One of the challenges that small business owners face with all of their marketing—and in particular their content development—is finding time. Small business owners wear many hats, and when you have clients beating down your door (hopefully!) on top of HR challenges and quarterly taxes due, finding time to sit down and write a few blog posts can be just crazy.

But content development is a tremendously important part of your marketing strategy. It provides value to your clients/customers and exposure to new prospects and referral sources. It even helps your Google ranking (search engine optimization or SEO).

But even with all the reasons why you should develop content, your time is still limited. So how can you make the best use of your time?

By getting “legs” out of your marketing content. 

Instead of writing one blog post and then ending it there, figure out how you can repurpose content.

For example, all of us have frequent questions that arise from our clients or prospects over and over. Write down the questions as people ask them. These are ready-made topics for your content. So how can you get more out of one topic?

  • Take one of the questions and make a 60-second video. Doesn’t have to be fancy. You can use your smartphone or your $100 flip video camera. Let’s say your topic is “10 Questions to ask when hiring an accountant.”
  • Post that video on Facebook, Twitter, your website, and YouTube.
  • Transcribe that video, tweak a bit here and there, and post it two months later as a blog post.
  • Take those top 10 questions to ask and turn them into 10 Facebook posts or tweets.
  • Turn the audio portion of your video into an mp3 and make a podcast.
  • Add to your blog post, and turn it into an article for a local publication.

Why recreate the wheel if you don’t have to? That was a list of six different ways to use one topic that would take significantly less time than writing six different blog posts on six different topics.

Food for thought!