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The Time Strapped Marketer’s Guide to Content Creation

John JantschJohn Jantsch

You have been told over and over about the importance of content marketing. If you want to get eyes on your site, you have to build content… and lots of it.

You are a small business, though. How are you going to find time to create all this great, quality content that you need and still find the time to run your business? You could hire a service to do this for you. Or maybe employ one or two people in house.

Marketer's Guide to Content

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Or maybe you can get a lot of content without having to create it all. But how?

There are actually a lot of ways out there to get content without having to create content. It’s like getting the best of both worlds. Less work, better results.

While there are several ways you can go about getting this ‘free’ content, here are five good places to start building content without having to do as much work.

  1. Share Photos and Videos

You probably know that people engage more with images and videos. Give the people what they want!

You can embed videos from YouTube straight into your blog. So find a few videos that are on target to your audience, embed them into a post, and add a couple of paragraphs explaining what the video is and why you think your readers will enjoy it.

The great thing about this type of post is that you are using one of the many content marketing recommendations being explained to you every day – use more videos – while you are getting away with writing only a couple of paragraphs.

So on a day when you just don’t have time to come up with a 1,000-word post, don’t let your blog sit there empty. Just use a video.

  1. Repurpose old content.

If you already have a lot of content, just reuse or repurpose it. Look at what has been the most successful for you in the past and try updating it and reposting it.

All you have to do here is make sure it is still relevant and useful, perhaps add a little bit more to it to expand on any recent developments, and then post it again. With an introduction paragraph or two explaining that you are recycling an old post because it is still relevant, you can get away with it.

Just remember, if you need an excuse to do this, you always have throwback Thursdays. Never did a hashtag craze make your job easier.

  1. Get a guest blogger.

Guest bloggers can help you because they often advertise their own posts through their own networks, which means you not only have something for your audience, you have an entirely new audience being led to your site. This is especially helpful if the guest blogger is more well-known than you or is considered a thought leader in your field.

But here is an added bonus to using a guest blogger: you don’t have to write the content that day. You may want to write an introductory paragraph saying who the blogger is, why they are writing for you, and thanking them for doing so, but other than that, you do not have to worry about it.

Marketer's Guide to Content

  1. Repost from others

There are people out there all the time creating great content. Why don’t you take advantage of this and use them?

Some places actually tell you up front to feel free to reuse their writing, embed their infographic, or otherwise use their content for your own site as long as you give them credit. Even without them explicitly saying you can use it, you may be able to get their permission to use it just by asking. As they say, it never hurts to ask.

  1. Do a roundup post.

One of the easiest ways to build up content without creating content is to make a roundup post. Let readers know what you have been reading or what you think they should be reading. This has a lot of benefits for you.

All this, and all you really need to do is give a whole bunch of links to the work others have created. This is a big part of content curation, which is a growing part of content marketing.

Marketer's Guide to Content

Still Create Some Content, Though

Yes, this was a post about not having to create content. Still, don’t let it give you the wrong idea. You need to write original content sometimes, too. Just hopefully with these tips, you won’t have to do quite as much of it.

John Jantsch

John Jantsch is a marketing consultant, speaker and best selling author Duct Tape Marketing, The Commitment Engine and The Referral Engine. His blog was chosen as a Forbes favorite for marketing and small business and his podcast, a top ten marketing show on iTunes was called a “must listen” by Fast Company magazine.

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