Sources and approvers take holidays, which might throw off your program’s tempo. As a substitute of letting that frustrate you, why not use the downtime – and further assets, in case you’re lucky sufficient to have summer time interns – productively?
I’m not advocating that you simply push your self and your workforce out of the relaxed zone and into the acute sports activities zone. However you possibly can work on helpful issues that don’t essentially require a lot mind energy (or shut supervision) however fall off the precedence record throughout busier instances.
The outcomes will inform and enhance your content material advertising and marketing technique year-round. Attempt a few of these concepts.
1. Dig into your analytics manually
Positive, you possibly can pull a number of automated analytics stories about your content material. However I wager you don’t get each quantity you need within the package deal or format you need.
For instance, I’ve a consumer who distributes an e-mail e-newsletter by way of a advertising and marketing hub supplier. The platform’s analytics record open and click-through charges alongside every challenge title. However there’s no choice to create a report with the outcomes from each challenge in a single spreadsheet.
To check outcomes or determine traits, I’d must manually enter the info right into a spreadsheet. It’s a time-sucking job that I by no means get round to doing.
I employed some assist this summer time and put that job on his to-do record. When he finishes, I’ll have a big-picture view I can use to replace the editorial technique.
Right here’s one other instance: Dig into your click-to-tweet efficiency. Have you learnt whether or not placement (starting, center, or finish of the article) impacts the variety of clicks? What about who’s tagged within the tweet?
The purpose is to determine accessible knowledge – quantitative or qualitative – that requires (or advantages from) handbook work to make it extra useful to your content material advertising and marketing program.
Establish accessible knowledge that wants handbook work to make it helpful to your #ContentMarketing. Put interns or additional assets to work on that, says @AnnGynn through @CMIContent. Click on To Tweet
2. Hearken to and watch your content material
Guaranteeing content material accessibility is a great advertising and marketing technique – and the best factor to do.
You in all probability write alt textual content on your pictures, use Pascal case on your hashtags (#SummerLull, not #summerlull), and supply captions on your movies. (If not, begin there.)
However have you ever ever skilled your content material as people who find themselves blind, deaf, or have imaginative and prescient or listening to impairment may? Take the time to do it now.
Have you ever skilled your content material the best way people who find themselves blind, deaf, or have imaginative and prescient or listening to impairments may? @AnnGynn suggests you strive it through @CMIContent. Click on To Tweet
Obtain text-to-speech software program and feed your hottest written content material belongings into it. How is the listening expertise? Are there generally used acronyms, phrases, or phrases that don’t translate effectively to the ear? Are there different glitches you might treatment by enhancing the content material or avoiding sooner or later?
Obtain speech-to-text software program or learn – phrase for phrase the help you already present (i.e., video captions and transcripts). Are the spoken phrases simply translatable into textual content? Do the phrases you utilize have a number of spellings that might trigger confusion? How is background sound translated or disclosed within the textual content?
Evaluate just a few items of content material in every format, then be aware and share potential hassle spots together with your content material creators. That method, they will keep away from them sooner or later.
HANDPICKED RELATED CONTENT:
3. Create almost-finished evergreen or predictable content material
Get a head begin now on creating some content material items you recognize you’ll want within the subsequent six months or so.
Establish deliberate content material that doesn’t contain many different individuals (scheduling time with them could be onerous in the summertime). Content material items which are updates or refreshes of belongings you wrote final 12 months are good candidates, whether or not they’re articles, infographics, movies, e-books, or different varieties.
Then get to work. Word what may should be reviewed or up to date nearer to the publishing date.
Throughout sluggish durations, get a head begin on creating content material items you recognize you’ll want a while within the subsequent six months, says @AnnGynn through @CMIContent. Click on To Tweet
4. Remodel top-performing content material into different codecs
Many content material advertising and marketing packages concentrate on a single content material sort for his or her main channel (assume articles on their web site or movies on their YouTube channel). However you possibly can add one thing completely different to your combine with out a lot effort.
Convert among the highest-performing content material in your main channel into new codecs or strive publishing on lesser-used channels:
- Flip a how-to weblog right into a step-by-step infographic
- Flip a video right into a handful of pictures and publish a carousel on Instagram
- Flip a webinar into an article
Sure, these are content material repurposing alternatives, however they’re additionally methods to find new viewers preferences for codecs or distribution channels.
HANDPICKED RELATED CONTENT: 7 Methods To Repurpose Content material and Develop Your Buyer Base
5. Add content material accouterments
Possibly you’ve met your publishing deadlines by skipping small however essential elements of the content material – timestamps, episode descriptions, captions, personalized excerpts, meta descriptions, and so on. Wait, you’d by no means do this, proper?
OK, let’s say you’ve inherited a program the place these parts weren’t understood or valued. Possibly your predecessor felt their absence wouldn’t have an effect on content material efficiency and even be observed. In any case, if somebody fails to jot down a caption, the public-facing web page doesn’t say “caption wanted right here” (until one thing’s gone very mistaken).
Even with the most effective intentions, you usually don’t have time to return and end including these content material accouterments. And if nobody tracked which belongings want these little content material updates, the duty takes even longer.
Do that method to sort out the updates throughout your sluggish time:
- Create a guidelines of must-have gadgets for every content material asset sort.
- Determine on the interval you wish to deal with (final six months, a 12 months, a set of years, and so on.)
- Create a list of belongings that want evaluation.
- Evaluate every merchandise for all the required parts and verify them off as accomplished.
Bonus: Onboard summer time employees for potential year-round work
I’ve heard corporations say they resist bringing in summer time interns or different short-term employees as a result of, by the point they stand up to hurry, they’re virtually prepared to depart. But the funding could be price it in case you take an extended view.
For instance, the summer time individual in my enterprise grew to become my year-round proofreader. We labored collectively remotely after the summer time ended. Proofreading didn’t require the identical period of time or formalized construction as all of the summer time work, so it match his new schedule.
Ongoing duties work effectively for retention. However search for different alternatives to maintain former interns or short-term employees concerned:
- Ask them to deal with duties for somebody who is likely to be out on household go away
- Ask them to cowl gaps when workforce members resign or take new positions.
- Assign them to particular tasks that match their expertise or information.
Lean into the lull
Whether or not it’s a summer time lull or a pure downtime in your online business, you possibly can take it simple and nonetheless be productive at work. Dig manually into your analytics, vet the accessibility of your content material, convert present belongings into new codecs, or provide you with one thing mundane that’s all the time in your record however by no means appears to get achieved.
You’ll thank your self for the assistance when instances get busy or your reworked content material will get excessive marks from the viewers.
What do you’re employed on throughout sluggish instances? Share your ideas and plans within the feedback.
Cowl picture by Joseph Kalinowski/Content material Advertising and marketing Institute