August 2024

Secrets for Slicing Your Content Pie

Discover our foolproof recipe for turning one content piece into multiple assets that support your brand’s multiple marketing channels:

Any good baker will tell you that there are multiple ways to slice a pie—halves, fourths, sixths, eighths. And there’s just as many ways to eat a slice of said pie: with a fork, with a spoon, with ice cream, with whipped topping, or plain.

The same is true for content. Home service marketers must slice their content—and adapt its edibility— across platforms and channels to reach their target audiences. This is critical because homeowners absorb information differently.

Today, we’re sharing our tried-and-true content recipe so you can slice your content pie more effectively and reach more potential customers with your home service content.

Before we dive into the how of our content transformation recipe, let’s quickly review why multi-channel marketing is so important for your pie.

Build Content Volume, Banish Burnout

All home trade marketers face content obstacles. The two biggest offenders are a never-ending appetite for content volume and the possibility of burnout. By increasing your content creation volume with little to no effort, your content bank steadily increases and the chance of burnout fades.

Expand Content Portfolios

“Diversifying” isn’t just a financial term. On average, consumers require   with your business before they buy your home product or service. Broadening your content across multiple formats—blogs, webinars, videos, podcasts—allows consumers to sample your pie and increases the likelihood that more readers (or viewers or listeners) engage with your message in unique formats. Use these unique formats to reinforce your brand narrative and strengthen consumer trust.

Address Your Audience’s Appetite

You’ve done forkfuls of target audience research—use it! Meet millennials on Instagram by cranking up the number of Reels you publish weekly. If GenX and GenZ love TikTok, turn blogs into quick, snappy videos. Match the content and channel to the audience, and your brand will be sweeter than a sugar pie !

Season with Your Brand’s Story

Ever seen a home service brand with different personalities on every content channel it owns? It’s like M. Night Shyamalan’s movie Split—too many characters and downright confusing. Close the deal by making sure your brand narrative is identical on every platform—and in every slice of content you create.

Support Your SEO

Search engine optimization (SEO) helps your content rank ahead of the competition. By incorporating appropriate keywords, hashtags, location details, meta descriptions, and other relevant SEO data, your content is more easily found in a relevant user search. It’s the cherry on top of your already-delicious content pie.

Ready to leverage your content across channels and assets? Here’s how we do it:

 

Focus on Foundational Content

Decide what your cornerstone content piece will be. Think about something that provides value—and volume—like a guide, ebook, or white paper. Long-form content is easily broken down into smaller, shorter content bites, like a blog series, LinkedIn post, or an Instagram Story. After formulating your foundational content piece, create a list of ways you can transform it. Put your notes in an editorial calendar, and…voila! You have tons of brand-new content for the next few months.

“Home service marketers must slice their content—and adapt its edibility— across platforms and channels to reach their target audiences. This is critical because homeowners absorb information differently.”

Reuse and Repurpose

Recycle your existing published content. Start by doing a quick search of the top 10 most popular blogs on your home service organization’s website. Convert them into engaging, savory morsels like social posts for X (formerly Twitter), audiograms, 30-second videos, or whatever else resonates with your target audience.

Offer Free Samples

If homeowners love your home service webinars, that’s great! Webinars offer tons of snackable content opportunities. Seriously, it’s endless (in the best way). Serve up text-based content like blogs, ebooks, or a condensed slideshow presentation. Turn the audio file into a podcast or use 45-second video snippets to develop a “How-To” video channel on YouTube.

Turn Up the Heat

Transform a podcast to give your readers something to chew on. You can whip up press releases, blogs, newsletter segments, and attention-grabbing social posts. Try this in two different ways: select an audio clip and turn it into a piece of text, or attach your audio snippet to an image or gif to stop scrollers in their tracks on Instagram, Facebook, or LinkedIn.

Dynamic Downloads & Designs

Homeowners (and consumers) love freebies, so use the magic powers of downloadable free content. Ask your graphic designer to read your foundational content piece and bake up a coordinating infographic that helps readers visualize the material. Produce checklists from a webinar or podcast to help readers remember tips for updating their HVAC system or testing their irrigation system. Don’t forget to include our secret ingredient: calls-to-action (CTAs) to gather email leads before someone receives the download.

Make Your Mark

Leveraging one piece of content to generate more assets across a variety of channels can be daunting, but it’s totally doable—and worthwhile! Need additional support to make your home service brand stand out? Click here to connect with the HomeBoost team.