The overall content marketing effort needs be a concerted one…the content targeted, intelligent, and timely. It should be reflective of your company’s tone, style, and culture. Who are your people? What do they need to know? How do their needs shape what you craft?
The cardinal “don’t” in content marketing: Don’t throw just anything out to see what sticks. It needs to have value. Think before you write, plan before you post.
If you break the content marketing behemoth down – not so intimidating. Consider the big picture, then figure the components that will support it, and finally the schedule that will distribute it.
- You can start by looking at your audience – do you target different database lists for different products/services/clients? If your marketing is segmented, so should your content campaign. You need to pander to each individually.
- If you haven’t the luxury of a writing staff to crank out everything your customer base needs to know, sit your team down for a topic brainstorming session. Throwing everything out on the table (even the seemingly uninteresting topics) will provide the basis of the subject list to organize and refine.
- Since you may not always have the perspective, query trusted clients for topics about which they’d be interested in reading. Going right to the source of your content-craving-public is not a bad idea.
- Check your own website’s FAQ page – there are bound to be answers upon which you can expound.
- Other topic options could include the top five misconceptions about your industry, or upcoming legislation which will positively impact your industry; bring in the external forces that make a difference to show how current events affect the future.
- Repurpose – take informational flyers and press releases and other existing content to cull detail.
- Understand that your company’s content marketing strategy does not stand on words alone. A multi-media approach keeps it interesting – more on that in a minute.
- Task a member in each discipline to write a post about an aspect of a product or project with which they are familiar.
- Take into consideration when you will be releasing new products, etc. so content about those items can be introduced in the appropriate timeframe.
- Even be proactive and have holiday-centric copy ready so you can do more than just throw out a graphic with sparklers and the flag on July 4th. A good content marketing strategy is not comprised of afterthoughts.
- Use case studies as posts. If you plan the case study format and plug in the data, you always have a steady stream of fresh information to share and advertise how your company supported a need.
- Bear in mind…content comes in many different forms: podcasts, infographics, demonstration videos, etc. Mix it up so that the medium works most effectively with the topic at hand.
- Once you have your topics mapped out, figure a writing/shooting/recording schedule, and draft them well in advance. Try to work at least a month ahead at a time so you don’t start slipping.
- Establish the calendar, who is responsible for what, and a matrix of which platforms should have what posted along with the assignment of responsibility.
You want to be relevant and consistent to earn loyalty. You want to drive your existing and future clients to action, but by providing them with the detail that helps to support your position as a trusted authority who is not just trying to “sell” them.
Well put, Liane. I think that when it comes to content marketing, a lot of agencies are still unsure and grasping at whatever to keep up. I think that your article is an excellent introduction to authentic content marketing and I applaud you for that. Thanks.
Excellent tips. Love the idea using case studies as post.
With the introduction of the internet, small businesses are having to put effective marketing strategies in place to help them compete with large corporations on a global scale. Up until a few years ago, companies were all on an even playing field, marketing to local customers in their area. With the internet, it has opened up the trading platform with companies now competing globally and rather than competing against a handful of companies, they are now one of thousands all trying to get their customer’s attention.
I think that it's awesome that small businesses are having to use digital marketing strategies to gain a successful customer base. Although I can see how the increased competition can be detrimental to some businesses, I really feel like it helps companies to better reach those customers and stay in business. What do you think are some of the pros and cons of the digital age on small businesses?
Hi Liane,
great points!
I found out that having connections within my niche, really helps a lot when promoting a product, or a service, or simply my blog.
I also like to create new relationships over time.
Appreciate the post!