Content Marketing Framework - SendGrowth

A Practical Content Marketing Framework
How Businesses Create a Reliable Content Marketing Strategy

Content is the future of marketing.

With content, there are endless possibilities to grow your business. Unfortunately, without a framework in place nothing will work.

So here's the deal:

I'll show you a quick way to get started putting together your own Content Marketing Strategy.

It doesn't matter if you sell products or services, and you don't need a huge budget, or even a dedicated staff.

When you're done you'll have a good idea of how larger businesses are using content for marketing. At the end, there are more advanced materials to help get you started too.

- Jordan Coeyman (Co-Founder of SendGrowth Marketing Agency)

Ready to get started?

[Step 1] Create Goal Oriented Content
Give the people what they want + a task to complete

Small businesses should be even more focused on content marketing than larger ones.

Why? It helps lower the cost of running a business, and allows them to compete with much larger businesses. By providing value up front with content it inspires goodwill and breeds trust.

This practical system starts with producing the content in the first place. Investing in the development of a content creation will generate new awareness, drive engagement, and produce leads.

How much should you invest in creating content?
As much as you can afford. If one piece of content could create 10 new customers for you, what could you spend? Always think of the positive side.

Business TypeBudget RangeContent TypeContent Theme
Local Businesses$5 - $1,000+ per pieceText, Image, Audio, VideoUseful, inspiration, informative, funny, educational
B2B SaaS$50 - $10,000+ per pieceText, Image, Audio, VideoUseful, research backed, informative, educational
E-Commerce$5 - $1,000+ per pieceText, Image, Audio, VideoInspiration, useful, research backed, informative, educational

Every business now has a responsibility (or chance) to be their own media producer. You don't have to sit around and wait for press like business owners of last generation did.

Types of Content

  • Written: Blogs, guides, frameworks, whitepapers, ebooks
  • Image: Infographics, photography, slideshows
  • Audio: Podcasts, audio books
  • Video: Webinars, Instructions, Demos, Behind-the-scenes

Specific Topic Inspiration

  • Ask your customers what they currently read/watch/listen to
  • Research top influencers and the topics they care about
  • See what top competitors resources or blogs topics

Specific Goal Ideas

  • A lead / signup
  • A share or comment
  • Purchase
  • Upsell to larger purchase

Hire content creators

Takeaway Tasks

  1. Create / produce 1 piece of content with:
    A type / theme related to your business
    An exact person in mind who you're making it for
    And a goal you're trying to persuade them to accomplish

  2. Document your content creation process:
    How you make or hiring someone to make your content should be easy to teach and learn

  3. Track the monetary investment:
    How much money are you spending on creating content? The price you pay someone else, or the dollar amount you value your own time at.

Who makes this content isn't the important part when getting started. What matters is that you get it made at all, so you can then move onto the next steps of the framework. Make it yourself or outsource the work, but don't procrastinate on getting it produced.

But how do you get your market to see and digest your content?
The answer is distribution.

Sweet! What's next?

[Step 2] Distribute it to the right people
If content is king, distribution is the queen.

Now you've gotten your piece of content created and ready, how do you get your intended audience to see and digest it?

Where do you start distributing your content?
Through different media types: owned, earned, and paid.

OwnedWebsite, Blog, NewsletterBuild your list of subscribers / followers over time.
EarnedShares, Reposts, Mentions, ReviewsGive people a reason to share it, and make it easy.
PaidSocial media ads, Pay per click ads, Display ads, Content promotion, RetargetingTest in small specific runs to determine profitability.

Which type of media is best for my business?

It depends on where your customer spends their time. You don't want to waste time and money by trying to change their behaviors, you'll want to adapt and figure out which distribution channel is a viable source of traffic.

Takeaway Tasks

  1. Distribute in batches: It's more important to be thorough on a few channels than it is to be spread thin on lots.

  2. Aim for 100 people: 100 people per traffic source is the safest way to keep your costs low, collecting enough data to be significant.

  3. Document reactions: The response you recieve initially to your content might be better in certain places, so keep note.

Now that we've distributed our content, we're into the section where we determine how successful a piece of content is.

Got it! I'm Ready for more!

[Step 3] Measure the return on investment
We determine the quality of content by how many times it "worked".

Since you've distributed your content to 100 people at a time, you now need to track the behavior of these 100 people.

Every month determine how many people took action on your goal. Use conversion tracking analytics software and a spreadsheet to get this done.

How do you rate a piece of content?
Determine the number of Goals your content produced, divide by the dollar amount you invested on creating + distibuting it.
The ROI of the content is easy to quantify: you invested some money and got something in return.

Was it worth it? You tell me.

If you're the boss: does this fit within your budget, and allow you to invest more into content creation?
If you have to impress your boss: ask them if they are happy with the ROI of the content.

Takeaway Tasks

  1. Determine if your content is a winner or a loser: so you can prepare for the next step

  2. Document your successful channels: how your going about producing or hiring someone to produce your content should be easy to teach and learn.

Now we've seen most of the Framework, the last step is all about how to turn the first three steps into a systematic process to follow.

Now how does it all fit together?

[Step 4] Iterate on the content or the process
It's time to rince & repeat

Once you've determined the ROI of your content, it's now time to move on to new content, modify the content we made, or run more distribution tests.

If the ROI was positive and worth it:
  • Try to run more distribution tests, consider spending more money with the channels that worked before you venture into new ones.
If the ROI was negative or not worth it:
  • You must either modify the content, the distribition channels, or try a new test entirely. It just means you missed the mark and need to try again.

Use the documentation you've collected along the way to lower costs of content creation, or raise the persuasiveness of your content.

Takeaway Tasks

  1. Keep your tests short, quick, and trackable:
    a type, an exact person in mind who you're making it for, and a goal you're trying to persuade them to accomplish.

  2. Document all:
    Save time, money, and headaches. Use this checklist before distributing any content.

Need help implementing this Framework?
Book a free strategy session with a SendGrowth consultant