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)
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.
|Business Type||Budget Range||Content Type||Content Theme|
|Local Businesses||$5 - $1,000+ per piece||Text, Image, Audio, Video||Useful, inspiration, informative, funny, educational|
|B2B SaaS||$50 - $10,000+ per piece||Text, Image, Audio, Video||Useful, research backed, informative, educational|
|E-Commerce||$5 - $1,000+ per piece||Text, Image, Audio, Video||Inspiration, 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.
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
Document your content creation process:
How you make or hiring someone to make your content should be easy to teach and learn
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.
Now you've gotten your piece of content created and ready, how do you get your intended audience to see and digest it?
|Media||Type||Objective||Owned||Website, Blog, Newsletter||Build your list of subscribers / followers over time.|
|Earned||Shares, Reposts, Mentions, Reviews||Give people a reason to share it, and make it easy.|
|Paid||Social media ads, Pay per click ads, Display ads, Content promotion, Retargeting||Test in small specific runs to determine profitability.|
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.
Distribute in batches: It's more important to be thorough on a few channels than it is to be spread thin on lots.
Aim for 100 people: 100 people per traffic source is the safest way to keep your costs low, collecting enough data to be significant.
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.
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.
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.
Determine if your content is a winner or a loser: so you can prepare for the next step
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.
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:
Use the documentation you've collected along the way to lower costs of content creation, or raise the persuasiveness of your content.
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.
Save time, money, and headaches. Use this checklist before distributing any content.