Content marketing for your small business
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This document provides guidance on developing a strategic content marketing plan. It explains that strategic marketing involves determining goals and steps to achieve them. Content should help and engage audiences while promoting products or services. Marketing gets brands in front of customers to help them. The document advises figuring out audiences, platforms, and times. It suggests sharing helpful, educational content like articles and videos. Content should turn free advice into future sales by establishing thought leadership. Lastly, it stresses creating a content publication and response schedule to systematically scale up efforts. Two examples of potential plans are provided.
Content marketing for your small business
- 2. About Me: History: Communications officer in the USAF, project manager, business analyst, information architect Day: user experience architect at Confluence Night: blogger at Church Web Strategies Rest: Cook, chauffeur, & referee for two tween girls
- 3. Break it down Strategic: Think about the end game. What do you want to accomplish and enumerate the steps you will take to get there. Content: Produce items that make you switch from megaphone to telephone. Give away information and build relationships. Sell products and services. Marketing: Get your brand in front of your customers, and keep it there because you are helping them.
- 4. Strategic Figure out what you need to do before you do it Who is your audience? This means determining who is, but also who is not Where are they? What platforms are your customers using? When are they there? What time of day are your customers on computers or looking at their phones?
- 5. Content What should you share with your audience What will be helpful? Encourage, engage, educate, awareness, promotions What type of content? Images, videos, articles, short snippets
- 6. Marketing Turn free advice into a future sale Demonstrate you are a thought leader in your space Give away advice and "how to" content, but sell your service Builds your presence with great SEO / ranking power
- 7. Schedule The last piece is to create a schedule for your content marketing Days/times for creating Days/times for posting Policy for responding to any comments It is better to scale up than scale down
- 8. Example 1 I want to help my existing customers stick to their "X" by offering encouragement when they wake up Strategy: Encouraging message on social media Content: Image (quote over photo w/ reference to website) Marketing: Keeps existing customers moving forward & lets potential customers know you care after the sale Schedule: 3x a week in the mornings
- 9. Example 2 I want to establish myself as a leader in my space, boost search engine rankings, and drive sales for my service Strategic: Educationally focused blog; also send to email list Content: 500-600 word article, with links to a related service page Marketing: Helps customers self-serve with smaller projects and keeps me in mind for larger tasks Schedule: Blog published in late afternoon, email sent in the evening
- 10. No Example 3 Those two examples would be enough to fill up anyone's week! You run a business and have a lot on your plate. If you insist on another example, let's talk over some coffee.
- 11. Questions? Contact Me! Stephen Morrissey Twitter: @SBMorrissey or @ChurchWebStrats Blog: www.ChurchWebStrategies.org Email: stephen@churchwebstrategies.org