Every small business has one goal at the heart of their marketing plan (assuming you have a marketing plan): growth. But reaching your growth goals in a market that’s more competitive than ever can stop business owners in their tracks. If you want to thrive in a saturated market, you need a killer content strategy that put words to your brand and makes people take notice while driving conversions. Here are our top five tips and questions to help you create and execute a content marketing plan that will reap you maximum rewards.
This amazing habit from Franklin Covey should be at the heart of any killer content strategy. You know you need a plan, so start with your desired end result. Ask yourself, “what is it that we most want to accomplish this year and what would that look like?” You can then work backward, outlining each content activity you’ll engage in to get you there. You’ll also have a clear goal to use as your measurement of success. For example, if your marketing goal this year is to grow by 20%, you’ll want to define that in terms of each area of your business.
To convert and grow, you have to reach the right people. This seems so simple, but you’d be surprised how many clients we work with can’t accurately describe their audience. Keep in mind that if you have different products and services, you most likely have different audience groups. Start by identifying their motivations, likes and dislikes, and (most importantly) why your business will add value to their lives, which brings us to our third point.
When it comes to content, one fact reigns supreme: people only read or engage with what matters to them. You need to publish content that they can connect with and that adds value to their lives. Ask yourself, “what makes us unique?” and “what value do we bring?” and “what do my customers want/need to hear?” Then design content around those factors.
Once you’ve identified your goals, audience, and added value, it’s time to consider where and when to publish content. A killer content strategy will include content across multiple channels, including email, social media, website, and print marketing. Choose the channels that will be best for your unique industry. Be realistic about what you can accomplish and allow many within your organization to support your content production. Share the work and you’ll share the success.
Marketing is a numbers game, and a killer content strategy requires measurement to know if you’re being successful. We look at our analytics weekly across all of our content publishing, including social media, blogs, email, and website. This familiarity means we know what’s working and what isn’t, and have the confidence to try new things. Don't forget about SEO and its power to positively impact visitors to your site. Use your analytics to help drive your content choices and you’ll see your engagement and conversions skyrocket!
Content marketing is truly the key growth tool for businesses. Remember to start with your ultimate goal, focus on the customer, and measure well, and you’ll be on your way to not just reaching your goals, but exceeding them.
Written by: Kimberly Kulp