It’s never too late for your company to launch its own outbound marketing strategy—building authority, establishing trust, and boosting conversion rates through compelling content distribution.
Though content marketing is nothing new, we still encounter many business owners who are coming to it for the first time, eager to drive value through blogging, video, social media, and beyond.
Enthusiasm goes a long way in content marketing, but wait: Before you get swept away, we have a few foundational steps you should take.
Before You Start Content Marketing…
- First, make sure you understand what content marketing actually is. Don’t do it just to do it. Do it because you really understand how value-adding content enhances your brand, cultivates loyalty, adds SEO power, and leads your buyers down the sales funnel. Take some time to read up on content marketing and to understand the merits of “selling without selling.”
- Set some goals. What do you hope to achieve through content marketing? How will you measure results and define success? Are you seeking better online reviews? Increased website traffic? Higher search engine visibility? A more robust and engaged social media following? Define your objectives and your major benchmarks before you get started.
- Know your audience. For whom are you creating content? Which values, pain points, and common queries should your content address? Create detailed buyer personas so that, when you start building a content portfolio, you’ll have someone specific to whom you can address it.
- Define the right channels. Most small businesses simply can’t spare the resources needed to maintain activity on a half dozen social media platforms, plus a blog, a YouTube channel, etc. Trying to do so can actually dilute the impact of your content, so it’s generally better to be focused and strategic in the content distribution channels you choose. Both your goals and your audience are relevant to this decision.
- Research your industry. What do your competitors do for content? What are the hot topics? What seems to be the best ways to garner attention? What room is there for your brand to carve out a niche for itself?
- Make an editorial calendar. You won’t succeed by creating new content on the fly, with no broader timeline or plan. It’s important to exercise some forethought in your content creation.
- Consider ghost bloggers and content marketing strategists. Content marketing can sometimes be a full-time job, and one that requires a high level of strategy. If you feel like it’s going to be a strain, reach out to the content marketing team at Grammar Chic, Inc. We’ll offer a free consultation about our services, answer any questions you have, and provide a detailed proposal.