How to Create Content Marketing Strategy for Your Small Business

How to Create Content Marketing Strategy for Your Small Business

“Content is the king.”

This advice-turned-cliché may not be new to you, but it never fails to move mountains and enable entrepreneurs to succeed. Indeed, one of the things that web owners need to focus on is their content, and of course, how they market it.

So how does one create content marketing strategy? The truth is, if you are just getting started in the virtual realm, you first have to accept the fact that you’ll have a lot of barriers to melt especially if you want to start with a small business. Yes, the virtual trail can get really rocky and there will be times when you’d get confused on what to do, but you don’t have to worry because today, you will get all the information you’d need about creating a valuable marketing strategy that can really speak to your audience.

First Things First

You may have encountered people who worship content marketing, and they definitely have a good reason behind it. Content marketing basically offers entrepreneurs and web associates the opportunity to market by the use of alternate mediums such as e-books, podcasts, interviews, blog posts and other virtual instruments that awaken their audience’s curiosity.

Now, a lot of people commit the mistake of implementing complex strategies that they cannot sustain. If there is one thing you should always remember, it’s to come up with a simple, effective and highly sustainable marketing strategy. By doing so, you are giving yourself the opportunity to perfect the strategy and go along doing the same strategies over and over again without exerting too much effort.

First Step: Documentation

To create content marketing strategy that is achievable and effective, you should treat proper documentation as one of your main cores. Without it, you wouldn’t be able to create a well-organized plan that does not only reach out to your audience, but also provides you tangible results as it helps you in terms of tracking down the progress of the various departments in your company, as well as your return of investment.

In documenting, allocate enough time in determining some of these very important factors:

  • Company Objectives

No matter how big or small a company is, objectives are crucial in motivating you and your employees. Now, you’d probably say that your main goal is to gain profits. But when documenting, you have to be very specific with the things you want to achieve.

Remember that your objectives should specific, time-bound and realistic. To help you and your team visualize your goals, you can use bar graphs or tables that will represent the different goals that you have for your company, as well as their percentage.

  • Effective Channels

Now that you have a set of objectives in mind, you can now list down some of the mediums that can enable you to turn your goals into reality.

For example, if you are mainly geared towards attracting more conversion, you can add other goals that can support your major goal to make your objectives become more realistic like putting up advertisements on social media sites and increasing the number of your e-mail/video subscribers.

Treat content marketing as an avenue for enabling your content to be visualized by the world. Facebook, Twitter, blog posts, podcasts, e-mail subscriptions—these are only some of the things you can use to attract your audience.

  • Create a Bank of Ideas

Properly documenting the ideas that you have for your company, as well as the different references you can use, can provide you all the information you would need in the future. Storing these ideas in private circles like Gmail or Evernote would make you become a more effective marketer in the future because you can make informed decisions.

  • Statistics

Once you have documented the first few parts of your plan, you should also write down the outcome of all of your marketing efforts. This will come later on as you assess your success results, and we will be talking about this a little bit further as we go along.

Second Step: Know Your Market

To successfully create content marketing strategy, you have to know your market by heart. Below are some of the factors that can enable you to know what works and what doesn’t:

  • Who is Your Target Audience?

No matter how perfect your content is, if you are not generating content that is suitable to your audience, all of your efforts will be useless. Remember, you need to learn what they want and need if you really want your business to be a success.

Likewise, determine what channels your target audience commonly use. For example, if you are targeting adolescents, do you think that social media sites can directly impact their decision to take an action? Understanding your audience is always a big factor when it comes to the success of your content marketing strategy.

  • Be Specific

Once you have determined your audience, be specific on the groups of people you want to target. It’s just like identifying a niche. The more specific the niche is, the better. Instead of reaching out to parents, be more specific. Target new mothers who need tips on lactation or other parenting tips. Generate target-specific content so you would be able to gain more conversion.

  • What are the Actions that Turn into Conversion?

Firstly, it is important that you distinguish the actions that really turn into conversion. You know, the ones that really help you provoke your audience to take actions that can make you profit. By knowing what works for your target audience, you are also saving yourself from spending too much money for actions that do not benefit you financially.

Ask yourself, what triggers my audience to convert? Is it the e-mails? Is it the posts on my social media sites? Or is it the free content that I provide?

Third Step: Measure Success Indicators

Tracking your conversion metrics can help you identify the measures that lead to more conversion and keep a tally of what works and what doesn’t. Go back to your objectives and define which strategies worked best for you. Document it and make sure that you eliminate some of the aspects of your plan that are costly and ineffective.

A lot of people may encounter problems on how to create content marketing strategy, but by researching and making calculated risks, you can claim the success of your content marketing plan as early as now. Just remember, keep it easy and attainable.


Featured image credit: Hurca!


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