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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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Published on March 25, 2019

How to Find New Growth Opportunities at Work

How to Find New Growth Opportunities at Work

Career advancement is an enticement that today’s companies use to lure job candidates. But to truly uncover growth opportunities within a company, it’s up to you to take the initiative to move up. You can’t rely on recruiter promises that your company will largely hire from within. Even assurances you heard from your direct supervisor during the interviewing process may not pan out.

But if you begin a job knowing that you’re ultimately responsible for getting yourself noticed, you will be starting one step ahead.

Accomplished entrepreneur and LinkedIn Co-Founder Reid Hoffman said,

“If you’re not moving forward, you’re moving backward.”

It’s important to recognize that taking charge of your own career advancement, and then mapping out the steps you need to succeed, is key to moving forward on your trajectory.

Make a Point of Positioning Yourself as a Rising Star

As an employee looking for growth opportunities within your current company, you have many avenues to position yourself as a rising star.

As an insider, you’re able to glean insights on company strategies and apply your expertise where it’s most needed. Scout out any skills gaps, then make a point to acquire and apply them. And, when you have creative ideas to offer, make it your mission to gain the ear of those in the organization who can put your ideas to the test.

Valiant shows of commitment and enterprise make managers perk up and take notice, keeping you ahead of both internal and external competitors.

Employ these other useful tips to let your rising star qualities shine:

1. Promote Your Successes to Your Higher-Ups

When your boss casually asks how you’re doing, use this valuable moment to position yourself as indispensable: “I’m floating on clouds because three clients have already commented on how well they like my redesign of the company website.”

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Tell your supervisors about any and all successes. Securing a new contract or signing a new customer should be a cause for celebration. Be sure to let your bosses know.

2. Cultivate Excellent Listening Skills

Listen well, and ask great questions. Realize that people love to talk about themselves.

But if you’re a superb listener, others will confide in you, and you’ll learn from what they share. You may even find out something valuable about your own prospects in the company.

If others view you as even-minded and thoughtful, they’ll respect your ideas and, in turn, listen to what you have to say.

3. Go to All Office Networking Events

Never skip the office Christmas party, your coworker’s retirement party, or any office birthday parties, wedding showers, or congratulatory parties for colleagues.

If others see you as a team player, it will help you rise in your company. These on-site parties will also help you mingle with co-workers whom you might not ordinarily have the chance to see. For special points, help organize one or two of these get-togethers.

Take the Extra Step to Show Your Value to the Company

Managers and HR staff know that it can be less risky – and a lot less costly — to promote from within. As internal staff, you likely have a good grasp of the authority structure and talent pool in the company, and know how to best navigate these networks in achieving both the company’s goals and your own.

The late Nobel-Prize winning economist, Gary Becker, coined the term “firm-specific,” which describes the unique skills required to excel in an individual organization. You, as a current employee, have likely tapped into these specific skills, while external hires may take a year or more to master their nuances.

Know that your experience within the company already provides value, then find ways to add even more value, using these tips:

4. Show Initiative

Commit yourself to whatever task you’re given, and make a point of going above and beyond.

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Position yourself so that you’re ready to take on any growth opportunities that present themselves. If you believe you have skills that have gone untapped, find a manager who will give you a chance to prove your worth.

Accept any stretch assignment that showcases your readiness for advancement. Stay late, and arrive early. Half of getting the best assignments is sticking around long enough to receive them.

5. Set Yourself Apart by Staying up on Everything There Is to Know About Your Company and Its Competitors

Subscribe to and read the online trade journals. Become an active member in your industry’s network of professionals. Go to industry conferences, and learn your competitors’ strategies.

Be the on-the-ground eyes and ears for your organization to stay on top of industry trends.

6. Go to Every Company Meeting Prepared and Ready to Learn

A lot of workers feel meetings are an utter waste of time. They’re not, though, because they provide face-time with higher-ups and those in a position to give you the growth opportunities you need.

Go with the intention of absorbing information and using it to your advantage — including the goals and work styles of your superiors. Respect the agenda, listen more than you speak, and never beleaguer a point.

Accelerate Your Career Growth Opportunities

A recent study found that the five predictors of employees with executive potential were: the right motivation, curiosity, insight, engagement, and determination. These qualities help you stand out, but it’s also important to establish a track record of success and to not appear to be over-reaching in your drive to move up in your company.

Try to see yourself from your boss’s position and evaluate your promote-ability.

Do you display a passion and commitment toward meeting the collective goals of the company? Do you have a motivating influence with team members and show insight and excellence in all your work?

These qualities will place you front and center when growth opportunities arise.

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Use these strategic tips to escalate your opportunities for growth:

7. Find a Mentor

With mentorship programs fast disappearing, this isn’t always easy. But you need to look for someone in the company who has been promoted several times and who also cares about your progress.

Maybe it’s the person who recommended you for the job. Or maybe it’s your direct supervisor. It could even be someone across the hall or in a completely different department.

Talk to her or him about growth opportunities within your company. Maybe she or he can recommend you for a promotion.

8. Map out Your Own Growth Opportunity Chart

After you’ve worked at the company for a few months, work out a realistic growth chart for your own development. This should be a reasonable, practical chart — not a pie-in-the-sky wish list of demands.

What’s reasonable? Do you think being promoted within two years is reasonable? What about raises? Try to inform your own growth chart with what you’ve heard about other workers’ raises and promotions.

Once you’ve rigorously charted a realistic path for your personal development within the company, try to talk to your mentor about it.

Keep refining your chart until it seems to work with your skills and proven talents. Then, arrange a time to discuss it with your boss.

You may want to time the discussion around the time of your performance review. Then your boss can weigh in with what he feels is reasonable, too.

9. Set Your Professional Bar High

Research shows that more than two-thirds of workers are just putting in their time. But through your active engagement in the organization and commitment to giving your best, you can provide the contrast against others giving lackluster performances.

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Cultivate the hard skills that keep you on the cutting edge of your profession, while also refining your soft skills. These are the attributes that make you better at embracing diverse perspectives, engendering trust, and harnessing the power of synergy.

Even if you have an unquestionably left-brain career — a financial analyst or biotechnical engineer, for example — you’re always better off when you can form kind, courteous, quality relationships with colleagues.

Let integrity be the cornerstone of all your interactions with clients and co-workers.

The Bottom Line

Growth opportunities are available for those willing to purposely and adeptly manage their own professional growth. As the old adage says,

“Half of life is showing up.”

The other half is sticking around so that when your boss is looking for someone to take on a more significant role, you are among the first who come to mind.

Remember, your career is your business!

More Resources About Ever-Growing

Featured photo credit: Zach Lucero via unsplash.com

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