How to Create Sustainable Content and Keep It Consistent

Keeping content consistent is a problem for many brands and businesses. We said in our article “The New Currency of the Digital Age: Content” that the right, high-quality content is as good as money. Before any content is created, you first need to develop an idea for it. In our article “Social Media Processes (Send, Receive, Report)” , we wrote about this in detail. If you’ve read those articles, I’m sure this one will be easier to follow. 🙂

Finding a good idea is always hard. To find a good idea that expresses your brand or business on social media, you need to go through a mental process. Identifying your audience, their need for your products or services and the trigger that will communicate that need takes a process.

Turning a good idea into an image, blog post or video and presenting it to your audience right away lets you create great content. But what then? Will you be able to use that idea, which took so long to find, again later? How much longer will it take to find a new content idea? We don’t mean the classic posts where you slap a price on a product photo, or the kind where you describe products or services with a slogan. As the title says, the goal of this article is to create sustainable content and keep it consistent.

I believe a good content idea is worth more on social media than an Instagram story that disappears in 24 hours, or any content that scrolls by vertically and is forgotten within 60 seconds.

So how do we make content sustainable?

It will be clearer to look at this through an example.

Say your audience is made up of people who research and question things, and persuading them is crucial to your business’s success. So you’ve focused on content ideas that will persuade them. You’ve decided that showing your expertise together with the customers who benefit from it is a good way to persuade your audience. The goal is clear and the idea is formed. All that’s left is to choose a format that expresses your idea and reaches your audience. You decide on a webinar. To recap:

Goal: Persuading the Target Audience
Idea: Showing your expertise together with the people who benefit from it.
Format: Webinar

In this article, I won’t go into the details of how to run a webinar. We held a successful webinar to persuade our audience, and it’s over, but the idea was a good one. So is that it? We need to move on to find new ideas, but was a 60-minute webinar more important than our idea? Of course not, because we only used a format to convey the idea.

A Sustainable Social Media Content Template

Now let’s look at what other content we can get from the webinar we held. You can review the sample template for producing sustainable social media content below.

Gain 1: Podcast

First, we held a webinar. Besides video, it also gives us an audio file. So the first piece of content we get after the webinar is audio. With Anchor, which Spotify acquired a few years ago, you can publish the audio to Spotify within minutes. You can also open Google Podcasts and Apple Podcasts accounts and publish there quickly. I’d also recommend uploading to SoundCloud.

Gain 2: Video

You can upload the webinar recording to every platform that accepts video, such as LinkedIn, YouTube, Facebook and Instagram. Writing SEO-friendly video descriptions will help you reach more people, and using a CTA adds extra value. Besides the full recording, you can turn specific questions you answered during the webinar into a Q&A video series for extra content.

Gain 3: Blog Post

The main goal of the webinar was to persuade your audience. The webinar is over, but you can write up all the great things said during it and publish them as a webinar summary on your blog. It’s a smart move for increasing your website’s organic traffic.

Gain 4: Visual Content

After publishing the webinar summary on your blog, you can share the key points as albums on Instagram and Facebook and as a PDF slide deck on LinkedIn. This increases the visibility of the services you offer.

As you can see, we produced 4 different pieces of content from a single webinar and kept the idea going. You can use this process with all your good ideas. See you in the next article.