I’m a Small Business. I don’t need content marketing.
Simply put, yes you do!
The great news is you are probably already practicing content marketing and may not even know it. The even better news is that if you aren’t, you can launch your content marketing campaign with relative ease. You can stop chasing and start drawing in your target audience.
Don’t think you know the first thing about content marketing?
But you do! You know the most important thing to getting started with your own content marketing. You know who buys or has the propensity to buy your product. Knowing who your audience is and what matters to them is the first domino.
Are you afraid you’ll invest time and effort into this content marketing fad only to watch it fade quietly into the night?
There is no doubt that content marketing will continue to change and evolve, but as far as it going away, it will continue to thrive for two reasons. First, it works! Content marketing is a methodical approach to connecting your knowledge to your target audiences. When you relevantly connect your knowledge, you ultimately connect your business.
Second, thanks to demand and technology, content marketing just got easier. Businesses can now get content into the hands of their target audiences quickly and in the channel of their choice. In other words, where they are, how they want it, and when they want it.
It’s said that Benjamin Franklin introduced content marketing with Poor Richard’s Almanack in 1732. The purpose of content marketing is to engage, inform, and educate your audience with relevant information that drives profitable business growth. That is exactly what the Almanack did.
This is exactly what your small business can do too! Marketing your content must be planned and have a clear strategy to be successful. You may be one of the lucky ones that goes viral but even then you have to have a plan to sustain your rise to fame! (Let me know if you go viral. I want your autograph!)
I’m glossing over the details so let’s get a bit more specific. The following list is not an attempt to address content marketing strategy soup to nuts. It is my attempt to convince you of two things.
The first is that businesses of any size benefit from a sound content marketing strategy and second, you are capable of mapping that out and getting started by following these 8 steps.
I can delve into each more thoroughly in subsequent posts:
- Know your audience and understand what matters to them.
- Identify your business goals to determine your content marketing goals.
- Jot down 30 topics that matter to your audience and create a variety of content about them.
- Build a simple content calendar to help you decide where, how, and how frequently you are going to publish your knowledge.
- Consistently publish relevant content across the customer lifecycle.
- Be purposeful in your engagement tactics.
- Measure, monitor, and analyze everything. Your SEO, your channels, your offers, your social media metrics, etc. Adjust accordingly.
- Make it easy for your audience to move between learning from you and buying from you.
Content marketing is not the holy grail but it can efficiently and effectively get you in front of your target audiences. Presenting your knowledge as content ensures it works hard for you and makes your life as a small business owner infinitely better!
What would you add, edit or delete from this list?