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3 Steps to Create a Powerful Small Business Content Marketing Strategy

3 Steps to Create a Powerful Small Business Content Marketing Strategy

The small business is the underdog when it comes to marketing initiatives. They don’t have behemoth budgets, crack teams of marketing specialists, or even the firsthand experience that comes with being an established enterprise.

Fortunately, the internet has leveled the playing field a bit. Content marketing strategies can be a great equalizer for small businesses looking to become thought leaders or drive traffic to their site. So how does a small business create a content marketing strategy?

1. It Starts With Research

The first step in any small business (or large business, for that matter) content strategy is to do your research. All of your groundwork starts here, and, like the foundation of a house, your entire content strategy will be built upon it. Content strategies that utilize the wrong information, or that constructed with a lack of it, will suffer the same fate as a structure built upon a poor foundation – so make sure that you’re not skimping in this area.

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The first thing you’ll want to research is who your audience is. One of the best, and simplest tidbits of information comes from the Content Marketing Institute: “if your content is for everybody, it’s for nobody.” It makes sense. If you’re marketing automotive products, you don’t need to be writing content for people who are interested in buying a toothbrush, right? Ask yourself, “what problem does my product/service solve?” and “who are the people most likely to need this solution?” If you have any existing customer demographic data, pull that up and apply it as well, segmenting customer profiles if necessary. Once you have an idea of who your content is aimed at, you’ll have a better idea of how that content should be centered.

Another way to get a bearing on the direction of your content strategy would be to research your competitors. Take a look at what they’re doing, as well as who they’re marketing to, and make note of what seems to be going well for them, as well as areas you might see them lacking in. Your content needs to be just as good as, if not better than, your competition’s. This will help you define what customers will gain from choosing your brand over a competitor’s brand – and if there isn’t anything that makes you better, you need to be focusing on bettering your product before you market it. The CoSchedule Blog sums up four questions that you should have answered before you embark on your content journey:

  • Why does your content deserve to exist?
  • Who is going to read it?
  • What is your competition doing (and how can you do it better)?
  • Why should your audience choose your brand and your content over your competitor’s?

Once you’ve figured out who your target audience is, CoSchedule also recommends creating a target audience definition based on your product/service, your audience’s main demographic, and your content’s mission. The simple example they give looks like this:

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“[INSERT YOUR BRAND] creates content to help and inform [INSERT DEMOGRAPHIC] so they can [INSERT ACTION] better.”

2. Set Goals and Draft Your Project

Once you’ve got the basics down, you’ll want to set goals for your campaign. Small businesses need to be realistic about what they can and cannot do based on the resources that they have and work within those parameters. This includes your content strategy’s overall objective, the timeframe in which you’ll complete your action items, how much time, money, and resources you’re willing to invest in the strategy, and how much room you have for flexibility once the strategy gets going.

Beginning with objectives, you need to have a clear, defined reason that you’re engaging in a content marketing strategy. Without a goal, how can you know what you’re aiming for? Duct Tape Marketing advises that there are essentially two categories pertaining to content marketing objectives:

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  1. Brand Engagement, which includes
    1. Improving brand reception
    2. Becoming a thought leader
    3. Increasing brand loyalty
    4. Creating passionate brand advocates
  1. Demand Generation, which includes
    1. Improving SEO and website traffic
    2. Generating leads
    3. Nurturing leads
    4. Increasing sales and revenue

Again, know your limitations – you don’t want to start a content strategy that focuses on too many of these objectives at one time, or else you’ll be spread too thin and won’t accomplish anything. This ties directly into your timeframe initiatives as well; ask yourself, when do these goals need to be accomplished by? Content strategies take time to develop, and they take time before you’ll start seeing any return. Of course, the more time and money you invest, the more able you’ll be to push for quicker turnaround.

While everybody and their grandmother wants results Johnny-on-the-spot, the reality is that fine wine takes time. After development, you’re going to want to continue pursuing your strategy in multiple phases. At first, it may be in your best interest to start out slow and methodical, recording success and allowing yourself freedom in the later stages to pivot if an opportunity presents itself, or to switch tactics if you notice that one is failing. Allowing yourself this flexibility is important, as content and responses to it can develop in a natural fashion that demands a response by your campaign.

3. Developing Content, Finally

When you’re writing content, you want to focus on the marketing funnel. You’re going to be writing the most posts for people who are at the top of that funnel, people who will either take the information from your writing and move on, or who will say “hey, that was interesting and helpful – I want to know more about this topic.”

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These are the people you want to capture. From there they may research their issue further, diving deeper into your website and exploring posts that cover the topic in greater detail. No matter what market you’re in, you want to make sure that these “top-of-the-funnel” posts are accessible to a wide audience, and not too heady. In an article with Huffington post, Philadelphia-based lawyer Joel J. Kofsky gives this advice: “The best legal content marketing speaks to an educated audience without drowning in complex legalese that only alienates the reader… For example, I don’t try to explain the intricacies of personal injury law in a 350-word blog post: I focus on the one or two concerns most pressing to the audience and build from there.”

At the same time, you don’t want to dumb down a post to the point that it’s void of any meaning. One cardinal sin of content marketing is developing and publishing what is called “fluff content,” or pieces that are written for the sake of being written but that don’t actually provide much value to the reader. Avoid this pitfall like the plague–if you’re trying to build an SEO presence with blog content, you may actually be doing yourself a disservice with this style of strategy. Google (GOOG) has done very well as a company by regulating spam and spammy content, and they’ll ding you if they catch you perpetuating these practices. After you’ve written your content, you’re ready to deploy.

