How to Do More Content Marketing in Less Time

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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One of the biggest challenges we face as content marketers is: “How the heck do I find the time to do all this stuff?!”.

Sound familiar?

Between publishing blog posts, creating premium content offers, follow up emails, infographics, and everything in between, there’s little time left to get anything else done.

That’s why we’ve put together this simple three-part guide that will help you get more content marketing done in less time.

Use the right tools and resources

It’s easy to get overwhelmed with the amount of tools that are out there. It’s like there’s a new thing popping up every day. Definitely too many things for a sane person to keep track of.

It can be helpful to identity the main areas of your content marketing where tools will help you be more productive. Examples of this might be:

Content Planning

Content Creation

Content Publishing

Content Promotion

By identifying the bottlenecks in your content marketing and finding a tool that can help free up that blockage, you’ll go a long way towards maximising your efficiency and avoid the campaign simply trailing off.

Tip: Don’t spend hours obsessing over which tool to use for each particular task. This is counterproductive and defeats the purpose of using a tool in the first place. Limit the time spent choosing a tool to 10-minutes or so and then commit to learning and using the tool you’ve chosen.

Develop the right processes

Creating great content isn’t something that’s going to “just happen”.

You need to have processes in place to make it happen. Part of this is building habits around content marketing. For example, if you haven’t made it a priority to publish a blog post once a week then it’s easy for that task to slip through the cracks and just never get done. When you’ve missed your self-imposed deadline once, it gets a lot easier to miss it again, and again … and again.

To combat this, we need to have rock solid processes and habits in place.

Start by allocating the various roles within your team on who will do what. Ask and answer questions such as:

  • Will the same person be required to create all the content or will it change?
  • Who will be responsible for editing the content so that it looks good and is ready for publication?
  • Whose job is it to schedule and publish the content?
  • Who will promote the content on social media and among your industry contacts?

Once you’ve figured out the answers to these questions, formalise the responsibilities by putting them in writing, getting everyone to agree, and then setting these events in everybody’s calendar so that it happens when it needs to happen and doesn’t just slip through the cracks, replaced by other busy work that gets in the way.

It’s only by prioritising content marketing that it will actually happen consistently, and consistency is one of the keys to success with content marketing.

Tip: Maybe you’re a one-person band and think that this section doesn’t apply to you as much. Wrong! Even if you’re the only one responsible for all of the above processes, make sure you allocate appropriate time each week to these tasks and make it “real” by putting it in your calendar.

Apply the 80/20 principle to your content marketing

You’ve probably heard of the 80/20 principle, also known as Pareto’s Law, which talks about how 20% of your effort will yield 80% of the results while the remaining 80% of the effort you put into doing something that has diminishing returns.

But how can you apply this principle to content marketing?

Start with taking a look at the content you (or your competitors!) have created in the past and what’s been the most effective. This method involves finding the best topics as decided by a measure such as social shares, then improving on them with your planned content.

There’s a simple way to do this using a spreadsheet and a website analysis tool such as Quicksprout. Enter your own or your competitor’s home page URL into the analysis tool and then go to the “Social Media Analysis” tab in the results.

You’ll see a list of the most shared pages from their site. The results will include things like the home page, so just focus on the articles that are close to the top of the list. In the below example you can see our own inbound marketing blog results for social shares. I’ve highlighted the three most shared posts on the blog. You can then take these type of results from your competitor sites and figure out what gets the most interest, then write about those topics, improving on the original article or taking another angle on the topic.

content analysis

Don’t forget, content marketing is not about reinventing the wheel so much as making the wheel better.

You can essentially take someone else’s idea and improve upon it with more resources, more depth, or more examples, and you’ll be naturally adding value and improving on the original post.

Wrap Up

By breaking your content marketing tasks down into bite-size chunks and allocating them to the appropriate person, combined with using tools and applying the 80-20 principle, it’s possible to be a lot more productive.

Share your own ideas for getting more out your time spent on content marketing in the comments section below.

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