In order to remain up to date, companies now need to consistently generate fresh content that can be published across multiple digital channels including Facebook, LinkedIn, Twitter and YouTube, to name a few.

Creating high quality content means that people already interested in your product or services can find you using search engines or through social media networks and then associate you with excellence in your field. But the need for content is never satisfied.

To facilitate this, companies need to create publishing schedules. Brain-storming sessions should be held often to produce quality, information-rich content. This content needs to be produced at least a month before it is scheduled to be published. This way you can keep well ahead.

A good schedule is three-tiered: daily, weekly and monthly. A lot of content is topical and time-oriented by its nature. A company may need to write an article, tweet or blog in reaction to a news event, an in-house incident or reply to other articles and blogs posted. Thus a daily content schedule is used to deal with Twitter updates, news items and responses to comments posted on your blog or website. A speedy, expert response will define the company as on point, forceful and dynamic.

The weekly schedule should include new blog posts. Aim for at least one a week, but two or three is best if that can be managed. Time must be set aside for participation in forums that are related to your company, services or products. Join in and contribute to discussion groups and threads. Also, make time to update and refresh your primary website pages.

The monthly schedule includes longer blog posts or articles containing in-depth research on a relevant subject, an interview with an expert or an analysis of statistical data. An e-newsletter, a short video, podcasts, PowerPoint presentations, guest blog or article posts and case studies of customer success stories can all be included in the monthly schedule.

In the long term, quarterly, bi-annual and even annual content projects can be scheduled. The quarterly and bi-annual plan could include research papers, feature stories, video series, eBooks and special issue newsletters. The annual schedule might incorporate recordings of executive roundtables or annual conferences, launching iPhone or Facebook apps and major updates to your website.

But how do you manage the overwhelming amount of content needed to fill this schedule? One method of keeping ahead is repurposing content. This can be done using small units, for instance, website or blog articles. If you have effectively planned these articles, you can collect and collate them to form eBooks. The eBooks can then be revised and used to create the scripts for videos, for example.

Repurposing content can also work the other way round. If you plan and write eBooks, scripts or long multi-part articles, these can be broken down and used to create shorter blog articles, which are, in turn, posted on Facebook and linked to Twitter.

However, repurposing does not mean doing a cut-and-paste job. Duplicate content is very bad for search engine optimisation. Rather refocus and rewrite the already existing content.

Creating a publishing schedule is an effective way of managing content creation, which can be extremely overwhelming. Use the time allocated to produce content that covers interesting, informative and far-reaching subjects. Seek variety; use all the formats available towards creating dynamic, vital content.

A solid, interesting and consistent presence through as many digital channels as possible will revitalise your online presence.

For more information on content creation see Content Rules by Ann Handley and C. C. Chapman.

Sound Idea Digital is a full service digital marketing agency that specialises in content marketing.

We can develop a comprehensive content marketing strategy for your company |info@soundidea.co.za | www.soundidea.co.za | @SoundIdea

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