After you begin your content strategy, remember to leave wiggle room for agile changes to your strategy. This was mentioned above, but it’s worth mentioning a second time. Rarely do things work out the first time, and the mark of a successful person isn’t measured by how often they avoid making mistakes, but rather how well they adapt to those mistakes, as well as how they can turn those mistakes into situations that can be capitalized on. Remember: keep your head up, keep at it, and focus on getting it right. You’ll find yourself with a successful content strategy in no time at all.

Featured photo credit: raleighenterprises.com via raleighenterprisescom.files.wordpress.com

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Andrew Heikkila

Owner-Operator of Earthlings Entertainmnet

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Last Updated on September 23, 2020

Do What You Love and Love What You Do to Achieve More

Do What You Love and Love What You Do to Achieve More

Are you waking up each day looking for that perfect thing, activity, or job that will make your life work? Or, maybe you are looking for that perfect relationship. Once you “get” this new thing that will allow you to do what you love, you are sure that you will be happy forever.

In reality, life doesn’t work like that, and we would probably get bored if it did. There is likely no one thing, experience, or activity that will keep you feeling passionate and engaged all the time. What’s important is staying connected to what you love and continuing to grow in the process.

Here, we’ll talk about how to get started doing what you love and achieving more in life through the motivation it brings. Doing this doesn’t have to take a long time; it just takes determination and energy.

Most People Already Know Their Passion

So many people walk around in life “looking for” their passion. They look for it as if true passion is some mysterious thing that is difficult to find and runs away once you find it. However, the problem is rarely lack of passion.

Most of us already know what we love to do. We know what excites us, even if we haven’t done it for years. Instead, we focus on what we think we “must” do.

For example, maybe you love building model cars or painting pet portraits. Yet, each day you work a completely unrelated job and make no time for the activity you already know you love. The truth is you probably don’t need to find your passion; you just need to start doing what you already know you’re passionate about[1].

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No Activity Is Exciting All the Time

Even people who are living their dream lifestyle or working their dream job don’t love it all the time. Every job or lifestyle has parts of it that we won’t like.

Let’s say your dream is to become an actress, and you succeed. You may not enjoy the process of auditioning and facing rejection. You may experience moments of boredom when you practice your lines over and over again. But the overall experience is totally worth it.

Most of life is like that. Don’t set yourself up for disappointment by demanding that life be perfect all the time. If things were perfect and easy, you would ultimately stop learning and growing, and life would begin to lack even more meaning in that case.

Be grateful for both the good and bad moments as they are both entirely necessary if you genuinely want to do what you love and love what you do.

Doing What You Love May Not Be Easy

Living a life you love is unlikely to be easy. If it was, you would not grow very much as a person. And, if you think about a great book or movie, the growth of the main character is what matters most.

What if the challenges you meet along your path to living a life you love were designed to make you grow as a person? You may actually start looking forward to challenges instead of dreading them. An easy life hardly ever makes a compelling story.

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If you struggle to overcome challenges, try writing them down each time you encounter one. Then, write down three ways you could tackle it. Try one, and if it doesn’t work, try another. This way, you’ll learn what does and doesn’t work for you.

How to Do What You Love

There are many small steps you can take to ensure you are making time to do the things you love. Start with these, and you’ll likely find that you’re already on the right track.

1. Choose Your Priorities Wisely

Many people claim they want to do something, yet they don’t do it. The truth is they might not really want to do it in the first place[2].

We all end up following through on what matters most to us. We make decisions moment by moment about what we need to focus on. What we choose to do is what we deem most important in our lives.

If there is something you claim you want to do but you don’t do it, try asking yourself how much you really want it or where it’s currently placed on priority list. Are there other things you want more?

Be honest with yourself: what you currently do each day is a reflection of your priorities. Recognize that you can change your priorities at any time.

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Make a list of your priorities. Really take the time to think this through. Then, ask yourself if what you are doing each day reflects them. For example, if you believe your top priority is spending more time with your family, but you consistently take on extra hours at work, you’re not really prioritizing things in the way you think you are.

If this is happening, it’s time to make a change.

2. Do One Small Thing Each Day

As stated above, doing what you love doesn’t have to mean finding that perfect job that makes you want to jump out of bed in the morning. If you want to do what you love, start with one small thing each day.

Maybe you love reading a good book. Take ten minutes before bed to read.

Maybe you love swimming. Get a membership at the local YMCA, and go there for thirty minutes after work each day.

Dedicating even a short amount of time to something that brings you joy each day will improve your life overall. You may find that, over time, a career path related to what you love to do pops up. After doing the thing you love each day, you’ll be more than prepared to take it on when the opportunity arises.

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If you need help making time for your passions, check out this article to get started.

3. Prepare to Make Sacrifices

If you are an exceptionally busy person (aren’t we all?), you may have to make sacrifices in order to make space for the things you are passionate about. Maybe you take on less extra hours at the office or take thirty minutes away from another hobby in order to develop another that you enjoy.

Looking at your priority list will help you decide what can get put on the back burner and what can’t. Remember, do this thinking about what will help you feel good about how you’re spending your time. 

For example, if you love writing but rarely make time for it, consider getting up 30 minutes earlier than normal. Or instead of browsing your phone for 30 minutes before bed, you can write instead. There is always a way to find time for what you love.

Final Thoughts

If you love what you do, each day becomes a joyful adventure. If you don’t love what you are doing, life feels like a chore. The best way to achieve success is to design a life you love and live it every day.

Remember, doing something you love doesn’t have to include big gestures or time-consuming projects. Start small and grow from there.

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Featured photo credit: William Recinos via unsplash.com

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