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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 November 19, 2019

Work Smarter, Not Harder: 12 Ways to Work Smart

Work Smarter, Not Harder: 12 Ways to Work Smart

I imagine that like me, you say that you never have enough time and that you just cannot cope with 60 dozen things all at once.

How on earth do you get out of that spiral?

Many people never sit down and look at how to work smarter, rather than harder and even longer hours. But not you, you’re smart enough to try to learn effective ways to work.

So how to work smarter not harder? Here are 12 smart ways you should be following:

1. Improve Your Time Management Skills

Easier said than done? Well, no actually, because there are a few simple rules that can really help you to manage time better.

For example, when setting up a top priority task, you need to switch off the phone and ignore your email first. Then you need to abandon any ideas of multitasking as that will slow you down and ruin your focus.

Finally, set a reasonable deadline and do everything in your power to meet it.

“When you’re born, you’re born with 30,000 days. That’s it. The best strategic planning I can give to you is to think about that.” — Sir Ray Avery

2. Speed up Your Typing and Use Shortcuts

These days we’re all keyboard slaves. So why not speed up your typing and try to get rid of the two finger syndrome. In fact, when you save 21 days per year just by typing fast!

This is exactly what I am doing now, so I cannot honestly say I am practicing what I preach!

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But help is at hand. Try some of these apps and games to help you type fast: 8 Most Effective Games and Apps to Learn to Type Fast

Using shortcuts on the keyboard is another time saver and can speed up your work.

For example, press F2 to rename a selected file, while CTRL + I will put selected text in italics.

There are so many of these. If you make the effort to learn them, they really can be helpful.

3. Learn How to Use Productivity Tools

It is well worth downloading all the useful tools and apps that can highly boost your productivity. Take a look at these 18 Best Time Management Apps and Tools and install whatever fits your needs.

Now that is really a great way of working smarter, not harder.

4. Use Your Phone Wisely

Instead of writing emails, sometimes it’s better to pick up the phone and talk to the person responsible. It saves time, especially for important or urgent discussions.

If that colleague works in the same office, it is even better to go and talk to him or her. It gives you a break, you get some exercise and you actually make human contact which is becoming quite rare in this electronic world.

5. Keep a Tab on Your Tabs

If you are like me, you might well find that you have a ton of tabs open at the top of your browser.

In order to find the one you want, you have to search for them as they are off screen. Having all these tabs open slows down your browser too.

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One solution is to use OneTab which can keep a neat list on the screen of all these tabs when you want to quickly get to one of them or you want to remind yourself which ones you have open.

6. Use a “To Don’t” List

We all know about to do lists and I find that they are generally great. They give me a great sense of achievement as I cross off the tasks done.

But often, I find that we are doing non-essential tasks or ones that can easily be postponed. That is why many people recommend the to don’t list.[1]

Some people prefer to savagely prune the to do list while others prefer to have two separate lists, to do and to don’t. You just have to work out what works best for you when you are trying to save precious time to become more productive.

7. Expect Failure and Fight Paranoia

When failure rears its ugly head, some people get a bit paranoid and fear that this may become a trend.

Projects will go wrong and failure should be expected rather than feared. Learning lessons from failure and analyzing what went wrong is the best way forward.

“Do not be embarrassed by your failures, learn from them and start again.” — Richard Branson

And here you can find 10 Great Lessons Highly Successful People Have Learned From Failure.

8. Be Concise

Rambling on at meetings, in emails and even when introducing yourself to new clients can waste a lot of people’s time.

One way is to practice and sharpen your “elevator speech,”[2] which tells people in 30 seconds or less why they need your skills and how they can benefit from doing business with you.

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Just think of the many situations where this could be useful:

  • Making new contacts
  • Talking about yourself at a job interview
  • Meeting people at conferences or parties
  • Phone calls to new clients

9. Ask the Right Questions

“You can tell whether a man is clever by his answers. You can tell whether a man is wise by his questions.” — Naguib Mahfouz

How do you get feedback? The secret is to ask the right questions at the right time.

When you do this, you are gathering the information you need to help in decision making. This will save you time and you will be able to cut meetings to a minimum.

Forbes magazine reports on research that they carried out on asking the right questions.[3] When that happens, the positive effects are increased by 400%. There are also other benefits in staff motivation and a positive impact on the company’s bottom line.

Lifehack’s CEO Leon has shared about how to ask for feedback to learn faster: How to Learn Quickly And Master Any Skill You Want

10. Learn as Much as You Can

You should always be on a steep learning curve. Look at your skills profile and determine where you need to fill a gap. Talk to important connections and network in your niche.

Keep up to date on trends and developments. It is a fact-changing world. When an opportunity arises, you will be the best equipped to seize it because you have never stopped learning. Just another way of working smarter.

“Live as if you were to die tomorrow. Learn as if you were to live forever.” — Mahatma Gandhi

11. Look After Your Greatest Resource

No, your greatest resource is not time. It is YOU.

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If you do not get enough sleep, exercise and relaxation, you find that you become less and less productive. You begin to work longer and longer hours, which is the exact opposite of what you want.

What you should be doing is making sure you are in the best shape. It is useful to remember that you need a break of 15 minutes after every one and a half hours of work.[4]

Taking breaks and getting fresh air and exercise is one of the best ways of working smarter, not harder.

12. Don’t Fall into the Trap of Working Smarter and Harder

As a society, we are obsessed with doing everything smarter so we are more efficient and we save time all around.[5]

But the most important thing to remember is to accept when we are ready to switch off that computer and not fill up the time with even more work!

The Bottom Line

The key to greater productivity is to work smarter, not harder. Working smarter saves precious time and energy for the things that really matter — your life goals, your personal growth, your health and your relationships.

Stop working for more hours and start working smarter!

More About Working Smart

Featured photo credit: Unsplash via unsplash.com

Reference

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