Content Creation Simplified with a ‘Stretch Mindset’

In a recent study*, B2B marketers were asked what they found most challenging about content marketing. Three answers rose to the top:

  1. Creating enough content
  2. Creating engaging content
  3. Creating a variety of content

It’s no wonder these are the top three. Businesses continue to struggle to engage multiple audiences across an array of on- and offline channels. Fortunately, there’s a solution that can vastly simplify the job: Develop a ‘stretch mindset.’ In other words, before you produce your next piece of content, consider how it might be altered, bundled, cropped or otherwise stretched to increase its mileage and its impact. Here are a few ideas:


1. Slice larger works into bite-sized pieces.

Got an eBook, white paper or presentation you’d like to share? Chop it into smaller chunks and presto, a multiplicity of content.  Consider serializing the bites and tweaking them so they go a bit more in-depth than their original incarnation.


2. Bundle smaller works into something of greater value.

Round up a selection of smaller pieces under an umbrella theme and offer it as an eBook, video series or training course.


3. Encourage conversation.

Comments are content, too. Be sure to engage in any conversation around your content to keep it moving. Many times I find comments as useful as the original work.


4. Begin with multiple formats in mind.

Consider up front how you might alter content to work in the various formats your customers prefer. For example: Transcribe video presentations and interviews into text you can easily edit and post. Or serve up the audio tracks as podcasts.


5. Tweak posts to fit multiple social platforms.

Just because you’ve posted something to Facebook doesn’t mean you can’t also post it to Google+ or Twitter. Make changes where needed to ensure the content fits the format and audience, and remember the objectives you have for each platform before ‘blanket posting.’


6. Create templates.

Templates allow you to write more quickly and efficiently. They also build consistency, letting customers know what to expect and where to look for the information they want most. This approach works for any content that can be standardized, such as case studies or product reviews.


7. Keep a list of content ideas.

Finally, whether you carry an iPad or paper and pen, make sure you have a way to capture content ideas when they strike. You won’t believe the amount of time and frustration this will save you later on.


*B2B Content Marketing: 2013 Benchmarks, Budgets, and Trends-North America released in February 2013 by Content Marketing Institute and MarketingProfs.


About the author

Alison Fairbanks is a messaging strategist and copywriter, and is founder of, which provides branding and content marketing tools geared especially for small business.

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About Karin Khuhro

Karin Khuhro is a Digital Marketing Strategist, Speaker and Copywriter. As the owner of Strategy E-ssentials she works with other savvy marketers, digital specialists and business leaders to bring knowledge, know-how and solutions to small and medium sized businesses. Connect with Karin on Google+ or Linkedin.