Have you heard it said “content is king”, and “the key to modern marketing is content”? There is one problem with creating enough content to fuel your campaign and get known as the The Go-To Expert in your niche – time! Have you struggled with that? This article looks at three ways of creating your content marketing, in less time.


The biggest barrier many firms and professionals have to sustainably producing good content is time. All the research we have read, and our own anecdotal evidence, points to the fact that firms who succeed with social media are able to sustainably produce valuable content. With planning it is possible to time efficiently produce content.

Three ways to produce content

It is worth considering the 3 different ways we can produce content:

  • Create: This is content which we have created from scratch
  • Recycle: This is repurposed or repacked content, which we have adapted from it’s original form
  • Curate: This is where we filter or select/share other people’s or our firm’s content, which we think that our network, contacts, clients or social media followers will find useful.


This could include:

  • Blog posts written from fresh and not adapted from anywhere else
  • Updates on Twitter, Facebook, or LinkedIn where you say where you are, what you are thinking, what you are about to do, or pose a question to your followers
  • White papers, reports, guides, workbooks etc.
  • Video interviews with your fee earners
  • Conversation on twitter and internet forums


This could include:

  • Recycling a piece of work you do for a client to use with others. (The idea for this blog came after talking a client through content planning on the phone)
  • Publishing another person’s blog post on a firm blog (which they have already published elsewhere)
  • Repackaging a white paper or report into several blog posts
  • Syndicating your firm’s blog posts onto another blog, for example we regularly publish our blog posts on the blog we have on Training Zone, AccountingWeb, BusinessZone, Roll on Friday and HR Zone


This could include:

  • Tweeting a link to a blog post or article (whether or not it is your own article)
  • Retweeting somebody else’s tweet (or other post)
  • Sharing a link to a blog or a post on LinkedIn
  • Adding old presentations, video clips, white papers, reports and guide to your fee earner’s LinkedIn profile
  • Sending out an article (newspaper, magazine, or electronic) to selected people in your network – if it will be of interest to them
  • Creating a discussion on a LinkedIn group where you share a link to an article
  • Using a newsletter to share interesting articles on a theme

The key to time effective content creation is getting a good balance of ‘create’, ‘curate’ and ‘recycle’. Which one of the three do you use most?


Written by Heather Townsend. I help professionals become the 'Go To Expert'. I am the co-author of 'How to make partner and still have a life', 'The Go-To Expert' and the author of the award-winning and bestselling book on Networking, 'The FT Guide To Business Networking'. To find out whether I can help you read 'is this you' Connect with me on ,  LinkedIn and Twitter