Creating High Quality Content with Limited Time and Resources
July 18, 2019 | by Timothy Wier
Even with limited time and resources, creating high quality content is easier than you’d think. And if you invest the time and attention into creating and publishing it, it will definitely pay off.
When you’re consistently creating high quality content, you can:
- Generate as many as 67% more leads than if you didn’t post regular content
- Build brand authority and improve search engine results
- Improve customer retention by continually providing value to them after the sale
This sounds great in theory. But how do you dedicate the appropriate time and resources to pull this off when there are so few resources and so little time to go around? Just like anything in the startup and small business world, it’s going to take hard work and grit to make any measurable moves.
Here are some practical tips for creating high quality content with limited time and resources.
1. Make Time Every Day to Create Content
You’d be surprised how many businesses don’t prioritize creating and promoting original content. The most recent research shows that 47% of all businesses don’t engage in any kind of content marketing.
If you’re going to buck this trend, you must be intentional about setting aside time to work on it. Creating great content takes time, especially if you want to see any tangible success. That means you have to fight against anything else that competes for your time and attention.
That means writing or recording every day. It may take a few weeks to get a good rhythm going, but don’t give up. Some days what you end up creating won’t be any good at all. But that’s where the repetition is going to help you.
Keep showing up and keep creating. The more you create, the better you’ll get at it.
Eliminate all distractions. That may mean you’re up at 6 am to write, or until 10 pm to record. If you’re going to collaborate with your team, set aside time to work where you won’t be interrupted.
Bring in other members of your team, whether they’re marketers or salespeople or even C-suite executives. This isn’t just a one-person job: everyone has some expertise they can share, and you want to leverage as much of that as possible.
When you focus your time and energy, you can get a lot more done than you think. And if you do this every day, you’ll certainly get the quantity you want, and if it isn’t there already, the quality will grow over time.
2. Home in on Your Audience Needs
Content quality doesn’t equate with length, but how helpful it is to your audience. So to create high quality content, you must home in on the specific needs of your audience.
Start by picking the top fifteen questions your customers and prospects ask. Sit down and write a detailed answer to one of them. Then the next day, write the answer to the next. Within 2-3 weeks, you’ll have fifteen blog posts, podcasts, or video scripts that you can deploy and repurpose.
The quality comes in how you answer the question. And if you’re already knowledgeable enough about your industry to start a business in it, then you definitely are knowledgeable enough to answer these questions.
Creating the content itself may not be your forte. But if you can write an email response to a customer question, you can write a short blog and have someone on your team or in your network look at it for grammar and typos. If you can answer a customer’s question over the phone, you can record a short podcast or video and send it to someone who can edit it and upload it to your blog.
3. Establish a Process
Most everything in startup culture starts as a sprint and works its way into a process. Your content marketing probably will follow the same pattern.
So start creating. Start posting. Start repeatedly generating valuable content and listening to the reaction it gets from your audience. After you do that repeatedly for a few weeks or months, you’ll figure out your process:
- Are you someone who pounds out a first draft and does heavy edits later?
- Or do you craft each sentence as you go so there aren’t many edits to be done afterwards?
- How do you incorporate feedback from your team? If you don’t have a team yet, who do you go to to get a second pair of eyes on the content?
- Do you do your research ahead of time or as you’re writing and a thought pops into your head?
- Do you write in stream-of-consciousness or create a heavy outline at first?
You’ll organically pull together a process for how you generate content that’s more helpful and closer to reality than anything you could theorize in the abstract. Once you do, write it down. That way, your company has some documentation that you can leverage when you bring in a content agency or in-house hire to scale your content efforts.
You can focus on what you’re going to talk to your audience about rather than how you’re going to produce it. And you can repeat that process over time, allowing you to increase your quantity as you grow.
4. Don’t Be Shy About Bringing in Help
At some point you’re going to need to bring in help. It may be next month, it may be years from now. But eventually you’ll need to bring people to help produce the level of content you need to continue growing your brand and generating leads.
It’s also a question of quality. Eventually, your business is going to grow to the point where your audience expects higher quality writing, design, videos, and audio. At that point, the skill sets you need to pull that off are so specialized that you won’t be able to do it without the proper help.
What that looks like depends on your resources and how quickly you want to scale. You could hire a content marketer, work with a contractor, or bring on an agency. Each of these has its pros and cons.
You have to make the call as to when that’s appropriate. But know that when it happens it will open up so many new opportunities for you to improve both your content quantity and quality.
5. Just Do It
The best way to start to find the balance between quantity and quality is to just start.
Maybe that’s too simple. It doesn’t matter, because it’s true.
Push yourself and your team past your previous limits. If you currently produce one blog a week, try two. Three videos a week? Try one every weekday. A podcast every two weeks? Try one every week.
If you aren’t doing any kind of content marketing at all, just create something and see how your audience reacts.
The best way to start is…to start.
For some more helpful tips on balancing content quantity vs. quality, click here to download our latest eBook.