you further expand the blog to write an extended article that you can post on your website or place in a target publication.

So, we’ve touched on how you can expand on content, but you can also go the other way and reduce it. For example, can you create a campaign using your content for all of your social media channels? Hopefully, this blog has got you thinking about how to maximise your efforts with your written content but of course, there are plenty of other types of content you can create including audio and video which we will talk about another time. If you would like to find out more about how Zapp Communication can help you with creating content for your business then we would love to hear from you so please get in contact here.