You’ve put a lot of information out there, but now it’s time to focus on making that information more creative.
For the last year or so, a lot of the focus on Thought Leadership has been on the call to action to “generate content.” And I’ve carried that torch as well: Put your knowledge into eBooks, blogs posts, and a big presence on social media. And I still believe content is key to positioning yourself as an expert. But what do you do with all that content?
It’s not enough to just have a bunch of “stuff” anymore. It was, but now it’s not. Why? Because now a lot of forward-thinking Nonprofit Healthcare Organizations and physicians have cultivated libraries of their own original information. Mind you, this is only a small pool of NPHO leaders and directors looking to establish online expertise. And even though they might not be direct competition, they are still competing with you for the attention of potential patients and supporters. So how do you stand out on Facebook? In eBlasts? Use what you’ve got and add creative flair.
Here’s a little-known secret: A single blog post can be purposed. Turn it into an infographic, a SlideShare, a podcast, or compile multiple posts on similar topics into an eBook. There are countless ways to repurpose content so online users can digest the same [or similar] information in different ways.
Since there’s already a lot of content floating around out there [probably about things you’ve already thought of], you have to figure out how to be even more special. It’s not just enough to be niche anymore — you have to look at your niche from every angle and dig into it. Be your specialty and wave that flag.
Create An eCourse
Group your posts into similar buckets. You can do this though simple tagging or by topic. Once you’ve complied a bunch of blog posts on a particular topic, promote them as a multi-day eCourse. Each day for a single week, send one email (blog post) to your new subscribers to help them accomplish a particular goal. Promote it as an educational course and see how much users will find value in it.
It’s all about taking your information to the next level, whether that’s through reinvention or next-level innovation. The trick to making content more creative is believing in what you’re putting out there. If you’ve got confidence in what you’ve made, you’ll want to see it live long and reach people.
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